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For years, marketers relied on traditional TV advertising to build brand awareness and reach large audiences. While television remains a powerful channel, the way people consume content has fundamentally changed. Today consumers are increasingly watching content through streaming services, smart TVs, gaming consoles, and other internet-connected devices rather than through traditional cable or satellite subscriptions. 

As media consumption habits evolve, marketers need new ways to engage decision-makers and buyers wherever they consume content. That’s where OTT and CTV ads come into play. 

Organizations across healthcare, financial services, higher education, nonprofit, and B2B sectors are leveraging connected TV advertising to deliver highly targeted messages to audiences who have moved beyond linear TV. When combined with direct mail, digital advertising, and other omnichannel strategies, OTT and CTV campaigns can help brands reach both the boardroom and the buyer with measurable results. 

Understanding OTT and CTV Advertising 

Before exploring the benefits, it’s important to understand the distinction between these two closely related advertising channels. 

OTT refers to “over-the-top” content delivery. OTT refers to video content delivered over the internet rather than through traditional cable or satellite television providers. Popular streaming services such as Netflix, Hulu, Peacock, Disney+, and many others distribute content directly to viewers through an internet connection. 

CTV refers to connected television devices that access this content. Connected TV CTV environments include smart TVs, streaming devices such as Roku and Amazon Fire TV, gaming consoles, and other internet-connected televisions that allow viewers to stream content. 

Simply put: 

• OTT refers to the method of content delivery. 

• CTV refers to the device used to consume that content. 

Because these channels work together, marketers often discuss OTT and CTV ads as part of a single advertising strategy. 

The Shift from Traditional TV to Streaming TV 

The television landscape has changed dramatically over the past decade. 

Cable TV subscriptions in the US have dropped by 100 million subscribers over the last decade. Known as cord cutters, these consumers are abandoning expensive cable packages in favor of flexible streaming services. Viewers increasingly choose when, where, and how they consume content. Instead of tuning in to scheduled programming on traditional TV, they stream content on demand across multiple devices. 

This shift has created both challenges and opportunities for marketers. 

Traditional TV advertising often requires broad audience targeting and significant media investments. While linear TV still plays a role for some advertisers, marketers today demand greater precision, measurable performance, and better audience insights. 

OTT and CTV ads help bridge that gap by combining the impact of television with the targeting capabilities of digital marketing. 

Why OTT and CTV Ads Are Effective 

CTV ads can reach over 92% of the US population. One of the biggest advantages of connected TV advertising is its ability to reach highly specific audiences. 

Unlike traditional TV campaigns that target broad demographics, OTT and CTV platforms offer sophisticated audience targeting capabilities. Advertisers can build campaigns based on factors such as: 

• Geographic location 

• Household characteristics 

• Consumer interests 

• Purchase behavior 

• Professional demographics 

• Industry segments 

• Website engagement activity 

Seventy-four percent (74%) of marketers report that audience-based buying effectively delivers incremental reach to key consumer groups that linear TV misses. This level of targeting helps ensure that video ads are delivered to the right audience at the right time. 

For organizations targeting both executive decision-makers and consumers, this precision can dramatically improve campaign efficiency. 

For example, a healthcare organization can target Medicare-eligible consumers while simultaneously reaching healthcare administrators responsible for plan decisions. A university can engage prospective students while also reaching parents and influencers involved in the decision-making process. 

Reaching the Boardroom 

Many marketers mistakenly assume that streaming TV is only effective for consumer audiences. 

In reality, business leaders are also heavy users of streaming video content. Executives, financial decision-makers, healthcare administrators, and other professionals consume content through smart TVs and connected devices just like everyone else. 

B2B campaigns utilizing CTV often see a 20% lift in brand awareness, a 15% lift in consideration, and a 10% lift in purchase intent. This creates valuable opportunities for B2B marketers seeking to build awareness among high-value audiences. 

