How San Francisco Bay Ferry Targeted Their Niche Audience Using TV+ 

, The San Francisco Bay Ferry is the way to get across the San Francisco Bay. How could the public ferry service expand its reach to build better brand awareness among its target audience?

CTV Ad Targeting 101: An Advertiser’s Guide to Getting Started 

Transparency Deficit and Cross-Platform Measurement: Advertising’s Twin Challenges

Subscription fatigue has become a prevalent issue, thanks to a proliferation in CTV streaming services — a recent survey by Blue Label reveals that nearly 

 have canceled at least one service within the past year. To counter this trend, many consumers are turning to FAST (free ad-supported streaming TV) channels as a solution.

For CTV buyers, it's crucial to grasp the fundamentals of FAST channels before delving into 

. This post aims to shed light on what FAST channels are and how they operate, empowering you to make well-informed decisions and optimize your buying strategy.

FAST services are growing at an explosive rate — 

Samsung’s FAST platform streamed three billion hours in 2022 — up 100% from 2021

E.W. Scripps forecasted generated more than $100 million from its FAST challenges in 2022

TVRev forecasts FAST, combined with AVOD, will generate $43 billion in total domestic TV ad spending in 2027

Common FAST services include Pluto TV, Sling TV, Xumo, the Roku Channel, and Peacock Channels. Take a look at Pluto TV's vast offering of FAST channels.

But what exactly are FASTs? The definition of the streaming service was once fairly simple. Unlike other streaming services,

FAST channels were the only video-on-demand model to have linear channels.
FASTs were ad-supported but did not charge a monthly subscription fee.

But the definition of FAST channels is evolving. Now, free and subscription services also offer linear channels. FASTs offer pre-programmed content, typically found exclusively on linear channels, but also offer on-demand content.

In other words, the line is blurry. A more straightforward way to distinguish one service from another is to think of FAST and SVOD as two key business models where services fall into one of two buckets.

How do you determine one from the other? If content is free to watch, it's a FAST service. Think of a business model where either linear or on-demand video content is free and ad-supported. If it's not free, it's an SVOD model — or a service that charges a recurring fee and includes ad-free or ad-supported content. TVRev’s diagram below illustrates this well.



FAST services initially served on-demand content, allowing viewers to choose and watch their favorite shows, movies, and videos at their preferred times.

However, an explosion of streaming services and on-demand content had become too much of a good thing. Subscription fatigue was on the rise. Viewers were inundated with hundreds of thousands of movies and series to choose from — and subscribing to multiple SVODs to access content had become cumbersome.

Pluto TV found a way to solve this. The FAST service was the first to introduce linear channels to its streaming service, catching the attention of advertisers and viewers.

Now, linear channels once only available on broadcast and cable TV could be accessed on-demand. It was a welcome change for viewers — rather than scroll through hundreds of series and movies; viewers could channel-surf just as they would on cable.

The result: a viewing experience that combines the familiarity of traditional cable TV with the advancements of modern streaming technology. Picture yourself enjoying live sporting events, up-to-the-minute news, or your favorite pre-recorded TV shows and movies from anywhere you desire, with only an internet connection and a compatible device like a smart TV, smartphone, or tablet needed.

The FAST ecosystem is anything but straightforward. Several players exist — and understanding who fits where can quickly become confusing. To better understand the playing field, check out the infographic below.

In the FAST ecosystem, movies stand out as the most viewed content category, as represented by the "movie cars." Dedicated movie channels include Hallmark and Popcorn Flix, which are directly identifiable on the race track.

However, the platforms (Pluto, Tubi, Peacock, Xumo) are positioned in the infield, the Fueling Platform area, rather than directly on the main race track. Yet, the movie channels they host are still present and can be recognized by their distinctive "green glow." Why? Many of the major platforms and device-makers in the FAST industry operate their own free streaming channels. These channels, being part of large vertically integrated media companies, tend to be highly popular and heavily watched by users on their respective platforms.

