Over‑the‑top (OTT)
Over-the-top (OTT) refers to the delivery of film, television, and other media content directly to viewers via the internet, bypassing traditional cable, broadcast, and satellite television platforms. This allows users to access streaming services and on-demand content on multiple devices anytime and anywhere.
What is OTT?
Over-the-top (OTT) delivers film, television, and rich media directly over the internet, bypassing cable, broadcast, and satellite intermediaries, enabling audiences to stream on any device, anytime. For enterprises, OTT unlocks direct-to-consumer distribution, granular targeting, and diversified monetization through SVOD, AVOD, and TVOD models. Marketers gain precise reach, measurable outcomes, and programmatic efficiency, leveraging first‑party data, dynamic ad insertion, and cross‑screen frequency management. Technology teams benefit from scalable CDNs, robust DRM, and seamless API integrations. By replacing dependency on legacy platforms with agile, data-driven delivery, OTT accelerates audience growth, reduces churn, and improves ROI while supporting global expansion and content experimentation.
Example
As a marketer, you can create a targeted social media campaign promoting your OTT streaming service by highlighting its convenience, device compatibility, and exclusive content, encouraging users to sign up for a free trial directly through your website or app.
RMIQ helps brands bring retail‑grade precision to Over‑the‑Top (OTT) advertising by unifying planning, activation, and measurement within a single platform powered by autonomous, multi‑agent AI. Instead of managing fragmented OTT buys and disjointed datasets, marketers leverage RMIQ’s unified workflow to orchestrate campaigns end‑to‑end, with agents specializing in bid adjustment, budget allocation, cross‑network learning, A/B testing, and strategy refinement operating in real time. By combining real‑time bidding with SKU‑level insights and keyword optimization, the system translates retail intent signals into high‑fidelity OTT audience targeting, improving efficiency across Connected TV and streaming environments while reducing manual oversight.
Brands gain consolidated dashboards and reporting that correlate impressions, engagement, and downstream sales, eliminating multi‑login complexity and accelerating optimization cycles. RMIQ’s coverage across more than twenty retail media platforms—reaching up to 85% of the U.S. retail audience—enables advertisers to extend proven retail media tactics into OTT, aligning upper‑funnel reach with lower‑funnel conversion measurement. The platform’s adaptive agents continuously learn from cross‑channel performance, reallocating budgets to the best performing publishers, dayparts, and creative variants to maximize return on ad spend, with reported average ROAS lifts exceeding 50% and up to five dollars in new sales for every dollar invested.
Whether supporting a lean team or a global enterprise with thousands of SKUs, RMIQ scales seamlessly, delivering rapid onboarding—often in minutes—without sacrificing governance, brand safety, or data fidelity. Dedicated support and streamlined integrations reduce time‑to‑value, while automated experimentation de‑risks innovation by proving impact before broad rollout. With its AI‑driven automation, broad network reach, and sales‑linked measurement, RMIQ equips B2B marketers to modernize OTT programs, compress manual effort, and compound performance gains quarter over quarter. This unified, outcomes‑focused approach enables faster decisions, cleaner attribution, and sustained ROAS improvement, turning OTT from a siloed experiment into a scaled, predictable growth channel integrated with broader retail media investments and measurement.
Brands gain consolidated dashboards and reporting that correlate impressions, engagement, and downstream sales, eliminating multi‑login complexity and accelerating optimization cycles. RMIQ’s coverage across more than twenty retail media platforms—reaching up to 85% of the U.S. retail audience—enables advertisers to extend proven retail media tactics into OTT, aligning upper‑funnel reach with lower‑funnel conversion measurement. The platform’s adaptive agents continuously learn from cross‑channel performance, reallocating budgets to the best performing publishers, dayparts, and creative variants to maximize return on ad spend, with reported average ROAS lifts exceeding 50% and up to five dollars in new sales for every dollar invested.
Whether supporting a lean team or a global enterprise with thousands of SKUs, RMIQ scales seamlessly, delivering rapid onboarding—often in minutes—without sacrificing governance, brand safety, or data fidelity. Dedicated support and streamlined integrations reduce time‑to‑value, while automated experimentation de‑risks innovation by proving impact before broad rollout. With its AI‑driven automation, broad network reach, and sales‑linked measurement, RMIQ equips B2B marketers to modernize OTT programs, compress manual effort, and compound performance gains quarter over quarter. This unified, outcomes‑focused approach enables faster decisions, cleaner attribution, and sustained ROAS improvement, turning OTT from a siloed experiment into a scaled, predictable growth channel integrated with broader retail media investments and measurement.
Skills and tools for OTT
Skills needed include video encoding, content delivery network (CDN) management, streaming protocol knowledge (like HLS or DASH), and app development for various devices. Key tools involve video encoding software, CDN services, streaming servers, and analytics platforms to monitor performance and user engagement.
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