OTT media is content delivered directly over the internet to various devices — TV, desktop, mobile, gaming consoles, and more — bypassing traditional broadcasters, cable, and satellite television platforms.

What’s the difference between OTT and CTV?

OTT refers to the content and the way it’s delivered (“over the top” of traditional media). CTV stands for connected TV and refers to the physical devices used to stream OTT content — things like smart TVs, gaming consoles, or items like Amazon Fire Stick and Chromecast.

OTT platforms need to keep producing fresh content to win and retain users. To do that, they generate revenue through several models, including subscription video on demand (SVOD), advertising-based video on demand (AVOD), transactional video on demand (TVOD), free ad-supported television (FAST), premium video on demand (PVOD), and hybrid strategies that combine these revenue streams.

What is OTT advertising?

OTT advertising involves placing targeted video ads on streaming platforms, to reach viewers on devices like smart TVs and smartphones with enhanced precision and flexibility.

What are some popular OTT ad formats?

OTT advertising offers a variety of formats such as pre-roll, mid-roll, and post-roll ads, along with innovative options like picture-in-picture, interactive ads, companion banner ads, and out-stream video ads, allowing for a tailored viewing experience.

What are the benefits of OTT advertising?

OTT advertising stands out for its precision targeting, high viewer engagement, and robust analytics. Unlike traditional TV ads, OTT ads can target specific demographics with high video completion rates, offering insights into viewer preferences and behaviors without compromising user privacy.