News, or the “news cruise,” comes in second — including ABC, CBS and NBC. Sports cars denotes the big players in the sports category. Lastly, the kid’s corner represents children’s programming, and has few players in the FAST arena.

Streaming/connected TV devices like Roku, Fire TV, and Samsung are grouped together in the Device Depot infield section. Note that these streaming devices, despite being part of the Device Depot infield, also have their own individual FAST channels or streaming platforms. To distinguish these channels or platforms associated with each device, they are denoted by their respective flags.

Who are the major players in the FAST landscape?

While several players in the FAST ecosystem exist, a handful are responsible for controlling what FAST content is shown and where.

Imagine turning on your Samsung smart TV. Immediately, the Samsung Smart Hub appears.

This interface is a coveted spot for players within the TV ecosystem. Why? Whoever controls the interface determines which apps and content can be displayed on the TV's screen. In other words, the company that controls the interface has considerable power over what content providers and respective apps are available to viewers, including FAST services.

There are two major players in control of the interface: OEMs and connected device manufacturers.

 (Original Equipment Manufacturer) refers to companies like Samsung, LG, and VIZIO that produce televisions with their own proprietary operating systems. FASTs owned by OEMs include Amazon Freevee, The Roku Channel, and Samsung TV Plus, to name a few.

are responsible for the dongles that provide wi-fi for streaming, like Roku, Amazon and Google. Like OEMs, device manufacturers control which apps appear on their TV interface.

Both parties have considerable control over FASTs because they decide which FAST apps appear on their interface and where.

As the name suggests, aggregators aggregate both linear and on-demand content from various sources. Take Pluto TV, which has over 250 channels, including a specially curated channel called "Totally Turtles," which allows viewers to stream episodes of the popular '90s show Teenage Mutant Ninja Turtles.

Single publisher apps offer content from a singular publisher, such as Cheddar.

Seems simple enough, right? Here’s where it gets tricky — many single publisher apps choose to license their content to various aggregators. Consequently, their content can appear in multiple forms, either as a linear channel or as part of a grouped collection within a linear channel or even as part of the aggregator's on-demand catalog.

Last, but not least, are the content providers who own the rights to certain video content. While providers sometimes distribute their content via their own apps, they typically license their content out to aggregators to reach a wider audience. Think of A+E, AMC series or Filmrise.

Take Stories by AMC, a FAST channel available on Xumo. While the cable network has a dedicated fan base thanks to the hit show 

, the network does not have the means to create its own streaming service. Rather, AMC licenses its content out to aggregators like Xumo to reach streamers on a larger scale.

What challenges do FAST advertisers face versus when they advertise on non-TV channels?

While FAST services are steadily growing in popularity, that’s not to say they’re without their flaws. Serving ads in the FAST ecosystem comes with several challenges, including:

Transparency is murky. In the world of streaming TV, content is delivered through various platforms and apps, each with its own infrastructure and architecture. Unlike websites with unique URLs, streaming platforms and apps typically do not have individual addresses corresponding to specific content or ad placements. As a result, advertisers face difficulties in precisely determining where their ads are being shown without a universal identification system.

The abundance of content libraries poses difficulties in accurately predicting and maintaining consistent viewership on an individual level. The situation becomes even more intricate with numerous vendors providing diverse programmatic options, particularly open programmatic. These vendors often operate independently and do not communicate with each other. As a result, viewers may encounter the same advertisement multiple times.

Disparity between digital and TV advertising: 

TV advertising often requires different data types, focusing on households and broader viewership metrics rather than individual-specific data used in digital advertising. Brands may need to adjust their data strategies and access new sources of information to target TV audiences effectively. In digital advertising, brands can use various data points and user-specific information to target individuals with personalized ads. On the other hand, TV advertising operates on a household-level or TV set-level basis, making it more challenging to target individual viewers with the same precision as digital advertising.

FAST platforms offer a remarkable chance for advertisers to connect with enthusiastic viewers who are deeply engaged with the content they love. But where do you begin?

