OTT Attribution and Deep Linking

Transform your cross-platform campaigns with Branch's OTT support

Branch's over the top support

What is OTT and CTV?

OTT (over-the-top) refers to video streaming over the internet, as opposed to traditional TV.

CTV (connected TV) refers to devices that enable streaming video over the internet, e.g. smart TVs, streaming devices and gaming consoles. The terms ‘OTT and CTV’ are often used interchangeably. At Branch, our OTT support encompasses both.

What is OTT and CTV?

Opportunities with OTT and CTV

Increase your cross-platform, cross-device reach

Users are spending more time on OTT devices and platforms than ever before, making it an increasingly important part of any cross-platform growth strategy. However, marketers who do run ads over OTT have traditionally struggled to understand the impact of their campaigns. Having an accurate attribution provider is essential to your OTT strategy.

OTT advertising is exploding in use
OTT advertising is exploding in use

$5 billion was spent on OTT ads in 2020, and continues to rise

OTT and CTV (connected TV) usage continues to grow
OTT and CTV (connected TV) usage continues to grow

Homes with connected devices streamed a collective 12.5 billion hours a month

Connected device usage has risen 81% due to COVID-19, staying higher than pre-pandemic levels

Users spend 29% of their TV time watching on OTT

But measurement is difficult
But measurement is difficult

27% of marketers cite the difficulty of campaign measurement the #1 reason preventing them from integrating OTT ads

Get more accurate measurement and increase ROI

Get more accurate measurement and increase ROI

Branch’s attribution support for OTT allows you to measure down-funnel events, giving you a holistic view of your users’ journeys and the data you need to optimize your campaigns:

  • Down-funnel events combined across platforms
  • Conversion rates compared by channel
  • Long-term trends, broken down by campaign, device, platform type and more
Get more accurate measurement and increase ROI

Measure down-funnel events

Capture various downstream events with Branch’s OTT attribution support, powered by SDK and S2S integrations. S2S can easily support any platform.

Same-device, last click attribution

Same-device, last click attribution
Universal Ads Product Features

Branch has you covered

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Engagement and install ads

Understand which ad impressions and clicks drove installs

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Pre-install tracking

Measure app installs from apps packaged with your partner platforms

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Session counts

Measure daily installs, opens, and session length

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App-to-app activity

Measure user journeys to and from your various OTT apps

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Conversion events

Attribute subscription events, logins, views, opens, etc. back to the last ad seen or Branch link clicked

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Partner events

Forward activity from partners directly to Branch

Power a seamless user experience

Eliminate drop-off and increase install and conversions with Branch’s OTT deep linking support

App-to-App Linking

Deep linking is supported on various platforms.

App-to-App Linking

Deferred Deep Linking

Bring users to relevant in-app content throughout the install process to increase your conversions and eliminate churn.

If destination app is installed

Deferred Deep Linking

If the destination app is already installed, the user is brought directly to the relevant in-app content.

If destination app is not installed

Deferred Deep Linking

If the destination app is not installed, the user is taken to the platform's app store to download. After install, the user is immediately routed to the relevant in-app content.

How Leading OTT Brand Xumo Uses Branch for OTT

How Leading OTT Brand Xumo Uses Branch for OTT

Top Platforms Supported

How Leading OTT Brand Xumo Uses Branch for OTT

Learn more about all supported OTT platforms