What Is Over-the-Top (OTT) Advertising?
Over-the-top (OTT) advertising refers to video advertising delivered through streaming content that bypasses traditional cable or satellite providers, reaching viewers directly over the internet across a range of devices.
OTT Advertising, Explained Simply
Video advertising that follows the audience, not the cable box.
OTT describes any video content delivered over the internet rather than through a traditional cable or satellite subscription.
OTT advertising is the ad inventory available within that streaming content, whether it's viewed on a connected TV, laptop, tablet, or mobile device.
It's a broader category than CTV, which refers specifically to television screens; OTT includes any device used to stream that content.
Why OTT Advertising Matters
OTT advertising gives marketers the ability to:
- Reach audiences wherever they stream content, on any device
- Deliver targeted video advertising outside of traditional TV buys
- Complement CTV strategies with broader device coverage
- Use data-driven targeting rather than broad demographic buys
- Measure performance with digital-level precision
PAULA'S PERSPECTIVE
OTT and CTV get used interchangeably a lot, and the distinction matters less to most marketers than the strategy behind them.
What matters is that OTT advertising lets marketers put video content in front of a defined audience, regardless of what screen they're using at that moment.
For B2B marketers building a multichannel strategy, OTT is a way to extend reach and reinforce messaging without losing the targeting precision that makes digital advertising valuable in the first place.
— Paula Chiocchi
OTT Advertising in Practice
- Step 1Audience Definition
- Step 2OTT Inventory Buy
- Step 3Video Ad Delivery
- Step 4Multi-Device Reach
- Step 5Attribution & Optimization
A B2B company running an account-based campaign can extend its video advertising into OTT environments, reaching decision-makers whether they're streaming on a tablet, laptop, or television.
This broadens exposure to the campaign's message without sacrificing the ability to target specific accounts.
KEY TAKEAWAY
OTT advertising delivers targeted video advertising through internet-streamed content across any device, giving marketers broader, more flexible reach than traditional TV alone.
Related Glossary Terms
About Paula Chiocchi
Paula Chiocchi is the Founder and CEO of Outward Media, Inc. and host of B2B Influence: Spotlight on Industry Game-Changers, with decades of experience in data-driven marketing.