Look no further than Simulmedia's TV+® platform! With over 250 direct integrations with networks and publishers, we empower advertisers to seamlessly plan, purchase, launch, and measure campaigns across FAST programming. Our cutting-edge technology optimizes ad strategies based on target audiences, programs, and platforms, ensuring a successful and predictable campaign outcome that aligns perfectly with your objectives.

Reach out to one of our experts to get started

It’s important to understand the basics behind FAST channels before you buy CTV inventory. We dive into what exactly FAST channels are and how they work.

Navigating Subscription Fatigue: The Rise of FAST Channels in CTV Advertising

In the rapidly evolving landscape of entertainment, traditional cable television is losing its appeal to an increasing number of users who are opting for alternative methods of watching their favorite shows and movies. One such method gaining significant popularity is over-the-top (OTT) advertising, which is projected to reach 

What exactly is OTT, and how has it shaped the future of entertainment? Let's delve into this topic and explore the potential of OTT as a game-changer in the world of media consumption.

Want to learn even more about connected TV and OTT? Check out our essential guide to CTV vs OTT advertising.

Over-the-top, or OTT, refers to the direct delivery of TV/video content via the internet. The term began as a catch-all for all non-traditional TV — or any premium video delivered outside of conventional set-top-boxes. Whether it was streaming Netflix on your smartphone or watching it on a smart TV, both instances fell under the umbrella of OTT.

However, in 2021, the Media Rating Council (MRC) took a pivotal step and officially redefined OTT to distinguish it from connected TV, which had experienced a tremendous surge in popularity in recent years. This change aimed to provide clarity and delineate the two distinct concepts within the evolving media landscape. 

Smart TVs that use internet-based services like Netflix and Hulu.

Gaming consoles such as Xbox 360 and PS4.

Unlike traditional TV broadcasts, OTT media services provide widespread accessibility across multiple devices, including computers, tablets, smartphones, and connected TVs. This expanded reach creates opportunities for advertisers to broaden their audience and maximize their campaign budgets. Industry experts predict a substantial boost in advertising revenue from OTT, with estimates ranging from a 

Is connected TV the same as over-the-top?

In the advertising realm, CTV and OTT are closely related but have two distinct meanings.

 refers to internet-connected televisions that enable streaming video content. On the other hand, 

 pertains to the method of delivering video content directly over the internet, bypassing traditional distribution channels.

 situation for all parties involved. Consumers appreciate it because they can access a wide range of content without the limitations and costs associated with traditional TV subscriptions. Advertisers find it appealing due to its addressability, which gives them the ability to target specific households for their campaigns, deliver personalized creative, and deterministically link their TV campaigns to business outcomes that occur on other devices.

Furthermore, OTT also provides the following benefits to advertisers:

 watch ads in their entirety. Similiar to conventional TV, viewers cannot skip OTT ads, utilize ad blockers, or conveniently switch browser tabs as you would in a traditional web environment. Consequently, this situation ensures that a higher number of viewers are exposed to an advertiser’s message and are more likely to watch ads in their entirety.

Regardless of whether OTT content is consumed on a mobile device, desktop or connected TV environment, a precise degree of audience targeting is highly feasible. Audience targeting pools can be built up from a combination of content consumption behavior, survey data, browsing behavior across websites and apps, and data collected by connected TV apps when signing up. Mapping devices across a household helps in stitching data together across devices, allowing for person-level targeting in a household on shared devices such as a connected TV. This approach yields valuable data on viewers' habits, empowering advertisers to target based on unique preferences and behaviors.

Measuring the direct impact of OTT ads — specifically on CTV devices — on lower-funnel metrics has historically been a challenge for advertisers, primarily because there is no direct "click" as seen in traditional web advertising. However, new technologies are bridging this gap and can effectively attribute CTV ad campaigns to real business outcomes — like Simulmedia’s TV+. How? Our 

 model analyzes the IP addresses exposed to CTV ads and deterministically ties those to the IP addresses by the website pixel within the set attribution window.

