In a recent collaboration with a mobile game publisher, we noticed a common issue: that their team often operated under a misconception about OTT vs CTV.
Noticing these problems makes us realize that understanding the difference between OTT and CTV isn’t just about technical theory. It can significantly impact your campaign’s performance.
For instance, Connected TV (CTV) ads often boast higher completion rates and engagement compared to Over-The-Top (OTT) ads, which are more susceptible to skipping and ad blockers.
That’s why in this guide, we’ll clarify what OTT and CTV truly mean, their overlaps, and when to utilize each to achieve your objectives.
We’ll also share use cases, actionable tips, and valuable lessons from the field. Let’s dive in.
What Is OTT?
When we talk about OTT (Over-the-Top), we are referring to any content delivered over the internet, bypassing traditional cable or satellite.
It’s how users are binging series on Netflix or watching tutorial videos on YouTube without a TV subscription. Here’s what qualifies as OTT content:
- Streaming services like Netflix, Hulu, and Disney+.
- Ad-supported platforms like YouTube and Tubi.
- Live streams are accessed via mobile apps or browsers.
What makes OTT powerful is how accessible it is. Users can stream content across
- Mobile devices
- Desktops.
- Smart TVs.
- Streaming sticks like Chromecast and Amazon Fire Stick.
For brands and businesses looking to advertise, OTT unlocks broad reach. Because you’re not limited by device type, you can serve ads to users wherever they’re streaming.
So while often confusing, OTT is, in fact, different from CTV.
What Is CTV?
CTV (Connected TV) refers specifically to televisions that are connected to the internet and can stream digital video content directly. Think of your Roku, Apple TV, Samsung TV, Amazon Fire TV, or even a smart TV with built-in apps.
Here’s what qualifies as CTV:
- Smart TVs with internet access.
- Streaming devices like Roku, Fire TV, Chromecast.
- Gaming consoles used to stream video content.
So, how is CTV different from OTT?
While OTT is about the content, CTV is about the device. You can watch OTT content on a mobile (smartphone) or desktop, but when that same content is streamed via a connected television, it’s considered CTV.
This distinction matters, especially for advertisers. CTV offers a “lean-back” experience, where users are often more engaged and less likely to skip ads because they are wired into their smart TV.
According to research by MNTN, CTV ads have a completion rate of over 95%, making them a high-impact channel for mid-to-late funnel strategies.
OTT vs CTV: Key Differences Explained
Unfortunately, we still find businesses that confuse OTT and CTV. While both deliver video content over the internet, a clear understanding of their distinctions is important for advertisers to effectively target audiences and measure campaign performance.
Here are five critical elements you need to know:
Content vs. Device
- OTT refers to the content like TV shows, movies, or videos streamed over the internet. This includes everything from premium series on platforms like HBO Max to free ad-supported content on Tubi. Even short-form entertainment on Snap Originals and YouTube web series like Hot Ones.
- CTV on the other hand is a device, think of it like a smart TV or internet-connected device like Roku or Fire TV that plays that OTT content.
Think of OTT as what’s being watched and CTV as where it’s being watched.
Reach and Environment
- OTT offers massive reach across devices like mobile, desktop, tablets, smart TVs, and more. According to statistics, 83% of consumers in the US were using a subscription video-on-demand service in 2023 through multiple devices.
Meanwhile in Southeast Asia, the OTT market is also experiencing significant growth. As of 2024, the region’s video streaming market was valued at USD 3.9 billion. It’s even projected to reach USD 10 billion by 2033.
All of this expansion is driven by increasing internet penetration, smartphone adoption, and the demand for diverse, on-the-go content consumption.
- CTV is confined to large-screen devices, but that’s part of its power. You’re catching users in a more relaxing situation.
They’re sitting on the couch, which can give time for your ad message to be received by the audience instead of just skipping them entirely.
This immersive experience translates to impressive performance metrics. For instance, CTV ads boast a completion rate of up to 97%, significantly higher than other digital formats.
This high completion rate is largely due to the non-skippable nature of many CTV ads and the focused attention of viewers in a home setting.
Industries that benefit most from this include retail & e-commerce, consumer packaged goods (CPG), technology, automotive, financial services, healthcare, and education.
Ad Format and Experience
- OTT often includes skippable ads, especially on mobile and desktop.
- CTV ads are typically unskippable, full-screen, and benefit from a distraction-free environment—boosting viewability and recall.
Programmatic Integration
Both OTT and CTV ads can be purchased using programmatic tools, which basically means your ads are placed automatically through data-driven platforms. But there’s a difference in how easy that process is.
