In today’s rapidly shifting media landscape, senior living communities are under increasing pressure to reach the right audience with the right message—efficiently, affordably, and measurably. Traditional advertising strategies like print, radio, and cable TV have long served this industry, but the tide is turning.
Enter OTT (Over-the-Top) and CTV (Connected TV) advertising—two of the fastest-growing digital marketing channels in the senior care sector. These modern media platforms offer unprecedented precision, performance, and value—making them an essential addition to any senior living community’s marketing mix.
In this article, we’ll explore how OTT and CTV can help senior living communities increase occupancy, reach the right decision-makers, and build long-term brand trust—all while offering a better return on investment than traditional media.
What Is OTT/CTV Advertising?
OTT refers to content delivered via the internet without the involvement of traditional cable or satellite providers. Think platforms like Hulu, Tubi, Peacock, and YouTube TV.
CTV is the device through which viewers stream that content—like smart TVs, Roku, Amazon Fire Stick, Apple TV, or even gaming consoles.
Together, OTT and CTV create a seamless environment for targeted video advertising that behaves more like digital than broadcast—meaning advertisers can segment, measure, and optimize campaigns in real time.
Why OTT/CTV Is a Game-Changer for Senior Living
1. Reach the Real Decision-Makers—Their Adult Children
While prospective residents may see your messaging, it’s often their adult children who make the final decision—especially in assisted living and memory care. OTT and CTV platforms allow you to target these adult children with laser precision based on:
Age (typically 45–65)
Household income
Parental status
Geographic location
Online behavior (searching for eldercare, moving services, medical alert devices, etc.)
Rather than wasting dollars on broad, general audiences, OTT lets you speak directly to those most likely to act.
2. Premium Placement Without Premium Prices
One of OTT/CTV’s most compelling benefits is the ability to advertise on premium networks—without paying premium prices.
For example, with linear (traditional) TV, you might pay thousands for a 30-second ad during a daytime news program. But with OTT/CTV, your ads can appear on the same content (think Hallmark movies, news, or HGTV shows) for a fraction of the cost—and only to your target audience.
According to Statista, OTT video ad spending in the U.S. reached over $45 billion in 2024, a clear sign that advertisers are seeing strong ROI.
3. Powerful Metrics: What You Can Measure, You Can Improve
Unlike traditional media where results are vague at best, OTT/CTV offers clear, actionable performance metrics, including:
Video Completion Rate (VCR) – The percentage of people who watched your video to the end (often 90%+).
CPM (Cost Per Thousand Impressions) – Typically lower than linear TV and often more effective due to precise targeting.
Ad Recall & Brand Lift – OTT viewers are more likely to recall your ad thanks to fewer distractions and a more engaged viewing experience.
Cross-Device Attribution – Know how many viewers visited your website or called your community after seeing your ad—even across smartphones, tablets, or laptops.
According to a 2023 Innovid study, OTT campaigns had an average VCR of 95%, dramatically higher than social media video.
4. Better Targeting Means Less Waste
With traditional TV, you’re casting a wide (and expensive) net hoping to catch a few leads. OTT flips this model on its head, offering:
Zip code–level geo-targeting
Behavioral and contextual targeting
Audience retargeting (serve your ad again to those who watched it but didn’t convert)
Lookalike audience modeling
This means less wasted spend—and more impressions where they count.
5. Improves Occupancy and Branding Simultaneously
A well-produced OTT/CTV campaign builds more than leads—it builds brand equity.
Your message stays top of mind for families even if they’re not ready to move now. With repetition and presence across premium content, your community is perceived as reliable, modern, and caring—which is often what families are seeking during emotionally difficult decisions.
And for communities with immediate openings? OTT can be optimized for direct conversions through QR codes, vanity URLs, and tracked form submissions.
6. It’s Not Just for Big Budgets
Many senior living executives assume streaming TV is only for large-scale providers. But thanks to flexible budgets and local targeting, OTT/CTV campaigns can start for as little as $1,000/month, scaling up as performance dictates.
And with programmatic buying, you’re not locked into long-term contracts like cable buys—allowing you to pivot based on seasonality, campaign response, or local events.
Traditional Media vs. OTT/CTV: A Quick Comparison
| Metric | Traditional TV | OTT/CTV |
|---|---|---|
| Targeting | Broad demographics | Granular (age, income, behavior) |
| Cost | High flat rates | Variable, based on audience |
| Performance Tracking | Minimal | Real-time metrics (VCR, CPM) |
| Geo-Flexibility | Regional | Zip code level |
| Contract Requirements | Lengthy | Flexible |
| Engagement & Recall | Moderate | High |
Addressing the Skeptics: “Our Audience Doesn’t Stream”
A common concern among senior living marketers is that their target audience “isn’t online.” But that’s no longer true.
87% of adults aged 50+ stream video content, according to AARP research.
Adult children (45–65) are even more likely to stream—and they’re the ones doing the research, taking the tours, and signing the leases.
In fact, many senior living campaigns targeting adult children have higher conversion rates on OTT/CTV than paid social or search, thanks to the high-quality content and full-screen delivery.
Ready to Explore OTT/CTV for Your Community?
If you’re looking for a smarter way to build occupancy, increase brand awareness, and spend your marketing dollars more effectively—OTT/CTV should be at the top of your list.
We invite you to schedule a free discovery call to see how streaming TV advertising can help your senior living community grow. There’s no obligation—just insights.
