CTV / OTT Advertising
Using CTV / OTT Advertising, we can target viewers who consume content through internet-connected devices, such as smart TVs.
CTV / OTT Advertising
Connected TV (CTV) and Over-the-Top (OTT) ads are forms of digital advertising that target viewers who consume content through internet-connected devices, such as smart TVs, streaming devices (e.g., Roku, Apple TV), gaming consoles, and mobile apps.
CTV refers to television content delivered over the internet, while OTT encompasses a broader range of content accessed outside traditional cable or satellite subscriptions.
Key Benefits of CTV / OTT Advertising
High-Quality Audience
CTV / OTT platforms offer premium content, attracting engaged audiences seeking entertainment and information.
Limited Ad Clutter
CTV / OTT platforms typically have fewer ads compared to traditional TV, leading to reduced ad clutter and higher visibility.
Cross-Device Reach
CTV / OTT ads can be accessed on various devices, from large smart TVs to mobile phones, ensuring wide audience coverage.
Precise Targeting
Advertisers can target specific demographics, interests, behaviors, and even geographic locations, ensuring their ads reach the right audience.
Engaging Formats
CTV / OTT ads can be interactive, allowing viewers to engage with the ad’s content or click for more information.
Measurable Results
Advertisers can track metrics like impressions, views, completion rates, and conversions, providing valuable insights into campaign performance.
Why Advertisers Use CTV / OTT Advertising
Targeted Reach
Advertisers can reach specific audience segments based on their interests, behaviors, and demographics, ensuring efficient ad spend.
Brand Awareness
CTV / OTT ads allow for visually appealing and impactful branding, enhancing brand visibility, and recall.
Video Engagement
CTV / OTT platforms emphasize video content, making it a suitable channel for advertisers to showcase products or services through captivating visuals.
Ad Avoidance Mitigation
As traditional TV viewership declines and ad-skipping becomes common, CTV / OTT ads offer a way to engage viewers who actively choose content.
Extended Reach
CTV / OTT can help advertisers target cord-cutters and younger audiences who prefer streaming over traditional TV.
CTV / OTT Examples
Pre-Roll Video Ads
A viewer starts streaming a TV show on a CTV app. Before the show beings, a short video ad plays promoting a new mobile game. The ad includes a call-to-action to download the game from the app store.
In-Stream Video Ads
While watching a cooking tutorial on a recipe app, a viewer sees a short in-stream video ad from a kitchen appliance brand showcasing its latest blender model.
Interactive Overlays
A viewer is watching a home renovation show on a streaming platform. An interactive overlay ad appears, allowing the viewer to explore different paint color options for a room and click for more details.
Sponsorship / Branded Content
A travel show on a streaming platform is sponsored by a travel agency. Throughout the show, there are subtle mentions of the agency’s vacation packages and a call-to-action to visit their website.
Pause Ads
A viewer pauses a nature documentary and sees a full-screen image ad for a local home service company. The ad includes a call-to-action.
CTV / OTT Highlights
- In 2022, 92% of US households were reachable by CTV.
- 110 million households of CTV users were Gen Z and Millennials.
- CTV ads are shown based on precise targeting vs an assumption of interests.
Interested in CTV / OTT Advertising?
Let’s connect to see how we can use CTV / OTT to reach your specific audience.
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