Get Professional CTV/OTT Services

Connected TV (CTV) and Over-The-Top (OTT) advertising provides many benefits compared to traditional advertising, such as cost savings, targeted audiences that enhance campaign effectiveness, and the ability to leverage superior analytics to reach your desired audience with precision.

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Person navigating streaming apps on a television, highlighting the impact of Connected TV Advertising in modern media consumption.

As of 2024, Forbes partnered with the market research company OnePoll and reported that, “An overwhelming 99% of U.S. households now subscribe to at least one or more streaming services, with Netflix, Amazon Prime Video and Apple TV+ topping the charts.”

With more and more people streaming TV and cutting the cord on cable, leveraging professionally-run OTT/CTV campaigns from Levy Online will focus your message only on relevant viewers close to your location. Our professionals monitor these television campaigns in real-time, and make optimizations based on detailed performance insights.

our CTV strategies are Flexible and custom to fit your needs.

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What is CTV vs OTT (Connected TV vs Over-The-Top) Advertising?

Connected TV (CTV) advertising refers to video ads delivered via a streaming service during a viewer’s movie, TV show, or other video content viewed on a TV set. This viewing could be on a smart TV or connected to a Roku or a similar device. A similar concept, OTT (Over The Top) includes premium streaming apps when content is consumed on a mobile phone or tablet as opposed to a television set.

Transitioning to CTV ensures your advertising efforts are more personalized, measurable, and impactful, leading to better overall results than traditional broadcast media. Specific geographies can be targeted, as well as characteristics about the individual household, such as household composition, income, employment, purchase habits, etc.

With CTV adoption rates soaring, marketers should leverage a CTV campaign for user acquisition. Smart marketers gain several advantages by focusing on CTV advertising, which is an essential parts of modern marketing strategies.

Conventional TV
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Conventional TV Advertising

Connected TV
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Connected TV Advertising

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How It Works

So, how does it work? When advertisers purchase advertising on CTV, their ads are shown to viewers during the content they stream on their connected television. 

Streaming advertising services like Hulu, Peacock, Netflix, Disney+, and others provide streaming video content that shows the ads on content a viewer is choosing to watch. These CTV ads are then shown through various CTV devices, such as smart TVs, Roku, and more, allowing your business to advertise on CTV, across a variety of shows/inventories.

Levy Online showcasing CTV advertising partners including networks, sports leagues, and streaming services like Netflix and Hulu.

Who Can Benefit From CTV Advertising?

Many professionals can benefit from CTV advertising, such as:

  • Local Businesses: Connected TV/OTT has a lower barrier of entry compared to Traditional television advertising – the cost can be much lower and the targeting far more precise around your business location. With CTV, you can afford to advertise on TV!
  • Regional Businesses: Not everyone is your customer all the time – CTV/OTT allow us to leverage targeting unavailable to Traditional Television/Cable advertisers, reaching households that align with your business goals. Your ads can skip the households that do not resemble your customers! This makes your advertising dollars go further. 
  • Tech-Savvy Business Owners and Executives: CTV/OTT is an excellent choice for business owners who are already familiar with digital advertising and want to explore new channels 
  • Marketing Professionals: Levy Online can be the backbone that powers your marketing firm! Agencies and consultants seeking to expand their advertising toolkit and leverage CTV for their clients should contact Levy Online for concierge CTV/OTT advertising services. We have powerful Budget Fluidity across Services & Networks, and can very efficiently dynamically allocate your budget.

Budget Fluidity is an important concept. This powerful feature is standard to Levy Online advertisers, who benefit from our buying power!

Small Business Package: Get Your Ad On TV For As Little As $500/mo

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What Are the Benefits of CTV Advertising?

  • Cross-device accessibility: Viewers can access content across various devices (smart TVs, smartphones, tablets), ensuring a broader reach. (CTV is OTT when it’s on a television set, OTT is modern content consumption including premium streaming apps)
  • Younger audiences: Stronger appeal to younger, tech-savvy audiences who are increasingly cutting the cord with traditional TV
  • Household targeting: Remarketing can target not just the person who visited a website but all devices and members of a household, including CTV
  • GPS and Precise Location Targeting: Targeting is incredibly customizable, ranging from national/international, down to a city, specific zip codes, and even smaller zones like neighborhoods or buildings.
  • Highly Viewable: a massive difference when comparing CTV/OTT to Traditional is Viewability. With traditional, you are charged based on an assumed number of viewers. With CTV/OTT, our ads are only displaying because a human is in front of the screen right now! Additionally, Levy Online leverages additional viewability certifications, ensuring your ads are in view in front of a real human. 
  • Reduced waste: Minimized ad spend waste by targeting only relevant audiences that look like your customers, look like your website visitors, or represent your business interests. This is far more aligned with business interests compared to traditional, where you buy a presumed number of eyeballs across a whole market.
  • Frequency cap reinvestment: Households that would otherwise receive too many impressions are blocked and those impressions are instead reinvested into new households. This increases the number of unique individuals and households we expose to your advertising, and prevents ad fatigue or frustration with advertisers who are not in control of their frequencies.
  • Engagement: Ads have opportunities to learn, and running multiple ads allows creative testing — ad creatives with better results will serve more often
  • Enhanced creativity: More creative freedom with ad formats not confined by traditional broadcast limitations — an example would be a live countdown to the end of a sales event. This countdown can appear with your ad!

