#connectedtvads

In the moment’s digital media world, it’s important to understand the difference between OTT and CTV. Over-the-top (OTT) and connected TV (CTV) are constantly used interchangeably, but they relate to different corridors of the streaming terrain. OTT refers to the delivery system; it’s any content streamed directly over the internet without using traditional cable or satellite providers. CTV, on the other hand, refers to the factual device used to stream this content, analogous to smart TVs, Roku, Amazon Fire TV, or Apple TV. While every CTV device delivers OTT content, not all OTT content is watched on CTV. You can stream an OTT platform like Netflix on a mobile phone, tablet, or laptop. Still, when viewed on a smart TV or a similar device, it becomes part of the connected TV ecosystem. This is the important distinction between the two terms. Understanding the difference between OTT and CTV is essential when developing advertising strategies, as each platform offers unique targeting and engagement options. Advertisers use OTT for its strictness, placing announcements within content streamed through apps like Hulu, Peacock, or YouTube. Connected TV advertising, still, focuses on the experience on television devices, constantly gaining advanced observer attention and completion rates. A common point of confusion occurs with platforms like YouTube TV. Is YouTube TV OTT or CTV? The answer depends on how it's viewed. YouTube TV, as a streaming service, is classified as OTT, but when entered via a smart TV, Roku, or another internet-connected television device, it falls into the CTV order. Thus, YouTube TV can be both OTT and CTV, depending on how the observer uses it. This distinction affects how brands approach their advertisement placements. OTT offers scale across bias, while CTV provides a full-screen, high-impact advertisement experience. Both formats offer detailed analytics, targeting, and criteria, which are vital for performance marketers.