OTT Geo-Fencing Update

Background: OTT platforms provide local businesses with a means to reach their target audience through streaming TV ads, increasing brand awareness and driving sales. Local businesses use OTT platforms to reach a wider audience and to target specific demographics. By leveraging OTT platforms, local businesses can effectively compete with larger brands.

What changed: The recent update to OTT platforms allows for geo-fencing by specific address, enabling local businesses to target households within a 500-meter radius of a competitor. This update provides local businesses with more precise targeting capabilities, increasing the effectiveness of their ad spend. The update is available through StackAdapt and Vistar, with a minimum CPM of $15.

Why it matters: This update directly affects a local business's ad spend, reach, and bookings, as it enables them to target their competitors' customers more effectively. By targeting households near competitor locations, local businesses can increase their market share and drive sales. This update can also impact local business search ranking, as increased brand awareness and visibility can lead to higher search engine rankings.

Niche breakdown: A hair salon, for example, can use this update to target households near competitor salons, promoting their services and driving bookings. A coffee shop can target households near competitor cafes, increasing foot traffic and sales. A pet groomer can target households with pet owners near competitor groomers, promoting their services and building their customer base. A fitness studio can target households near competitor gyms, promoting their classes and membership options.

What to do: To take advantage of this update, local businesses should review their current OTT ad campaigns and adjust their targeting settings to include geo-fencing by specific address. They should also consider increasing their ad spend to reach a wider audience and to target households near competitor locations. Local businesses should monitor their ad performance closely, adjusting their targeting and ad spend as needed to optimize their campaigns.