OTT vs CTV: Everything You Need to Know About Both Ad Types

November 29, 2023

In today’s digital era, more people are turning to streaming services than ever before. The results are in, and streaming is officially the new cable! Recent data shows that CTV and OTT streaming platforms capture 38% of all television viewing, compared with 31% for traditional cable. Cord cutters unite! 

Consumers seek innovative ways to personalize their viewing experiences by choosing what they want to watch and when. The key word here is “personalize—one of the many benefits for viewers and advertisers on OTT and CTV streaming platforms. Viewers personalize their viewing experience, and advertisers personalize their ads. 

If you’re new to the digital media buying space, you might not know what OTT vs CTV is (we’ll get to that shortly!). We’ll also cover why OTT and connected TV advertising is crucial for wellness brands just like yours. Don’t touch that dial; you’ll want to stay tuned for this! 

What’s the Difference Between CTV and OTT? 

When it comes to OTT vs CTV, many wellness brands looking into connected TV advertising might not realize the difference between CTV and OTT. CTV or “connected TV” refers to the Smart TV or CTV device used to stream OTT or “over-the-top” content. Working together, they bring viewers your targeted ads across platforms, streaming services, and devices. 

Some OTT examples include streaming services such as Hulu, Netflix, Amazon Prime Video, Peacock, and many more. These are some of the best OTT advertising platforms for any brand to start using paid media ads! For Connected TV advertising, you’re looking at CTV devices such as Google Chromecast, Apple TV, and other similar options. 

Think about it this way: if you’re watching Netflix on your laptop or mobile device, you’re streaming OTT content. But if you’re watching Netflix through your Amazon FireTV or a Roku stick plugged into your TV, you’re streaming OTT content over CTV. We know it can be a bit tricky to differentiate the two, but once you get a better understanding of how OTT vs CTV works, you’ll be ready to advertise on them in no time! 

Advantages of OTT Advertising 

When your wellness brand chooses to use OTT paid ads, you can expect benefits such as: 

  • Interactive elements (i.e., clicking buttons in ads to learn more) 
  • Ads appearing across multiple devices 
  • Ability to track and measure campaigns in real-time 
  • Reaching viewers who no longer use traditional TV services 
  • Sequential messaging that tells a story through a series of ads 
  • High completion rates (viewers can’t skip over ads) 
  • Data-driven targeting (making it easier to reach your target audience) 

These benefits will give you a competitive edge over other brands in your industry that aren’t using paid ads on streaming platforms! 

Advantages of Connected TV Advertising 

Remember that CTV advertising is also a practical option for your paid ads. These come with perks such as: 

  • All the benefits of OTT advertising (minus interactive elements and multi-device options) 
  • The ability to have high-quality content on a bigger screen through Smart TVs and CTV-connected devices 
  • Less costly than traditional TV broadcast advertising spots  

Now that you know the advantages of OTT vs CTV advertising, let’s get into why these platforms are imperative for wellness brands to thrive! 

Why Wellness Brands Need a Paid Media Strategy  

As a wellness brand, it’s best to update your paid media strategy to keep up with emerging trends—embrace OTT and CTV paid ads to remain competitive and effectively reach your target audience. Buying OTT ads for your wellness brand can either be done directly through streaming providers, in a private marketplace, or by working with a paid media specialist like Cultivating Media

When you add OTT and CTV to your advertising tactics, you’ll have: 

  • Increased brand awareness 
  • Precise targeting on a granular level 
  • High-quality video content ads 
  • Premium advertising on a budget 
  • More impactful ads compared to static images 

You know firsthand how vast the health and wellness market is, and although it’s a competitive industry, it’s an incredibly rewarding one to be a part of. The ability to reach a wide range of viewers across platforms is why OTT and connected TV advertising is crucial for wellness brands. Whether you use OTT vs CTV or both, you can unleash your full potential by including paid ads in your overall advertising campaign! 

Harness the Power of OTT and CTV Paid Ads 

The truth is that streaming services are more popular than ever (yes, even more than traditional TV and are gaining momentum as we speak!). Whether you’re using OTT vs CTV, everything is connected (pun intended!). When placing ads during breaks from shows or movies on Hulu, Netflix, or Disney+, you can reach both OTT and CTV consumers. This means a broader audience will see your brand, including those within your target market—that’s the main benefit of these types of ads. 

Knowing the difference between CTV and OTT puts you in the driver’s seat of your paid media strategy. This is your brand, and you’re choosing which direction to take your advertising campaigns. But sometimes, having a little help along the way is integral to getting you to your destination. That’s where we come in!  

There’s a reason why Cultivating Media specifically focuses on paid media for wellness brands—we strongly identify with the industry’s ethos. With data-driven paid ads, we aim to help your brand’s clients and customers live their best lives using your products and services. We strongly believe that OTT and connected TV advertising will help you elevate your brand, stand out from the competition, and truly make a difference!

Now, it’s time to rock your paid media campaigns! Visit our website to get started. We’re ready to get your wellness brand on track to meet ALL your goals.

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