With new technologies that allow for real-time data on OTT ad performance, advertisers can make on-the-spot decisions about budget allocation. They can prioritize ad spend on apps, dayparts or creatives that are driving better results and adjust spending for underperforming areas. Take our Automated Performance Optimization engine, for instance. After brands set up the Simulmedia Pixel on their website or app, TV+ pulls the tracked web data in real-time into the APO engine, which optimizes the targeting and budget allocation strategy automatically.

Unleashing the Power of OTT Advertising: Reach, Target, and Amplify Your Brand

 enables brands to reach audiences with unparalleled certainty, efficiency, and guaranteed scale, by planning, activating, measuring, and optimizing campaigns across both linear TV and CTV. Through a data-driven cross-channel strategy encompassing audience segmentation, targeting, ad placement, and campaign measurement, no relevant audience is overlooked.

Ready to plan your next connected TV campaign? 

 to see how Simulmedia can help you optimize your TV campaigns.

Understanding and Exploring the Benefits of OTT Advertising

 owning at least one internet-connected TV device, connected TV has reached an unprecedented peak. But what exactly is connected TV, and how has it transformed the television viewing experience for consumers? Let's delve into the details.

Check out our comprehensive guide to CTV vs OTT advertising

Connected TV (CTV) refers to any device equipped with internet capabilities that is either connected to or embedded within a TV set, enabling users to stream video content. Some examples of CTV devices include smart TVs, as well as popular streaming devices like Amazon Fire Stick and Roku.

By utilizing CTV devices, users gain access to an extensive array of over 200 video-streaming services, surpassing the limitations of traditional cable. These services include well-known platforms such as Hulu, Netflix, Amazon Prime, Disney+, and many others, providing an unparalleled range of entertainment choices.

According to eMarketer, on average, consumers are forecasted to spend

 per day engaged with CTV devices in 2023. This rapid growth rate presents a significant opportunity for advertisers to capitalize on this trend and allocate their resources to the CTV space for greater monetization.

Distinguishing over-the-top (OTT) and CTV advertising

OTT and CTV advertising are two related but distinct terms in the advertising landscape.

CTV refers to internet-connected televisions that support video streaming content. OTT refers to the delivery of video content directly over the internet, bypassing traditional distribution channels.

Let's consider the following scenario to understand the differences better.

If you tune in to your local broadcast station at the scheduled time to watch 

 on Netflix using your mobile device or laptop, you are consuming 

If you use a streaming device like Amazon Fire TV Stick to stream 

 CTV is the physical device, while OTT is the content delivery method.

Exploring the benefits of connected TV advertising

The evolving connected TV landscape presents advertisers with a new opportunity as streaming platforms become a standard component of households' video consumption mix. As CTV viewership is projected to reach 

 viewers in the upcoming year, advertisers are presented with a significant opportunity to expand their reach and leverage this trend to optimize their advertising strategies within the dynamic digital ecosystem.

The significant growth rate in the CTV space presents a plethora of opportunities for advertisers to allocate their funds and capitalize on this trend.

 CTV offers advanced targeting capabilities, such as behavioral targeting, retargeting and building lookalike audiences. With granular targeting in CTV advertising, advertisers can achieve laser-like precision in reaching their desired audiences, distinguishing it from the broader targeting approach of traditional TV advertising.

CTV advertising provides a cost-effective edge over traditional TV ads. The ability to precisely target users ensures that ad spend is not wasted on irrelevant impressions and, in turn, maximizes campaign efficiency.

Unlike traditional advertising, CTV allows for immediate measurement and optimization of metrics such as impressions, video completion rate (VCR), conversion rate (CVR), and return on ad spend (ROAS). This real-time data empowers marketers to make timely adjustments, ensuring optimal campaign performance throughout its duration.

CTV advertising campaigns excel in reaching the intended audience and capturing their undivided attention by delivering highly personalized ads that align with the viewer's interests. Another contributing factor is the inherent "lean back" experience of TV viewership. Unlike mobile users who actively scroll and swiftly skip ads with a swipe, TV viewers sit (or lean) back to enjoy the content, making them less inclined to click or skip through ads.

