Artificial Intelligence (AI) is transforming multiple industries and Connected TV (CTV) is no exception. Below, we will explore how AI is improving the consumer experience in Latin America backed by data and experts. 

The CTV iceberg: differences between OTT, CTV and streaming 

In the world of digital marketing, it is easy to get lost among so many acronyms and trends. One of the most interesting debates that has taken hold in recent years is that of Over The Top (OTT) and Connected TV (CTV). Both terms seem to refer to the same thing, but the truth is that they have their differences.  

If you are a curious marketer and are always looking for new ways to connect with your audience, read on. We're going to take you on a tour of these acronyms and, along the way, tell you how we at Kivi are innovating in this field to help your brand reach new heights. 

OTT and CTV: What are they and why do they matter? 

First, let's figure out these acronyms. OTT stands for “Over-the-Top” and refers to digital content delivered directly to viewers over the Internet, bypassing traditional distribution channels such as cable or satellite providers. 

On the other hand, CTV or “Connected TV”, refers to the device itself on which you are accessing streaming video content. Some examples of CTV devices are Smart TVs, or external devices such as Roku, Apple TV, or even a video game console.  

In other words, while OTT is the way in which content is distributed, CTV is the channel through which this material reaches you. 

Now that we know what's what, why should you care? Simple: both are powerful platforms for digital marketing, as more than half of the population connected to the Internet consumes content on CTV devices in LATAM according to data shared by Comscore. 

People are changing the way content is consumed, and where people go, advertising opportunities go. The key is to understand how to best leverage these platforms. 

Beyond OTT and CTV: exploring new categories  

The digital world is an ever-expanding and fertile ground. Beyond OTT and CTV, there are other emerging categories that marketers should keep an eye on. Some of these include: 

FAST (Free Ad-Supported Streaming TV): platforms that offer free content, but with ads. Their model mimics the old linear broadcast/TV models, but brings a lot of flexibility with fast-forward, rewind and switching options between episodes. 

AVOD (Advertising-Based Video On Demand): Here we are talking about services where the content is free, but supported by ads. YouTube is the king of AVOD, but it is not the only player in the field. 

SVOD (Subscription Video On Demand): Subscription models without ads, such as Netflix. However, with recent changes, we are seeing hybrids with cheaper plans that include advertising. 

These new models offer brands the opportunity to diversify their marketing strategies and reach audiences that might otherwise be unavailable on more traditional platforms. 

Innovation in every step

OTT and CTV marketing is not just a trend; it's the future. According to a Nielsen report, CTV ad spending is expected to reach $27.5 billion by 2025, a clear sign that this modality is here to stay. But it's not just about investing more; it's about investing better. 

Why Kivi? 

At Kivi we understand these trends and we are leading them. We are passionate about breaking with the obvious and exploring all the possibilities that these platforms offer. We know that each brand has its own personality and objectives, so we design tailored strategies that leverage the best of OTT, CTV, FAST and AVOD. 

Working with Kivi means always being one step ahead. Our teams are constantly trained and updated to ensure our campaigns are innovative and highly effective. In addition, we use real-time data to adjust strategies on the fly, ensuring that every dollar invested generates the maximum return.