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How To Advertise on TV? [Its Cost + Best Practices]
12 min read
We Tried 5 OTT Advertising Platforms: Here's What We Found
If you're in the advertising space, you’ve likely noticed a major shift in how audiences consume content.
More people are moving away from traditional cable TV and spending hours streaming on platforms like Hulu, Roku, and Disney+.
How do advertisers keep up with this shift and ensure their ads reach the right audience?
That’s where OTT (Over-the-Top) advertising comes in.
Unlike traditional TV ads, OTT advertising allows brands to serve targeted video ads on streaming platforms, ensuring better engagement, precise targeting, and higher returns on ad spend (ROI).
This blog will walk you through:
- A better understanding of what OTT advertising platforms are and how they work.
- Key benefits that make OTT advertising a must-have strategy.
- Five of the best OTT advertising platforms to consider.
- A TV advertising platform – Vibe.co, that can simplify your CTV advertising and retargeting.
By the end, you’ll have a complete roadmap for using OTT advertising effectively to maximize your ad performance.
What Is an OTT Advertising Platform?
OTT advertising platforms help brands serve video ads on streaming services, bypassing traditional cable networks.
This video example will help you understand the OTT advertising platform better.
These platforms provide advanced audience targeting, real-time analytics, and programmatic ad delivery, ensuring ads reach highly engaged viewers across multiple devices.
Also read: What is OTT advertising, and why does it matter?
Why Use OTT Advertising?
OTT advertising is essential for businesses looking to increase reach, improve targeting, and optimize ad spend.
Here’s why it matters:
- It offers advanced audience targeting – Ads are served based on demographics, viewing behavior, and device type, ensuring relevance.
- This boosts viewer engagement – Streaming audiences are more attentive, leading to better ad recall and higher conversion rates.
- You can reach users across multiple devices – Ads appear on smart TVs, mobile devices, tablets, and gaming consoles, ensuring cross-device exposure.
- This makes advertising more cost-effective – Compared to traditional TV ads, OTT ads provide higher precision tracking at a lower cost.
- It provides real-time performance insights – Advertisers can track views, engagement, and conversions in real time, allowing for continuous campaign optimization.
With so many OTT advertising platforms available, the key is choosing the right one for your business.
Let’s explore the five best OTT advertising platforms and a standout option, Vibe.co, that simplifies Streaming & CTV advertising and retargeting.
5 Best OTT Advertising Platforms We Tested
Here is a comparison table of the 5 best OTT Advertisement platforms:
| Feature | Google ADX | TargetVideo | PubMatic | OpenX | Vimeo OTT |
|---|---|---|---|---|---|
| Best For | Large publishers and enterprises | Advertisers and publishers focused on CTV | Publishers looking for premium inventory and programmatic deals | Advertisers seeking AI-driven ad optimization | Content creators and streaming platforms monetizing videos |
| Ad Inventory | Premium inventory via Google Ad Exchange | CTV and in-stream video ads | Private marketplace (PMP) and header bidding | Custom audience segmentation with premium inventory | Supports AVOD, SVOD, and TVOD models |
| Targeting | AI-driven, behavioral, demographic targeting | Supports various OTT ad formats with precise targeting | Advanced segmentation and fraud protection | Custom audience segmentation with programmatic direct deals | Direct audience targeting for content creators |
| Real-Time Bidding (RTB) | Yes | No | Yes | Yes | No |
| Analytics & Reporting | AI-powered real-time tracking, but forecasting can be inconsistent | Real-time tracking and automated reporting | Strong reporting with workflow automation | Real-time and historical analytics available | Real-time analytics and ad yield management tools |
The rise of OTT (Over-the-Top) advertising has given brands new ways to connect with streaming audiences beyond traditional cable TV.
With so many platforms available, choosing the right one can be overwhelming.
To help, we tested five of the top OTT ad platforms and broke down their features, strengths, and drawbacks.
1. Google ADX
Google ADX is one of the largest programmatic ad exchanges, offering high CPMs and premium ad inventory.
It is a better choice for publishers with large-scale audiences looking to maximize revenue through real-time bidding (RTB).
Key features include:
- It provides access to premium inventory through top-tier supply-side platforms (SSPs).
- This platform integrates with Google Ad Manager for streamlined operations.