Unlock the Full Potential of Your CTV Advertising with TV+

Are you ready to unlock the potential of CTV advertising and revolutionize your marketing strategy? In today's streaming-dominated landscape, CTV offers a unique opportunity to engage with your target audience in a more effective and impactful way. At Simulmedia, we specialize in harnessing the power of CTV advertising to drive remarkable results.

Our advanced technology, data-driven strategies, and experienced team will help you build awareness, drive action, and reach untapped audiences. From program placement to real-time measurement, we can help your brand navigate the complex world of CTV.

Don't miss out on the power of CTV! Take the first steps today

Connected TV (CTV) refers to internet-connected devices, including smart TVs, that allow users to stream high-quality video content.

Understanding Connected TV (CTV): Explained

The global television industry, with a revenue of 

 U.S. dollars in 2022, is undergoing a significant disruption as advanced TV and connected TV (CTV) take center stage, reshaping the way we consume video content.

But what sets advanced TV apart from CTV? In this article we highlight the key differences between advanced TV and CTV, offering insights into their impact on the TV industry.

Check out our comprehensive guide to OTT vs CTV advertising

Advanced TV is an umbrella term that encompasses all forms of non-traditional television.

It helps to first understand how advanced TV is different from linear TV. Linear television operates on a scheduled broadcasting system, where TV programs are aired on specific channels during designated time slots. This means that viewers are required to tune in at particular times if they wish to watch their desired programs.

Advanced TV is an evolution of the traditional linear TV model. The key differentiating factor lies in the way advertisements are delivered. Unlike the traditional broadcasting model, which has limited targeting capabilities, advanced TV empowers advertisers with more precise user targeting options.

 refers to internet-connected TV devices that enable viewers to stream high quality video content.

 enables one-to-one ad delivery through new technologies, diverging from the traditional one-to-many distribution of ads in traditional television. By leveraging first and third-party data, advertisers can pinpoint specific households that align with their target audience.

A data-driven, cross-channel approach to linear TV and CTV planning and buying. In this model, advertisers look beyond metrics like GRP. Rather, advertisers look to metrics that measure success across channels, such as de-duplicated reach across linear and CTV and incrementality.

is a method where advertisers utilize automated technology and, in some instances, data to shape and enhance their linear TV ad purchases, including programmatic techniques. Note that data-driven linear advertising is not addressable; rather, it operates as a mechanism for one-to-many content distribution.

involves the streaming of video content over the internet, unlike traditional video distribution channels like linear TV. It enables viewers to stream and watch content, not just on connected TV devices, but to mobile phones, tablets and desktops too.

TV Everywhere is a business model that enables cable subscribers to access live and on-demand video content from their networks through internet-based services. The access is provided as part of their existing subscription, and viewers use their MVPD credentials to log in to specific online platforms or apps associated with their cable provider to enjoy the content.

 (VOD) allows viewers to access and watch media at their convenience, choosing when, where, and how they consume content. VOD is available through cable or satellite, but has exploded in popularity with the emergence of streaming apps.

What these platforms all have in common is their ability to provide marketers with advanced targeting capabilities, exceeding what traditional broadcast TV can offer.

What are the benefits and challenges of advanced TV?

Advanced TV is addressable — or able to deliver various ads to various devices within the same household. With the explosion of CTV and streaming, addressable advertising is massively scalable and efficient and will continue to grow as more and more streamers embrace ad-supported streaming.

That’s not to say advanced TV is without its flaws, though. One issue advertisers face when using advanced TV is inconsistent measurement. With the rise of advanced TV and the increasing fragmentation of viewing across platforms, providers, and services, measurement and tracking can become inconsistent and challenging.

Advertisers have specific goals when it comes to measurement: they want to understand what they have purchased, what advertisements were actually delivered, who the ads were delivered to, and what outcomes were achieved.

