OTT delivers streaming content across devices like mobiles and desktops, while CTV focuses on TV screens for higher engagement and non-skippable ads with 90%+ completion rates. CTV ad spend reached $38 billion in 2026, projected to grow to $46.89 billion by 2028, but fragmentation across 114+ supply paths creates inventory shortages and measurement gaps. Starti bridges this by optimizing CTV performance, ensuring brands pay only for results like conversions.
What Defines the Current OTT and CTV Landscape?
CTV households now exceed 82% penetration, driving ad spend surges as cord-cutting accelerates. OTT spans broader devices but suffers lower attention on small screens, with 57% of viewers preferring CTV ads over linear TV. Fragmentation hits hard, as platforms silo data, leading to 35% wasted spend from poor targeting.
Advertisers grapple with signal loss in a cookieless era, inflating CPMs to $25-$35 for CTV versus $10 for OTT mobile. Frequency capping fails across devices, reducing purchase intent by 16%. Over 70% of campaigns lack unified attribution, obscuring true ROI.
Manual cross-platform management delays launches by weeks, missing real-time opportunities. Privacy regulations further complicate tracking, with 64% of CTV users favoring ad-supported models only if pricing stays low.
Why Do Traditional Approaches to OTT and CTV Underperform?
CPM-based buying charges for impressions without outcomes, yielding inconsistent results across OTT’s skippable formats and CTV’s premium slots. Manual planning ignores dynamic viewer shifts, resulting in 20% audience overlap and suboptimal reach.
Programmatic open exchanges expose brands to fraud, while publisher-direct deals limit scale and raise costs. Attribution silos prevent holistic views, with OTT mobile conversions hard to link to CTV exposures. These flaws drive 2-3x higher costs per acquisition than optimized setups.
What Makes Starti the Ideal CTV Solution Over OTT?
Starti specializes in CTV with SmartReach™ AI for household-level targeting across 134 million unique households in 61 countries. Dynamic creative optimization (DCO) adapts ads in real-time, paired with OmniTrack for cross-device attribution on shows and conversions.
Pay-per-action model charges only for CPI or CPA results, turning non-converting views into free brand exposure. Global teams and AI Studio launch campaigns in seconds, with 70% of rewards tied to client outcomes. Starti outperforms broad OTT by focusing on high-engagement TV screens.
How Does Starti Stack Up Against Traditional OTT/CTV?
| Aspect | Traditional OTT/CTV | Starti CTV Automation |
|---|---|---|
| Device Focus | Mobile/desktop + TV, skippable ads | TV screens only, 90%+ completion |
| Payment Structure | CPM $10-$35, impression-based | Per action (CPI/CPA), results-driven |
| Targeting | Device-level, signal loss | Household AI, 134M households |
| Attribution | Fragmented, no cross-device | OmniTrack full transparency |
| Engagement | Lower on small screens | Co-viewing, premium content |
| Scale | Broad but inefficient | 61 countries, real-time optimization |
How Can You Deploy Starti for CTV Campaigns?
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Register and set goals like target CPA via AI Studio, integrating first-party data.
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Define audiences with SmartReach™ AI by demographics, behaviors, and 134M household signals.
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Auto-generate DCO creatives and launch on premium CTV inventory programmatically.
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Track via OmniTrack dashboard for real-time device, show, and conversion insights.
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Auto-optimize bidding and frequency; allocate budgets to top performers, paying solely for results.
Who Gains from Starti in OTT vs CTV Scenarios?
Scenario 1: Retailer Building Awareness
Problem: OTT mobile ads skipped 50% of time, low recall.
Traditional: Mixed buys yield 1.2x ROAS.
Starti Effect: CTV focus delivers 90% completion, 40% recall lift.
Key Benefit: 3x ROAS on TV screens alone.
Scenario 2: DTC Brand Driving Sales
Problem: Cross-device tracking fails between OTT and CTV.
Traditional: 25% conversion attribution gaps.
Starti Effect: OmniTrack links exposures to 2,600 purchases.
Key Benefit: $31 per dollar spent, verified sales.
Scenario 3: App Marketer Scaling Installs
Problem: OTT desktops underperform for households.
Traditional: CPI at $4 with low engagement.
Starti Effect: CTV targeting hits 32% visit boost.
Key Benefit: CPI under $2 across 40M US homes.
Scenario 4: Enterprise Going Global
Problem: OTT localization lags in APAC.
Traditional: Months for multi-language setup.
Starti Effect: 31 languages automated, 25M households.
Key Benefit: 50% faster launch, 35% savings.
Why Prioritize CTV Automation Like Starti Today?
By 2028, CTV claims 40% of global ad spend, with AI enabling predictive targeting and interactivity like QR overlays boosting recall 70-90%. Starti aligns with performance partnerships amid converged TV, avoiding 60% inefficiency penalties. Acting now secures premium inventory before saturation.
What Questions Arise on OTT vs CTV with Starti?
What exactly differentiates OTT from CTV advertising?
Why choose CTV over OTT for higher engagement?
How does Starti handle attribution across devices?
Can Starti integrate with existing OTT strategies?
What CPM ranges apply to Starti’s CTV model?
Is Starti viable for brands new to connected TV?