How to
How much does Roku Advertising cost in 2025?
9 min read
OTT Ads Explained: 5 Examples and How Advertisers Can Maximize Their Reach
Traditional TV ads don’t work like they used to.
More people are streaming content on platforms like Hulu, Roku, and Fire TV, skipping cable altogether.
OTT ads (Over-The-Top ads) let businesses reach these viewers with targeted, trackable video ads—just like digital ads, but on TV.
If you're a marketer, business owner, or media buyer, you need advertising that actually reaches the right audience.
In this blog, you’ll learn:
- How OTT ads work and why they outperform traditional TV ads.
- Five real-world OTT ad examples from brands that got results.
- Best strategies to maximize reach and ad performance.
If you want better results from your video ads, keep reading.
What Are OTT Ads and How Do They Work?
OTT ads (Over-The-Top ads) are video ads that play on streaming platforms like Hulu, Roku, and Fire TV.
Instead of running on traditional cable or satellite TV, these ads appear on internet-connected devices, including smart TVs, mobile phones, tablets, and streaming sticks.
Unlike traditional TV ads that show the same commercial to everyone, OTT ads are more personalized.
How Do OTT Ads Work?
OTT ads work just like TV commercials, but with better targeting and tracking. Here’s how:
- Ad Delivery: OTT ads play on smart TVs, mobile phones, tablets, and streaming devices instead of cable or satellite television. They are delivered through apps and platforms like Hulu, YouTube TV, and Peacock.
- Ad Formats: OTT ads can appear before, during, or after content. Advertisers can choose from:
- Pre-roll ads: Play before a video starts.
- Mid-roll ads: Appear during a show, similar to commercial breaks.
- Post-roll ads: Show up at the end of a video.
- Interactive ads: Let viewers click, engage, or take action while watching.
- Targeting: The biggest advantage of OTT ads is their precision targeting. Instead of showing ads to everyone, businesses can reach:
- Specific demographics (age, gender, income).
- People with specific interests (sports fans, parents, pet owners).
- Audiences in certain locations (by city, state, or even ZIP code).
- Users with specific viewing behaviors (those who watch certain types of shows).
Because of this data-driven targeting, OTT ads are far more efficient than traditional TV ads, ensuring brands only pay to reach relevant viewers.
OTT Ads vs. Traditional TV Ads: What is the Difference?
With more people moving away from traditional cable TV, advertisers need a smarter way to reach their audience. OTT ads provide the flexibility, targeting, and tracking that traditional TV lacks.
Here’s how they compare:
| Feature | OTT Ads | Traditional TV Ads |
|---|---|---|
| Audience Targeting | Reaches specific people based on data | Reaches a broad, general audience |
| Interactivity | Viewers can click, engage, or take action | No interaction, only passive watching |
| Measurement & Analytics | Advertisers see real-time results and track conversions | Limited tracking and performance data |
| Cost Flexibility | Pay per impression (CPM-based), scalable | High upfront costs, often requires large budgets |
In short, OTT advertising combines the power of TV ads with the precision of digital marketing—giving businesses a smarter way to connect with their customers.
5 OTT Ads Examples: Campaigns That Delivered Results
Each OTT campaign is different, but the goal is always the same—to reach the right audience and drive action.
Let’s look at how brands have successfully used OTT ads to increase engagement, sales, and conversions.
1. A QSR Chain’s High-Impact OTT Campaign on Roku
A quick-service restaurant (QSR) chain wanted more people to order food through their app.
They were running OTT ads on Roku, but they weren’t sure if the ads were actually making a difference. They needed proof that their ads were leading to real food orders, not just views.
The restaurant knew their ads were getting seen, but they didn’t know if people were actually ordering food because of them.
They wanted a way to track how many customers placed an order after watching their ad on Roku.
To measure how well their OTT ads were working, they did three things:
- They made sure the ads were shown to people who were most likely to place an order, based on past habits.
- Their ads appeared on streaming TV, reaching people watching content on their smart TVs and devices.
