At Arc Intermedia, we embraced CTV and OTT long before most agencies understood how transformative they would be. Our leadership in digital TV strategy lets us merge the unmatched reach and branding power of traditional television with the precision, efficiency, and control of data-driven targeting. We’ve introduced and led brands to a new way of leveraging TV audiences.
By combining smarter targeting, lower costs, and premium streaming placements, we deliver powerful “seen on TV” impact without broadcast waste. Our approach amplifies brand visibility, sharpens audience relevance, and maximizes every advertising dollar for measurable results.
Digital marketing is a business investment and must produce real returns. It’s what our clients expect. It’s what we deliver.
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The process of creating and promoting effective creative can be exhausting. Let us make CTV and OTT easy with a clear, data-driven approach from concept to launch.
Typical CTV & OTT advertising programs include:
Research the right audiences and opportunities
Create or direct the creation of quality video ads
Negotiate the best prices and reach
Monitor and analyze campaign results
Make data-driven adjustments as needed to continuously improve results
Certifications, continuing education, platform partnerships, and top tech tools aren’t just perks. At Arc Intermedia, they are requirements and our clients are the beneficiaries.
Call 610.347.5661 or fill out this form to get started.
CTV (Connected TV) and OTT (Over-the-Top) advertising deliver video ads through streaming, rather than traditional cable or broadcast.
CTV/OTT advertising offers the same “I saw them on TV” credibility audiences trust, but with the precise targeting, control, and tracking of digital advertising, which is why many brands partner with a connected TV ad agency like Arc to manage the strategy and placement.
OTT is the content delivery, streamed over the internet on any device. CTV is the device, specifically an internet-connected television or a TV connected through a streaming device. Think of it this way: OTT is the show, CTV is the TV the show is on.
Traditional TV requires broad, expensive buys with limited targeting. CTV and OTT lets advertisers reach only the audiences most relevant to specific goals, at lower costs, with far better measurement. Instead of paying to reach everyone watching a show, brands only pay to reach their ideal viewers based on behaviors, interests, demographics, and more.
We leverage a wide range of platforms for OTT/CTV campaigns, including streaming devices, smart TV manufacturers, major streaming services, and leading ad tech/DSP partners. Together, these platforms allow us to reach audiences watching TV content through connected TVs and other streaming-enabled devices. Examples of platforms we use include:
Steaming devices and hardware:
Streaming services:
Ad tech and demand-side platforms (DSPs)
CTV/OTT is extremely effective for both brand awareness and direct response. Clients typically see increased brand visibility, stronger engagement, and improved conversion rates when paired with optimized landing pages and coordinated digital campaigns. Because the targeting is highly accurate, every dollar works harder than traditional TV.
Unlike traditional TV, which casts a wide and expensive net, CTV/OTT lets us zero in on the people who actually matter to business. We use data-driven targeting that can include:
Instead of buying a show and hoping the right people are watching, we build audiences around real actions and attributes, so ads follow the right prospects, no matter what they’re watching.
We recommend high-quality 15– or 30–second video ads. Quality creative assets typically include:
We guide clients on best practices and technical requirements (format, resolution, file size, and any platform-specific specs) so the creative looks great and runs smoothly across all CTV/OTT placements.
We track CTV/OTT performance with a mix of platform analytics, advanced tracking tools, and landing page data so clients can see exactly how campaigns impact real business outcomes. Metrics we monitor include:
Clients have 24/7 access to performance dashboards plus regular, scheduled reviews with clear, actionable insights so they always know what’s working, what’s not, and where we’re optimizing next.
Yes. When paired with strong creative and optimized landing pages, CTV/OTT can play a major role in driving leads, purchases, event attendance, and other high-value actions. Its impact grows even stronger when integrated with paid search, display, social, and retargeting, a common approach among leading CTV/OTT advertising companies.
We determine placements based on a combination of audience targeting data and platform availability. We also analyze what content and viewing times ideal customers are most likely to engage with and adjust accordingly for optimal results.
Yes, we can produce the video, collaborate with existing teams, or recommend trusted partners.
Once we finalize strategy, creative, and targeting details, we can typically launch campaigns in as little as 2–3 weeks. If creative assets need to be produced from scratch, the timeline may extend.
CTV/OTT campaigns are typically priced on a CPM basis (cost per thousand impressions). In most cases, CPMs range from about $20 to $40, though they can dip closer to $15 or exceed $50 depending on details like targeting, platform, and ad format.
In terms of overall budget, streaming is much more flexible than traditional TV. Brands can technically start with a few hundred dollars, but a more realistic and effective starting point is often around $2,000 per month so there’s enough volume to test, learn, and optimize.
A few key factors that influence cost:
Most campaigns use models like CPM, Cost Per Completed View (CPCV), and programmatic auctions, which let us bid in real time and adjust pricing based on performance.
For numbers tailored to specific goals, audience, and creative, submit a proposal request and we’ll recommend a budget and approach that makes the most sense.
