What is OTT/CTV Advertising?

ott ctv ads

Programmatic advertising is an increasingly popular form of advertising that takes digital marketing to the next level. For example, ad spends for CTV is predicted to increase 50%, costing $4.51 billion dollars this year. With 52% of the U.S. using at least one OTT streaming service such as Netflix or Hulu, this is where you want your ads to be. The best part about programmatic is that all the bidding and selling is automatic, so your ad will show up at the exact right moment to the right person.

What is the difference between OTT and CTV?

OTT (over-the-top) content is video content delivered via the internet, to any digital device.  CTV is a subset of the larger category, OTT. Connected TV (CTV) is OTT content delivered specifically to a television that is connected to the internet, either via smart tv or using a device like a Roku.

Is CTV/OTT effective for Senior Living advertisers?

Of the 52% who have OTT/CTV, a single user averages three devices and three different streaming services. A study specific to the ads shown on these devices found that

  • 72% of viewers can recall seeing a specific ad
  • 60% of viewers found a new product or company from OTT ads
  • 40% took action to learn more about an OTT ad shown
Video Completion CTR Impressions
CTV 96% N/A 49%
Mobile 80% N/A 27%
Desktop 81% 0.27% 16%
Tablet 88% 0.33% 3%
6 Sec Video Ad 78% N/A N/A
15 Sec Video Ad 88% 0.21% N/A
30 Sec Video Ad 89% 0.13% N/A

As you can see, CTV has the highest video completion rate and impression percentage. While you can’t click an ad through a TV, the statistics listed earlier reveal that just seeing one on TV allows a viewer to become familiar and pique their interest enough to look your brand up later. *source

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