OTT, “Over-the-Top”, refers to video content streamed over the internet, rather than via broadcast or cable television. This includes viewing video content in various forms on a regular TV connected to a third-party device like a Roku player, as well as viewing on laptops or other mobile devices.
Advertisements placed around OTT content have over an 85% completion rate because the viewers are so invested in the content around the ads. People streaming OTT content aren’t channel surfing or browsing around – they’re committed to watching that particular piece of content. This means they’re much less likely to bounce.