Your Brand On Demand: The Power of OTT Advertising
Think about the last time you watched your favorite show. Chances are, you didn’t flip through cable channels. You probably opened Netflix, YouTube TV or another streaming app and chose exactly what you wanted to watch. That freedom of choice is what makes OTT, or Over-the-Top, advertising so powerful.
Not long ago, reaching TV audiences meant buying airtime during a specific program. Today, viewers are streaming their favorite shows on demand across an expanding list of ad-supported platforms. According to Pew Research Center, 83% of Americans subscribe to streaming services, while only 36% subscribe to cable or satellite TV. Statista reports that streaming accounted for 45.2% of all U.S. TV usage in September 2025, far surpassing cable and broadcast, with each sitting at just 22.3%.
According to AI Digital, U.S. OTT advertising spending is expected to reach nearly $113 billion by 2029. That growth reflects how advertisers are prioritizing streaming platforms to meet modern viewers wherever, whenever and however they’re watching.
What Is OTT/CTV?
OTT refers to streaming video content through the internet instead of through a cable or satellite provider. It includes services like Hulu, Amazon Prime, Disney+ and others that deliver shows and movies directly to viewers online, no cable contract required.
People can stream OTT content on a smartphone, tablet, computer or smart TV. Some services charge subscriptions, while others include ads that make the content free or more affordable. Those ad-supported services are what make OTT a powerful tool for marketers.
You’ll often hear the term CTV mentioned alongside OTT. CTV, or Connected TV, simply refers to OTT content consumed on a internet-connected television. This can be done through a smart TV, a TV stick or a gaming console. In other words, OTT is the content, and CTV is one of the main ways viewers watch it.
The Benefits of OTT Advertising
Precision Targeting
OTT advertising can be purchased directly or through programmatic advertising platforms, which allows for detailed targeting based on location, demographics, household income, viewing behavior, audience interests and even first-party data. You can also target specific platforms or content. This level of precision helps reduce wasted impressions and ensures your message reaches the right audience.
Better Measurement
Unlike traditional TV that relies on estimated viewership, OTT platforms provide detailed analytics. Advertisers can track impressions, completion rates, device and platform performance and even website conversions, making it easier to measure success and optimize campaigns.
Flexible Budgets
OTT works for brands of all sizes. Campaigns can start small and scale based on performance. You can control spending, test different messages and adjust targeting quickly for maximum efficiency.
High-Quality Video and Viewer Engagement
OTT ads run alongside premium video content designed for television screens. This gives brands the opportunity to use TV-quality creative and storytelling that draws viewers in. The result is stronger engagement and more memorable brand experiences.
When viewers stream a show, they’ve chosen exactly what they want to watch. This intentional behavior makes them more receptive to messages that appear within their content. According to AI Digital, OTT ads also tend to have completion rates of 90% or more, since most are non-skippable and “shown on larger screens in comfortable settings.”
How to Include OTT in Your Marketing Strategy
OTT advertising works best when it’s part of an integrated marketing plan. To make it effective:
- Set Clear Goals: Identify whether you’re building brand awareness, increasing product consideration or promoting a special offer.
- Know Your Audience: Define who you want to reach and the best ways to target them.
- Invest in Quality Creative: Well-produced, authentic video builds trust and keeps viewers engaged.
- Track and Optimize: Use performance data to refine your targeting, creative and budget for better results.
When combined with a cohesive multichannel strategy, OTT advertising helps brands deliver a consistent message across every customer touchpoint, from streaming and social to search and traditional media.
This is where Callis comes in. We help brands build and manage OTT campaigns that align with their broader marketing goals. Our team provides:
- Strategic audience and platform targeting and data-driven programmatic setup
- High-quality video creative that fits your brand voice
- Ongoing tracking, reporting and performance optimization
With the right strategy and creative approach, OTT advertising can strengthen your brand and deliver measurable business results.
This article was previously published on January 17, 2019, and updated on November 17, 2025.
Sources:
https://www.aidigital.com/blog/what-is-ott-advertising
https://www.statista.com/chart/25381/tv-consumption-in-the-us-by-channel