- They worked with Kochava’s MediaLift™, which helped them compare people who saw the ad vs. those who didn’t, so they could see the difference in food orders.
Results:
- The OTT ads drove over 4,800 additional in-app purchases.
- The campaign didn’t just increase brand awareness—it led to real, trackable sales growth.
This example highlights that OTT ads on Roku and other streaming platforms do more than just increase brand awareness.
They help businesses reach the right customers and track how many people take action after seeing an ad.
2. DonorsChoose’s OTT Fundraising Campaign with MNTN
DonorsChoose, a nonprofit that helps teachers raise money for classroom projects, wanted to increase donations.
DonorsChoose needed a way to:
- People who care about education and are likely to donate.
- Their ads needed to motivate viewers to take action.
- They wanted to see if OTT ads actually led to contributions.
That’s why they turned to OTT advertising with MNTN Performance TV.
Using MNTN Performance TV, they ran a targeted OTT ad campaign designed to drive donations. Here’s what they did:
- Ads on streaming TV – Video ads played on Roku, Amazon Fire TV, and other Connected TV (CTV) platforms, reaching viewers while they streamed content.
- Precision targeting – MNTN helped them show ads only to people most likely to donate, based on behavioral data.
- Real-time tracking – They measured how many people donated after seeing the ad, proving its effectiveness.
Results:
- 12x return on ad spend (ROAS) – The campaign raised 12 times more donations than expected.
- Direct engagement – Viewers didn’t just watch—they took action and donated.
OTT ads on platforms like MNTN Performance TV aren’t just for awareness—they drive real donations.
By targeting the right audience and tracking results, nonprofits can maximize fundraising impact and prove ad success.
3. King Kanine’s Success with Vibe.co’s Machine Learning-Powered OTT Ads
King Kanine, a pet wellness brand, struggled to advertise its CBD pet products. Platforms like Facebook and Google banned their ads, making it difficult to reach customers.
They tried traditional TV ads, but those were expensive and didn’t allow them to target the right audience.
Since social media and search engine ads were blocked, they had to find a new method to reach pet owners.
To fix this, they turned to Vibe.co’s AI-powered OTT ads. Using Vibe.co’s machine learning-powered OTT ads, they were able to:
- Target pet owners who were actually interested in CBD products.
- Show ads on streaming TV, reaching customers in their homes.
- Track results in real time, so they knew exactly how many people bought after seeing the ad.
Results:
- 165% return on ad spend (ROAS) – For every $1 spent, they earned $1.65 back.
- More engagement – Ads reached the right pet owners, leading to more sales.
For brands like King Kanine, OTT ads are a great alternative when traditional digital ads are restricted.
With smart targeting and AI-powered optimization, brands can reach the right audience and track real sales results.
4. A National Retailer’s OTT Ads During a Big Football Weekend
A national outdoor gear retailer saw a huge opportunity during a major football weekend.
With millions of fans streaming the games, they wanted to get in front of the right audience at the right time.
Traditional TV ads were too broad and expensive, so they turned to OTT advertising on streaming sports networks.
They partnered with Simpli.fi to run a campaign that placed their ads on top sports networks like CBS Sports, ESPN, FOX Sports, and NFL Network.
The campaign launched within 24 hours, ensuring the retailer’s ads were live for the big football weekend.
Instead of reaching just anyone, these OTT ads were shown to fans watching on smart TVs, Roku, Fire TV, and other connected devices, ensuring they reached sports enthusiasts who were actually engaged.
Results:
- Over 1.5 million people saw the ads across the country.
- 98.9% video completion rate, meaning almost everyone watched the ad to the end.
- The $90,000 ad budget was used wisely, securing premium ad placements without waste.
Instead of hoping the right people would see their ad, this retailer put it exactly where football fans were already watching.
That’s the difference between spending on ads and making them work.
5. Spongellé’s OTT Advertising Success
Spongellé, a beauty brand known for infused body buffers, wanted to reach more customers and increase sales.
Traditional ads weren’t working well, so they turned to OTT advertising to find a better way to connect with shoppers.
