GoGo's Guide to
CTV and OTT
CTV vs OTT: What's the difference?
CTV aka connected TV is streaming TV through a smart tv, and CTV advertising refers to placing ads for audiences to view specifically on this type of device. OTT aka over the top refers to the device that is used to stream CTV, such as a Firestick.
CTV’s reach is significant, and advertising on these devices is a great opportunity to
build and expand awareness of your brand. The platform allows marketers to deliver
high-quality, non-skippable, 100% viewable premium inventory in a controlled
environment that increasingly prioritizes brand safety. And when it comes to video
completion rate (VCR)? CTV absolutely dominates over other channels, with rates
upwards of 90%. With people spending more than 110 minutes per day with subscription
OTT video, running CTV ads means reaching viewers where and when they are spending
lots of time.
CTV + GoGo: How GoGo's Tech Can Scale Your Business:
With over 90% of households streaming and a 90% completion rate of ads on these platforms,
CTV is the ultimate advertising opportunity. Using our Advanced Demographics tool , you'll be able to target your audience. Our AI technology allows you to customize your campaign based on current relevant lifestyle demographics and patterns such as Geography, (ie state or zip) Viewership, (ie has watched HGTV) Purchases, (ie has purchased hair loss products) and Interests (ie home renovation.) Never before has ad tech been able to target demographics so precisely.
CTV and OTT have redefined how audiences consume content—giving them more control over what, when, and how they watch. Here are a few of the notable advantages:
1
Higher Engagement and Recall
Audiences are no longer tied to network schedules, choosing what to watch on their own time. Ads land when attention is high, yielding completion rates often above 90% on CTV.
2
Precise Contextual Alignment
From live sports to niche streaming services, CTV and OTT offer something for everyone. For brands, this creates opportunities to increase conversions by aligning messaging with the right content.
3
Cross-Screen Reinforcement
Streaming content isn’t limited to the living room. Viewers switch between smart TVs, tablets, mobile devices, and gaming consoles seamlessly. This gives advertisers a way to reinforce messaging across multiple screens.
4
Granular Targeting and Attribution
Streaming platforms use viewer data to deliver personalized content recommendations, creating a more curated experience. First-party data, intent signals, and household-level insights enable hyper-accurate audiences.