The streaming revolution has changed how we watch TV and how marketers advertise.
By combining precise ad targeting with the broad reach of TV, OTT (over-the-top) advertising has become a top choice for performance marketers.
Although it’s still a new channel, advertisers are finding out which ads work best for today’s TV audience.
If you’re about to start your own campaign, these OTT ad examples can inspire you as you explore the streaming landscape.
Want to learn more about the power of programmatic streaming TV for performance marketing?
Content Outline
5 Best OTT AD Examples
#1: GEICO IS SICK OF ROBOT TESTS
Geico has mastered the art of creating ads that stand out and engage viewers. Their success in OTT advertising can be attributed to several key elements:
Relatability:
The ad addresses a common annoyance, making it easy for viewers to connect with the situation.
By tapping into everyday frustrations, Geico creates a bond with the audience.
Humor:
The use of humor is strategic and effective, particularly for capturing the attention of younger viewers.
Funny ads are more likely to be remembered and shared, increasing their reach.
Unexpected Situations:
Geico’s ads often begin with a surprising or unusual scenario, making them intriguing. This approach keeps viewers curious and engaged, as they want to see where the ad is going.
By delaying the reveal of the brand, Geico ensures that viewers are already invested in the ad’s storyline.
Geico’s ability to combine these elements in their OTT ads makes them highly effective and memorable, contributing to the company’s continued success in advertising.
#2: CLEAN ENERGY IS FOR THE BIRDS
Enbridge’s OTT ad succeeds by using storytelling, sound, and thematic elements to engage viewers and convey its message effectively.
Tells a Story:
- Engagement: The ad captures viewer interest by telling a story about a chicken. This makes viewers curious about the outcome.
- Retention: By focusing on a simple, relatable narrative, the ad ensures that viewers stay tuned in until the end.
Audio Design:
- Attention-Grabbing: Starting with a recognizable song like “Higher Ground” immediately draws viewers in.
- Enhancement: Additional sound effects, such as the stovetop burner and tea kettle, create an immersive experience.
- Final Impact: The chicken’s crow at the end ties the audio elements together, reinforcing the message.
Nails the Theme:
- Symbolism: The use of morning activities and the sunrise visually represent the idea of a new day and a fresh start.
- Relevance: These elements are relatable and universally understood, making the theme of “tomorrow” clear and impactful.
- Consistency: The tagline “Tomorrow is on” is effectively illustrated through the ad’s visuals and sounds, making the message memorable.
Enbridge’s ad effectively communicates its mission by engaging viewers through storytelling, captivating audio design, and a clear thematic message.
#3: FINDING THE PERFECT PUFFER
Google’s “puffer jacket” ad is effective because it is concise, visually engaging, and uses a powerful soundtrack to capture attention.
Gets to the Point:
- Concise: The 30-second duration ensures the ad is quick and to the point.
- Effective Communication: The short length helps maintain viewer interest and quickly delivers the message.
Show, Don’t Tell:
- Visual Storytelling: The ad shows a woman’s journey from casually thinking about puffer jackets to purchasing one, all without any dialogue.
- Clear Message: By visually demonstrating the search process, the ad effectively shows how Google helps users find exactly what they need.
- Relatable Scenario: The process of finding and buying a specific item online is something many viewers can relate to.
The Soundtrack:
- Attention-Grabbing: The use of Ariana Grande’s “7 Rings” immediately captures viewers’ attention.
- Engaging: The familiar and catchy tune helps bring viewers’ focus back to the screen, even if they were distracted.
- Memorable: The combination of the visual story and the impactful soundtrack makes the ad memorable.
By combining these elements, Google’s ad effectively showcases its search capabilities in a way that is engaging, relatable, and memorable.
#4: THE DEMOCRATIZATION OF CASHMERE
NAADAM’s ad stands out because it combines cute animals, a focus on the people behind the product, and transparency about their processes. Here’s why each element works so well:
The Cute Animal Doctrine:
- Instant Attraction: Starting the ad with cute goats immediately draws viewers in.
- Emotional Connection: Cute animals create a positive emotional response, making viewers more likely to watch the entire ad.
The Human Side:
- Highlighting Workers: The ad gives a face to the laborers who make the cashmere, showing appreciation for their work.
- Building Trust: By sharing personal details about the workers, the ad builds trust and makes the brand more relatable.
Radical Transparency:
- Explaining the Process: The ad details NAADAM’s unique cashmere production process, educating viewers about what makes their product special.
- Engaging Storytelling: The ad uses humor to keep viewers entertained while delivering important information.
- Breaking Stereotypes: By mocking typical fashion ads, the ad stands out and feels more authentic.
Overall, NAADAM’s “The Democratization of Cashmere” ad effectively combines these elements to create an engaging, informative, and memorable advertisement.
This approach not only captures viewers’ attention but also builds trust and interest in the brand.
#5: LOCAL NEWS
Local Now’s ad is successful because it uses familiarity, effective messaging, and a proven creative formula to engage viewers and build trust.
Familiar Tone in a New Format:
- Trust: By using local news personalities, the ad leverages the trust viewers have in their local news channels.
- Convenience: It emphasizes that viewers can now access their trusted local news content easily and for free, without the hassle of multiple subscriptions.
A Creative Formula That Yields Results:
- Measurable Impact: The ad’s effectiveness is proven by a 6.2% increase in consideration intent among viewers, showing that the ad successfully encourages people to think about using Local Now.
Effective Non-Verbal Cues:
- Clear Communication: The ad’s text clearly communicates that Local Now is a free service, providing valuable content without cost.
- Professional Appeal: By avoiding typical local commercial cliches, the ad maintains a clean and professional look, making it more appealing to a wider audience.
Overall, Local Now’s ad effectively communicates its message by combining familiar elements, clear and concise messaging, and a professional design, resulting in increased viewer interest and trust in the brand.
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At CrowdMob, we stay ahead of the changing media landscape, helping our partners reach their target audiences and achieve measurable results.
Want to learn more about how we can help you reach your advertising goals? Contact us today!
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