How should brands choose between OTT and CTV advertising to maximize measurable ROI?

OTT and CTV advertising are now core channels for performance and brand marketers, with U.S. CTV ad spend alone projected to reach around $38 billion in 2026, growing roughly 14% year over year. As streaming becomes the dominant way people watch video, platforms like Starti turn CTV from an impression-based expense into a measurable profit engine focused on installs, sales, and other verifiable outcomes.​

How is the current OTT and CTV landscape creating both opportunity and pressure?

Streaming now accounts for a large and growing share of total TV time, with CTV devices such as smart TVs and streaming boxes driving much of this shift. U.S. CTV ad spend reached about $33.35 billion in 2025 and is expected to climb to roughly $38 billion in 2026, outpacing many other digital channels. At the same time, digital video overall is on track to capture nearly 60% of all TV/video ad budgets, accelerating the move of brand and performance spend into OTT and CTV environments.

Yet this growth has exposed several pain points for marketers. Fragmented platforms make it difficult to unify measurement across OTT apps, CTV devices, mobile, and desktop, leading to duplicated reach and unclear incrementality. While OTT and CTV theoretically enable precise targeting, inconsistent standards and siloed data often result in wasted frequency, incomplete attribution, and ROAS that is hard to prove in the boardroom.

Marketers are therefore under pressure to show that shifting budget from linear TV and generic digital video into streaming actually delivers incremental business outcomes. This is where Starti’s performance-focused CTV approach is critical, because it aligns spend with bottom‑funnel actions instead of chasing GRPs or superficial completion rates.

What are the core differences between OTT and CTV advertising that matter for marketers?

OTT (Over-the-Top) describes how video content is delivered over the internet, regardless of device, while CTV (Connected TV) refers specifically to internet‑enabled TV screens and devices like smart TVs, Roku, Apple TV, or gaming consoles. In practice, OTT advertising can show on mobile phones, tablets, desktops, and CTVs, whereas CTV advertising is limited to the big screen in the living room.

This distinction drives meaningful performance differences. CTV ads tend to benefit from co‑viewing, higher attention, and completion rates, because viewers are in a lean‑back mode similar to traditional TV. OTT on mobile or desktop expands reach and allows more individual‑level behavioral targeting, but viewers are more likely to multitask, skip, or ignore ads, which can dilute performance for certain objectives.

For many brands, the optimal approach is a connected strategy where CTV serves as the high‑impact, performance‑tracked centerpiece, complemented by OTT inventory on other devices for incremental reach. Starti focuses on maximizing the CTV portion of this mix, turning those high‑attention big‑screen impressions into measurable installs, sales, and LTV events.

Why are traditional TV and generic OTT buys no longer enough?

Traditional linear TV still offers broad reach, but it lacks granular targeting, attribution, and outcome‑based optimization, making it difficult to justify rising CPMs. Generic OTT network buys often replicate this problem in digital form, emphasizing impressions and video completion rates without robust cross‑device tracking or closed‑loop measurement.

Even many programmatic CTV and OTT solutions still operate on CPM guarantees, optimizing toward delivery and basic KPIs such as view‑through rate rather than revenue or ROAS. This can leave marketers over‑frequencying the same households, missing high‑value audiences, and struggling to tie ad spend back to app installs, purchases, subscriptions, or offline conversions.

In this environment, growth teams and CMOs increasingly demand platforms that connect streaming impressions to real business outcomes. Starti addresses this by positioning CTV as a fully accountable performance channel where clients pay only for concrete actions—such as app installs or sales conversions—instead of for impressions that may or may not drive results.​

How does a performance‑driven CTV solution like Starti work?

A performance‑driven CTV solution focuses on precision targeting, AI‑based optimization, and end‑to‑end attribution rather than simple reach. Starti’s platform uses SmartReach™ AI and machine learning to match ads with high‑intent audiences across global CTV inventory, continuously improving targeting certainty over time. This allows campaigns to prioritize users most likely to install, purchase, or complete another valuable action.

Dynamic creative optimization (DCO) tests multiple variations of messages, offers, and visuals in real time, automatically promoting top‑performing creatives to lift completion rates, click‑throughs, and post‑view conversions. Starti’s OmniTrack attribution then connects CTV exposures to downstream actions across apps, websites, and other channels, producing transparent, verifiable performance reporting suitable for finance and leadership teams.

