CTV and OTT healthcare advertising are great ways to show the relationship between advertisers and the new digital world. There’s an exciting new ecosystem growing with an addressable audience; viewers of streaming TV in the US could surpass traditional pay-TV viewership within five years.1 On the flip side, however, there’s confusion surrounding the technology. For example, a study found that most marketers have different definitions of OTT technology.2
See what I mean? When this happens, even the savviest digital advertisers can’t reap the benefits. So, let’s clear the air about OTT vs. CTV healthcare advertising.
Are CTV and OTT Technology the Same Thing?
Yes and no. Tom Fochetta, VP of Advertising Sales at Samsung Ads, writes: “I think of OTT as a delivery mechanism for video content. On the other hand, CTV refers to that video over IP on the largest screen in the home.”3 This is how an industry expert delineates between the two. But let’s make it even more apparent.
- Xbox (a device connected to a TV)
- Fire TV Stick (a device connected to a TV)
- Roku TV (a device with a built-in Internet connection)
What’s OTT Technology?
- Amazon Prime Video
- Netflix (not ad-supported)
What’s the Difference Between CTV and OTT & What Are the Healthcare Advertising Implications?
For you, both CTV and OTT have extensive (and growing) audiences. By 2022, the number of CTV and OTT users will eclipse 200MM and 197MM, respectively.4,5 Both ecosystems also offer immersive and full-screen ad types (more on them in a minute) capable of generating high completion rates. Finally, they both have unmatched targeting capabilities that allow you to activate laser-focused campaigns aimed directly at your target list of HCPs.