Due to the varying methods of data compilation and reporting across platforms and providers, often hidden behind walled gardens, advertisers face difficulties when it comes to comparing and aligning different metrics. According to Dave Morgan, CEO of Simulmedia, “...the future of video advertising will require that scaled ad buyers, sellers, data suppliers, measurement companies and others will have to work across many different walled garden video ad platforms.”

The inconsistencies in measurement and attribution across platforms and services hinder advertisers' ability to gain a holistic view of their advertising campaigns. It becomes challenging to assess the true effectiveness and return on investment (ROI) of their advertising efforts when metrics and reporting methods differ.

Connected TV (CTV) involves an internet-equipped device connected or embedded directly into a TV set (Roku, Amazon Fire TV, Apple TV, and many more) that allow users to stream video content through platforms such as Hulu, Netflix, Amazon Prime, and Disney+.

So what’s the difference between CTV and Advanced TV?

CTV, being a subset within the advanced TV ecosystem, focuses solely on advertising opportunities within streaming content on internet-connected TV devices.

What makes connected TV advertising special?

Connected TV advertising has become a dominant force in the digital advertising world, capturing significant attention and market share with no signs of slowing down. Recent reports suggest that CTV advertising is projected to increase by 

 in 2023, and experts anticipate sustained double-digit growth in the following years.

Among all of the types of advanced TV, connected TV stands out for a few reasons.

The increasing popularity of CTV presents an ideal channel for brands to effectively reach their target audience in an environment where consumers are highly receptive and engaged. One of the key advantages of CTV advertising is its extensive reach, as more people are opting for CTV over linear TV. By leveraging the power of CTV, marketers can connect with consumers in a way that aligns with their preferences and behavior, maximizing the impact of their marketing campaigns.

Unlike linear television ads that reach all viewers with different demographics and psychographic attributes, CTV advertising enables precise targeting. Advertisers can deliver ads to specific audiences based on their demographics, interests, and behaviors, maximizing relevance and minimizing wasted ad spend.

In 2021, interactive CTV video completion rates 

. One factor that contributes to this rise is the "lean back" viewing behavior among CTV users. Unlike mobile devices, which provide an active scrolling environment, CTV viewers tend to sit (or lean) back to fully engage with the content displayed on their TV screens. This distinction reduces the tendency to quickly switch to the next video and promotes a more immersive and uninterrupted viewing experience.

CTV enables advertisers to effectively target their audience using data insights, optimizing and retargeting ads based on viewer profiles. Real-time performance reports allow for immediate adjustments to align with preferences and achieve advertising goals. Unlike traditional TV advertising, CTV offers comprehensive analytics and performance metrics, such as completion rates and CPV (cost per visitor).

Embrace the benefits of CTV advertising while acknowledging multi-channel and multi-screen audience engagement as viewers are spread across different platforms and devices. Instead of choosing one over the other, consider how CTV and traditional TV can complement each other to maximize your advertising impact

Discover how Simulmedia can assist you in implementing advanced TV and CTV advertising strategies and placements.

 that offers unmatched reach and streamlines the advertising process, allowing advertisers to plan, activate, and traffic campaigns with speed and efficiency. Our platform ensures personalized and measurable ad experiences across both linear and streaming CTV, delivering tailored content to each household and enhancing brand visibility.

Want to learn more about CTV advertising? 

 today to gain new insights and stay informed about industry trends!

Advanced TV vs. CTV: Unveiling the Differences

OTT (over-the-top) and CTV (Connected TV) have become popular buzzwords in the marketing industry. However, there is a prevalent misconception that these terms can be used interchangeably, when in reality, they are not the same thing.

In order to successfully implement a multichannel advertising campaign strategy, marketers must have a clear understanding of the fundamental distinctions between various channels. To bring clarity and provide a better understanding, let's delve into these concepts and differentiate between OTT and CTV.

Want to learn even more about connected TV? 

Check out our ultimate guide to connected TV advertising

Over-the-top (OTT) advertising refers to the delivery method of streaming video content over the internet, bypassing conventional cable or satellite providers. As the name suggests, over-the-top essentially goes "over” traditional TV channels like cable or satellite.

