Whats the Difference Between OTT and Connected TV ?

Whats the Difference Between OTT and Connected TV ?


Over-the-top (OTT) video streaming services are becoming more and more popular as consumers seek out more diverse viewing options. They want to watch their favorite content from mobile devices, gaming consoles, smart TVs and other OTT devices too.

Marketers sometimes mistakenly refer to OTT and CTV interchangeably, but there is a distinct difference between the two platforms. Recognizing these distinctions will enable you to design effective multichannel advertising campaigns.

OTT stands for Over The Top

OTT, or Over The Top, is an acronym that refers to a new delivery method of film and TV content over the internet at any time. This trend has disrupted traditional broadcast, cable, satellite pay-TV providers by bypassing them altogether.

OTT services generally consist of premium video streaming platforms like Netflix, Hulu, Amazon Prime Video and HBO Now. These provide a cheaper and more convenient way to watch TV shows and movies than traditional media companies like Comcast.

The most successful OTT marketing strategies use ad targeting and creative to maximize brand exposure. This enables marketers to target specific audiences based on demographics, lifestyle choices and behavioral preferences.

CTV stands for Connected TV

CTV, or connected TV, is a device that enables users to watch television content online. This includes everything from streaming devices such as Roku and Amazon Fire Stick to smart TVs that support apps and video on demand services.

In today’s digital world, where consumers are moving away from traditional cable and satellite services, CTV remains one of the most sought-after channels for advertising. Yet many marketers struggle to know how best to utilize it effectively.

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StackAdapt’s innovative platform can help marketers make the most of Connected TV. Our team will optimize your ad buys using AI and machine learning algorithms, ensuring that your brand reaches the most qualified viewers.

CTV commercials differ from linear television in that they cannot be skipped, making view completion rate an essential factor. Frequency caps should also be managed carefully as too many ads may cause ad fatigue and reduce your message’s effectiveness. This is where an audience-first strategy plays a vital role in any campaign.

OTT is a video streaming service

Over The Top (OTT) is a video streaming service that enables users to watch movies and TV shows over the internet. Popular services include Netflix, Amazon Prime Video, and Hulu.

These services are becoming more and more popular as they enable viewers to stream videos on any device with an internet connection – from smart TVs and laptops to tablets and smartphones.

Consumers can save money on cable and satellite television by opting for this alternative. Furthermore, viewers have more control over what they watch and when they watch it.

When it comes to OTT video platforms, two of the best are SproutVideo and Brightcove. These services provide business OTT video hosting solutions with top-tier marketing tools.

CTV is a device

OTT, also known as Over The Top, refers to video content that is streamed online rather than being delivered through traditional systems like cable or satellite. This can be accomplished using apps such as Netflix, Prime Video, Hulu and more for this purpose.

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CTV stands for Connected TV, an umbrella term for devices connected to the internet for streaming OTT video content. These could include smart televisions, streaming devices like Roku, gaming consoles and more.

Recently, OTT and CTV have seen a meteoric rise in popularity, as many consumers forgo traditional cable or satellite subscriptions to stream high-quality video content through these devices.

Contrary to linear TV, OTT and CTV allow advertisers to target highly-specific audiences based on first-party data. This provides access to a wealth of data analytics tools that can be utilized for improving ad campaigns’ efficiency as well as increasing conversions.


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