OTT advertising involves delivering ads directly to viewers over the internet through streaming devices like connected TVs, mobile phones, laptops and computers. It allows for highly targeted advertising by precise targeting that eliminates waste and increases engagement. Advertisers can also quantify their reach through accurate tracking and manage ad frequency by focusing on lost customers.

1. What is OTT
Advertising?

2. OTT advertising is delivering ads
directly to viewers over the internet
through video streaming devices,
such as connected TVs (CTV), mobile
phones, laptops, and computers
OTT Advertising
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3. OTT advertising can be highly targeted
Precise targeting eliminates waste and
leads to higher engagement
Advertisers can quantify their reach
with accurate tracking
3
2
Why is it trending?
Targeted
1
Advertisers can manage ad frequency,
and focus on lost customers
Focus and Frequency
Measurement

4. Targeting
Advertisers only want people who are
likely to purchase from them to watch
their ads to reduce spend waste.
Placing ads on relevant content makes
the advertiser stay true to their brand
voice and message.
Right ads can create a personalized
experience that builds trust with your
audience.

5. Advertisers can reach audience with
precision and personalize their marketing
efforts with data-driven advertising
Campaigns can be made effective with
the right exposure
Ad frequency caping satisfies the needs
of modern marketers and give your
audience a non-spammy ad-experience.
Focus

6. Advertisers can determine whether their
marketing investments are worthwhile if
they know how different ads perform
Advertisers can understand the reach of
their campaigns by the analysis of ad skips,
ad completions and clickthroughs.
Granular level of measurement makes
OTT ads appealing to advertisers
Measure

7. Ad Insertion Methods
CSAI
24%
SSAI 45%
Interstitials
31%
Server Side Ad Insertion (SSAI)
Interstitials
Client Side Ad Insertion (CSAI)
Popularity of ad insertion methods

8. CSAI Working
Video player request ads on reaching ad-markers
1.
When viewers watch your videos, the video
player(client) requests for an ad from the
server when it reaches the ad-markers

9. CSAI Working
Video player request ads on reaching ad-markers
1.
2. Ad-server responds with ads
The ad-server responds to the call with an
ad.

10. CSAI Working
Video player request ads on reaching ad-markers
1.
2. Ad-server responds with ads
3. Tracking details are sent back to ad-server
Once the ad is watched, the client sends
back tracking information to the ad server

11. SSAI Working
User selects a video content to be
watched
User selects a video content
1.

12. SSAI Working
Player request for the content and ads
from the server
User selects a video content
1.
2. Player requests for the video

13. SSAI Working
Ads are stitched into the video stream
and the video player plays ads along with
the video without any difference between
them.
User selects a video content
1.
2. Player requests for the video
3. Server sends ads encoded with video

14. CSAI vs SSAI
Ads can be blocked Ads are not blocked
There can be loading
spinners when ads are
loaded There is no difference
between ads and
content playback
Highly personalized ads
can be served with large
number of data sources
There can be a limitation
in the ad-inventory, thus
complete personalization
and maximizing fillrates
is not easy
There is no difference
between ad and content
playback
CSAI SSAI

15. Wrap Up
Both CSAI and SSAI have their
advantages and disadvantages.
Leverage the advantages of both
these models can give you an upper
hand over your competitors.