Streaming video is an increasingly popular and effective way of reaching modern viewers and is the ideal choice for brands that want to engage potential customers in the discovery phase of the consumer journey.

Streaming video advertising provides an effective connection between a brand and an interested consumer through the trinity of sight, sound, and motion. Streaming also allows brands to optimize their ads with modern machine learning and future proof them with first party data.

Today, ad-supported services within the video landscape include some of the most recognizable names on the market, including HuluTubiParamount+, Peacock, and Discovery+ just to name a few.

As marketers, we know that video has been notoriously hard to measure compared to traditional display and search ads. But those days are behind us now.

Here’s a breakdown of OTT advertising and how brands are buying, targeting, and measuring the success of their OTT video campaigns. In the following blog article, we will discuss

What Is OTT Advertising?

OTT (over-the-top) advertising is advertising delivered directly to viewers over the internet through streaming video services or devices. The channel allows media buyers to target precise audience segments and provides the advanced measurement capabilities that digital marketers have come to expect.

The term “over-the-top” comes from the ability to bypass traditional TV providers that control media distribution, helping advertisers reach their audiences directly. Going over the top allows media companies (and advertisers) freedom of movement without pre-planned broadcast schedules or geographic limitations.

Connected TV (CTV) vs. OTT

While we often see marketers use OTT and CTV interchangeably, the two concepts are not the same. However, they are closely related. OTT is a method of ad delivery that can take place on a number of devices. A connected TV refers to an internet-connected television that supports OTT ads. 

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