Why We’re Saying “CTV” Instead of “OTT”
(And Why It Matters for Your Business)

At Hallaron Advertising, we always keep an eye on how marketing technology changes and how those shifts affect the way we help our clients reach new customers. One of the latest updates in the digital advertising world is the evolution of the name we’ve long used for streaming TV commercials. What we once called “OTT video ads” is now more commonly being called “CTV,” or Connected TV. It’s not just a new buzzword—it’s a sign of how viewing habits are changing, how the advertising industry is responding, and how small and medium-sized businesses can better connect with their audiences.

OTT vs. CTV: What’s the Difference?

For years, “OTT,” short for “Over-the-Top,” was the blanket term for any content delivered over the internet instead of through traditional cable or satellite providers. OTT ads could appear on smartphones, tablets, laptops, or television screens connected to the internet. “CTV,” or “Connected TV,” refers more specifically to streaming content on the big screen—your smart TV, a Roku, an Apple TV, or even a gaming console. Think of it this way: OTT is the delivery method, while CTV is the living room environment where people watch. The two overlap, but the term CTV has emerged as the clearer, more relevant way to describe this experience.

The Shift in Naming & Industry Alignment

So why does this matter to you? First, it reflects the way people actually watch TV today. More than half of American households have cut the cord and moved to streaming services. They’re watching their favorite shows, movies, and sports through internet-connected devices, often exclusively. Industry leaders like Nielsen and the Media Rating Council have leaned into “CTV” as the standard way of talking about this shift. By using the same language as media platforms and analytics providers, we eliminate confusion and make sure we’re all talking about the same thing when it comes to your campaigns.

Second, CTV highlights what makes this channel so powerful. Watching TV in your living room on a big screen is very different from catching a quick video on your phone. CTV ads often feel more premium, more memorable, and more engaging. They reach viewers when they are relaxed, focused, and often watching with others, which increases recall and brand impact. For small and medium-sized businesses, that’s a huge opportunity. It means you can deliver your message in an environment once reserved only for big national advertisers with traditional TV budgets.

What’s exciting about CTV is how it levels the playing field. Thanks to our partnership with VICI Media, Hallaron clients can now access CTV inventory across premium streaming platforms. That means your business can show up in front of the right people, in the right neighborhoods, during the programs they love most. But unlike traditional TV, you’re not paying to reach everyone. With CTV, you can target specific demographics, interests, or geographic areas. That way your ad spend is more efficient, helping you avoid wasted impressions and giving you measurable results.

Measurement is another advantage that makes CTV stand out. Traditional TV advertising has always been notoriously difficult to measure. With CTV, you can see not only how many people saw your ad and whether they watched it all the way through, but also how those impressions led to website visits, calls, or store traffic. You get real insights into how your dollars are working. That feedback loop helps us refine campaigns quickly and make sure you’re getting the best return on your investment.

What This Means for Small & Medium-Sized Businesses (SMBs)

So, what does this mean for your business right now? It’s simple: if you’re not including CTV in your media mix, you’re probably missing out on a large portion of your audience. The world has moved beyond cable, and the living room TV screen is still the most powerful stage for storytelling. With CTV, you don’t need a national brand’s budget to compete—you just need a smart plan and the right partner to execute it. That’s where Hallaron comes in. We bring the creative ideas, the strategic planning, and the technical know-how to put your business in front of customers where they really are today.

As CTV continues to grow, it’s going to play an even bigger role in helping small and medium-sized businesses reach new customers. For us, the shift from saying OTT to CTV isn’t about jumping on the latest buzzword. It’s about clarity, alignment with industry standards, and above all, transparency for our clients. When you invest in CTV advertising with Hallaron, you’ll know exactly what you’re getting—high-impact, targeted, measurable campaigns that put your business on the big screen.

If you’re curious about how CTV can fit into your marketing strategy or you want to test a campaign, let’s talk. We’ll walk you through options, answer your questions, and show you how this exciting channel can help you reach more customers and grow your business. At Hallaron, our job is to connect your brand with your audience, and CTV is one of the most effective tools we have to do that today. For a consultation, call (281) 299-0538 or email hello@hallaron.com.