It is commonly associated with the term "cord-cutters" as it enables viewers to access TV programming using an internet connection instead of relying on traditional broadcast services. Popular examples include Hulu, Netflix, Amazon Prime, Peacock, and Disney+. OTT often utilizes dedicated devices, referred to as OTT devices or boxes, which can be connected to standard displays.

Some, like Xbox, serve as game consoles as well.

Others, such as Roku TV, use OTT boxes and specialized remotes.

And there are those, like Hulu and Netflix, that operate solely through internet-connected smart TVs.

Connected TV (CTV) refers to any device equipped with internet capabilities that is either connected to or embedded within a TV set, allowing users to stream video content. Some examples of CTV devices include smart TVs, as well as popular streaming devices like Amazon Fire Stick and Roku.

 of video content, bypassing traditional distribution channels, while CTV refers to the 

 that supports such video streaming content. For instance, you can watch OTT content — your favorite Hulu show, for example — on a CTV device like a Roku TV.

While OTT and CTV have their differences, they also share several similarities. Both OTT and CTV allow viewers to watch content on-demand, enabling them to choose what they want to watch and when they want to watch it. This flexibility is a significant departure from traditional TV schedules.

Plus, both OTT and CTV have experienced significant growth and disruption to brands in the demand-side as well as to publishers in the entertainment industry in the supply-side. They have changed the way people consume video content and have challenged traditional TV models. Just take a look at the numbers:

eMarketer forecasts US advertisers will spend 

By 2026, it is projected that the revenue generated from OTT media will exceed

In 2023, time spent on CTV has almost doubled in 

Today, OTT and CTV are anything but interchangeable — but that’s not how it's always been.

OTT began as a catch-all for any and all non-traditional TV. Media buyers considered OTT to be any premium video delivered outside of or “over” a set-top-box. That meant any and all devices could be considered OTT. For instance, streaming Netflix through your phone or on your smart TV would both fall under OTT.

This all changed in 2021 when the MRC officially changed the definition of OTT to help separate the term from connected TV — which has exploded in popularity over recent years. eMarketer has found time with connected TV devices will make up 

Essentially, the MRC made a distinction between "CTV" as the medium (content consumed on a television screen via internet delivery) and "OTT" as a reporting category (encompassing various nontraditional TV video consumption).

The distinction allows for more precise measurement of video consumption on connected devices, such as smart TVs, streaming devices, and gaming consoles. It recognizes the unique viewing experiences and behaviors associated with watching content on these devices.

Who are the major players in CTV and OTT?

Think of the connected TV and OTT landscape as a three-sided market.

: Advertisers or agencies who seek to promote products, services, or messages through advertising campaigns. They are the primary source of revenue for the ecosystem, as they pay to display their ads on connected TVs and OTT platforms.

The entities that distribute video-on-demand or FAST channel content, including content owners, app owners and and app store owners.

Content owners have the rights to certain programming.

App owners control the streaming apps viewers can download from their connected TV to access popular streaming services or content.

App stores control the distribution of publisher apps.

 The consumers or viewers of content on connected TV and OTT platforms. This includes individuals who access streaming services on smart TVs, set-top boxes, streaming devices, laptops or mobile devices

The common thread connecting these three pieces is the medium or device through which streaming content is delivered — specifically smart TVs and other connected TV devices. Think of an Amazon Fire Stick, Roku TV or LG Smart TV. These devices contain the streaming apps through which viewers consume video content.

We can think of the ad technology, or adtech, as the industry likes to call itself, as the pipes that transmit data from one source to another — including supply-side platforms, demand-side platforms and ad servers.

From viewability to measurement and more, connected TV has become a distinct term in the world of OTT for a reason. CTV has a number of unique features, including:

The traditional measurement tools used in mobile or desktop environments may not account for the co-viewing aspect of CTV.

Why? CTV advertising often takes place in an environment where co-viewing is common. Multiple viewers may be watching content together on a single television screen, introducing additional complexity in measuring individual viewer attention, engagement, and the impact of ads.