For OTT, the experience can feel overwhelming especially for new users. This is because you’re dealing with different devices, apps, and platforms, which can make it harder to manage consistency and targeting.
CTV, on the other hand, usually gives you access to higher-quality ad placements on big-screen TVs.
It also makes it easier to target entire households based on things like location, behavior, and viewing habits. So your message reaches the right people, in the right place, at the right time.
Use Case and Funnel Fit
- OTT is great for upper-funnel reach, which means getting your brand in front of as many users as possible.
- CTV excels in mid-to-lower funnel engagement by driving app installs or re-engagement with strong visual storytelling and longer attention spans.
For better understanding, below is a comparison table between the two entities.
| Feature | OTT (Over-the-Top) | CTV (Connected TV) |
| Definition | Internet-streamed content | Device used to stream OTT content |
| Accessed On | Mobile, tablet, desktop, smart TV, streaming sticks | Smart TVs, Roku, Fire TV, Apple TV |
| Ad Experience | Often skippable, cluttered environment | Typically unskippable, full-screen, high-impact |
| User Behavior | Multitasking, short attention span | Lean-back, focused viewing |
| Pricing (CPM) | Lower CPMs, broad reach | Higher CPMs, premium inventory |
| Campaign Fit | Awareness, early-funnel | Consideration, conversions, re-engagement |
The takeaway? While OTT and CTV are part of the same ecosystem, they play very different roles in your ad strategy. Treating them the same could mean missed opportunities—or worse, a wasted budget.
Why the Distinction Matters for Mobile App & Game Advertisers
If you’re running mobile user acquisition (UA) or re-engagement campaigns, choosing between OTT and CTV isn’t just tactical; it’s a strategic move.
Here’s why this distinction matters for mobile app and game marketers:
Audience Targeting: Branding vs. Performance
OTT is ideal for early-funnel goals like brand awareness or pre-launch hype. It allows you to reach broad audiences across various devices, making it perfect for generating buzz before a product launch.
A great example is the mobile game Honor of Kings, developed by Level Infinite. In the lead-up to its global release, the game employed an extensive advertising strategy.
It generates over 30,500 ads across 50 regions and 15 different media platforms. This campaign focused on regions such as North America, Latin America, and Southeast Asia.
Notably, 56.81% of these ads were in the form of rewarded video ads, a format commonly associated with OTT platforms.
Next, CTV is suitable when you’re targeting high-intent users with tailored messaging, such as install prompts or feature highlights.
Take the case of Krafton’s mobile game, from CookieRun India. Krafton partnered with Moloco to launch a CTV campaign on LG Channels to expand their reach beyond traditional mobile advertising.
LG Channels is a free ad-supported streaming service with advanced targeting options beyond the mobile app. The results:
- 14% of users reached via CTV were new audiences (based on IP address).
- Users exposed to both mobile and CTV ads exhibited 2x higher Day 1 retention and 37% higher Day 7 retention compared to those reached only through mobile ads.
Another important thing for marketers is knowing how to track and measure their ads’ performances. Well, good news for you, because both OTT and CTV can be integrated with mobile measurement partners (MMPs) like Singular, Branch, or Kochava.
These measurement partners (MMPs) make it easier to track downstream metrics like installs, sessions, or ROAS, so you have a clear understanding of your ads’ performance.
CPM Pricing Differences
- OTT inventory often comes with lower CPMs due to broader, less premium placements. This makes it a cost-effective option for advertisers on tighter budgets. For instance, OTT CPMs can range from $10 to $30, depending on targeting and content context .
- CTV, though, usually carries higher CPMs—ranging from $35 to $65—but you get what you pay for. Expect higher completion rates, more engaged viewers, and often better conversion quality .
For example, in one campaign we ran, CTV CPMs were 30% higher than OTT, but the install rate was nearly double. That’s the ROI you can justify.
Creative Format Flexibility
- OTT gives you room to test skippable ads, shorter videos, and even interstitial-style placements. Ideal for high-volume A/B testing.
- CTV, however, favors non-skippable, full-screen, and often interactive formats—a chance to tell a deeper story.
When to Use OTT vs CTV in Your Ad Strategy
So now that we’ve highlighted the differences, the next question is, how do you decide when to use OTT or CTV in your actual campaigns?
It all comes down to the funnel stage, budget, and intent. Use OTT when:
- You’re running early-funnel brand awareness or soft launch campaigns.
- You want to reach users across multiple devices—mobile, desktop, and smart TVs.
- You’re testing creatives quickly with skippable formats and lower CPMs.
- Your target audience includes on-the-go users or multi-screen viewers.
