OTT
OTT is part of a changing global trend in how people consume content. OTT provides marketers with a gateway to performance-driven TV advertising.
What is OTT?
OTT (Over-the-Top) media services offer content on-demand via the internet. Bypassing traditional broadcasters, they go ‘over the top’ of intermediaries and connect directly with consumers.
OTT content is accessed via streaming on different types of devices, such as connected TVs, mobile phones, and desktop computers. The content itself is predominantly video but also includes audio and messaging formats.
Connected TV (CTV) is the collective name for devices that connect to the internet and let users consume television content. Smart TVs are considered CTV devices, but so are streaming devices such as set-top boxes, TV sticks, and even some gaming consoles.
A source for mobile engagement
OTT is multi-device by nature. Although connected TV is how most content is consumed, mobile devices play an important role in the workings of the entire ecosystem.
This offers app marketers new and innovative ways to interact with users and optimize the entire customer journey. However, from a measurement perspective, OTT campaigns are complex, as they are often run on multiple devices and prompt engagement on multiple devices.
Single-device
An ad is shown on a specific device and impacts engagement on that same device. Example: a video commercial shown on a connected TV triggers an install of an application on that connected TV
