OTT (over-the-top) refers to video streaming over the internet, as opposed to traditional TV.
CTV (connected TV) refers to devices that enable streaming video over the internet, e.g. smart TVs, streaming devices and gaming consoles. The terms ‘OTT and CTV’ are often used interchangeably. At Branch, our OTT support encompasses both.
Users are spending more time on OTT devices and platforms than ever before, making it an increasingly important part of any cross-platform growth strategy. However, marketers who do run ads over OTT have traditionally struggled to understand the impact of their campaigns. Having an accurate attribution provider is essential to your OTT strategy.
$5 billion was spent on OTT ads in 2020, and continues to rise
27% of marketers cite the difficulty of campaign measurement the #1 reason preventing them from integrating OTT ads
Branch’s attribution support for OTT allows you to measure down-funnel events, giving you a holistic view of your users’ journeys and the data you need to optimize your campaigns:
Capture various downstream events with Branch’s OTT attribution support, powered by SDK and S2S integrations. S2S can easily support any platform.
Understand which ad impressions and clicks drove installs
Measure app installs from apps packaged with your partner platforms
Measure daily installs, opens, and session length
Measure user journeys to and from your various OTT apps
Attribute subscription events, logins, views, opens, etc. back to the last ad seen or Branch link clicked
Forward activity from partners directly to Branch
Eliminate drop-off and increase install and conversions with Branch’s OTT deep linking support
Deep linking is supported on various platforms.
Bring users to relevant in-app content throughout the install process to increase your conversions and eliminate churn.
If the destination app is already installed, the user is brought directly to the relevant in-app content.
If the destination app is not installed, the user is taken to the platform's app store to download. After install, the user is immediately routed to the relevant in-app content.
OTT service XUMO uses Branch’s OTT deep linking capabilities to seamlessly bring users from an ad right into the XUMO app.