OTT gives you scale and flexibility. It works especially well for pre-launch mobile games and apps with broader demo appeal.
For example: Merge Mansion’s pre-launch campaign.
In March 2023, Metacore launched a high-profile campaign for Merge Mansion featuring Pedro Pascal as Detective Tim Rockford.
The campaign included three cinematic short films and an immersive live event, generating over 25 million views on YouTube.
The campaign led to an increase of approximately 44,000 iOS downloads in the U.S. during its first month, with numbers returning to baseline shortly thereafter.
On the other hand you can use CTV when:
- You want to drive high-quality installs or boost engagement in the mid-to-late funnel.
- You have rich, immersive creative—think gameplay showcases or cinematic intros.
- You’re okay with paying higher CPMs in exchange for longer view times and better recall.
- You want to leverage household-level targeting and big-screen impact.
For example, a national restaurant and CPG brand partnered with Viant and AMP to shift budget from digital video to CTV. The result? ROAS nearly doubled—from $6 to $10.44—thanks to CTV’s high-impact, targeted delivery.
Strategy Tip: Blend both. Start with OTT for reach, then retarget high-intent users on CTV for a stronger conversion lift. Bonus points if your MMP can segment and track both streams for holistic optimization.
OTT vs CTV: Case Studies
Let’s walk through two examples that highlight how mobile app and game advertisers are successfully using OTT vs CTV.
Case Study 1: Driving In-App Purchases with OTT—Quick-Service Restaurant Chain
A quick-service restaurant (QSR) chain aimed to boost in-app purchases by leveraging OTT advertising on Roku. They collaborated with Kochava’s MediaLift™ to measure the campaign’s effectiveness.
Strategy:
- Targeted OTT ads were displayed to users on Roku devices.
- Utilized Kochava’s MediaLift™ to compare behaviors between users who saw the ads and those who didn’t.
Results:
- The OTT campaign resulted in over 4,800 additional in-app purchases.
- Demonstrated that OTT ads not only increased brand awareness but also directly influenced sales.
Case Study 2: Enhancing ROAS with CTV—Live Sports Streaming Campaign
In a campaign executed during a football season livestream, a brand utilized CTV advertising to enhance its return on ad spend (ROAS).
Strategy:
- Deployed CTV ads during live football streams to engage viewers in real-time.
- Focused on reaching audiences during high-engagement periods.
Results:
- Achieved a 366% ROAS, surpassing the agency benchmark by 22%.
- Mobile transactions increased by 9%, and desktop transactions rose by 7.5% compared to campaigns without a CTV component.
- Observed a significant 15% lift in brand awareness.
Case Study 3: Boosting Efficiency with A/B Testing on CTV
Henkel, the global CPG brand, ran A/B tests on CTV to compare pre-targeted publisher deals with third-party data targeting for its got2b hair styling brand.
Their goal is to improve cost-efficiency and audience relevance on CTV.
Strategy: Identical budgets, timeframes, and publishers—one version used pre-set publisher targeting; the other used programmatic third-party audience data
Results:
- 23% increase in net reach
- 16% lower CPMs
- 67% more relevant audience targeting
- The strong performance led Henkel to prioritize third-party data targeting in future CTV strategies.
These case studies illustrate how OTT vs CTV advertising can be strategically employed to drive user engagement and increase conversions for mobile apps and games.
Final Thoughts: The Future of OTT vs CTV in Mobile Video Advertising
As mobile marketers, we’re navigating a landscape that’s constantly changing. What worked in 2020 might not work in 2025 and nowhere is that more obvious than in video.
OTT vs CTV are no longer just “TV alternatives.” They’ve become essential channels for driving both brand visibility and performance outcomes. The key to success depends on strategically understanding when and how to use each platform for maximum impact.
So for mobile marketers, be more flexible and use OTT if you want to scale fast, testing creatives and building awareness. OTT is also a great choice for users with mobile first focus, suitable for growing audiences in Southeast Asia, Latin America, and Africa.
On the other hand choose CTV when trying to target high-value users with strong creative and intent-based messaging. CTV also integrates well with mobile measurement partners making it easy to track user acquisition processes.
So, using tools like The Trade Desk’s QRI make it easier to track installs, ROAS, and user retention on both channels.
Be sure to always run A/B tests across platforms, because what works for one vertical may flop in another. Change the creative, expect to see more interactive video format, immersive storytelling, and cross-device ad experiences as the new standard.
Finally, if you’re not sure how to balance your OTT vs CTV mix or need help setting up a test strategy that actually drives installs, we’ve got you. Contact TyrAds for a consultation, we’ll help you turn video views into real growth.