- You get real-time bidding (RTB) to optimize ad placements dynamically.
- It requires at least 5 million active monthly users to qualify.
Pros:
- Robust platform – It offers a comprehensive ad management system with access to premium ad inventory.
- Advanced targeting and machine learning – It uses AI-driven optimization to improve audience targeting and lower CPA.
- Integration – It works well with Google Ad Manager and Google Ad Exchange, making campaign management efficient.
Cons:
- Limited control over automation – Machine learning handles most optimizations, reducing manual control over ad performance.
- Complex interface – The steep learning curve makes it challenging for beginners and small businesses.
- Forecasting inaccuracies – Inventory predictions can be inconsistent, affecting campaign planning and delivery.
2. TargetVideo
TargetVideo is a specialized OTT video ad network, offering a variety of ad formats for publishers and advertisers.
It focuses on CTV monetization, making it an excellent option for brands that want to maximize revenue through streaming content.
Key features include:
- It supports CTV and in-stream video ads for diverse advertising needs.
- This platform provides real-time analytics and automated reporting.
- You can use its HTML5 video player for video ad delivery.
- A dedicated ad optimization team helps improve campaign performance.
Pros:
- It offers real-time tracking enabling advertisers to monitor and optimize campaigns.
- It supports multiple OTT ad formats and improves monetization opportunities.
- It has integration with video hosting and streaming platforms and enhances functionality.
Cons:
- It is primarily designed for publishers, limiting advertiser flexibility.
- You may require some technical integration for video player compatibility.
3. PubMatic
PubMatic is a leading supply-side platform (SSP) that specializes in programmatic OTT advertising.
It is designed for publishers and advertisers looking to maximize yield through private marketplace (PMP) deals and header bidding.
Key features include:
- It offers advanced audience segmentation for precise ad targeting.
- This platform includes built-in ad fraud protection tools.
- You get Prebid.js integration for faster and more efficient ad auctions.
- It supports both programmatic and direct ad transactions.
Pros:
- High-quality inventory – It competes at a high CPM level and provides strong fill rates.
- User-friendly interface – The platform is easy to navigate, with an intuitive design.
- Good reporting and analytics – It offers real-time tracking and workflow automation to improve ad management.
Cons:
- Customer support challenges – You may find it difficult to contact support, with slow issue resolution.
- Integration complexity – The setup can be challenging, especially for mobile ad servers.
- Limited differentiation – The platform lacks unique features compared to competitors.
4. OpenX
OpenX is a global ad exchange, that provides real-time bidding and AI-driven ad optimization for OTT advertising.
It is particularly valuable for brands looking for custom audience targeting and premium video inventory.
Key features include:
- It includes detailed custom audience segmentation for targeted advertising.
- This platform supports both programmatic direct deals and open auctions.
- You can use it across various OTT devices and ad servers.
- It provides real-time and historical analytics for detailed campaign tracking.
Pros:
- Strong campaign management – This platform provides effective targeting options and customization capabilities for ad campaigns.
- Good programmatic support – This platform caters to publishers of all sizes and offers high-quality display relationships.
Cons:
- Delayed reporting updates – It sometimes takes up to 24 hours to refresh data, making real-time tracking difficult.
- Limited customer support – You may experience slow response times when trying to resolve issues.
- Interface challenges – Some users find the new reporting tool complex and difficult to navigate.
5. Vimeo OTT
Vimeo OTT is designed for streaming platforms that want to monetize their content.
It supports AVOD (Ad-Supported Video on Demand), SVOD (Subscription Video on Demand), and TVOD (Transactional Video on Demand), making it a flexible choice for content creators.
Also read: AVOD vs SVOD vs TVOD: What Are the Differences and Which Model Works Best?
Key features include:
- It offers full OTT app support for streaming businesses.
- This platform allows for custom-branded apps and API access.
- You can use it for live streaming, VOD, and linear channel support.
- It provides real-time analytics and ad yield management tools.
Pros:
- Scalability and flexibility – This platform supports private video hosting, live streaming, and integrations for businesses of all sizes.
- High-quality video experience – It offers exceptional video quality, advanced privacy controls, and a user-friendly interface for content creators.
Cons:
- Expensive pricing structure – This platform requires subscription upgrades for additional storage, caption hours, and advanced features.
