Connected TV (CTV) and Over-the-Top (OTT) are terms that are often used in the context of streaming video content, and both play significant roles in the realm of programmatic advertising. However, they refer to different aspects of the streaming landscape. Let's break down the differences:
Connected TV (CTV) refers to televisions that are connected to the internet, allowing users to access streaming services and other online content directly on their television sets. CTVs are typically smart TVs, gaming consoles, or streaming devices (like Roku, Apple TV, Amazon Fire Stick, etc.). Users can access streaming services, apps, and online content on their CTVs. B2B programmatic advertising on CTV involves using automated, data-driven technologies to buy and place ads on connected TVs. Ads on CTV are often served during commercial breaks or as interstitials between content.
Over-the-Top (OTT) refers to the delivery of video content over the internet, bypassing traditional cable or satellite television services. OTT content can be accessed on various devices, including smart TVs, computers, smartphones, and tablets. Users can subscribe to streaming services (like Netflix, Hulu, Disney+, etc.) or watch ad-supported content on OTT platforms. B2B programmatic Advertising on OTT involves using automated technologies to buy and place ads on streaming services and platforms that deliver content over the internet. Advertisers can target specific audiences based on demographic or behavioral data.
Device vs. Delivery Method: CTV focuses on the device (connected television), while OTT is more about the method of content delivery over the internet.
Scope of Content: CTV is specific to televisions connected to the internet, while OTT encompasses a broader range of devices, including computers and mobile devices.
Advertising Opportunities: Programmatic advertising can occur on both CTV and OTT platforms. CTV advertising specifically targets viewers on connected TVs, while OTT advertising encompasses a wider range of devices.
In summary, CTV is a subset of OTT, and both offer opportunities for programmatic advertising, allowing advertisers to reach audiences consuming video content on various devices over the internet.