CTV and OTT are similar in that they both refer to the delivery of video content over the internet without the need for a traditional cable or satellite subscription. However, there are some critical things to know if you are buying OTT advertising! Here’s a quick blog post to give you the scoop on the difference between CTV and OTT advertising.
CTV, or Connected TV, refers specifically to the delivery of video content to a TV set that is connected to the internet. This can include smart TVs, streaming devices like Roku or Apple TV, or video game consoles like a PlayStation or Xbox. CTV allows advertisers to reach audiences who are watching TV content on these devices and to deliver ads in the same way that traditional television ads are delivered on the biggest screen in the house, the television!
OTT, or over-the-top, refers more broadly to delivering video content over the internet without needing a traditional cable or satellite subscription. This can include streaming services like Netflix, Hulu, and Amazon Prime Video, as well as CTV content. OTT allows advertisers to reach audiences who are watching video content on any internet-connected device, including smartphones, tablets, televisions, and laptops.
CTV is a subset of OTT, and CTV advertising is a specific type of OTT advertising.
In general, CTV is a subset of OTT, and CTV advertising is a specific type of OTT advertising. Both CTV and OTT offer opportunities for advertisers to reach specific audiences and deliver personalized and relevant ads, but the scope and reach of OTT is generally broader than CTV.
CTV ads should cost more than OTT ads. If you’re paying a CTV CPM for an OTT media buy, you’re in trouble!
If you just realized you didn’t know there were differences between CTV and OTT, then you absolutely must have a Media Buyer on your team ASAP. That’s what we do here at Thrive Advertising. We professionally buy advertising. Our whole entire job is to know the ins and outs of all advertising channels and how to buy advertising most effectively and efficiently for your business. If you want to know what we do, check out this blog that explains what we do as your new media buyer!