As streaming services have become widely adopted and methods for consuming TV content have drastically changed, the terms OTT and CTV have become exceedingly popular in the advertising world. But with this growing popularity the terms have become ambiguous as players in the industry began to use them interchangeably and the lines between them became blurred. This guide is intended to provide clarity into the industry definitions, Pontiac terminology, and best practices for implementing both CTV and OTT campaigns through the Pontiac Platform.

CTV vs OTT vs Video

OTT is TV content delivered to a device via an internet connection. OTT is defined as a delivery method and content type (premium TV content delivered via internet) and can be streamed on any device (TVs or mobile devices or desktops). OTT is considered premium digital video, and it is the highest-quality format available programmatically, with completion rates as high as 90%. For example, this could be a user watching Hulu on their phone, desktop, OR on their Smart TV.

CTV is a sub-set of OTT Video, where the OTT content is delivered specifically on TELEVISIONS connected to the internet. CTV is defined by the device type and includes – smart TVs, gaming consoles, and set-top boxes. An example of this would be a user watching Hulu on their TV.

Video is the creative type for all OTT and CTV. All OTT and CTV campaigns are Video, but not all Video is OTT or CTV. Online Video (OLV) can also run across other websites and apps within content that is not considered OTT and on Devices that are not considered CTV. For example, a video ad in the Candy Crush app on a mobile device.

Pontiac Platform Terminology

Despite the technical definitions above, it is commonly understood in the industry that CTV refers to any OTT across TVs, and ‘OTT’ is typically used to refer to other ‘non-CTV’ OTT content. For this reason and for the purposes of the Pontiac Platform, ‘CTV’ as an ‘Inventory Type’ refers to OTT content that runs across connected television devices – Smart TVs, Game Consoles, and Set Top Boxes. The ‘Inventory Type’ ‘OTT’ will refer to all other OTT content that is not CTV, that being content streamed on other devices – Mobile Phones, Tablets, Desktops and Laptops.