What Are the Limitations to Traditional Broadcast Media?

  • Broad audience: Ads are broadcast to a wide audience, reducing relevance. When targeting a viewer profile, you’re generalizing to what kind of people typically view a particular network or show. CTV/OTT allows precision in targeting.
  • Lack of personalization: The one-size-fits-all approach limits engagement and effectiveness. CTV can target Ad1 to Audience A, and can target Ad2 to AudienceB, even in the same geographic area. Personalized advertising is simple with CTV!
  • Slow feedback: Performance metrics are delayed, hindering the ability to make real-time adjustments
  • Less granular data: Limited data on viewer behaviors and preferences is available and much of it is based on assumptions instead of specific tracking.
  • Fixed schedule: Viewership is limited to scheduled broadcast times, reducing flexibility
  • Declining audience: Traditional TV audiences are shrinking, particularly among younger demographics
  • Expensive ad spots: There are high costs for prime-time slots without guaranteed targeting precision
  • Ad waste: Due to broad audience reach, there is a higher likelihood of ad spend waste — you have to buy the entire market, which is priced based on whole-market exposure
  • Limited interaction: Traditional ads offer no interactivity or viewer engagement, and you risk ad fatigue
  • Creativity constraints: Ads are confined to standard formats and durations, limiting creative expression
Illustration of a city with roads and buildings, representing the reach of connected TV advertising.
Illustration of a city with highlighted buildings, symbolizing targeted CTV/OTT advertising services.

The Effectiveness of CTV Advertising

  • Precision: CTV and OTT allow for highly specific audience targeting based on demographics, interests, viewing behaviors, purchase history, visit location history, lookalike models and much more
  • Personalization: Advertisers can deliver personalized ads based on a viewer’s data characteristics, increasing relevance and engagement
  • Frequency capping: Prevent over-exposure with high frequency; household frequency can be set even if the household receives ads on Hulu + Crackle + ESPN + other inventories, which allows for universal frequency control
  • Near real-time analytics: Access to comprehensive performance metrics and viewer data
  • Optimized campaigns: You can adjust campaigns on the fly based on data insights, improving their effectiveness and measurable results
  • Brand lift tracking: The ability to measure a household visiting content about an advertiser after being exposed to an ad
  • Demand generation: The ability to measure organic search response for a business’s website after being exposed to an ad

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Tailor Your CTV Strategy With Data

Targeting your CTV/OTT strategy means messaging your most valuable customers and their households in real-time. We provide a single access point across the entire TV ecosystem that provides:

First-party targeting, such as ads for existing customers or custom targeting models based on your best customer data.

Behavioral targeting such as what your customers watch/do/buy/like.

AI Predictive Targeting or exclusions based on who is likely to complete your business goals, or exclude low quality impressions.

Targeting Controls That Save $ such as budget fluidity and predictive bidding. Each impression is analyzed by AI to determine if we should place an ad, and how much we should bid for that moment in time.

Content signals such as what someone is viewing right now or what kind of content they have recently seen or searched for.

Omnichannel customer-first approach ensures your messaging appears across all channels and your business has a consistent voice and cross-network frequency capping to prevent ad burnout/frustration.

Cross device exposure reaches your customers on all their devices in the home and can even track phone-based actions taken after an ad exposure on a television set!

Geography and time, ensuring relevance to your nearby customers during dayparts they’re most receptive to advertising.

And many, many other targeting improvements!

Levy Online’s CTV Services

With advanced targeting capabilities, comprehensive analytics, dynamic budget management, and tailored advertising solutions, Levy Online is your go-to CTV and OTT service provider. We can help your business save money, generate demand, target the audience you want, and lead to overall business growth.

Crucially, choose Levy Online to provide your CTV advertising services. Why?

  1. Expertise: Our programmatic CTV/OTT professionals have been running these campaigns since the inception of the technology. We’re a day one partner for many CTV advertising tactics, including a day one partner of Netflix: making Netflix Connected TV advertising available to our clients the moment it became available.
  2. Efficiency: Your budget will be fluid and allocated based on performance. If you go with individual CTV providers (such as Hulu Ads or Paramount Ads) your budget will be for those platforms specifically. We place ads on their inventory just the same, but we don’t commit budget to individual platforms at all – budgets are fluid and allocated in real-time based on performance and efficiency. Lean more about how critical Budget Fluidity is here.

Transitioning to CTV ensures your advertising efforts are more scalable, personalized, measurable, and impactful, leading to better overall results than traditional broadcast media.

Comparison of audience engagement: 30 seconds on CTV Advertising vs. 3 seconds on mobile, illustrating the impact of CTV ads.

We provide advanced Targeting & Scale For All Advertisers. We can deploy your strategy with urgency.

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Sources:

Durrani, A. (2024). Top Streaming Statistics In 2024.