Special Interest Behavioral OTT/CTV

 

The Special Interest Behavioral OTT/CTV program is available to partners at a minimum investment level of $10,000. OutdoorNC Alliance and Certified Retirement Community partners can receive a special discounted rate of $9,500.*

With increasing fragmentation among TV audiences, OTT (over-the-top) and CTV (connected TV) inventory augments traditional programming viewership – reaching cord-cutters and/or households with multiple subscriptions. This program is focused on getting targeted and cost-efficient views within premium full-episode digital video content (long-form content inventory that’s 22 minutes or longer). Commercials air just like in traditional television – non-skippable and in a clutter-free environment (in either pre-, mid- or post-programming).

The buy will reach desired viewers where they’re consuming premium OTT, connected TV and FEP (full episode player) content. Majority of delivery to be across highly coveted OTT (internet-connected device, like an Apple TV or Roku) and CTV (internet-enabled TV, like a Smart TV). Remaining FEP delivery can be across mobile/tablet/desktop devices – still delivering TV-like content (quality and length), but consumed via device apps and web browsers, and serving as an extension of traditional TV-viewing habits.

Similar to other Special Interest offerings, multiple audience themes have been curated to appeal to varying partners’ goals and needs – Overnight Traveler, Core Bold Traveler or Bold Outdoor. Target audiences will be reached via behavioral attributes specific to each category – what users are browsing, searching, purchasing, etc.

  • Awareness-building video viewership that’s highly targeted, cost-efficient and measurable
  • Three niche audiences available for activation, including a new Retire option
  • Media curated, executed and managed by Visit NC’s agency media team at Luquire
  • Complete and detailed reporting of key performance indicators
  • Cost savings of 30% compared to standard rates

Investment Option & Audience **

Flight & Targeting Options ***

Available Channels & Media Rates

Required Assets

$10,000

Per Partner
Per Month
Per Audience

Overnight Traveler

Behaviors:
Backpacking
Camping
Sightseeing
Local Events Travel
Review Readers

Audience targeting based on behavioral attributes related to travel intent

Each partner to further customize their campaign based on the following selects:

  • One consecutive month between July 2022 – June 2023
  • Minimum of three states

OTT/CTV

  • $23.03 eCPM

OTT/CTV

  • :15 and/or :30 video

$10,000

Per Partner
Per Month
Per Audience

Core Bold Traveler

Behaviors:
Road Trip Planners
Vacation Planners
Vacation Rental Researchers

Audience targeting based on behavioral attributes related to epicurean interests

Each partner to further customize their campaign based on the following selects:

  • One consecutive month between July 2022 – June 2023
  • Minimum of three states

OTT/CTV

  • $23.03 eCPM

OTT/CTV

  • :15 and/or :30 video

$10,000
$9,500 OutdoorNC Alliance

Per Partner
Per Month
Per Audience

Bold Outdoor Urban

Behaviors:
Nature & Outdoors
Cycling
Hiking
Family Adventure
Outdoor Adventure

Audience targeting based on behavioral attributes related to outdoor adventure interests

Each partner to further customize their campaign based on the following selects:

  • One consecutive month between July 2022 – June 2023
  • Minimum of three states

OTT/CTV

  • $23.03 eCPM

OTT/CTV

  • :15 and/or :30 video

* OutdoorNC Alliance and Certified Retirement Community partners must buy into their respective audiences (Outdoor Adventures or Retire) to receive this discount.
**These are flight minimums – partners may choose to increase their monthly investments to make their buy more effective. If multiple months are purchased, the total flight will be paced evenly (vs. hard month-specific budget allocations).
***Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.