OTT and CTV are often used interchangeably and can refer to the same thing. What is the difference between OTT and CTV? It’s a good question. It’s highly targetable, fully measurable advertising that reaches the right viewers and serves them ads to influence and drive action and support demand generation initiatives. What Is Connected TV Advertising?ĬTV advertising, or Connected TV advertising, allows brands to reach their audience on smart TVs and connected devices. This is a television with a built-in connection to the internet, no sticks or dongles are required. If you’re buying a big screen these days, you’re most likely buying a Smart TV. Popular examples are Roku, Chromecast, Amazon Fire Stick, Apple TV, and the major gaming consoles. OTT & Connected TV devices connect to your TV to allow for a continuous stream of content – meaning that as long as your internet connection is not disrupted, you don’t need to wait for an entire piece of content to download before hitting play. You don’t need a TV to actually watch TV anymore. With the proliferation of Connected TV/OTT apps like Hulu and Pluto TV, these gadgets have been transformed into mini-television sets. What are Connected TV devices? Well, there are quite a few to choose from, and there are a number of ways to stream CTV or OTT content. So feel free to ignore the edge cases with this terminology, and know that they are basically the same thing. In general though, if you hear “streaming TV,” nine out of ten times it is referring to Connected TV. All Connected TV content is streaming, but not all streaming content is Connected TV.įor example, you can stream YouTube content, but it wouldn’t necessarily be considered Connected TV. Is Connected TV the same as streaming? Mainly yes. On occasion, Connected TV can be used to describe a smart TV, but Connected TV more often refers to the content versus the actual hardware.įor example, it’s correct to say “You can stream Connected TV content over a smart TV.” But, it would be incorrect to say “You can stream smart TV content over a Connected TV.” Streaming TV vs. What is the difference between a smart TV and a Connected TV? Smart TVs are the hardware that allows you to stream Connected TV content over the internet. In other words, it’s how mostly everyone watches television nowadays.Ĭonnected TV has changed pretty much every aspect of what it means to watch TV-from how we engage with content (hello binge viewing), to when we watch (on-demand to fit our schedules). What Is Connected TV (CTV)?Ĭonnected TV is television content accessed by apps and streamed over smart TVs, or a connected device such as an Amazon Fire Stick, Roku, or Playstation that is hooked up to a television. Read on and get a full understanding of the need-to-know info. Want to know everything there is to know about Connected TV advertising? Well, you have come to the right place.

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