How Is CTV Different Than Streaming?
Connected TV (CTV) refers to a television that is connected to the internet, allowing it to stream content from various platforms. This can include streaming services such as Netflix, Hulu and Amazon Prime Video, as well as content from websites like YouTube and Vimeo. CTV can also include over-the-air broadcast channels that have been made available online, as well as streaming-based cable TV packages like Sling TV and AT&T TV Now.
Streaming, on the other hand, generally refers to the method by which video content is delivered over the internet, rather than through traditional cable or satellite TV channels. Streaming services such as Netflix, Hulu, and Disney+ offer a wide range of TV shows and movies that can be watched on a variety of devices, including smartphones, tablets, computers, and CTVs.
For marketers, connected TV (CTV) and streaming are both forms of online video advertising, but they have distinct differences that are important for advertisers to understand. In this blog post, we will explore the key differences between CTV and streaming advertising, including content delivery, targeting, ad formats, measurement, and future growth.
Content Delivery
One of the main differences between CTV and streaming is the way in which content is delivered. CTV refers to the delivery of video content and ads through a connected television set, while streaming refers to the delivery of video content through the internet on any device. This means that CTV can only be accessed on a television set while streaming can be accessed on any device with internet access such as smartphones, tablets, and computers.
Ad Formats
In terms of ad formats, CTV and streaming also have some differences. CTV platforms offer traditional 30-second commercials, while streaming platforms offer a wider range of ad formats such as skippable and non-skippable ads, in-stream ads, and interactive ads. Additionally, streaming platforms also offer a wider range of ad placements, such as pre-roll, mid-roll, and post-roll ads. This means that advertisers have more options to choose from when it comes to ad formats and placements when advertising on streaming platforms compared to CTV.
Level of Control Over Ad Placements and Frequency
Another key difference between CTV and streaming is the level of control over ad placements and frequency. With CTV, advertisers typically have more control over where their ads will be placed and how often they will be shown, as they can negotiate ad deals directly with networks and cable providers.
On the other hand, streaming platforms rely on a programmatic approach to ad buying, which can result in less control over ad placement and frequency. Advertisers may have less visibility into where their ads will be shown and how often they will be shown, and they may have to compete with other advertisers for ad space. Additionally, streaming platforms often use a different ad delivery method, such as server-side ad insertion, which can also limit the control over ad placements.
Ownership of Audience Data
Another key difference between CTV and streaming is the ownership of the audience data. In CTV, the cable or satellite providers own the data of their subscribers, including information on their viewing habits, demographic data and other personal information. Advertisers can access this data through partnerships with CTV providers or data providers.
On the other hand, streaming platforms such as Netflix, Hulu, and Amazon Prime owns their own audience data and they have the ability to use that data to target their own advertising or share it with third parties. This means that streaming platforms have more control over the data and can use it more effectively for targeted advertising and personalization. This also means that advertisers may have more difficulty accessing audience data when advertising on streaming platforms compared to CTV platforms.
In summary, CTV refers to the connection of a television to the internet, allowing it to stream a wide range of content including live events, sports, news channels, streaming services and streaming-based cable TV packages. Streaming is the method by which video content is delivered over the internet, and it can be accessed on a variety of devices. CTV is better suited for watching content on a larger screen and in a shared or family setting, while streaming is more commonly done on a personal device and on-the-go.
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