Business outcomes like page visits, sign-ups, and purchases driven by CTV ads occur on other devices, such as phones or laptops — making CTV more challenging than in other OTT environments. Because of this, CTV attribution requires piecing together multiple signals from varied sources.

The measurement of CTV advertising is largely pixel-based, meaning that viewability and engagement metrics are captured using viewability pixels attached to the VAST tag’s tracking events. Pixel-based CTV measurement can be more challenging than mobile or desktop because traditional measurement tools such as JavaScript and Software Development Kits (SDKs) may not be as readily available or compatible in the CTV space.

Targeting on OTT often relies on data collected from individual user accounts or devices. This data can include user preferences, viewing history, and behavioral patterns. On the other hand, CTV targeting typically relies more on contextual cues and aggregated household-level data, as individual user tracking is less prevalent.

We can break down how the CTV viewing experience is further different from OTT — specifically on mobile and desktop — below.

These can be split out into smart TVs and smart TV set-top-boxes or add-ons. Common add-ons include streaming sticks like the Amazon Fire Stick and Roku Streaming Stick, as well as gaming consoles.

OTT includes everything on connected TV — plus desktop, tablet and mobile devices.

Connected TV mimics the “lean-back” viewing experience from traditional TV. While individuals using smartphones actively browse through content and can effortlessly skip ads with a simple swipe, television viewers adopt a more relaxed approach, leaning back to enjoy the content, and are less inclined to click or scroll through advertisements. Additionally, with on-demand video, viewers have to explicitly request the content, leading them to often watch the ad as a prerequisite to accessing their desired programming.

 OTT viewing experiences on a mobile or desktop device offer an “on-the-go” experience viewers cannot get with connected TV devices. Unlike video content viewed on the “big screen” or CTV, video content streamed on mobile or desktop devices is viewed in portrait or landscape mode. Because content is consumed on a smaller screen, engagement may be lower and ads are more likely to be skipped if given the option.

Person-level targeting in CTV can vary in availability and feasibility due to factors like platform capabilities, privacy regulations, and data partnerships, as it offers more precision and personalization but requires advanced technology and data granularity, which might be limited in some cases.

Audience targeting is more than possible on mobile and desktop, led by browser behavior. It’s easy to collect individual-level data since desktop and mobile and mostly personal devices.

Click-through is not possible on CTV — it’s not possible to open up a web browser and navigate to a site.

Viewers are able to click-through from the advertisements into the brand’s website or app, where they may complete their journey.

On connected TV (CTV), audiences typically watch TV when they’re home — usually during prime time, before or after work.

Those who consume content on desktop or mobile are often “on-the-go,”meaning they can watch video content throughout other parts of the day.

You now know the key differences between over-the-top and connected TV. Need a quick reminder? We’ve compiled our key takeaways below.

CTV (connected TV) is a subset within the broader concept of OTT (over-the-top). CTV specifically pertains to internet-connected TVs that support video streaming content. On the other hand, OTT refers to the delivery of video content directly over the internet, bypassing traditional distribution channels.

The CTV and OTT landscape can be thought of as a three-sided market comprising buyers, sellers, and the audience. The main thread connecting these three sides is the streaming app and device, which delivers video content from the seller and buyer to the viewer.

Traditional measurement tools used in mobile or desktop environments may not account for co-viewing in CTV advertising, where multiple viewers watch content together on a single television screen, leading to complexities in measuring individual viewer attention, engagement, and ad impact.

CTV attribution poses challenges as business outcomes driven by CTV ads occur on different devices, necessitating the integration of multiple signals in a household device graph to accurately measure and attribute results.

Targeting on OTT platforms is primarily based on individual user data, including preferences, viewing history, and browsing behavior, while CTV targeting relies more on contextual cues and aggregated household-level data due to limited individual user tracking.

Knowing the difference between OTT and CTV is critical for any advertiser looking to navigate the streaming landscape with certainty. With this knowledge in your wheelhouse, you’re ready to take on your next big CTV campaign with confidence.

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