OTT vs CTV: Key Differences in Streaming Services

Reaching the right audience is crucial for any advertising campaign. While television, radio and print advertising once reigned supreme, digital advertising provides greater opportunities to reach audiences where they are—and better methods to track how those audiences engage. For higher ed institutions looking to reach students, parents and lifelong learners, platforms like Connected TV (CTV) and Over-the-Top (OTT) can maximize the impact of campaigns to deliver results. And while these platforms may seem similar, it’s important to understand their differences to help ensure the best campaign performance.

But what exactly is the difference between these two platforms? OTT means any content streamed over the internet, while CTV means content that is streamed over internet-connected televisions. A simple distinction, right? It’s easy to see why people find it difficult to tell the difference.

To help make things a little clearer, we’ve put together this handy guide to highlight the differences between OTT and CTV. Whether you’re a newbie in the higher ed marketing space or you just need to refresh your current approach, this is the guide for you.

OTT and CTV – The basics

Let’s start with the basics to help you understand exactly what OTT and CTV are. 

OTT (Over-the-Top)

OTT advertising refers to any content streamed over the internet. This includes mobile, tablets, laptops, desktops and smart TVs. 

CTV (Connected TV)

While CTV falls into the category of OTT, the term specifically refers to content streamed to a TV, which could either be through a smart TV, or a streaming device such as Apple TV or Roku. 

So while CTV can be OTT, not all OTT can be CTV. It’s a common mistake made by many higher education marketers, but now you know the difference between the two platforms.

The differences between OTT and CTV platforms

Now that we’ve covered the basic definitions, it’s time to look at the main differences between OTT and CTT. The following infographic provides a detailed look at the properties of each platform.

In a nutshell, CTV is best for large screens, while CTV covers all screens. CTV usually involves laid-back household viewing, while OTT offers a more personal experience that’s generally mobile-first.

Examples of OTT vs CTV in today’s market

Understanding the unique uses of OTT and CTV can add further context to help you distinguish between the two platforms. Some simple CTV vs OTT examples include:

• OTT – a student streaming a movie through Hulu  on their phone
• CTV – a family watching an HBO series via their Roku device or on a smart TV.

The same ad could perform very differently in each example, which is why it’s important to optimize ads for both platforms. From campus visits to program promotions, each platform’s unique properties need to be considered.

How advertising differs on OTT and CTV

There are other things to consider with OTT vs CTV advertising, including:

Ad placement

OTT and CTV can have different types of ad placement. OTT usually appears in-stream, and is common with lower-priced video-on-demand (VoD) services. There is also the possibility of app-based ads, which appear in the apps rather than in the video content, helping to target viewers at different stages of their user journeys. 

The volume of available services means overexposure can be an issue for advertisers. Serving up too many impressions can lead to ad fatigue, resulting in lower engagement. It’s important to manage the delivery of these ads carefully through frequency capping to maintain engagement without overwhelming the viewer.

Ad completion rates

CTV ads generally have higher completion rates than OTT – it’s much easier to close an ad or switch to another app on a device than when watching a stream through a TV.

Performance analysis

OTT allows for more detailed, cross-device tracking. CTV, meanwhile, can provide more detailed insights at a household level, but this can be tricky to gather without advanced tools. Fortunately for our partners, this is a service we provide through our patented streaming platform at AmbioEdu.

Platforms like Google Ads often get the credit for achieving high conversions, but CTV is becoming increasingly important for driving results, particularly when used as part of a broader marketing campaign. 

Creating the ideal viewer experience

With OTT and CTV ads, viewer experience needs to be considered. While CTV is often more immersive and cinematic, OTT tends to be more direct and personal. One of the most important things to remember here is that a poor quality ad will look even worse when broadcast on a 75” family TV compared to a mobile device, so sizing needs to be considered for every format.

Adopting a more creative approach can help produce different versions of the same ad, helping to provide unique viewing experiences that still deliver the right message. AmbioEdu can assist with this through our Creative Production team, ensuring your ads are fully optimized for each platform. 

What does the future hold for OTT and CTV?

Media consumption habits are constantly evolving, and OTT and CTV are helping to transform digital advertising. For higher education marketers, it’s important to keep up with the latest media trends to ensure ads have the biggest impact on your target audience.

Younger audiences are more focused on on-demand content, with streaming platforms featuring as their main source of viewing. Older audiences are also shifting toward streaming platforms, with the pandemic having a particular effect on viewing habits.

Another consequence of the pandemic and continuing economic turbulence is the cost of living. As people look to reduce their outgoings, high-cost cable plans are among the first things to go. Ad-supported streaming services like Hulu, Peacock and even Disney+ and Prime Video mean viewers are exposed to more ads than they would have been before, providing opportunities for your institution to make an impact. 

Meanwhile, CTV advertising is becoming more programmatic. Systems are becoming more automated, driven by data to provide more precise targeting, helping CTV catch up and even match the detailed targeting that has been a key selling point for digital advertising over more traditional formats. For higher ed marketing campaigns, this can improve reporting and placement selection, making the most of your ROI to improve enrollment attribution.

Making your choice: OTT vs CTV advertising

When it comes to OTT vs CTV advertising for higher ed institutions, it isn’t a case of one over the other. Used together, they can create impactful and effective campaigns, attracting prospective students to your institution. AmbioEdu provides both CTV and OTT solutions that offer targeted advertising and measurable results to help you reach your goals (and your prospects).

Discover the magic that happens when you bring OTT and CTV together. Contact us today to discuss your next campaign.