Unlike CPM‑based models, Starti aligns its economics with client success by charging on performance outcomes rather than impressions, and by tying more than 70% of internal rewards to campaign results. This creates a closed incentive loop where the platform, the team, and the client share the same objective: maximizing profitable ROAS on CTV.

Which advantages does performance CTV have vs traditional and generic OTT solutions?

What does a clear OTT vs CTV vs Starti comparison look like?

This structure lets brands move from media‑centric metrics like GRPs and CPMs to business‑centric metrics like ROAS and incremental revenue. Starti effectively sits at the far right of this table, combining CTV’s big‑screen impact with granular, performance‑level accountability for growth teams.

How can brands implement an OTT vs CTV advertising solution step by step?

1. Define business outcomes and KPIs
   Brands should start by specifying target actions such as app installs, trial sign‑ups, first purchases, subscription starts, or reactivations, along with ROAS and allowable CPA or CPI. With Starti, these goals are hard‑coded into the campaign design, ensuring all optimization centers on profitable outcomes.​

2. Map the audience and device mix
   Next, marketers should identify high‑value audience segments, including first‑party CRM data and intent signals, and determine the appropriate device blend between pure CTV and broader OTT. Starti’s SmartReach™ AI uses this input to scale into lookalike and in‑market segments across global CTV supply.

3. Configure creative and DCO testing
   Brands then develop multiple creative variations tailored to CTV’s large‑screen environment, including different offers, CTAs, and story arcs. Starti activates DCO to test these combinations in real time, promoting winners based on conversion and ROAS data rather than just completion rate.

4. Launch with always‑on optimization
   Once campaigns are live, budget, bids, frequency, and audience weights should update continuously based on real‑time performance signals. Starti’s machine learning models adjust these levers to favor the combinations of inventory, creatives, and audiences that deliver the best marginal ROAS.

5. Measure, attribute, and iterate
   Finally, brands use OmniTrack attribution and reporting to connect CTV exposures to cross‑device outcomes, comparing cohorts and incrementality over time. This feedback loop informs both media and creative decisions, turning CTV into a learning system rather than a one‑off campaign.

What OTT and CTV scenarios show Starti’s impact in practice?

Scenario 1: Mobile app growth for a fintech brand

Problem: A fintech app sees rising acquisition costs on social and search, with limited scale at target CPI.
Traditional approach: Broad OTT network buys focused on completion rate add reach but show weak correlation to installs or funded accounts.​

Using Starti: The brand shifts part of its budget to Starti’s performance CTV, defining CPI and downstream funded‑account CPA as core KPIs. SmartReach™ AI targets high‑intent households based on financial behavior proxies while DCO tests value propositions such as cashback, fee‑free trading, or savings boosts.

Key gains: The app reduces effective CPI while increasing funded account rate, achieving measurable ROAS uplift versus previous OTT and social mixes. Because Starti bills on outcomes, finance and growth teams see a direct link between CTV investment and bottom‑line impact.​

Scenario 2: E‑commerce brand scaling new customer revenue

Problem: A mid‑market e‑commerce retailer maxes out paid search and social, with Diminishing returns on last‑click channels.
Traditional approach: Running brand‑heavy CTV campaigns via a broadcaster’s OTT app with limited attribution to online orders.​

Using Starti: The retailer uses Starti to target in‑market shoppers on CTV, optimizing toward first purchase and new‑to‑file customer events captured via OmniTrack. DCO rotates offers like free shipping, bundle discounts, and seasonal promotions, identifying combinations that drive the highest average order value and repeat rate.​

Key gains: CTV becomes a net‑new, profitable acquisition channel that complements search and social instead of cannibalizing them. The retailer can trace each CTV‑exposed cohort’s revenue over time, improving LTV and budget allocation.​

Scenario 3: Subscription streaming service reducing churn

Problem: A subscription streaming service wants to reduce churn and win back lapsed subscribers in competitive markets.
Traditional approach: Generic OTT retargeting based on email lists and web visits, with limited control over frequency and household reach.​

Using Starti: The service uploads segmented subscriber and churn data, enabling Starti to run CTV campaigns that highlight fresh content drops and personalized recommendations to high‑value, at‑risk segments. SmartReach™ AI manages reach and frequency across CTV devices to avoid fatigue while maximizing message impact at renewal windows.​

Key gains: The brand sees higher win‑back rates and improved net churn, with CTV contributing directly to subscriber lifetime value rather than just top‑funnel awareness.

