OTT and CTV advertising help businesses reach people while they are watching streaming video content on smart TVs, streaming devices, mobile phones, tablets, laptops, and other internet-connected screens.
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Instead of relying only on traditional cable TV, businesses can use OTT and CTV advertising to deliver targeted video ads to streaming audiences with digital reporting, campaign optimization, and retargeting options.
Trusted by local and multi-location businesses that want measurable growth.
Discover how OTT/CTV advertising delivers targeted video ads across premium streaming platforms, helping businesses increase brand awareness, engage the right audience, and drive measurable campaign results.
OTT/CTV advertising delivers video ads through internet streaming instead of traditional cable or satellite TV. OTT Over-the-Top refers to streamed content, while CTV (Connected TV) includes Smart TVs and streaming devices.
Streaming content delivered over the internet
Hulu, Peacock, Pluto TV, streaming apps
A connected television device
Smart TV, Roku, Fire TV, Apple TV
Video ads served in streaming environments
15-second or 30-second streaming video ads
| Term | Meaning | Example |
|---|---|---|
| OTT | Streaming content delivered over the internet | Hulu, Peacock, Pluto TV, streaming apps |
| CTV | A connected television device | Smart TV, Roku, Fire TV, Apple TV |
| OTT/CTV Ads | Video ads served in streaming environments | 15-second or 30-second streaming video ads |
Together, they help businesses reach targeted audiences with engaging, measurable video advertising across premium streaming platforms.
OTT refers to the delivery method CTV refers to the device a person can watch OTT content on a smart TV, phone, tablet, laptop, or desktop computer. When that streaming content is watched on a television connected to the internet, that is CTV.
Video ads delivered through streaming content
Video ads delivered to connected TV screens
Phones, tablets, laptops, desktops, smart TVs
Smart TVs, Roku, Apple TV, Fire TV, gaming consoles
Cross-device streaming
TV-style, full-screen viewing
15 or 30 seconds
15 or 30 seconds
Reach, retargeting, education, cross-device video
Brand awareness, premium video exposure, household reach
Impressions, views, completion rate, clicks where available
Impressions, completed views, completion rate, household reporting where available
| Category | OTT Advertising | CTV Advertising |
|---|---|---|
| Definition | Video ads delivered through streaming content | Video ads delivered to connected TV screens |
| Main Device Types | Phones, tablets, laptops, desktops, smart TVs | Smart TVs, Roku, Apple TV, Fire TV, gaming consoles |
| Viewing Experience | Cross-device streaming | TV-style, full-screen viewing |
| Common Ad Lengths | 15 or 30 seconds | 15 or 30 seconds |
| Best Use | Reach, retargeting, education, cross-device video | Brand awareness, premium video exposure, household reach |
| Measurement | Impressions, views, completion rate, clicks where available | Impressions, completed views, completion rate, household reporting where available |
Businesses use OTT and CTV advertising to reach streaming audiences with targeted, measurable video campaigns across premium connected TV platforms.
Explore OTT/CTV advertising to engage streaming audiences at key conversion stages, building awareness, trust, and driving measurable customer actions.
Reach ideal customers using location, interests, behaviors, households, website activity, and audience targeting.
Introduce your brand with display, geofencing, or digital ads to create strong initial awareness.
Increase brand recognition through consistent ad exposure across multiple devices, platforms, and customer touchpoints.
Reconnect with website visitors, engaged users, and qualified audiences to improve conversion opportunities effectively.
Deliver engaging 15- or 30-second video ads that educate, build trust, and increase brand recall.
Reinforce your message through social media and display ads to keep audiences engaged longer.
Guide prospects toward purchases, appointments, quote requests, contact forms, phone calls, or store visits successfully.
Track campaign performance continuously and optimize targeting, creatives, and budgets for stronger advertising results.
Choose the right OTT/CTV ad format to reach streaming audiences, increase engagement, and drive measurable campaign performance.
Deliver short, memorable messages that quickly capture audience attention and engagement.
Share detailed stories that build trust and explain your brand effectively to customers everywhere.
Reach viewers before streaming content begins with impactful brand messaging that drives awareness.
Engage audiences during streaming content with uninterrupted, high-visibility video advertisements.
Reinforce your message after content ends to encourage stronger customer action and conversions.
Reconnect with interested audiences using personalized video messages that drive conversions.
OTT CTVÂ businesses targeting local customers use OTT CTV Advertising to reach nearby audiences and boost conversions.
Reach Attract nearby buyers and generate quality property leads.
Measure restaurant campaign performance through visits, conversions.
Conquest nearby dealerships and service centers with trade-in and financing messages.
The events organizations plan and manage all types of events.
Reach high-value prospects visiting other firms and offices.
Everything you need to launch a successful OTT/CTV advertising campaign, from targeting and creative to optimization and measurable results.
Businesses reach the right viewers using location, interests, behaviors, households, and retargeting strategies for better campaign performance.
