What is OTT?
OTT, or over-the-top media, is video content delivered directly over the internet, bypassing traditional cable, satellite, and broadcast providers. OTT advertising places ads inside that streaming content on any internet-connected device.
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How OTT works
OTT services stream content through apps and websites. People can watch on a TV, phone, tablet, or computer, as long as it's connected to the internet.
Some services are free with ads, some are paid with no ads, and some mix the two. Ads appear in the ad-supported options.
OTT versus connected TV
OTT describes how content arrives, over the internet. Connected TV describes the screen it appears on. Most CTV viewing is OTT content, but OTT also includes viewing on phones and computers.
Why advertisers use OTT
OTT lets advertisers reach streaming audiences with targeting and measurement that traditional TV doesn't offer. It's often bought programmatically, alongside other video formats.
Common questions
What does OTT stand for?
OTT stands for over-the-top. The name comes from content going over the top of traditional cable or broadcast systems.
What is the difference between OTT and CTV?
OTT is the delivery method, and CTV is the type of screen. A show streamed to a smart TV is both, and a show streamed to a phone is OTT but not CTV.
Are OTT ads skippable?
It depends on the service and the ad format. Many streaming ads can't be skipped, but this varies by platform.
How do you measure OTT ads?
Typical measures include impressions, completion rate, and reach. Some advertisers also track site visits or conversions that follow exposure.
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