OTT vs CTV are similar in most ways and are used to support each other. Therefore, advertisers use CTV vs OTT interchangeably. CTV acts as a connecting bridge between digital viewers and OTT digital content. In simple words, OTT content is provided to digital viewers by CTV.

In the evolving landscape of media, comparisons between OTT vs CTV are essential for marketers.

OTT content covers the entire spectrum of Connected TV devices or may be used as OTT devices. CTV devices consist of smart TVs, gaming consoles, tablets, mobiles, and desktops.

By examining OTT vs CTV, advertisers can better allocate their budget and resources.

Connected TV Platforms

CTV advertising examples consist of all the advertisements delivered to the targeted audience through Connected TV platforms like Sling TV, Xbox, or Apple TV.

Innovative platforms are continuously emerging in the OTT vs CTV space, offering unique opportunities.

What is Advanced TV?

Advanced TVs is an umbrella term that refers to the different ways to reach a viewer. As data continues to evolve to be the operator of a new standard of TV advertising, three significant points of advanced TV targeting should be mentioned.

• Audience-based targeting: Collects data sets based on an advertiser’s audience attributes to reach them.
• Addressable TV: One-to-one household targeting.
• Streaming Services: This is OTT content like Hulu or Peacock, delivered through an internet-connected device.

Advanced TV has paved the way for advertisers to reach their target audience and deliver their message more effectively than traditional TVs. Advanced TVs consist of connected TV, addressable TV, TV Everywhere, video-on-demand (VOD), and programmatic TV.

OTT is known as Over-The-Top. Over-the-top media refers to premium TV digital content that is consumed by the viewer through Internet-connected devices and not through traditional cable TVs.

Understanding both OTT vs CTV provides a clearer picture of the advertising landscape.

Examples of OTT TV Platforms

• Hulu
• Peacock
• Paramount
• ESPN+
• FOX
• NBC Universal
• Amazon
• Bravo
• Sling TV
• YouTube TV

What is connected TV? What are CTV advertising platforms?

Connected TV (CTV) indicates all the devices (TV, desktop, tablet, mobile) that have an inherent quality to connect to the Internet and provide access to their desired OTT content. See what we meant about OTT vs CTV working hand in hand?

The importance of differentiating between OTT vs CTV cannot be overstated in today’s market.

Examples of CTV Platforms

As we analyze OTT vs CTV, it becomes evident that both play a critical role in media consumption.

There are many connected TV examples:

• Apple TV
• Chromecast
• Roku
• Gaming consoles like PlayStation or Xbox
• Smart TVs

People use these words interchangeably. But as an advertiser, you should know the differences between both. Much of the industry believes OLV to be OTT. This is incorrect. OLV is strictly video content with online streaming. OTT is premium content on CTV.

However, both OTT vs OLV are great options for advertisers to reach their selected audience. Combining OTT and CTV with OLV advertisements will give you a very successful ad campaign.

Thus, keeping up with OTT vs CTV developments is vital for any marketing professional.

As such, the discussion of OTT vs CTV has garnered significant attention in recent years.

What is OTT advertising? What is CTV advertising?

OTT and CTV advertising is a non-skippable, 15 to 30-second ad campaign delivered via premium digital TV platforms streamed on Internet-connected devices.

What is OLV advertising?

Online Video (OLV) is any form of video content streamed over the internet. This includes in-stream, out-stream, interactive, in-game, and webpage-based videos on any device, like mobile, laptops, tablets, or smart TVs. These OLV ads are skippable, user-generated, and short clip ads.

Linear TV vs CTV is the traditional way of delivering the TV program when it is scheduled on its channel via satellite or cable services. Linear TV is sometimes also known as traditional TV because of its old method of broadcasting programs and shows.

Viewers can watch their desired programs or shows in the specific time interval it is broadcasted on their specific channel.

Linear TV Examples

• Cables
• Satellite
• Over-the-air broadcasts

What is Non Linear TV?

Non linear TV is a blanket term used for all those TVs that releases you from the limitations of the specific time and channel. Non linear TV is everything we’ve talked about up to this point.

• • OTT TV
  • CTV
  • Programmatic TV, or Digital TV
  • Advance TV
  • Addressable TV
  • Streaming Services

To sum up, the debate between OTT vs CTV will continue to shape the future of advertising.

Non linear TVs have made it very easy for their viewers because viewing power is in the viewers’ hands.

Connected TV Vs Linear TV

We’ve answered, what is Connected TV advertising? Connected TV advertising is what we now consider a data-driven programmatic channel. It also isn’t bound to any specific time or channel, instead, it provides you ease so that you can watch your shows anytime you want.

If you want to buy OTT advertising, the best way is to follow an OTT marketing strategy for maximum profit on your ad campaigns.

When choosing advertising formats, the OTT vs CTV analysis can provide essential insights.

• • Decide what type of audience you want to target through your ad campaign.
  • Determine where to purchase your OTT ad space.
  • When buying OTT, you can buy it directly or obey the programmatic wave.
  • Make maximum efforts in designing your ads and make them precise, impactful, and easy to remember – See Keynes’ Connected TV Best Practices for help.
  • Launch your TV campaign with your partner or platform.

Ultimately, the selection between OTT vs CTV will depend on your target audience’s preferences.

• Learn the data and performance abilities.

What is CTV Channel?

The CTV channel ensures fast audience growth, measurable campaigns, and cumulative cross-channel impressions. Examples of CTV include smart TVs, Apple TV, etc.

How Does CTV Advertising Work? CTV vs OTT advertising work with new technology through which advertisers can target the audience of their choice. This highly increases the ad campaign success rate. It also enables you to measure the efficacy and success of your ad.

Advertisers must stay updated on the ongoing changes in the OTT vs CTV dynamics.

Benefits of OTT Advertising

In summary, understanding the distinctions between OTT vs CTV is crucial for effective advertising.

The benefits of OTT advertising examples include but are not limited to:

• OTT advertising helps you to reach your selected audience.
• It has a very high capability to target your potential and precious customers.
• You can measure the statistics of your ad campaign with digital and traditional metrics.
• CTV advertising companies can help you to grow your viewers.
• Brand safety is the main OTT advertising strategy. Ads take the audience to reliable sites.
• You can get maximum benefits by choosing the best CTV platform and connected TV provider like Keynes Digital.

Linear TV buying is typically a direct buy with TV networks, expensive, and limiting based on targeting capabilities.

Benefits of Linear TV Advertising

What is linear TV advertising? A primary benefit of linear TV advertising is that it is a branding tactic for advertisers looking to reach ALL people nationwide.

• Linear TV is mostly watched by the older generation.
• Advertisers can select their audience according to the time and channel they choose for their advertisement. But this is not as specific as CTV advertising which can lead to difficulty for advertisers.