What is OTT (Over-The-Top)?
OTT is video content delivered over the internet via apps and streaming devices—outside traditional cable/satellite. Ads on OTT appear within or alongside that streaming content.
Understanding OTT
OTT is the distribution method; CTV is the screen (television). Many platforms use the terms interchangeably even though they describe different layers. OTT ads run within streaming apps delivered over the internet, and those apps often serve to CTV devices. Catalog‑style creative can appear on CTV inventory sourced from OTT apps when specs are met. Think of OTT as where the content comes from and CTV as where it’s watched.
This distinction matters for planning. Buying OTT inventory can include mobile, desktop, and TV screens, while CTV refers specifically to TV devices. Creative and safe zones should be sized for distance and large screens if CTV is a major share. Measurement also differs—viewability on TV is assumed, so use completion rate and incrementality testing. Pair OTT with social retargeting to close the loop.
Why OTT matters
OTT matters because viewing continues shifting from linear TV to streaming, changing where attention lives. It enables more precise targeting than linear via platform and device data. It also opens creative options—from brand spots to catalog‑driven templates that pull price and reviews.
- Reach: Viewers continue shifting from linear TV to streaming.
- Targeting: More precise than linear via platform data.
- Creative options: From brand spots to catalog-driven templates.
How OTT works
OTT works by delivering streaming video via internet‑connected apps across devices, with ad inventory sold programmatically or platform‑direct. You target by geo, device, app, context, or audience depending on the supply path. Short, product‑forward creatives perform best, especially when captions and large supers support sound‑off environments. Export multiple aspect ratios when possible to maximize eligible inventory. Use frequency caps and dayparting to prevent fatigue on shared household screens. Read results by completion rate, reach, and downstream lift, not just clicks.
Meta Information
- Primary Keyword: OTT (Over-The-Top)
- Secondary Keywords: connected TV, streaming TV ads, CTV vs OTT
- Target Word Count: 800–1,000 words
- Meta Title: What is OTT? Over‑The‑Top Advertising Explained | Marpipe
- Meta Description: OTT refers to streaming content delivered over the internet. Learn how OTT ads work and how they relate to CTV and catalog creative.
- URL: marpipe.com/ad-glossary/ott-over-the-top
# What is OTT (Over-The-Top)?
OTT is video content delivered over the internet via apps and streaming devices—outside traditional cable/satellite. Ads on OTT appear within or alongside that streaming content.
Understanding OTT
OTT is the distribution method; CTV is the screen (television). Many platforms use the terms interchangeably even though they describe different layers. OTT ads run within streaming apps delivered over the internet, and those apps often serve to CTV devices. Catalog‑style creative can appear on CTV inventory sourced from OTT apps when specs are met. Think of OTT as where the content comes from and CTV as where it’s watched.
This distinction matters for planning. Buying OTT inventory can include mobile, desktop, and TV screens, while CTV refers specifically to TV devices. Creative and safe zones should be sized for distance and large screens if CTV is a major share. Measurement also differs—viewability on TV is assumed, so use completion rate and incrementality testing. Pair OTT with social retargeting to close the loop.
Why OTT matters
OTT matters because viewing continues shifting from linear TV to streaming, changing where attention lives. It enables more precise targeting than linear via platform and device data. It also opens creative options—from brand spots to catalog‑driven templates that pull price and reviews.
- Reach: Viewers continue shifting from linear TV to streaming.
- Targeting: More precise than linear via platform data.
- Creative options: From brand spots to catalog-driven templates.
How OTT works
OTT works by delivering streaming video via internet‑connected apps across devices, with ad inventory sold programmatically or platform‑direct. You target by geo, device, app, context, or audience depending on the supply path. Short, product‑forward creatives perform best, especially when captions and large supers support sound‑off environments. Export multiple aspect ratios when possible to maximize eligible inventory. Use frequency caps and dayparting to prevent fatigue on shared household screens. Read results by completion rate, reach, and downstream lift, not just clicks.
Best practices
- Keep spots concise (15–30s) with product and benefit up front.
- Use clear on-screen text; assume some viewers mute.
- Align landing pages to featured products/collections.
- Pair OTT with paid social retargeting for full-funnel coverage.
