Over-the-top (OTT) media services include things like Netflix, Hulu, Sling TV, and others. While many of these do not have options for advertising (like Netflix), others (including Hulu and Sling) allow TV advertisers to spread out and supplement fragmented TV market buys.
In 2019, Hulu Ad Sales Chief Peter Naylor pointed out a “massive surge” in advertising interest on OTT networks. The availability of local ad buys on these streaming platforms as made this market even more promising, although measuring and tracking results can be difficult with people consuming content on so many devices at so many points in the day.
Still, healthcare marketers will find ways to prioritize a growing segment of OTT streamers in their advertising with unique messaging and new types of content.