The OTT Advertising Definition

Are your video assets ready for the TV screen? CTV Spec Check >

Premium Networks

The OTT Advertising Definition

As we talk about OTT advertising, we have to explain what is OTT. Over-the-top refers to the power of streaming companies to avoid TV providers. So what is the OTT advertising definition? Geographical restrictions or broadcast schedules do not constrain OTT services. Access to viewers’ content is available day or night.

It’s easy to confuse OTT vs CTV. They fall under the same umbrella, but they are not the same. OTT includes all types of mediums, while CTV only includes a TV.

OTT ads need to be designed to look good on anything from a large-screen TV to a laptop to a smartphone because users stream across multiple devices. Another distinction between OTT advertising and traditional advertising is that OTT advertising often has a more narrow and specific audience.

One of the most popular OTT advertising examples is related to streaming television services because it sends movie content over the Internet. You use an OTT example when you view your favorite films and television episodes on Netflix, Hulu, or Disney+.

While Roku or FuboTV come to mind when discussing the best live TV streaming service, plenty of smaller, more specialized OTT advertising examples are also available.

OTT on CTV Devices

Following are the CTV devices that OTT content can be seen or run on:

  • Streaming boxes (such as Apple TV, Amazon Fire TV, Android TV, Samsung)
  • HDMI sticks (Chromecast, Roku, Amazon Fire TV Stick)
  • Game consoles (Playstation, Xbox)
  • Smart TVs (via built-in TV apps like Netflix, Hulu, Peacock)

Who’s Watching & Where?

According to research, between 2017 and 2020, the number of people watching traditional TV fell by 24%. A significant decline in just three years.
Even better, according to e-Marketer, by 2022, consumers will watch more than an hour of video every day on paid OTT platforms. That implies that more people will cancel their cable TV subscriptions.

If entertainment companies want to stay on top of what customers want and need, they must start developing their own OTT services.

There are already well-known companies in the market with their applications, including Netflix, HBO, Disney, CBS, Hulu, and Amazon Prime Video.

However, the desire for independent entertainment streaming platforms is also rising.

The OTT Market

The OTT market trends are developing a ton in the entertainment sector. Numerous companies grabbed this chance as soon as OTT streaming services like Netflix and Disney+ became immensely popular across the globe and got the OTT market share.

Advertising in such a new and undeveloped market has proven to be the most effective way to reach large audiences at minimal costs.

In addition to numerous other advantages, OTT market growth enables advertisers to reach their targeted customers to make the cost less than they would otherwise have to pay for TV advertising.

The OTT market size of the global OTT market was estimated at $121.61 billion in 2019 and is anticipated to OTT market growth to $1,039.03 billion by 2027, expanding at a CAGR of 29.4% from 2020 to 2027. It could be a bit of an understatement to suggest that the OT market was increasing in 2020.

OTT Streaming & OTT Content Battles

The streaming battles are intensifying as more people choose streaming services instead of cable television, and the available platforms are multiplying on the market. Movies and TV shows directly provided to digital viewers without the need for a cable or satellite television subscription are the services of OTT.

OTT material can be easily downloaded and watched by users watch OTT material whenever they want. This material, supplied directly over the Internet to connected devices like PCs, tablets, smartphones, and consoles, includes movies and TV shows.

Over-the-top services are currently at a relatively infant stage and are widely acknowledged as a rising technology worldwide. The over-the-top market is anticipated to undergo an inventive and sophisticated change that will allow users to obtain everything they need on one site.

What Is OLV?

OLV is different from OTT. OLV is internet streaming video clips. These can be watched or consumed on a computer via platforms like Youtube or Vimeo. Online video (OLV) advertisements appear on websites before, during, and after video content.

OLV advertisements can be seen on desktop, mobile, and tablet computers, in apps and browsers, and in both in-stream and out-of-stream formats.

OTT vs OLV is frequently confused. OTT vs OLV both fall under the category of video advertising, although OLV advertisements are with video content on websites. While OTT ads are professional content, non-skippable, and streamed via premium networks.

OLV Advertising

Online video advertising and OTT advertising are not the same (OLV). OLV is a general term that refers to all online video advertising. It is a captivating ad that grabs consumers’ attention on all portable devices, such as smartphones and tablets.

Different OTT platforms are available, including Netflix, Disney+, Hulu, Amazon Prime Video, Peacock, Curiosity Stream, Pluto TV, and many more.

OLV advertising examples give videos on Instagram, Facebook, Snapchat, YouTube, and almost all other mobile apps with widespread exposure. The OLV advertising examples are way more than the above-mentioned.

