Despite all the hype, we still hear it from marketers every quarter:
“Wait, CTV and OTT aren’t the same thing?”
It’s a fair point. These terms are often used interchangeably in media plans, even by professionals. But if you want to run effective omnichannel campaigns, you need to know the distinction.
So let’s break it down. Without jargon, with insight, and with links to trusted industry sources.
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What does OTT stand for?
OTT (Over-The-Top) refers to content delivered directly via the internet, without relying on traditional cable or satellite providers. Think of platforms like Netflix, HBO Max, or YouTube. If your viewers stream a show on their laptop, tablet, or smartphone, that is OTT.
For advertisers, OTT means access to audiences outside of linear TV. You can serve ads on mobile devices, desktop browsers, and even apps, depending on the publisher’s inventory. OTT expands reach beyond the living room and follows users wherever they watch.
What is CTV (Connected TV)?
CTV stands for Connected TV. It describes the device through which the viewer watches OTT content. A connected TV is any television connected to the internet, either directly (Smart TV) or via devices like Roku, Apple TV, Chromecast, or gaming consoles.
CTV is not about the platform, but about the screen. It is the digital version of traditional television, combining the scale and impact of TV with the precision of digital targeting.
Key features of CTV advertising:
- Ads run on the largest screen in the household.
- Creates a premium environment with high viewer attention.
- Ideal for brand storytelling, awareness, and measurable engagement.
OTT vs CTV: Why the distinction matters
Think of OTT as the content layer and CTV as the device layer. OTT is what people watch, CTV is where they watch it.
From a digital advertising perspective:
- OTT campaigns can target users across devices, but not all OTT impressions are on a TV screen. Many are on mobile or desktop.
- CTV impressions are specifically tied to the living room TV screen, often shared by multiple viewers at once.
This difference impacts reach, measurement, and creative strategy. For example, a snack brand may want to reach households via CTV to replicate the traditional TV impact, while a gaming app might prioritize OTT inventory on mobile.
CTV’s role in omnichannel strategy
In a true omnichannel approach, CTV serves as a top-of-funnel, high-impact channel that can be directly connected to mid- and lower-funnel actions using modern adtech tools.
According to eMarketer, a report from Incrmntal shows that CTV campaigns can deliver up to 10 times more conversions than linear TV, while using only 60% of the budget typically allocated to traditional television.
Want to maximize performance?
We work with brands and agencies ready to move beyond impressions. Let’s talk about how CTV can fit into your strategy ➡️ contact us
