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OTT (Over the Top)

Patrick Glazier
  • Updated

Overview

This article includes what OTT (Over-the-Top) video is, OTT creative specifications, and how to upload OTT creatives. OTT ads amplify your marketing reach through the expanding world of streaming. These ads go over the top of traditional TV providers and cable boxes to serve ads on streaming services such as ESPN, Tubi TV, and Pluto. OTT ads are premium and unskippable, ensuring that you capture the room using El Toro’s patented technology. We offer a more efficient TV buy, eliminating ad waste and achieving completion rates as high as 90%.

 

OTT Creative Specifications

Below are the requirements for OTT creatives, followed by a brief description of duration and bitrate requirements.

 

Recommendations for Optimal Performance:

  • Format: MP4 with AAC audio

  • Bitrate: 15,000 kbps minimum - 60,000

  • Frame Rate: 29.97 fps or higher

  • VAST Version: 2.0 or higher

  • Creative Size: 1280x720

  • Duration: 15 or 30 seconds

Video Creative Requirements

  • Media Type: MP4

  • Minimum Bitrate: 2,000 kbps

  • Minimum Resolution: 1280x720

  • Duration: 15 or 30 seconds

* VPAID is not supported for OTT placements, and FLV, WebM, and VPAID media types will not be eligible to serve on OTT inventory.

Duration: While videos do not have to be exactly 15 or 30 seconds to serve inventory for OTT, video creatives are required to be less than or equal to their requested duration. In other words, we can bid on a 15-second request with a 10-second video, but we can’t use a 16-second video for a 15-second request.

Bitrate: this refers to the amount of data used to represent a video or audio stream in a given amount of time, usually a second. An ideal video bitrate depends on factors like resolution, frame rate, and content complexity. Our minimum bitrate is 2,000kbps (kilobits per second), however for optimal performance, we request between 15,000kbps - 60,000kbps. Higher bitrates result in better video quality but require more bandwidth.

 

How to Upload OTT Video Creatives

Step 1: Ensure your creatives meet, at the least, the requirements. Please note that we recommend following the guidelines for optimal performance.

Step 2: Navigate to the El Toro Portal, and open the “Creative Library,” found in the lefthand tab.

Step 3: From the Creative Library, select the “Upload/Create” button.

ott1.png
 

Step 4: Select “OTT” from the dropdown menu.

ott2.png
 

Step 5: Drag and drop or upload your OTT file on the screen. Once the file has been uploaded, it will be available in the Creative Library. There, you can see the Creative Preview and attach the creative to existing or new campaigns.

 

FAQs

  • Q: What is the difference between OTT and CTV?

    • A: OTT (Over-the-Top) refers to the delivery of video content over the Internet without the involvement of traditional broadcast or cable providers, while CTV (Connected TV) refers specifically to televisions that are connected to the Internet and can stream OTT content.

  • Q: Can I use the same creative on a video and OTT campaign?

    • A: It is possible to use the same creative for both video and OTT campaigns, but it's important to consider the specific requirements and limitations of each.

  • Q: What is the average video completion rate for OTT?

    • A: The average video completion rate for OTT is 90%, primarily because the ads are unskippable. Here are a few other reasons why VCR is high:

      • Limited Ad Interruptions: OTT platforms typically have fewer ad interruptions compared to traditional online video platforms. This reduced ad load creates a less intrusive viewing experience, leading to higher completion rates as users are less likely to abandon the content before the ad finishes.

      • Premium Content and Context: OTT platforms often provide access to premium, high-quality content, such as TV shows and movies. The context of watching professionally produced content can increase user engagement and willingness to complete the ad.

      • Less Ad Fatigue: Compared to traditional online video, which may bombard users with repetitive or irrelevant ads, OTT platforms often have a more controlled and diverse ad experience. This reduces ad fatigue, leading to improved engagement and higher completion rates.

  • Q: Why is my OTT campaign reporting clicks?

    • A: There are a few possible reasons:

      • Interactive Elements: Some OTT ads include interactive elements such as overlays or clickable buttons. Users may voluntarily click on these elements to engage with the ad's content or call-to-action.

      • Device Interaction: OTT platforms often connect with other devices, such as smartphones or tablets, which users may interact with while viewing content. Clicks reported could be a result of interactions on these secondary devices.

      • Voice Commands: Certain OTT devices support voice commands, and users may issue commands or queries related to the ad content, which can inadvertently trigger a click.

 

Need Help?

To request support, follow the steps in the article below or contact us at  and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center

 

References

https://eltoro.com/product/ott-video/ https://eltoro.com/creative-specifications/



 

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