Programmatic

In 2025, streaming television has firmly established itself as the dominant form of TV viewing, surpassing traditional pay-TV in global revenue. Here’s what you need to know about where streaming TV is at and headed next.

What’s the Difference Between Linear TV and CTV/OTT?

Linear TV, also known as traditional television, is the kind of TV that’s delivered through cable or satellite services. Viewers watch scheduled programming on specific channels, with ads inserted at predetermined times. While it still reaches a broad audience, Linear TV’s ability to target specific viewers is limited, and there’s little opportunity for advertisers to measure the effectiveness of their campaigns in real time.

Connected TV (CTV) refers to internet-connected television screens—like smart TVs and devices such as Roku, Amazon Fire TV, and Apple TV. It delivers video ads through streaming platforms like Hulu and YouTube TV, reaching viewers on their big screens at home. CTV combines the impact of traditional TV with the precision, engagement, and real-time tracking of digital advertising—making it a smart choice for today’s marketers.

Over-the-top (OTT) refers to any video content streamed over the internet, whether on mobile, desktop, or TV devices. OTT advertising reaches viewers who consume content outside of traditional cable, and while it includes CTV, it also expands your reach to phones, tablets, and laptops. The key benefit? OTT gives you the power to target audiences with the precision of digital marketing—across all screens.

Why Should You Consider CTV/OTT Advertising?

CTV/OTT advertising offers the best of both worlds: the advanced targeting of digital ads and the immersive viewing experience of traditional TV. CTV focuses on delivering ads to viewers on internet-connected TV screens like smart TVs, Roku, or Fire TV, while OTT extends your reach across additional devices like smartphones, tablets, and desktops. Together, they allow advertisers to engage audiences wherever they’re streaming content.

Here are three key benefits of CTV/OTT advertising:

Data-Driven Targeting Capabilities
With CTV/OTT, you can unlock powerful targeting options using 1st-party data, 3rd-party segments, and lookalike audiences. This ensures your ads are tailored to specific user behaviors, demographics, and locations—reducing wasted spend and helping your dealership reach the right shoppers at the right time.

Higher Engagement
CTV/OTT ads often appear in high-resolution formats and are frequently unskippable, leading to more completed views. Some formats are even interactive, inviting users to engage directly. According to StackAdapt, “In the first half of 2022, CTV ads achieved a global viewability rate of 93.2%,” showing how effectively these formats capture audience attention.

Real-Time Insights
Unlike traditional TV, CTV/OTT campaigns provide real-time data. Advertisers can monitor impressions, conversions, cost-per-conversion, and video completion rates instantly. This allows for quick optimizations and better campaign performance from start to finish.

The Future of TV Is Shifting

As more viewers continue to cut the cord and move away from traditional Linear TV, the growth of CTV is undeniable. According to Statista, “Streaming services reached a record 40.3% share of TV usage in the U.S., far surpassing cable and broadcast at 27.2% and 20.5%, respectively.” This data shows that the shift to CTV is not just a passing trend—it’s a long-term transformation that continues to grow.

Reach the Right Audience with CTV and OTT

CTV and OTT give automotive dealers the ability to reach in-market shoppers with video—just like traditional TV—but with far more control over who sees the ad and how often. With the power of digital targeting, your dealership can reach car buyers not only in their living rooms but also across all devices—phones, tablets, laptops, and more.

At Automotive Internet Media, we offer comprehensive CTV/OTT advertising services designed to help dealerships like yours reach the right audience and drive more conversions—powered by our own demand-side platform. Whether you’re new to streaming video ads or looking to optimize your current strategy, our team is here to help you get the most out of this powerful channel. [Click here to learn more], or contact us today to get started!