OTT vs. CTV: Which Is Right for Your Programmatic Campaign?

In today’s digital advertising landscape, OTT (Over-the-Top) and CTV (Connected TV) are two of the most talked-about methods for reaching audiences. Both have reshaped how brands engage with consumers, allowing advertisers to target specific viewers through streaming services and smart TV apps. But what sets them apart, and how should you approach programmatic bidding? Should you partner with a digital agency, or is it time to look into platforms like MNTN for placing your programmatic bids?

Let’s break down the key differences between OTT and CTV and explore the pros and cons of working with a digital agency versus leveraging self-service platforms like MNTN for programmatic campaigns.

What Is OTT (Over-the-Top)?

OTT refers to the delivery of video content via the internet, bypassing traditional satellite or cable providers. Essentially, OTT allows viewers to access TV shows, movies, and live broadcasts through platforms such as Netflix, Hulu, Amazon Prime, Disney+, and many others.

OTT is not limited to television screens. It can be streamed through any internet-connected device, including smartphones, tablets, laptops, and gaming consoles. OTT provides flexibility for both viewers and advertisers, as it allows for targeted ads to be shown during content consumption, regardless of the device being used.

Key OTT Platforms:

• Netflix
• Hulu
• Amazon Prime Video
• Disney+
• YouTube (Video on Demand)

How OTT Works for Advertisers:

OTT advertising is usually delivered in the form of pre-roll ads, mid-roll ads, or post-roll ads (depending on the platform). This form of advertising allows brands to serve highly targeted and personalized ads based on viewers’ data, such as age, gender, location, and viewing preferences.

OTT is highly effective for reaching viewers who have abandoned traditional cable or satellite TV in favor of on-demand, internet-based content.

What Is CTV (Connected TV)?

While OTT refers to the method of delivering content over the internet, CTV (Connected TV) refers specifically to the hardware that enables users to watch content on a TV screen through an internet connection. Essentially, CTV includes smart TVs, gaming consoles (e.g., Xbox or PlayStation), streaming media players (e.g., Roku, Apple TV, Amazon Fire Stick), and other devices that connect to a television to stream content.

CTV is more targeted to the television experience and focuses on ads served to viewers using connected devices on large screens. The core difference between CTV and OTT is the device: CTV is the physical device, while OTT is the delivery method. In short, CTV is a subset of OTT.

How CTV Works for Advertisers:

CTV advertising is highly effective because of its ability to deliver premium video content directly to large screens while maintaining the benefits of digital ad targeting. Advertisers can serve display ads, video ads, and interactive ads to CTV users, ensuring that campaigns are impactful and engaging.

CTV also provides access to a valuable audience—those who engage with TV content, but are not reachable through traditional TV ads due to the decline of cable and satellite viewership.

OTT vs. CTV: Key Differences

Both OTT and CTV provide a dynamic platform for advertisers to reach audiences, but the key difference lies in the user’s device and the viewing experience. CTV is a more premium environment, with larger screens and more immersive content.

Should You Use a Digital Agency or MNTN for Programmatic Bidding?

When considering how to place programmatic bids, you might be wondering whether it’s best to rely on a digital agency or go with a self-service programmatic platform like MNTN. Let’s take a look at the pros and cons of each option.

Using a Digital Agency

A digital agency can be an ideal partner for brands looking for expertise, custom strategies, and hands-on management. If you’re new to programmatic advertising or simply don’t have the time or resources to manage campaigns, a digital agency can help create, execute, and optimize your OTT and CTV campaigns.

Pros of Using a Digital Agency:

• Expertise: Agencies bring years of experience in programmatic advertising, ensuring your campaigns are optimized for success.
• Full-Service Management: Agencies can handle everything from creative development and media buying to reporting and optimization.
• Customized Strategy: Agencies will create a tailored advertising strategy for your business, ensuring that your OTT and CTV ads are aligned with your goals.

Cons of Using a Digital Agency:

• Cost: Agency fees can be expensive, especially if you’re working with a top-tier agency. This might not be ideal for smaller businesses with a limited budget.
• Less Control: You’ll have less hands-on involvement in the process, relying on the agency to execute and adjust your campaigns.
• Slower Execution: Because of the involvement of multiple parties, changes and optimizations may take longer compared to a self-service platform.

Using MNTN for Programmatic Bidding

MNTN is a self-service platform that allows advertisers to run programmatic campaigns across CTV and OTT channels. MNTN is designed for those who want to manage their campaigns independently, without relying on an agency. It combines advanced targeting with real-time reporting, offering control and transparency.

Pros of Using MNTN:

• Lower Cost: No agency fees, meaning you can save money and keep more of your budget for actual ad spend.
• Full Control: You have full control over your campaigns, from targeting to bidding strategies.
• Real-Time Analytics: MNTN offers detailed reporting and analytics, allowing you to see how your campaigns are performing and make adjustments on the fly.
• Simplified Campaign Management: MNTN provides an intuitive user interface, making it easy for businesses of all sizes to manage their programmatic campaigns without needing an expert.

Cons of Using MNTN:

• Learning Curve: While MNTN is user-friendly, there may still be a learning curve if you’re new to programmatic bidding or advertising on OTT/CTV.
• Limited Customization: While MNTN offers great targeting options, you might not get the same level of tailored strategy as you would with a digital agency.
• Time Investment: If you don’t have a dedicated team to manage your campaigns, using MNTN might require more time and effort compared to outsourcing it to an agency.

Which Should You Choose?

Ultimately, the decision between working with a digital agency or using MNTN comes down to your budget, goals, and resources:

• If you have the budget and prefer a hands-off approach, a digital agency can handle everything from strategy to execution, providing expert guidance.
• If you want full control over your campaigns and are looking for a more cost-effective solution, MNTN offers a robust self-service platform that simplifies programmatic advertising on OTT and CTV.

Final Thoughts

OTT and CTV offer exciting opportunities for advertisers looking to reach engaged audiences through highly targeted video ads. Whether you choose to partner with a digital agency or go the self-service route with MNTN, understanding the nuances between OTT and CTV, along with the advantages and limitations of each approach, will help you make an informed decision that aligns with your business objectives.

The right strategy, combined with the best programmatic platform for your needs, can transform your digital advertising campaigns and drive exceptional results.