OTT and CTV Advertising in Government Public Health Campaigns: Reaching Hard-to-Reach Populations

Government public health departments face increasing difficulty in reaching diverse and dispersed populations. Traditional broadcast channels are no longer the default. A growing number of Americans—especially younger generations, multicultural households, and rural communities—consume content through streaming platforms, bypassing linear TV altogether.

Over-the-Top (OTT) and Connected TV (CTV) advertising now provide public health campaigns with a powerful opportunity to meet audiences where they are: on-demand, on-screen, and on their terms. These platforms combine the sight, sound, and storytelling power of television with the targeting and measurement precision of digital advertising.

This article explores how government agencies can integrate OTT and CTV into their public health strategies to maximize outreach, engagement, and behavior change—especially among hard-to-reach populations.

What Is OTT and CTV Advertising for Government Public Health Campaigns?

OTT (Over-the-Top)

OTT refers to content delivered via internet streaming platforms, bypassing cable and satellite TV. It includes services like:

• Hulu

• Peacock

• Paramount+

• Amazon Prime Video

• Sling TV

CTV (Connected TV)

CTV refers to the devices used to stream OTT content:

• Smart TVs

• Roku

• Amazon Fire TV

• Apple TV

• Gaming consoles

Why It Matters:

• TV-like immersion with the precision of digital targeting

• Ads appear next to premium, brand-safe content

• Detailed performance tracking through metrics like impressions and video completion rates

OTT and CTV offer government agencies an avenue to scale culturally relevant, behavior-changing messages in real time, with the added benefit of actionable analytics.

Why OTT/CTV is a Game-Changer for Government Public Health Campaigns

1. Expanded Reach Beyond Traditional Media

With over 83% of U.S. households now streaming video, OTT and CTV allow agencies to reach:

• Millennials and Gen Z, who don’t watch broadcast TV

• Multicultural audiences, including multilingual households

• Cord-cutters and mobile-first viewers often missed by legacy channels

2. Advanced Targeting Capabilities

OTT/CTV enables hyper-precise targeting through:

• Geolocation (down to ZIP code level)

• Demographic filters (age, gender, household income)

• Behavioral and interest-based segmentation

• Cultural relevance through language or platform preference

This ensures that public health messages are relevant and shown to the right audience—whether it’s a diabetes prevention campaign for Hispanic families or mental health resources for urban Gen Z viewers.

3. High Engagement and Completion Rates

• OTT/CTV ads typically achieve 90%+ completion rates, especially when non-skippable

• Viewers are engaged, focused, and attentive during limited commercial breaks

Unlike traditional TV or social media where multitasking is common, viewers watching CTV are often “leaned-in”, leading to greater message retention.

4. Cross-Platform Coordination and Frequency Control

OTT/CTV can be synced with:

• Search campaigns

• Paid social media

• Programmatic display and audio

• Email or SMS outreach

Cross-device tracking and frequency management tools prevent overexposure while reinforcing messaging across different touchpoints.

5. Real-Time Reporting and Behavioral Impact Measurement

Agencies can track:

• Impressions

• Video Completion Rate (VCR)

• Cost Per Completed View (CPCV)

• Click-throughs or post-view behavior

• Health outcomes via conversion tracking

This level of data transparency and accountability is critical for public health departments tasked with justifying budgets and proving ROI.

Recommended OTT/CTV Platforms for Government Health Campaigns

Sample Government Public Health OTT/CTV Campaign Structure

Creative Best Practices for OTT/CTV Public Health Campaigns

1. Keep Messages Short, Clear, and Action-Oriented

• Use 15 to 30-second spots to capture attention quickly

• Convey a single, focused message (e.g., “Get vaccinated today”)

2. Use Culturally Relevant Imagery and Language

• Incorporate local imagery, bilingual voiceovers, and cultural symbols

• Ensure representation that reflects the audience’s community

3. Include Strong Calls-to-Action (CTAs)

• “Find a clinic near you”

• “Visit our site to learn more”

• “Get help today”

4. Align Creative with Offline Health Initiatives

• Use CTV ads to promote:

  • Pop-up testing sites

  • Local vaccination events

  • Community hotline services

This creates continuity between online and offline health engagement.

Measuring Success: Key Metrics for OTT/CTV Public Health Campaigns

Real-World Example: OTT/CTV Boosts Vaccine Uptake

Scenario:
A state public health department aimed to increase flu vaccination rates in historically underserved ZIP codes.

Tactics:

• Served 30-second video ads in English and Spanish

• Geotargeted neighborhoods with low historical vaccine rates

• Layered campaign with Facebook retargeting and SMS follow-up

Results:

• 4.7 million video completions

• 91% Video Completion Rate (VCR) across premium inventory

• 17% increase in vaccination appointments in targeted areas

This campaign demonstrated how strategic OTT deployment can directly drive real-world public health outcomes.

Common Pitfalls and How to Avoid Them

1. Ignoring Device Behavior Trends

• Solution: Allocate media across mobile, desktop, and connected TV to match where users consume content.

2. Generic Messaging Across Diverse Audiences

• Solution: Tailor creative by language, region, or health condition to boost relevance and trust.

3. Siloed Campaign Planning

• Solution: Integrate OTT/CTV into your full digital ecosystem, including SEO, social, email, and event marketing.

4. Lack of Behavioral Tracking

• Solution: Implement conversion pixels and work with platforms that allow post-view attribution to understand real impact.

Future Trends in Government Public Health OTT/CTV Advertising

1. Interactive CTV Ads

• Viewers will be able to sign up for services, take surveys, or schedule appointments directly from their TVs.

2. AI-Driven Optimization

• Real-time algorithms will adjust budget, targeting, and creative mid-campaign to boost results.

3. Greater Multilingual and Multicultural Inventory

• Expect more Spanish-language platforms, Black-owned streaming channels, and Asian-language apps entering the ad ecosystem.

4. Advanced Attribution Models

• Enhanced tools will link ad exposure directly to appointments, hotline calls, or health resource engagement.

5. Audio-Video Programmatic Bundles

• Agencies will combine OTT with programmatic radio or podcast advertising for multi-sensory, multi-platform reinforcement.

Conclusion: OTT/CTV is Essential for Government Public Health Campaigns

As streaming platforms continue to dominate media consumption, OTT and CTV are no longer optional—they are essential for modern public health outreach.

Agencies that embrace this shift gain the ability to:

• Reach audiences where traditional media cannot

• Serve culturally resonant, impactful health messages

• Drive measurable actions aligned with community health goals

From flu shot reminders to mental health awareness and chronic disease prevention, OTT/CTV empowers government communicators to deliver the right message, at the right time, to the right audience.

Ready to Take Your Public Health Campaign to the Screen?

Propellant Media helps government agencies plan, execute, and optimize OTT/CTV advertising strategies that deliver measurable, equitable public health outcomes.

Let’s connect and bring your next campaign to life—on every screen that matters.