Digital advertising continues to evolve quickly, and video marketing has become one of the most effective ways for brands to connect with their audience. As more consumers shift away from traditional cable and toward streaming platforms, businesses are investing heavily in OTT and CTV advertising.
However, many business owners hear these terms used interchangeably and assume they mean the same thing. While OTT and CTV are closely related, they are not identical. Understanding the difference can help you make smarter advertising decisions and improve campaign performance.
At DigiSphere Marketing, we help businesses navigate modern video advertising strategies that reach the right audience with the right message.
What Is OTT Advertising?
OTT stands for “Over-The-Top,” which refers to content delivered through the internet instead of traditional cable or satellite providers. OTT advertising is any type of video ad served through streaming platforms and apps.
OTT ads can appear on a wide range of devices, including:
- Smart TVs
- Mobile phones
- Tablets
- Laptops and desktops
- Streaming devices like Roku, Fire Stick, and Apple TV
When you run an OTT advertising campaign, your ads are delivered through platforms such as Hulu, Peacock, Paramount+, and other streaming services. OTT is the broader category because it includes all internet-based streaming content, regardless of the screen being used.
What Is CTV Advertising?
CTV stands for “Connected TV.” CTV advertising refers specifically to ads that appear on televisions connected to the internet. This includes Smart TVs and TVs using streaming devices like Roku, Chromecast, or Amazon Fire Stick.
CTV is essentially a subset of OTT. It is focused only on the television experience, which often feels closer to traditional TV advertising, but with more advanced targeting and measurable results.
Businesses love CTV because it delivers ads on the biggest screen in the home, often when viewers are highly engaged.
The Key Difference Between OTT and CTV
The easiest way to understand the difference is this:
OTT refers to the delivery method (streaming over the internet).
CTV refers to the device (ads shown on connected televisions).
So, while all CTV advertising is considered OTT, not all OTT advertising is CTV.
OTT campaigns can include ads shown on mobile devices and computers, while CTV campaigns focus strictly on TV screens.
Why OTT and CTV Advertising Matter for Businesses
Both OTT and CTV advertising offer powerful benefits compared to traditional television ads. These include improved targeting, measurable results, and better control over your ad spend.
Instead of advertising to broad audiences based on TV channel programming, OTT and CTV allow brands to target viewers based on factors like:
- Location
- Demographics
- Interests and behaviors
- Household characteristics
- Streaming habits
This makes campaigns more efficient and often leads to better ROI.
Choosing the Right Strategy for Your Brand
Some businesses benefit most from a CTV-focused campaign because it creates a high-impact experience on the TV screen. Others may prefer an OTT strategy that includes multiple devices, which can help reach consumers throughout their day.
The best approach depends on your goals, budget, and target audience. A well-planned campaign can even combine both for stronger reach and better frequency.
Contact DigiSphere Marketing Today
If you are considering OTT or CTV advertising, DigiSphere Marketing can help you choose the right strategy and build a campaign that delivers results. Our team specializes in targeted digital advertising solutions designed to increase brand awareness, generate leads, and drive real business growth. Contact DigiSphere Marketing today to learn how OTT and CTV advertising can work for your business.
