In simple words, The distinction between OTT and CTV is straightforward. The term OTT refers to the content being supplied, whereas CTV refers to the device on which the content is viewed. When you use the phrase “OTT” in conversation, are you referring to your new internet-connected TV or to the fact that you’re watching Friends on HBO Max? Many people, including marketers, use the terms “CTV” and “OTT” interchangeably which is acceptable in simple language. However, while developing a multimedia advertising strategy, it is critical to be detailed and grasp the distinctions and similarities between them.
When referring to Smart TVs or other TV sets that are linked to the internet via streaming devices – or, in other words, the device on which you’re viewing video content (assuming that device isn’t your phone, iPad, or laptop) – we use the term CTV. In other words, while watching video content over the internet, whether the TV is linked via a Roku device, a PlayStation, or a Samsung Smart TV with a built-in internet connection, each is an example of CTV.
OTT stands for “over the top,” which means “over the top of the box,” and refers to video material received over the internet rather than traditional cable via set-top-box (STB) or satellite TV. OTT should not be used to refer to the device on which you are seeing the material, which means you might be watching OTT video on a connected TV as well as your laptop or tablet. OTT services include Netflix, Hulu, Disney+, and Apple TV+.
The majority of OTT material is now consumed via CTV. Consider OTT to be the means (or “pipes”) for distributing video content, and CTV to be the device on which you’re watching that content. CTV and OTT advertisements typically occur before, during, or after a viewer’s viewing of a movie or show. CTV viewership has increased in recent years and shows no signs of stopping. This has sparked interest in the marketing industry about the possibilities of CTV as an ad medium.
Advertisers may target consumers in a variety of ways, based on the platform they use and the data they have access to. 9MO enables marketers to target viewers based on permanent, long-term identifiers by leveraging first-party data.
