As Mobupps said earlier, cable television is becoming obsolete every day. It is losing its position to streaming services, which develop faster, increase audience reach, and are barely more convenient.
The emergence of diverse and accessible video content at our fingertips is forcing marketers to come up with totally new innovative streaming channels for interacting with users.
Most people do not understand the difference between OTT and CTV, which leads to misunderstandings and disputes about the need to use these methods in the marketing strategies of companies.
What do you need to know about Connected TV and Over-the-top? Find out in this article from Mobupps.
What is OTT?
OTT ("over-the-top") refers to any service that delivers content over the Internet, bypassing traditional distribution channels such as cable or satellite TV providers.
OTT content can be accessed on multiple devices, including smartphones, tablets, smart TVs, and game consoles, and is often delivered using streaming technology.
OTT platforms are the services that provide the content to stream, including Netflix, Disney+, Pluto TV, Hulu, Tubi, Peacock, Paramount+, Apple TV, and more.
What is CTV?
CTV indicates Connected Television, which allows viewers to access streaming video content, applications, and other Internet services.
CTVs can be self-contained devices like smart TVs, game consoles, or streaming devices like Roku or Amazon Fire TV, or they can be built into the TV itself.
СTV offers a more personalized viewing experience with access to a wide range of on-demand content and the ability to pause, rewind, and fast forward while watching shows and movies. Also, advertisers embrace CTV to reach viewers with targeted and measurable advertising campaigns.
Benefits of using OTT and CTV
In this case, we cannot share their pluses because one concept does not exclude the other.
Access to a wide range of content: Users get content from streaming services. Everyone can find something for themselves, regardless of interests or preferences, whenever it wants.
Personalization. OTT services and CTV platforms offer recommendations based on the viewer's browsing history to help find new content of interest.
Convenience. Viewing video content is possible on any device, depending on the preferences of the viewers (phone, tablet, or large TV screen).
Cost-Effective. OTT and CTV services are often more cost-effective than traditional cable or satellite TV packages because viewers only pay for the content they want to watch, not for a set of channels they may not be interested in.
And another important point in terms of marketing, which is of particular interest to Mobupps, is Targeting and advertising scoring. Measuring ad campaigns and their performance with advanced analytics tools allows you to target ads to specific audiences based on demographics, interests, and more.
Although the benefits of OTT and STV are almost identical, there are still some differences between them. Let's consider them in more detail.
CTV devices refer specifically to a TV connected to the Internet, while OTT refers to any device that streams video content over the Internet, including smartphones, tablets, laptops, and other devices connected to the Internet.
CTV and OTT offer marketers a variety of advertising options. CTV is often associated with more traditional television advertising, including advertising and sponsorship, while OTT pushes more advanced and targeted advertising options, including programmatic and interactive advertising.
CTV typically provides access to a range of streaming services and applications but may also include access to traditional broadcast TV channels. Besides, OTT refers exclusively to streaming video content and does not include access to traditional broadcast TV channels.
OTT and CTV consumption is not declining, which opens up a magnificent opportunity for advertisers. 98% of brands think CTV ads will be bigger than mobile ads.
By leveraging the benefits of OTT and CTV, marketers can increase brand awareness, improve audience targeting, increase engagement, and increase reach and frequency, all of which can contribute to the success of a marketing campaign.
We are ranked 28th in the Pixelate Top at Top CTV SSPs Roku ranking.
And also ranked 56th in the Pixelate Top at Top CTV SSPs FireTV ranking.