They worked with QuickFrame to create a 30-second video ad that:
- Showed women using the product in baths and showers.
- Used relaxing music to grab attention.
- Highlighted product benefits, like fragrance and skincare effects.
The ad ran on popular streaming platforms, reaching beauty lovers actively watching online content.
Results:
- More people discovered Spongellé, leading to higher website traffic and social media engagement.
- Increased sales, as more viewers bought the product after seeing the ad.
OTT gave them the control to reach beauty lovers where they already were and turn views into real sales.
These real-life OTT ad campaigns prove one thing—advertising today isn’t just about being visible, it’s about being relevant.
Each of these brands found success not because they spent more, but because they used OTT to connect with the right audience in smarter ways.
If you’re still relying only on traditional ads, these examples show why OTT advertising is the future—it’s targeted, measurable, and built for the way people consume content today.
How Advertisers Can Maximize Their Reach with OTT Ads
OTT advertising works best when ads are targeted, tested, and optimized for different devices.
Here’s how advertisers can improve performance and maximize their reach with OTT ads:.
| Strategy | How It Works | Why It Matters |
|---|---|---|
| 1. Use Smart Targeting | Show ads to people based on their interests, behavior, and past activity. | Reaches the right audience, reducing wasted ad spend. |
| 2. Test Different Ad Formats | Try pre-roll, mid-roll, and interactive ads to see which performs best. | Helps find the most engaging ad type for better results. |
| 3. Optimize for All Devices | Ensure ads work smoothly on TVs, mobile phones, tablets, and desktops. | Expands reach and improves user experience. |
| 4. Choose the Right Platform | Select based on audience and budget – Hulu and Peacock for premium content, Tubi and Crackle for lower-cost reach, and Vibe.co for self-serve control. | Maximizes ad impact by placing ads where they work best. |
OTT advertising isn’t just about placing ads—it’s about placing them where they work best.
Advertisers who use smart targeting, test different formats, optimize for multiple devices, and pick the right platform will see higher engagement, better conversions, and greater ROI.
Conclusion
The way people watch content has changed—streaming is now the norm, and traditional TV ads are losing their impact.
Advertisers who stick to old methods risk wasting money on broad audiences with no way to track real results.
OTT ads solve this problem by offering precise targeting, measurable engagement, and better control over ad spend.
From driving sales for eCommerce brands to increasing brand recall for luxury cars, the five examples in this guide prove that OTT isn’t just another ad channel—it’s a smarter way to advertise in today’s digital world.
If you want ads that reach the right people at the right time, now is the time to invest in OTT.
If you want ads that reach the right people at the right time, platforms like Vibe.co make it easy to create targeted OTT campaigns that drive real results.
Get started today and put your brand in front of the right audience.
FAQs About OTT Ads
- What are OTT ads?
OTT (Over-The-Top) ads are video advertisements that play on streaming platforms like Hulu, Roku, and Amazon Fire TV, instead of traditional cable or satellite TV. - How do OTT ads work?
OTT ads are delivered through internet-connected devices, allowing advertisers to target specific audiences based on interests, location, and viewing behavior. - How are OTT ads different from traditional TV ads?
Unlike traditional TV ads that reach a broad audience, OTT ads allow precise targeting, better tracking, and measurable engagement since they run on streaming platforms. - What platforms support OTT ads?
Popular platforms that support OTT ads include Hulu, YouTube TV, Peacock, Pluto TV, Roku, Amazon Fire TV, Sling TV, and Tubi. - How much do OTT ads cost?
OTT advertising costs vary but typically range from $25 to $50 per 1,000 impressions (CPM). The price depends on targeting, platform choice, and competition. - Can small businesses afford OTT ads?
Yes! Platforms like Vibe.co offer self-serve options, allowing small businesses to set flexible budgets and target local audiences without high upfront costs.
![Roku Advertising: How does it work? [including examples]](https://www.datocms-assets.com/103753/1742836497-screenshot-2025-03-24-224411.png?auto=format&h=192&q=100 "Roku Advertising: How does it work? [including examples]")