- Limited free plan – You get restricted storage and functionality, making it difficult for frequent content creators to rely on the free version.
- Smaller audience reach – It lacks the viral potential of YouTube, limiting exposure for content creators looking for mass engagement.
OTT advertising is transforming how brands engage with streaming audiences, providing better targeting, real-time analytics, and programmatic bidding.
Whether you are a publisher looking to monetize content or an advertiser aiming to optimize reach, the right OTT platform makes all the difference.
For those focused on CTV retargeting and campaign management, Vibe.co offers an easier, more efficient way to advertise on streaming platforms.
Bonus: Vibe.co – The Standout Streaming & CTV Advertising Platform
While most OTT advertising platforms focus on ad inventory and programmatic deals, Vibe.co is specifically built to simplify CTV advertising and help brands retarget website visitors with TV ads.
Why Vibe Stands Out?
1. The Simplest Way to Advertise on Streaming TV
Vibe.co allows brands to launch a TV ad campaign in just five minutes.
With instant access to over 500 streaming apps and TV channels, it is one of the easiest and fastest CTV advertising solutions available.
- It gives instant access to major streaming platforms like ESPN+ and Hulu.
- A self-serve platform lets brands control their campaigns easily.
- It is perfect for any business without prior TV advertising experience.
2. Advanced CTV Targeting
Unlike traditional OTT platforms that rely on cookie-based tracking, Vibe.co uses first-party data and household IP tracking, allowing for highly targeted CTV ad placements.
- Precision targeting based on demographics and behavioral data.
- Household IP tracking ensures ads reach the right audience at the right time.
- It focuses on intent-driven targeting to boost conversion chances.
3. Premium Streaming Inventory & Nationwide Reach
Vibe.co provides access to premium inventory across top streaming services, ensuring that ads are displayed in brand-safe and high-engagement environments at an affordable price.
Plus, you can target audiences nationally or locally to match your business needs.
- Ability to reach up to 120 million households nationwide.
- Local targeting ensures hyper-relevant campaigns for businesses.
4. Performance Tracking & Real-Time Insights
Vibe offers real-time performance tracking and third-party measurement integration, allowing brands to track conversions, measure ROAS, and make real-time adjustments for optimal results.
- It has real-time reporting to track ad effectiveness and optimize campaigns.
- Third-party integration for comprehensive performance insights.
- Conversion tracking allows for ongoing campaign refinement.
How to Choose the Best OTT Advertising Platform
When choosing the best OTT advertising platform for your brand, consider these key factors:
- Ad Placement & Targeting Options – Make sure the platform supports demographic, interest-based, and behavioral targeting.
- Ad Format Compatibility – Look for platforms that support instream video, interactive ads, and other diverse formats.
- Ease of Use & Setup Time – Platforms like Vibe.co offer quick and easy setup, making them ideal for businesses that need a simple and fast solution.
- Budget & Cost Efficiency – Compare CPM rates, programmatic fees, and direct deals to get the best ROI.
- Performance Tracking & Optimization – Ensure the platform provides real-time analytics, conversion tracking, and AI-driven optimization for improved campaign outcomes.
Also read: OTT Advertising: 7 Strategies You Must Execute
Conclusion
OTT advertising is reshaping how brands connect with streaming audiences.
With targeted ad placements, advanced tracking, and real-time performance insights, it offers a more efficient and measurable alternative to traditional TV ads.
Each OTT advertising platform brings unique strengths:
- Google ADX – A high-end programmatic ad exchange offering premium inventory and real-time bidding, best for large-scale publishers.
- TargetVideo – A video ad network focused on CTV monetization with varied ad formats and real-time analytics.
- PubMatic – A supply-side platform (SSP) that prioritizes header bidding, private marketplace deals, and ad fraud protection.
- OpenX – A global ad exchange known for AI-driven ad optimization, advanced targeting, and strong compatibility with OTT devices.
- Vimeo OTT – A monetization platform supporting subscription-based, ad-supported, and pay-per-view content models for streaming platforms.
For brands looking for a simpler, more efficient way to advertise on streaming TV, Vibe.co stands out as the ultimate solution that simplifies CTV advertising for businesses of all sizes.
Ready to launch and optimize your streaming ad campaigns effortlessly?
Explore Vibe.co today and experience the future of CTV advertising.
