--- title: "OTT Advertising: The Future of Streaming Ads" description: "OTT marketing delivers targeted ads directly to users via streaming services. Discover more about this new type of marketing here." url: "https://www.mickyweis.com/en/ott-marketing/" source: "https://www.mickyweis.com/en/ott-marketing/" published: "2025-03-15T17:59:35+00:00" --- ![tiktok spark ads](https://www.mickyweis.com/wp-content/uploads/2023/05/tiktok-spark-ads.png) I have previously written about [ATL (Above The Line) and BTL (Below The Line) marketing,](https://www.mickyweis.com/en/atl-btl-marketing/) but have you heard of OTT (Over The Top) marketing? Over The Top marketing deals with advertisements that users are presented with via streaming services. In other words, these ads are delivered directly to users, bypassing traditional cable and channel providers. Jump to section [Toggle](#) ## What is OTT? OTT bypasses conventional TV distributors and delivers ads directly to viewers on the streaming platforms they use. The advantages of this type of advertising include the ability to precisely target ads and create clear [call-to-action](https://www.mickyweis.com/en/what-is-cta/) buttons directly on the streaming service. ### Effective ad targeting OTT is a form of advertising that focuses heavily on precise targeting. It allows for deep insights into the audience’s preferences through detailed data from streaming services (demographics, behavior, viewing habits), making it easier to target ads to relevant viewers. ## What is the difference between ATL, BTL, and OTT? **ATL (Above The Line)** focuses on advertisements with a broad reach based on the choice of channels. This includes traditional [TV commercials](https://www.mickyweis.com/en/tv-ads/), radio ads, billboard advertising, etc. The focus here is on building [brand awareness](https://www.mickyweis.com/en/what-is-branding/) and reaching as many people as possible with the ads. **BTL (Below The Line)**, in contrast to ATL, focuses on more targeted and direct marketing through [email marketing](https://www.mickyweis.com/en/e-mail-marketing-guide/), social media, events, etc. The goal here is to achieve direct responses and create engagement from customers. **OTT (Over The Top)** can, in some ways, be seen as a combination of ATL and BTL. OTT utilizes large streaming services but does so based on user data, ensuring a targeted and precise form of advertising designed to enhance engagement levels effectively. ## The future of OTT There is no doubt that streaming services continue to grow across all generations. Therefore, we can confidently expect OTT to become a permanent fixture in advertising strategies. We are bound to see more streaming services launch cheaper, ad-supported subscription models, improved consumer data, and, over time, perhaps even shoppable video ads directly from streaming platforms. ![Micky Weis](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2072%2072'%3E%3C/svg%3E) ### Micky Weis Freelance fractional CMO · 17 years in digital marketing · Copenhagen Micky Weis er en af Danmarks mest erfarne digitale marketingeksperter med næsten 17 års erfaring. Han arbejder som fractional CMO og specialiserer sig i SEO, organisk vækst, AI i marketing, affiliate og kommerciel strategi. Han har arbejdet med brands som Hummel, Matas, Tattoodo og Firtal, og driver i dag sin egen praksis, Weisio, fra København. [LinkedIn](https://www.linkedin.com/in/mickyweis/) [Get in touch](https://www.mickyweis.com/en/external-cmo/) ## Got a comment? Commenting requires a login right now. If you have a question about this, send it over and I will reply directly. [Get in touch](https://www.mickyweis.com/en/external-cmo/) [Log in](https://www.mickyweis.com/wp-login.php?redirect_to=https%3A%2F%2Fwww.mickyweis.com%2Fen%2Fott-marketing%2F%23kommentarer) ## Read next [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/attribution-ai/) Marketing general ## [Attribution in the AI Era: Why traditional marketing metrics are no longer enough](https://www.mickyweis.com/en/attribution-ai/) For years, attribution has played a central role in digital marketing, and it used to be relatively straightforward. A user… 22 Jun 2026 · 11 min [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/experiential-marketing/) Marketing general ## [Experiential marketing: Guide to creating meaningful brand moments](https://www.mickyweis.com/en/experiential-marketing/) Traditional marketing channels can still be effective, but many brands experience that classic advertisements do not necessarily generate the same… 16 Mar 2026 · 10 min [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/online-reputation-management/) Marketing general ## [Online Reputation Management (ORM): How to protect your brand online](https://www.mickyweis.com/en/online-reputation-management/) Online Reputation Management, often abbreviated ORM, is no longer “nice to have”. It is a discipline that most companies will… 4 Mar 2026 · 9 min Usually replies within 24 hours ## Want me to look at yours? Tell me what you are sitting with. You get an honest answer — including if the answer is that you do not need me. - ✓ **No pitch**You get an answer, not a sales meeting. - ✓ **No lock-in**Month to month, if we go ahead. - ✓ **Straight to me**No account manager in between. [Follow along on LinkedIn](https://www.linkedin.com/in/mickyweis/)