CTV and OTT: Reaching New Audiences in 2025 and Beyond

Connected TV (CTV) and Over-the-Top (OTT) platforms are revolutionizing how nonprofits can reach audiences. With 88% of US households owning at least one CTV device, these platforms provide a vast audience waiting to be tapped. By utilizing CTV and OTT, nonprofits can unlock new opportunities for their fundraising strategies. 

Difference Between CTV and OTT Platforms 

CTV advertising refers to movies or TV streamed digitally and viewed on a television device, either directly on a smart TV or via gadgets like gaming consoles. OTT, on the other hand, covers a broad range of content delivered digitally, such as streaming services for movies, TV, and music.  

OTT is the parent of CTV. OTT refers to delivering traditional content in non-traditional ways, like eBooks on a Kindle, movies or TV via streaming services, and music on platforms like Spotify. OTT covers a broad range of content once limited to traditional formats but now delivered digitally.  

CTV is a specific part of OTT. CTV refers to movies or TV streamed digitally and viewed on a television device. It's streamed either directly on the smart TV or via gadgets like gaming consoles or a Fire Stick. All CTV is OTT, but not all OTT is CTV. Streaming on a mobile device or desktop is not CTV, it is OTT. 

CTV’s Role in Direct Response Efforts for Nonprofits 

CTV can unlock new opportunities for your fundraising strategy. For example, a regional nonprofit focused on providing support for children with cancer and other serious illnesses had focused on lower funnel paid media like SEM, Google, and paid media. Over time, their revenue decreased with the negative ROAS dragging down their overall annual performance.  

Overall search interest was declining, and they struggled to even spend their SEM budget. People just simply weren't searching for their brand. To boost brand awareness to reengage potential donors, TrueSense Marketing recommended upper funnel tactics such as display, CTV, and native.  

Although they were hesitant at first, they agreed, just in time for the end-of-year, October-December giving season. Starting in October, we began to layer native, display, CTV, YouTube, and Nextdoor ads with their existing SCCM (Microsoft) and paid Meta campaigns. The end result? A 173% increase in Return on Ad Spend (ROAS) for November and December over the total ROAS from January – October! Even more impressive, the average donation attributed back to CTV alone was $247. This was quite a leap from their average normal donation of about $25. 

Tips for CTV and OTT Advertising for Nonprofits 

Here are some tips for a strong start with CTV and OTT advertising: 

• Start with CTV adds to introduce your nonprofit to audiences on the premium platforms they spend time on, such as Netflix or Hulu 

• Use OTT ads to retarget people who saw your CTV ad 

• Place your campaigns on platforms that benefit your specific campaign the most 

• Use related ads across CTV, OTT, and other forms of advertising to encourage viewers to remember and identify your brand 

• Measure impressions, reach, visits, and video completion rate to measure and optimize your CTV and OTT advertising campaigns  

Traditional TV advertising is on the decline, as many people opt to cut the cord and stop paying for cable TV. Fortunately, there are other options available to advertisers to reach them. Learn more about CTV and OTT marketing for nonprofits in our Quick Byte webinar How Forward-Thinking Nonprofits Maximize Today’s Newest Media Channels with Taryn Myers, TrueSense Marketing’s Vice President of Digital Media, and Melqui Pires, our SEM Manager.