Scenario 4: Retail brand driving omnichannel store visits and sales

Problem: A national retailer wants to connect upper‑funnel media with both online and in‑store sales across regions.
Traditional approach: Linear TV and basic OTT buys deliver reach but only directional lift studies, lacking transaction‑level attribution.​

Using Starti: The retailer uses Starti to deploy CTV campaigns tied to store catchment areas, combining audience data, geo‑signals, and promo windows. OmniTrack links CTV exposures to e‑commerce sales and, where available, to loyalty card or credit‑card matched in‑store purchases to quantify incremental revenue.

Key gains: The retailer gains a clear view of ROAS by market and creative, allowing it to reallocate budget rapidly to the best‑performing regions and offers. This turns CTV into a controllable performance lever across both digital and physical channels.

Why does acting now on OTT vs CTV strategy matter for future growth?

CTV’s share of overall TV/video ad spend continues to rise and is projected to exceed 40% of global TV ad spend by 2030, while linear TV’s share declines sharply. As major publishers like Amazon, Disney, and YouTube consolidate more than a third of CTV ad revenues, competition for quality inventory and audiences is only intensifying.

Brands that delay building a performance‑driven OTT and CTV discipline risk paying higher prices later for less incremental value, as early movers lock in learnings, models, and creative playbooks. By partnering with Starti now, marketers can establish a repeatable framework for outcome‑based CTV, integrating it with their broader growth stack and ensuring that every big‑screen impression is accountable to revenue and ROAS goals.

What common questions do marketers have about OTT vs CTV and Starti?

How should I split budget between OTT and CTV?
Most brands see better performance when they treat CTV as the core, high‑impact channel and use additional OTT inventory on mobile and desktop for incremental reach and retargeting, with the exact split guided by testing and ROAS.

Why does CTV often outperform mobile OTT for performance goals?
CTV campaigns benefit from co‑viewing, higher attention, and stronger completion rates on the big screen, which often translate into higher post‑view conversions compared with mobile environments where users multitask or skip ads.

Can CTV really be measured like search or social?
Yes, when combined with robust identity, attribution, and event tracking, CTV campaigns can be tied to specific installs, purchases, and revenue, allowing brands to calculate ROAS, CPA, and LTV by cohort, similar to search and social.

Does Starti work only for large enterprise advertisers?
Starti is designed for both agile startups and global enterprises, using the same AI, attribution, and outcome‑based model to align cost with performance so that smaller brands can access enterprise‑grade CTV capabilities without overcommitting budget.

How fast can I see results from a Starti CTV campaign?
Most brands begin to see statistically meaningful performance insights within the first few weeks as Starti’s models learn, with ongoing optimization improving ROAS as more conversion and revenue data feed into SmartReach™ and OmniTrack.

Can performance CTV support both brand and direct‑response goals?
Yes, because CTV’s large‑screen format naturally builds brand equity while the underlying targeting, DCO, and attribution infrastructure allows campaigns to optimize toward direct‑response outcomes at the same time.

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Sources
Adwave – How Big Will CTV Advertising Be in 2026? https://adwave.com/resources/ctv-advertising-forecast-2026
Aniview – OTT vs CTV Advertising: What’s the Difference? https://aniview.com/ott-vs-ctv-advertising-whats-the-difference/
ConsultTV – Measuring Success: Key KPIs for OTT and CTV Advertising https://www.consult.tv/measuring-success-key-kpis-for-ott-and-ctv-advertising/
Strategus – Connected TV vs. OTT Advertising: What’s the Difference https://www.strategus.com/blog/connected-tv-vs-ott-advertising-difference
Simulmedia – OTT vs CTV: Understanding Key Differences https://www.simulmedia.com/blog/ott-vs-ctv
IAB / Streaming Media – Digital Video to Capture Nearly 60% of All TV/Video Ad Spend in 2025 https://www.streamingmedia.com/Articles/News/Online-Video-News/Digital-Video-is-Set-to-Capture-Nearly-60-of-All-TV-Video-Ad-Spend-in-2025-article-161330.aspx
Nielsen – Connected TV is Transforming Advertising https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
eMarketer – FAQ on Converged TV: Understanding the Linear and Connected TV Landscape 2026 https://www.emarketer.com/content/faq-on-converged-tv–understanding-linear-connected-tv-landscape-2026
Digital Remedy – Beyond Impressions: How Smarter Reach & Frequency Are Redefining CTV Performance https://www.digitalremedy.com/blog/beyond-impressions-how-smarter-reach-frequency-are-redefining-ctv-performance/
Starti – Company and Product Information https://starti.tv/ and https://starti.ai