OTT and CTV ads allow organizations to place their message in front of decision-makers during moments when they are engaged and attentive. Unlike crowded email inboxes or busy social feeds, television environments often create a more immersive viewing experience. 

For companies pursuing enterprise accounts, healthcare systems, financial institutions, or higher education leadership, connected TV can help establish brand recognition long before a sales conversation begins. 

Reaching the Buyer 

While reaching executives is important, marketing success ultimately depends on influencing buyers. 

Today’s consumers spend a significant portion of their media time on streaming TV platforms. Whether watching a favorite show, following live sports, or viewing on-demand content, audiences are increasingly spending time in connected TV environments. 

A well-designed CTV ad can introduce a brand, educate prospects, and drive action across multiple stages of the buyer journey. 

Because OTT and CTV campaigns can be integrated with broader marketing initiatives, organizations can create coordinated experiences that move audiences from awareness to conversion. 

For example: 

• A consumer views a CTV ad while watching streaming content. 

• The same consumer later receives a personalized direct mail piece. 

• Digital retargeting reinforces the message across additional channels. 

• The prospect visits the website and converts. 

This coordinated approach often generates stronger results than relying on any single channel alone. 

The Power of Combining OTT, CTV, and Direct Mail 

While OTT and CTV advertising are highly effective on their own, they become even more powerful when integrated into an omnichannel strategy. 

At United Direct Solutions, we frequently see organizations achieve better outcomes when they connect digital and physical marketing efforts. 

Consider the advantages: 

Enhanced Audience Reach 

OTT and CTV ads expand awareness among targeted audiences, while direct mail delivers a tangible, personalized experience directly into the home. 

Increased Brand Recall 

Consumers exposed to multiple touchpoints are more likely to remember your brand and respond when they are ready to act. 

Improved Attribution 

Modern marketing technology allows organizations to connect audience data across channels, helping marketers better understand campaign performance and customer behavior. 

Greater Marketing Efficiency 

When channels work together, marketers can improve engagement rates while reducing wasted impressions and ineffective spend. 

Measuring Campaign Performance 

One of the most attractive aspects of connected TV advertising is its measurability. 

Unlike traditional TV campaigns that often rely on estimates, OTT and CTV platforms offer detailed reporting and analytics. 

Marketers can evaluate metrics such as: 

• Impressions 

• Completion rates 

• Audience reach 

• Frequency 

• Website visits 

• Conversions 

• Incremental lift 

These insights help organizations optimize campaigns and allocate budgets more effectively. 

Because connected TV campaigns operate within digital ecosystems, marketers gain visibility into how audiences interact with their messaging and how those interactions influence business outcomes. 

Future-Proofing Your Marketing Strategy 

Consumer viewing habits continue to evolve. As streaming services gain market share and additional households adopt smart TVs and connected devices, the importance of OTT and CTV advertising will only increase. 

Organizations that embrace these channels today are positioning themselves for future success. 

Whether your goal is to reach executive stakeholders, engage consumers, build brand awareness, or support lead generation efforts, OTT and CTV ads provide a unique opportunity to combine the emotional impact of television with the precision of modern digital targeting. 

The marketing landscape no longer requires a choice between traditional television and digital advertising. Connected TV advertising delivers the best of both worlds. 

Final Thoughts 

As audiences continue shifting from linear TV and toward streaming video experiences, marketers must adapt their strategies to meet consumers where they are. 

OTT and CTV ads allow organizations to reach influential decision-makers in the boardroom while simultaneously engaging buyers throughout the customer journey. With advanced targeting, measurable performance, and seamless integration into omnichannel campaigns, connected TV has become an essential component of modern marketing. 

For organizations seeking to maximize reach, improve engagement, and drive measurable outcomes, OTT and CTV advertising represent one of the most effective opportunities available today. When paired with personalized direct mail and data-driven marketing strategies, these channels can help create meaningful connections that move audiences from awareness to action.