If you’ve watched TV in the last five years, you’ve probably seen OTT advertising. You just didn’t call it that.
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Those commercials you see while watching Hulu, Peacock, Roku, YouTube TV, or a network app are OTT ads. They’re basically TV commercials delivered through the internet instead of cable. CTV just means the device you’re watching on. A smart TV, Roku, Fire Stick, Xbox, Apple TV. The screen is the same size as traditional television. The delivery system is different.
The big difference for advertisers is that you can now buy audiences instead of programs.
Traditional TV buys looked like this:
Buy the 6pm news
Buy the football game
Buy the sitcom
Streaming TV buys look more like this:
Show ads to homeowners
Show ads to truck buyers
Show ads to people within 20 miles of a dealership
Same screen. Way more control. For local advertisers, it’s honestly one of the best things that’s happened in media buying in decades.
