At Paradux, we specialize in helping our clients harness the power of Over-The-Top (OTT) and Connected TV (CTV) advertising to reach their target audience like never before. OTT and CTV reach audiences viewing streaming media–from their smartphones to tablets, PCs, and televisions. If you're ready to soar to new heights with your marketing and promotion strategies, explore the opportunities within OTT and CTV advertising.
Did you know viewership of streaming media surpassed traditional cable television for the first time in July 2022? According to a 2024 article in Forbes, a stunning 99% of American households pay for at least one streaming media service, and the average American spends just over 3 hours a day watching streaming media.The top streaming services are Netflix, Amazon Prime Video, and Apple TV+, with others like Hulu, Max, Paramount+, and others not far behind.
What's the difference between OTT and CTV?
Over-the-Top (OTT)
OTT refers to streaming content delivered directly over the Internet without going through a traditional cable television provider or over-the-air transmission service. The easy way to think about OTT is by considering the streaming media available to you on your PC, tablet, or smart phone device. Examples of OTT streaming services include Netflix, Hulu, Amazon Prime Video, Disney+, Hulu, Max, Paramount+, Peacock, and more.
- OTT streaming services may be subscription video-on-demand (SVOD), ad-supported video-on-demand (AVOD), and transactional video-on-demand (TVOD).
- SVOD: Viewers pay a monthly fee to have access to a free library of streaming media.
- AVOD: Viewers do not pay a monthly subscription fee but are required to watch advertising at interims within viewing sessions.
- TVOD: Viewers do not pay a monthly fee, but pay a rental fee to have access to a streaming media file for a specified period of time.
Today, many hybrids also exist. For example, subscribers may have the choice of paying a reduced monthly fee but be required to watch advertising or pay a premium monthly subscription fee with no advertising.
Connected TV (CTV)
CTV is a smart device used for accessing streaming media for television viewing. For example, many people now choose to purchase smart televisions that allow users to download apps like Netflix and Disney+ for watching streaming content. Other examples are devices that connect to televisions that provide this same service, like Roku devices, Amazon Fire TV devices, Apple TV devices, Xbox and Playstation gaming consoles and other internet-enabled boxes. All of these CTV devices make streaming OTT content directly to their televisions possible.
Both OTT (within streaming media apps) and CTV (within the device's software) provide opportunities for advertising and allow us to access demographic information to present relevant ads to viewers. OTT advertising can be shown across devices (wherever the viewer has the app downloaded), while CTV is limited to television viewing.
Benefits of OTT and CTV Advertising
Broad Audience Reach
The wide adoption of streaming media means that its now possible to reach enormous segments of the population within this advertising medium.
Target Demographics
Because these platforms have information about the viewer, from location and age to viewing history and preferences, we can design relevant marketing and stream it to the desired demographic easily.
Analytic Data
We have access to advertising viewing, conversion rates, engagement rates, and audience insights. This information is valuable for optimizing campaigns and making data-driven decisions about advertising campaigns.
Choose Paradux Media to take your promotions to the next level with OTT and CTV Advertising.
At Paradux Media, we specialize in helping our clients harness the power of Over-The-Top (OTT) and Connected TV (CTV) advertising to reach their target audience like never before. Our comprehensive services include everything from creating captivating video content to defining demographics and geographies, ensuring that your message reaches the right audience on the right platforms.
With our advanced real-time dashboard analytics, you'll have unprecedented insights into the performance of your campaigns, allowing for continuous optimization and maximum ROI. Whether you're looking to expand your reach, increase brand awareness, or drive conversions, Paradux Media Group has the expertise and technology to make it happen.
Experience the future of advertising with Paradux Media Group. Let us help you unlock new opportunities and connect with consumers in the digital age.