The Difference Between OTT & CTV [INFOGRAPHIC]

Meredith Atlanta About The Author

April 1, 2021 at 12:15 PM

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OTT and CTV are closely related to one another, but also have significant differences.  In this one-sheet, we will discuss how the two work together and complement each other.

To reach your target audience, it's essential to use multiple platforms to improve your ability to influence and connect with them. On average, omnichannel marketing shows 91% greater customer retention. Marketers advertising across multiple channels also note an average 9.5% year-over-year increase in sales compared to those that do not. 

One excellent strategy you should include in your multi-channel marketing plan is OTT.


Many people hear the terms OTT and CTV but don't understand what the differences are, or that they're likely already using a CTV device to take advantage of an OTT service.  Though the two are often lumped together in one category, it's important to define them separately.  OTT, or "over the top television," is a streaming service initially referring to devices that go "over" a cable box to give the user access to TV content via the internet, while CTV was the actual device that went over the box.  Because the definitions have changed slightly over time, it's important to take a look at the expanded definitions of OTT and CTV, and the key differences and attributes between the two.

The Difference Between OTT & CTV [INFOGRAPHIC]The Difference Between OTT & CTV [INFOGRAPHIC]

As people spend more time at home and increase their viewing time, it’s important to know the best ways to reach and target those who can benefit from your message. With OTT and CTV, you can run high-quality commercials with a targeted approach. Consider connecting with an experienced media partner to see how you can get your message in front of those who will benefit the most.

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