OTT Advertising Services

OTT advertising is the delivery of video ads inside streaming content sent over the internet rather than through cable or satellite. Ads reach viewers on connected televisions, phones, tablets, and laptops. Because the ads are bought programmatically using audience data, a campaign can be aimed at a defined audience and measured against business outcomes.

OTT carries your brand into the part of the day when your audience has settled in to watch something they chose. It runs against the same audience definition as every other channel in your plan and reports into the same dashboard, so you can see what each one contributed to the outcome.

Cord cutters are TV viewers who cut ties with expensive cable and satellite services in favor of flexible streaming apps like Netflix, YouTube TV, and Tubi. This term will soon describe the majority of households, with less than 50% of US homes expected to pay for traditional TV in 2025.

Yes. Strategus manages full programmatic campaigns across connected TV, over-the-top, online video, display, streaming audio, digital out-of-home, and in-game placements. Most clients run several of these channels together as one coordinated plan.

OTT describes how the content arrives, streamed over the internet. CTV describes the physical device it arrives on, a television connected to the internet through a smart TV, a streaming stick, or a gaming console. A CTV ad is one that runs on a television screen. An OTT ad may have run there or on a phone, tablet, or laptop.

Streaming platforms are grouped by how they make money. AVOD and FAST services are free to the viewer and funded entirely by advertising. SVOD and vMVPD services charge a subscription, and most now sell an ad-supported tier alongside the ad-free one. TVOD services rent or sell individual titles.

OTT is bought on a per-viewer basis, and the effective media cost moves with how narrowly you define the audience and which streaming platforms carry your ads. Tighter targeting costs more per viewer and wastes less of the budget. Strategus builds a plan around the budget and the outcome you need rather than a fixed rate card.

OTT campaigns report on completed views and audience reach, and they connect to outcomes such as site visits, store visits, and purchases. With Strategus, OTT reports into the same dashboard as every other channel in your plan.

Most OTT campaigns run 15 or 30 second video spots, and an existing television or video asset can often be adapted rather than reshot. Specifications vary by streaming platform, and our team handles the delivery requirements for each placement in your plan.

Taking full advantage of the vast CTV ecosystem requires operating from a tech- and data-agnostic standpoint. Rather than relying on a single programmatic platform, it’s a good idea to find a managed service partner like Strategus that can help take the complexity out of CTV advertising while connecting you with multiple different tech and data providers. To learn more about choosing a CTV services provider, check out our guide, 15 Questions to Ask Your CTV Ad Partner.