{"id":618,"date":"2024-08-30T13:19:22","date_gmt":"2024-08-30T13:19:22","guid":{"rendered":"https:\/\/coolmedia.co\/?p=618"},"modified":"2024-08-30T13:19:22","modified_gmt":"2024-08-30T13:19:22","slug":"ctv-vs-ott-whats-the-difference","status":"publish","type":"post","link":"https:\/\/cool.co\/media-and-attribution\/ctv-vs-ott-whats-the-difference\/","title":{"rendered":"CTV vs. OTT: What’s The Difference?"},"content":{"rendered":"

“<\/span>Over the Top<\/span><\/a>” is a 1987 sports drama where Sylvester Stallone plays a truck driver named Lincoln Hawk, who competes in the World Armwrestling Championship to earn back the respect of his estranged son.<\/span><\/p>\n

“Over-the-Top” is also an important term in the world of advertising, for completely different and unrelated reasons. Terms often mean different things in different places, and if you’re talking about the booming phenomenon of streaming ads, but someone else is talking about the Sylvester Stallone movie (that was wrongfully deprived of any Oscar nominations), you’re in for a confusing conversation.<\/span><\/p>\n

Terms like <\/span>Over-the-Top (OTT)<\/b> and <\/span>Connected TV (CTV)<\/b> get tossed around interchangeably in the advertising world\u2014particularly in North American markets\u2014and things can get confusing even for the tech-savvy among us.<\/span><\/p>\n

In this blog, we’re going to break down some of the most common overlapping terms in the world of streaming content, what they mean, and how they’re different. Read on:<\/span><\/p>\n

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    Case Study:<\/i><\/b> How Cool Media provided an in-depth brand analysis revealing a 21% ad recall rate for Suzuki. <\/span>Read More<\/b><\/a><\/p>\n

    Understanding CTV and OTT<\/span><\/h2>\n

    Connected TV (<\/b>CTV<\/b><\/a>)<\/b> and <\/span>Over-the-Top (OTT)<\/b> are both terms that often surface in conversations about streaming content. While they are closely related \u2014 and often get used interchangeably \u2014 they refer to different aspects of how we watch and enjoy digital entertainment.<\/span><\/p>\n

    This is not a new phenomenon. After all, when we say \u201cTV,\u201d we can be referring both to the physical box, and to the content that\u2019s displayed on it. Similarly terms like \u201ccable\u201d can be both medium and media at the same time. This tendency has carried forward to the digital age.<\/span><\/p>\n

    What is Connected TV (CTV)?<\/b><\/h4>\n

    Connected TV (CTV)<\/b> refers to any television set that connects to the internet, allowing it to stream content directly from online services. This includes:<\/span><\/p>\n