Overview of OTT Platforms

Users that use over-the-top (OTT) platforms can build their own OTT video streaming services. This definition is the OTT platform meaning. Since content producers can now share their work without using conventional cable or broadcast platforms, over-the-top (OTT) platforms have become content channels.

Additionally, most OTT platforms don’t demand that users install or buy any specialized hardware to access them.

Here are some of the most well-known OTT advertising platforms.


Another well-known OTT advertising platform is Hulu. In that, new episodes are often uploaded the day after they air. Hulu and Netflix are rather different from one another. Hulu provides bundles and add-ons that grant users access to additional content libraries.


One of the first OTT advertising platforms is Netflix. Netflix began as an online DVD rental store but changed as live streaming technology emerged.
With more than 15,000 titles, Netflix is one of the biggest on-demand streaming services available today. Netflix offers original content exclusive to its platform and movies from other production firms.


The Walt Disney Company has the rights to the movies and TV shows available on Disney+, an OTT advertising platform.
Programs from Disney, Pixar, Marvel, Star, National Geographic, and Star Wars are among them. Additionally, Disney+ can be used with other streaming services like Hulu.

Amazon Prime Video

Another one is the Amazon OTT platform. Amazon Prime Video is an over-the-top service that Amazon provides. You can view movies, TV shows, and web series via Amazon Prime Video, also known as just “Prime Video,” all of which are free to watch with a Prime subscription. Amazon ads or better put, Amazon prime ads on Amazon Prime are the best examples of OTT advertising platforms.

YouTube TV

You probably already know about YouTube as a free internet streaming service, but did you realize that it also includes a premium selection?

Both subscriptions for limitless viewing and pay-per-view for specific episodes are available on YouTube TV. Like the Twitch streaming network, YouTube TV is well-liked among video gamers and provides access to live streaming from more than 85 television stations.

Benefits of OTT Advertising

Since COVID-19 hit us, the entire world has changed. Since then, brands have significantly changed due to realigning their activities and strategy while considering the benefits of OTT advertising.

The consumer’s sources of entertainment have changed significantly, with a considerable transition occurring from offline to online outlets. Due to the pandemic’s widespread, people were compelled to stay indoors and consume entertainment through various media kinds and over-the-top (OTT) services.

It left with the disruption and the closure of all entertainment venues, including theatres, athletic events, gyms, and other public spaces. This thing caused the number of OTT advertising agencies to increase.

Brands are shifting their marketing strategy from billboard advertising companies to consulting an OTT advertising agency. It has been done in response to the growing number of consumers using OTT platforms for advertising. Today, brands favor OTT platforms.

In the current environment, localization is an additional benefit for this sector’s potential as more people from different cities and age groups get familiar with OTT. There is a higher retention rate on OTT media apps due to the availability of TV series and movies in various languages.

According to reports, more people watch internet video content than listen to streaming music. The absence of live sporting events has further driven this trend.

OTT Marketing Strategy

For an OTT marketing strategy, the viewer rate is significantly greater than for traditional TV advertising, and exposure is necessary to boost brand lift and provide the desired effects. While programmatic OTT plays pre- and mid-rolls, TV content is replayed on a DVR with the skipping feature turned on.

Direct interaction with target audience members is made possible by OTT targeting. Since many OTT providers don’t permit ad skipping, view completion rates increase, and commercials only play when someone actively chooses to tune in and watch.

Traditional television is watched by many people simultaneously in a living room and frequently fails to engage interested viewers. OTT platforms allow you to engage viewers regardless of their programming, location, demographics, or behavioral preferences.

OTT Advertising Companies

An over-the-top (OTT) advertising company advertises to viewers directly online. OTT advertising does not use the usual controllers or distributors of such content, such as cable, broadcast, and satellite television platforms. Keynes and Connected TV programmatic partners are examples.

Both the OTT and CTV advertising companies are the same. With a genuine enthusiasm for developing media solutions, Keynes Digital comprises innovative thinkers, media specialists, strategists, data wizards, and brand developers.

Applications that let consumers broadcast high-definition videos to their devices are known as OTT services. There are many different OTT services available online. Video on demand for transactions and advertising. On-Demand Subscription Video distributors of multiple-channel video programming.

When an advertiser and publisher exchange digital ad space through real-time bidding on streaming platforms and Connected TV (CTV) devices like a smart TV, it’s referred to as programmatic OTT advertising.

Data is used in programmatic advertising to choose which digital ad spaces to purchase and how much to pay. With full-screen video ads, Amazon OTT advertising enables advertisers to use the audience targeting and programmatic advertising capabilities of Amazon DSP.

Talk to an Expert.