A Comprehensive OTT Guide for Marketers

By Rebecca Talmadge
Director, Digital Media Planning & Strategy
MNI Targeted Media

October 23, 2023

We’re at the start of a new era of engagement and opportunity for marketers. Over-the-Top (OTT) media services are at the forefront of this transformation.

What is OTT?

OTT stands for Over-the-Top and is known as video content streaming services like Netflix, Hulu, YouTube, and more. Unlike traditional media services like Over-the-Air or linear TV, OTT leverages internet connections, enabling users to consume their favorite content whenever and wherever they choose.

How Marketers Benefit from using OTT marketing

Before we start, it’s important to understand the differences between OTT and CTV marketing. They’re similar but different.

  • OTT is a method of delivering content that streams content across all devices such as mobile and desktop.
  • CTT aka Connected TV is the device used, a smart TV, for example, to view OTT content.

When it comes to marketing, OTT provides unprecedented advantages. Its capability for highly targeted campaigns, combined with the potential for personalization, makes it a potent tool for reaching audiences. Moreover, the trackable nature of OTT offers granular insights, allowing marketers to understand their audiences deeply and position their brands closer to them.

OTT Advertising Formats

OTT's versatility is evident in its diverse range of consumption methods. For marketers to leverage OTT effectively, it's crucial to familiarize themselves with some essential terms:

Full-Episode Player (FEP)
This is TV-like content, available on any device, across both apps and web browsers.

Video On Demand (VOD)
Think of this as your on-demand TV service, available only on apps.

Ad-Based Video on Demand (AVOD)
This is VOD but with advertisements.

Virtual Multichannel Programming Distributor (VMVPD)
Think of apps that replace traditional cable services, aggregating traditional channels into a live stream bundle.

Live Streaming
As the name suggests, this is content streamed in real-time over the internet.

Get a Copy of the Presentation
The Growing Influence of OTT in Media Strategy

Unlock the transformative power of Over-the-Top (OTT) media. Explore OTT’s current impact, future application in apps, data visualization for attribution challenges, and its pivotal role in crafting an omnichannel strategy in the media landscape today and tomorrow.

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Measurement and Analytics

OTT's prowess doesn't stop at delivering content. It brings with it robust analytics. Advanced OTT platforms go beyond mere viewership metrics. They bridge the often-mystical gap between OTT consumption and tangible conversions, offering marketers direct access to refine and recalibrate strategies continuously.

Seven OTT Advertising Trends Every
Marketer Should Know

From changes in viewer habits to a rise in ad spending and the introduction of new technologies, here's a look at the most important OTT advertising trends today.


OTT isn't just another buzzword. It represents a paradigm shift in content consumption, promising a future where content is more accessible, personalized, and engaging. OTT offers unparalleled personalization, reach, and analytics capabilities. For marketers, OTT offers a golden opportunity to be where the audience is, delivering impactful messages in moments that truly matter.

Want to harness the unparalleled potential of OTT? Discover how MNI's MOTTO can be your secret weapon in the world of digital advertising. MOTTO seamlessly connects CTV/OTT with conversion outcomes, addressing the challenge marketers encounter when evaluating call-to-action effectiveness within a CTV/OTT advertisement.

Visualize OTT/CTV Conversions here.

MNI’s OTT platform MOTTO goes beyond mere viewership metrics.

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