What OTT and CTV advertising are
OTT ("over the top") means video delivered over the internet rather than through broadcast or cable: streaming apps and online video platforms. Connected TV (CTV) is the part of it watched on a television, through smart TVs, streaming sticks and set-top boxes. Ads run before, during or after the content, usually as full-screen video that viewers cannot scroll past.
Why brands add OTT to a TV or video plan
- Reach viewers who watch little or no linear TV
- Target by audience, location, device and interest instead of by programme alone
- Cap frequency so the same viewers are not overexposed
- Measure completed views and, where tracking allows, site visits after exposure
What's included
- Inventory planning across streaming apps and connected-TV supply
- Audience and location targeting
- Buying through programmatic deals or directly with publishers
- Creative specs and quality checks for TV-screen and mobile playback
- Frequency management and brand-safety controls
- Reporting on reach, completion rate and post-view activity where it can be measured
Creative that works on a TV screen
On a TV, ads are watched sitting back, usually with the sound on and sometimes by more than one person. Short, sound-on video, 15 or 30 seconds, with the brand shown early tends to work better than cut-downs of social content made for silent scrolling. We check your assets against each platform's specs before launch.
Planning OTT with the rest of your media
OTT works well as the video layer between TV and social. It can extend a TV campaign to lighter TV viewers, or give a digital-first brand a big-screen presence. We plan it together with paid social and out-of-home so each channel has a clear job. Read our guide to OTT and connected TV advertising in Indonesia for more detail.
Questions we're often asked
Is OTT advertising the same as YouTube ads?
YouTube is one OTT platform, and its ads can also run on TV screens. An OTT plan can include YouTube alongside other streaming apps and connected-TV inventory bought programmatically.
Can OTT ads be skipped?
It depends on the platform and format. Many connected-TV placements are non-skippable, while some mobile and web placements let viewers skip after a few seconds. We plan the mix around whether you are paying for reach or for completed views.
How is OTT advertising measured?
The standard measures are impressions, reach, frequency and video completion rate. Where tracking permits, we also look at site visits and conversions from people who saw the ad.