The Contractor’s Guide To OTT (Without Wasting $50K), Part 1 of 3

Five years ago, saying no to OTT advertising was probably smart. Today, dismissing it without running the math may be costing your contracting company serious market share. In this video, Rich Harshaw explains why streaming TV advertising has finally become a legitimate—and often compelling—option for home improvement and home service contractors. The audience moved. Inventory expanded. Targeting improved. CPMs came down. But plenty of media companies are still charging contractors $45 to $55 CPMs and calling it “premium.” That is not premium. That may just be expensive wallpaper. You’ll learn how to evaluate an OTT campaign based on the numbers that actually matter: CPM, household targeting, geography, reach, frequency, inventory, creative, and attribution. Rich also breaks down a real Bay State Baths campaign, including targeted households, impressions, exposed-household website visits, lead growth, and sales growth—without pretending one channel deserves credit for every good thing that happened. You’ll also see why OTT works best as part of a coordinated contractor marketing system alongside Google Ads, SEO, Meta, direct mail, radio, linear TV, canvassing, your website, and your sales team. In this video, you’ll discover: ✓ Why OTT advertising used to be mathematically stupid for many contractors ✓ How a $25 CPM can create twice the exposure of a $50 CPM ✓ Why frequency—not raw impressions—determines whether you become familiar or invisible ✓ How to target qualified homeowners without shrinking your audience into eleven people ✓ What OTT tracking can measure—and what it still cannot prove ✓ The five questions that reveal whether your company is ready OTT is not magic. It is an amplifier. If your Identity, creative, website, sales process, and operations are strong, it can amplify the advantage. If the underlying business is broken, you may simply advertise the brokenness to more people. Chapter Timestamps: 0:00 The Horizon Services Story 3:25 Understanding CPM and Advertising Costs 5:44 Why Television Shifted to OTT 9:21 Why OTT Is Finally Affordable 14:04 Impressions, Familiarity, and Frequency 17:00 Targeting the Right Households 18:08 What OTT Tracking Can—and Cannot—Prove 20:37 How to Buy OTT Advertising 24:10 Why OTT Shouldn’t Operate Alone 26:26 Bay State Bath Campaign Results 30:36 Five Real-World OTT Strategies 33:20 Is Your Company Ready for OTT? Take the Next Step ✓ Schedule your Free OTT Strike Plan: https://api.leadconnectorhq.com/widge... ✓ Comment below: What is the biggest question—or objection—you have about OTT advertising? Television did not disappear. It redistributed. The question is not whether OTT is the future. The question is whether the math makes sense for your company, your market, and the specific job you need the campaign to perform. This is episode #2563 of the Level 10 Contractor Daily Podcast: The Contractor’s Guide To OTT (Without Wasting $50K), Part 1 of 3 🎧 Listen every day on your favorite platform: Apple Podcasts 🍎 | Spotify 🎧 | Deezer 🎵 | RSS 📈 GROW YOUR BUSINESS: 👍 LIKE this video if you're ready to build generational wealth 🔔 SUBSCRIBE for weekly business growth strategies 💬 COMMENT: What's been your biggest marketing challenge? 📈 LEVEL 10 RESOURCES: Level 10 Contractor: https://www.level10contractor.com Rich's Book: "Unlocking Unlimited Lead Flow": https://www.amazon.com/dp/179052914X/.... Rich Harshaw is the founder and CEO of Level 10 Contractor, a marketing agency for remodeling and home services contractors that specializes in generating 200 to 500 quotable leads every month—reliably, like clockwork. Rich has been in the business for over 30 years. He’s the author of Unlocking Unlimited Lead Flow, host of the Level 10 Contractor Daily Podcast, and has helped hundreds of contractors grow their businesses. Join hundreds of contractors who've broken through to $10 million and beyond.