TV's share is still king but OTT represents a growing media platform for advertisers.
Learn more in this paper from Effectv.
In the advertising industry, Over The Top (OTT) is emblematic of the New TV landscape. As consumers stream more content to their devices of choice, OTT has become more and more important for advertisers to use as a marketing channel, especially in reaching younger audiences.
However, there are challenges: OTT is a poorly defined term that continues to confuse the marketplace, and it has sometimes received more attention from the industry than its relative scale justifies.