Over the Top (OTT) and Connected TV (CTV) has been transforming the digital media landscape in recent years. These platforms provide marketers new ways to reach consumers that traditional TV can’t match. In this blog post, I’ll discuss what OTT/CTV is, how it’s different from traditional TV, and what it means for the future of programmatic advertising.
“Over-the-top” (OTT) refers to media delivered via the internet instead of a cable or satellite subscription service. OTT includes streaming services like Netflix, Amazon Prime Video, Hulu, YouTube, and more—all of which can be accessed without signing up for traditional pay-TV packages.
Connected TV (CTV) is any television set that is connected to the internet. This could include Smart TVs connected directly out of the box or streaming devices like AppleTV or Firestick hooked up to a traditional TV set.
The most significant difference between OTT and CTV is how they deliver video content. With OTT services, viewers don’t need a pay-TV package; they must sign up for one or more online subscription services to access their favorite shows and movies on demand. But with CTV, viewers still need a pay-TV package to access content through their smart TVs or streaming devices.
This distinction is important when it comes to advertising revenue models as well. Since OTT services are delivered over the internet instead of cable networks, they don’t rely on fees from cable providers or ad revenue from commercials during programming breaks. Instead, many offer ad-supported versions where viewers watch commercials before viewing their chosen content for free or at a reduced cost compared to subscribing to ad-free services. CTV channels rely more on traditional commercial breaks within shows and tend not to offer an ad-supported option for viewers yet.
Programmatic advertising has become increasingly popular in recent years due to its targeting capabilities and improved efficiency over manual buying processes. As OTT/CTV continue their growth momentum and become more integrated into everyday life – including being supported by all major connected device ecosystems – they present a huge opportunity for marketers looking to tap into this space through advanced programmatic solutions powered by data science techniques such as machine learning algorithms that optimize results while minimizing costs and risk compared with other platforms & channels like desktop & mobile web & apps and radio & outdoor billboards respectively.
This marketing platform brings exciting opportunities for advertisers who want to reach potential customers in new ways previously unattainable through traditional television advertising models. Programmatic advertising helps further capitalize on these opportunities by providing advanced targeting capabilities while improving efficiency over manual buying processes – making it ideal for leveraging ever-increasing demand amongst OTT/CTV audiences worldwide.
Most importantly, it is accessible and affordable to companies big and small.
To learn more about how I can provide you with OTT/CTV services with no agency fees, markups, and wholesale prices, don’t hesitate to contact me via LinkedIn, and I will connect you with the right people.
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