It depends on the specific goals and target audience of an advertising campaign. Both OTT (over-the-top) and CTV (connected TV) refer to the delivery of video content and advertising through internet-connected devices, but there are some key differences between the two.
OTT refers to the delivery of video content through streaming services such as Netflix, Hulu, and Disney+ that are not tied to a traditional cable or satellite subscription. OTT allows for targeted advertising based on users’ viewing history and demographics, and it offers a more immersive and personalized viewing experience for users.
CTV, on the other hand, refers to the delivery of video content and advertising through internet-connected devices such as smart TVs, streaming devices, and gaming consoles. CTV allows for more precise targeting and measurement of advertising campaigns, as it can be delivered to specific audiences based on their viewing habits and demographics.
So, if the goal of the campaign is to reach a specific audience based on their viewing habits and demographics, CTV may be a better option. On the other hand, if the goal is to deliver an immersive and personalized viewing experience, OTT may be a better option.
It’s also important to note that both OTT and CTV advertising can be used together as part of a multiscreen strategy, as they reach audiences in different ways and complement each other.