Creative Tips for Connected TV (CTV) and OTT Video Ads

Over-the-Top (OTT) and Connected TV (CTV) have given television a new meaning. Long gone are the days when the only option was to sit and watch whatever was airing on good ol’ linear programming. Now, viewers engage with diverse cross-platform content from a myriad of channels via CTV and OTT streaming — and advertisers need to get creative to keep up with the transition. Here, we’re going to walk through some creative tips for Connected TV and OTT video ads to help your brand stay connected with consumers. 

Dive into the video ad specs you need for Connected TV: Complete Guide to CTV Ad Specs

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CTV/OTT as Performance Marketing Channels: Overview

As consumers cut the cable cord, CTV and OTT platforms are becoming the fastest-growing channels for digital advertising. Here are some numbers to keep in mind: 

• In the U.S., 238 million people will watch Connected TV (CTV) in 2025, up from 233.9 in 2024. (EMARKETER)
• More than 115 million people in the U.S. will watch free ad-supported streaming TV (FAST) channels. (EMARKETER)
• In 2025, U.S. advertisers will spend an estimated $33.35 billion on CTV advertising. (EMARKETER)

What Is Connected TV (CTV)?

Connected TV refers to any television that can connect to the internet — a trend that started growing in the mid- to late 2000s. Viewers can choose among apps like Netflix, Disney+, or Hulu — and devices like PlayStations, Apple TVs, Chromecasts, or Amazon Fire Sticks — to watch their favorite films and shows.

Free Guide: The A to Z of CTV & OTT

What Is Over-the-Top (OTT)?

Over-the-top TV is a broader concept that involves streaming films, series, documentaries, and more from the internet — whenever and wherever. Audiences no longer have to settle for the limitations of a TV set. They can now consume their favorite OTT content from pretty much anywhere using their tablets, personal computers, and even their smartphones. 

Learn the Language: CTV & OTT: Glossary of Terms

According to Nielsen, there was a 61% growth in OTT streaming using conventional TVs in 2020. With the increasing demand for digital entertainment options, marketers were soon able to reach more U.S. viewers through streaming services than through traditional TV — and the momentum certainly hasn’t slowed. Now, marketers have a massive (and still growing!) opportunity to reach their target consumers through CTV and OTT advertising.

Here’s an example of a CTV/OTT video ad QuickFrame enabled Modern Fertility to create using existing photography, motion stills, and a customized voiceover.

What Is a Performance Channel?

A performance channel in marketing is any medium or platform where you can achieve and use valuable information — specific key performance indicators (KPIs) — to understand how well your content does and to build your strategy. Some excellent examples of performance channels are:

• Banner ads
• Native video advertising
• Social media ads
• Organic search
• Mobile ads

Are CTV and OTT Performance Channels?

CTV and OTT can also be considered performance channels, as they have the same targeting and measurement capabilities. Advertisers can now get detailed insights for their TV campaigns, just like the results they get from other digital channels, like Instagram. 

These performance channels allow for lower-funnel, direct-response advertising. CTV and OTT ads can be used for much more than creating brand awareness. They give marketers a massive opportunity to retarget, make in-flight adjustments, and implement multivariate testing plans. 

To take full advantage of this performance channel, QuickFrame co-hosted a webinar with Steelhouse where we shared creative and strategic best practices for producing CTV/OTT video ads.

Performance Marketing Strategies for CTV and OTT

To take full advantage of positioning on CTV and OTT platforms, advertisers need to experiment with creative approaches. Below are some of CTV and OTT best practices for growth marketing to implement:

Adopt an Audience-First Strategy

Most campaigns are not a one-size-fits-all solution, which means all of your marketing efforts should revolve around a particular target. CTV and OTT are performance marketing platforms that allow you to reach your core audience. Make this advantage work for you by:

• Emphasizing scripts for each customer persona.
• Casting talent that’s relatable to your audience.
• Iterating your unique value proposition.

Feature Core Values and Products

Co-watching CTV and OTT content within the same household is a common practice. That’s great news, regardless of your marketing goals. It means OTT and CTV video ads that would normally be targeted to a specific type of person can effortlessly reach a broader audience — as opposed to other platforms that offer more of a one-on-one experience. Whether you’re looking to create brand awareness or conversion, you can captivate new customers by introducing them to your core values and offerings. 

‌Ready to expand your reach with OTT/CTV? Learn how you can find the perfect QuickFrame Makers for your project. 

Craft a Narrative

Your storytelling efforts can make or break a CTV/OTT advertising campaign. That’s why you must keep a cohesive narrative, whether you have 15 seconds or a full minute to tell your story. Your audience needs to understand your message to be able to remember it and act on your call to action (CTA). You can complement your ad’s visual effects and narrative with:

• Sound effects
• Dialogue
• Voiceover

Implement Creative Testing

‌Your video production costs for a CTV/OTT ad campaign don’t necessarily have to blow your budget. You can still create multiple unique deliverables in one shoot. Streamlining your pre-production process is an excellent approach to reduce costs while still producing valuable and conversion-worthy content. 

Look at OTT/CTV as a performance channel that holds the same targeting and testing capabilities as other digital marketing channels — because it does. Creative testing will help you save money and more effectively connect with your audience. Get granular whenever possible and multiply the resulting material in post-production.

Need help making videos? See how our video production platform can help your business.

Many brands feel like they don’t have the resources to test CTV advertising. However, if you design your video production plans with A/B testing in mind, you can get a number of deliverables, making the process more affordable. When planning a video ad campaign, design creative for your specific audience segments. Plan multiple versions of your creative so you can run A/B tests and generate learnings about what resonates with your targets.

At QuickFrame, we design campaigns and production in a cost-effective way by identifying target audiences and KPIs at the start and then designing a production plan that captures a wide variety of footage in a single shoot. 

For example, Rumpl used a single shoot to create video content for multiple audience segments. Specifically, they targeted one segment full of outdoorsy people who are ready for any adventure and another segment with people who like outdoorsy things but might not be jumping into a lake in the middle of winter. Thanks to pre-production planning, they were able to shoot at locations that provided effective backgrounds for both audience segments, which allowed them to create several pieces of audience-first content from a single production. 

Check out one of the videos from the campaign: 

Learn more about Rumpl’s work with QuickFrame and MNTN. 

CTV/OTT as Performance Marketing Channels: The Takeaway

More people than ever are cutting the cable cord. As content-consuming habits evolve, so should your brand’s advertising and video marketing strategies. CTV/OTT advertising campaigns will give you the upper hand when trying to reach a wider audience. These powerful performance marketing platforms will allow you to generate creative and cost-effective campaigns. Then, with CTV and OTT’s data and measurement capabilities, you can optimize to reach the right people at the right time.

Learn More: Your Guide to Connected TV Video Ad Specs