Target Audiences with Precision and Impact

OTT (Over-The-Top) and CTV (Connected TV) are terms that are often used interchangeably when referring to streaming television. However, they are specific categories within streaming television. Each term refers to different aspects of streaming experiences and video content.

OTT refers to the delivery of video content over the internet. This includes services like Hulu, YouTube, and Netflix. OTT content can be accessed on various devices, including computers, smartphones, tablets, and smart TVs. It includes a wide range of content, from movies and TV shows to live broadcasts and user-generated videos using both subscription-based services (like Netflix and Hulu) and free, ad-supported platforms (like YouTube).

CTV refers to televisions that are connected to the internet, either through built-in smart TV capabilities or external devices like Roku, Apple TV, or Amazon Fire Stick. CTV specifically involves streaming content on a television screen. It provides a more traditional TV experience with the convenience of on-demand content.

OTT is the method of delivering content over the internet. CTV is the device used to watch the content on a TV screen.

Cord cutters, cord nevers, cord shavers, scrollers, and bingers all make up an audience that is not as likely to be reached with linear television (broadcast or cable television). This audience has seen a large boost in the past five years. The viewer base for OTT/CTV advertising is constantly expanding. This presents an opportunity for marketers.

OTT/CTV has advanced targeting capabilities that enable marketers to reach very specific audiences in a scalable way. With OTT, advertisers pay for the actual impression, reaching viewers when and where they are streaming. OTT increases brand awareness on a large scale. It offers the ability to test the effectiveness of different creative and audiences to maximize performance.

OTT/CTV campaigns are an excellent way to reach your target audience and complement existing marketing efforts.

OTT and CTV platforms allow advertisers to target specific demographics, interests, and behaviors. This precision helps in reaching the right audience with the right message. It can be extremely effective when targeting a more niche customer.

Viewers often watch OTT and CTV content on larger screens in a relaxed environment. This leads to higher engagement and ad recall compared to mobile or desktop ads.

OTT/CTV offers measurable results. Reporting provided by the streaming platforms allows the ability to track various performance metrics based on actual delivery. The tracking ability also provides an opportunity to retarget individuals with display or other video content. This cross-channel frequency is proven to be effective.

While there is exponential growth within OTT/CTV, Neilsen studies show there is still minimal audience overlap. There is great value in both advertising mediums. As you consider layering in streaming content, measuring the incremental reach will help determine the optimal mix.

For marketers who desire a broad reach that meets awareness, credibility, reach and response goals, there is power in leveraging OTT/CTV in conjunction with the still considerable broadcast television audiences. Combining both delivery platforms as part of an awareness strategy allows for both very specific targeting and powerful reach.

As the media landscape continues to evolve, KELLYBRADY has been at the forefront of OTT/CTV advertising. By embracing this cutting-edge platform in early 2017, the agency has built exclusive relationships with national OTT platforms. These partnerships provide premium inventory, data-driven targeting, and exclusive rates that are unmatched by other agencies. Our OTT/CTV campaigns, combined with strategic media plans, create a multi-channel approach guiding future customers to your business.