If you have recently started exploring modern television advertising, you have likely run into a confusing bowl of alphabet soup. Specifically, two acronyms dominate the conversation: OTT and CTV.
While often used interchangeably by marketers, they actually refer to two different pieces of the streaming television puzzle. Understanding the distinction is the first step toward building a highly effective, waste-free advertising campaign for your local business.
What is OTT (Over-The-Top)?
OTT stands for "Over-The-Top." It refers to the method of delivering video content over the internet, bypassing traditional cable or satellite providers (the "top" of the set-top box).
When you subscribe to Netflix, Hulu, or Disney+ and stream their content directly via the internet, you are consuming OTT content.
- Key takeaway: OTT is how the content gets to the viewer (via the internet).
- Devices used: OTT content can be watched on a smartphone, a tablet, a laptop, or a television.
What is CTV (Connected TV)?
CTV stands for "Connected TV." It refers to the physical device used to view internet-delivered video content on a television screen.
A smart TV with built-in internet capabilities is a CTV. However, a standard TV with a Roku stick, Apple TV box, or Xbox plugged into it also becomes a Connected TV.
- Key takeaway: CTV is where the content is physically watched (specifically, the large television screen in the living room).
The Difference That Matters to Advertisers
To put it simply: You watch OTT content on a CTV device.
Why does this matter for your local business? Because an "OTT advertising campaign" could mean your video ad plays on an iPad or a smartphone while someone is waiting in line at the grocery store. A "CTV advertising campaign" guarantees your ad plays on the largest, highest-quality screen in the house while the viewer is kicked back on the couch, fully engaged.
Why CTV BOSS Prioritizes the Living Room Screen
While both avenues have value, at CTV BOSS we focus heavily on the living room screen. Decades of advertising research prove that ads shown on a premium, non-skippable television screen generate higher brand recall, trust, and prestige than ads crammed into a mobile feed.
With our performance TV platform, we deliver the precision targeting of mobile ads straight into the living room, ensuring your brand looks its absolute best.