High-quality OTT/CTV video ads should meet platform specifications, deliver clear messaging, and provide an engaging viewing experience across streaming devices.
15 seconds or 30 seconds
MP4 preferred
16:9 widescreen
1920×1080 or 1280×720
H.264
AAC
30 fps or less
Clear, balanced, no distortion
Avoid letterboxing or pillarboxing
No countdown screen or slate
Live URL required
Required where clickable inventory is available
| Requirement | Recommended Spec |
|---|---|
| Length | 15 seconds or 30 seconds |
| File Type | MP4 preferred |
| Aspect Ratio | 16:9 widescreen |
| Resolution | 1920×1080 or 1280×720 |
| Video Codec | H.264 |
| Audio Codec | AAC |
| Frame Rate | 30 fps or less |
| Audio | Clear, balanced, no distortion |
| Black Bars | Avoid letterboxing or pillarboxing |
| Opening | No countdown screen or slate |
| Landing Page | Live URL required |
| Click-Through URL | Required where clickable inventory is available |
Integrates OTT/CTV advertising with geofencing, retargeting, and display campaigns to educate audiences, strengthen engagement, and drive higher conversions.
Develop a customized OTT/CTV strategy that aligns with your business goals, target audience, budget, and campaign objectives for measurable advertising performance.
Reach streaming audiences using demographics, interests, behaviors, geographic targeting, household data, and privacy-safe audience segments for improved campaign effectiveness.
Re-engage website visitors with targeted OTT/CTV video ads that reinforce your message and encourage conversions across connected television devices.
Combine geofencing and OTT/CTV advertising to reach location-based audiences with coordinated messaging that increases awareness, engagement, and conversion.
Deliver personalized video ads to eligible households using addressable targeting capabilities, improving campaign relevance and maximizing advertising.
Coordinate display and OTT/CTV video ads in a strategic sequence that builds awareness, strengthens brand recall, and drives customer action.
Monitor campaign performance with detailed reporting, then optimize targeting, creatives, budgets, and delivery to improve results throughout the campaign.
Prepare video assets, messaging, tracking, and campaign settings to ensure a smooth launch and consistent performance across OTT/CTV platforms.
OTT and CTV advertising is typically priced using a CPM (cost per thousand impressions) model. Costs vary based on audience targeting, location, inventory, and campaign goals.
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Although more expensive than display advertising, OTT/CTV delivers premium video experiences that improve brand awareness, engagement, trust, and measurable campaign performance.
Discover our full range of geofencing and digital advertising services designed to help you reach targeted audiences, increase engagement, and drive measurable marketing results.
Addressable geofencing targets specific households using precise location data.
Event marketing promotes brands by targeting audiences before during and after events.
Political geofencing targets voters with ads based on specific locations and events.
Digital TV advertising delivers targeted video ads on connected streaming platforms
Businesses should use OTT/CTV advertising to increase brand awareness, educate audiences, and drive higher conversions through targeted streaming video campaigns.
OTT CTV advertising is video advertising delivered through streaming content instead of traditional cable or satellite TV. OTT refers to video content delivered over the internet, while CTV refers to connected television devices such as smart TVs, Roku, Fire TV, Apple TV, and gaming consoles.
No. OTT and CTV are related, but they are not the same. OTT is the delivery method for streaming video content. CTV is the connected television device used to watch streaming content. OTT can be watched on many devices, while CTV specifically refers to internet-connected TV screens.
OTT advertising can appear across streaming devices, including phones, tablets, laptops, desktops, and smart TVs. CTV advertising specifically appears on connected TV devices. OTT describes how the content is delivered, while CTV describes where the content is watched.
Yes. OTT and CTV advertising can use geographic, behavioral, interest-based, household, contextual, and retargeting options depending on audience availability, campaign setup, inventory, and privacy rules.
Yes. OTT/CTV video can be used as a retargeting tool. For example, a business can retarget people who visited its website, clicked an ad, or entered an eligible campaign audience with a follow-up video ad.
Most OTT/CTV company use either 15-second or 30-second video ads. A 15-second ad is often best for simple messages and retargeting. A 30-second ad can work well when the product or service needs more explanation.
OTT/CTV advertising is typically priced by CPM, or cost per thousand impressions. At GetGeofencing, OTT/CTV advertising is typically priced at $42 CPM, which equals $4,200 per 100,000 impressions.
Yes. OTT/CTV can be combined with geofencing, display advertising, website retargeting, addressable geofencing, and social retargeting to create a stronger multi-touch campaign.
Reporting can include impressions, completed views, video completion rate, geography, campaign delivery, and other available performance metrics. Reporting options depend on the campaign setup and inventory source.
Some OTT/CTV inventory may support clicks, especially when ads are delivered across devices other than television screens. However, the main value of OTT/CTV is usually video exposure, completed views, brand recall, education, and retargeting support.
Launch your OTT/CTV campaign with targeted streaming strategies that increase brand awareness, engagement, and measurable business results.
