Your Customers Are Streaming. Why Aren’t You?
OTT & CTV ads that hijack living rooms, dominate attention, and convert while your competitors fight for scraps 📺🌟
Seize the Spotlight: OTT & Connected TV Ad Solutions
OTT (Over-the-Top) and CTV (Connected TV) advertising are revolutionizing the way businesses reach audiences. Here’s why embracing these platforms through our services will elevate your brand:
- Precision Targeting: Unlike traditional TV, OTT and CTV allow for granular targeting based on viewer data, ensuring your ads reach the right audience at the right time.
- Measurable Impact: With digital tracking, you can measure ad performance in real time, allowing for agile adjustments and optimization for maximum ROI.
- Engagement and Interactivity: These platforms offer interactive ad formats that engage viewers, turning passive watching into active participation.
By partnering with us, you’ll leverage these cutting-edge platforms to not just meet your audience where they are but to engage them in a way that traditional advertising can’t match. Elevate your advertising strategy with our expertise in OTT and CTV, and watch your business soar. 🚀
Table of Contents
What is Over-the-top & Connected TV advertising?
In the ever-evolving landscape of digital media, Over-The-Top (OTT) and Connected TV (CTV) advertising have emerged as game-changers.
OTT refers to content providers that distribute streaming media directly to viewers over the internet, bypassing traditional cable or satellite television platforms that control the distribution of such content. This means that viewers can access their favorite shows, movies, and other forms of digital content whenever they want, wherever they want, on any internet-connected device. Examples include Netflix, Hulu, Paramount+, HBOMax, etc.
On the other hand, CTV refers to any TV that can be connected to the internet and access content beyond what is available via the normal broadcasting system. Examples include Smart TVs and TVs connected to devices such as Roku, Amazon Fire Stick, or game consoles.
OTT and CTV advertising is the placement of ads on these platforms. Unlike traditional TV advertising, which broadcasts the same ad to all viewers, OTT and CTV advertising can be targeted to specific audiences. This is done by collecting data about viewers’ habits, preferences, and demographics, allowing for a highly personalized advertising experience.
In essence, OTT and CTV advertising combine the broad reach and engaging nature of traditional TV advertising with the precision targeting and analytics of digital advertising. This powerful combination offers unprecedented opportunities for brands to reach their target audiences more effectively and efficiently.
In a world where consumers are increasingly cutting the cord and turning to streaming platforms, OTT and CTV advertising represent the future of video advertising. They offer a unique opportunity for advertisers to reach highly engaged audiences in a targeted, measurable, and interactive way. This is truly a revolution in the advertising world, and it’s just getting started!
How much do we charge for OTT/CTV services?
OTT/CTV Marketing Plans
How we determine pricing:
- Explore your business goals
We’ll learn your company’s goals. Both short- and long-term to craft an effective digital marketing plan tailored to your needs.
Monthly
- Market research & analysis
We’ll do in-depth research on your market & your competition. Both as a business and marketing. This allow us to determine the best plan of action.
- Define your objectives
What milestones are you aiming for? Enhance website traffic? Amplify your online presence and brand recognition? We devise a strategy that seamlessly aligns with your goals.
ALL PLANS INCLUDE:
- Dedicated Account Manager
- On-demand expertise from our team
- Optimizations and enhancements guided by data-driven insights
- Strategic recommendations powered by AI
- Fully transparent comprehensive tracking
- Access to our CRM tools
- Integration of marketing and sales data
- Monthly analysis, measurement, and revenue reporting for campaigns
- Thorough research on competitors and industry trends
- Ongoing management and refinement of strategies
Why choose OTT/CTV Advertising?
Social feeds are chaos. Ads disappear in seconds, drowned out by memes, selfies, and algorithm noise. But streaming? Streaming is where attention sticks.
People lean back on the couch, binge shows, and watch uninterrupted. That’s where your brand belongs — not begging for likes in a crowded feed.
3 Reasons OTT/CTV Wins
Unskippable. You don’t get scrolled past — you get seen.
Unblockable. No extensions, no filters. Your ad runs.
Trusted by default. If it’s on the same screen as premium content, it inherits credibility.
While your competitors waste money fighting in noisy feeds, you could be in your customers’ living rooms — dominating attention where buying decisions actually happen.
Of course, just showing up on CTV isn’t enough. The real power is who sees your ad, when they see it, and how precise your targeting is. That’s where OTT/CTV separates the amateurs from the empire-builders.
Targeting Options
The other impressive feature of OTT/CTV ads is the precision you can achieve with targeting. Unlike traditional TV you cannot really target your audience but with OTT/CTV you can make sure you are seen by your targeted audience along with a broader audience.
What can I Target?
Addressable: Employ GPS and a list of addresses to find a very specific group of people.
Behavioral: Use keywords, online behavior, and context to reach new audience members.
Demographic: Use location, income, and more to target more than 125 million U.S. households.
Targeting gets your ad in front of the right person. But here’s the catch: if the creative doesn’t grab them in the first two seconds, all that precision is wasted.
OTT/CTV isn’t about being seen — it’s about being remembered. That’s why creative isn’t decoration, it’s the weapon.
Are you ready to double your revenue in the next 3 months with MoltenGiraffe?
OTT/CTV Ad Targeting Strategies
Top 5 OTT/CTV Advertising Strategies
- Retargeting: Imagine you’re running a store and a customer walks in, looks at a toy car or a dollhouse, but leaves without buying anything. Wouldn’t it be great if you could remind them about that toy car or dollhouse later, maybe even when they’re at home? That’s what retargeting does but on the internet!
When someone visits your website and leaves without buying anything, retargeting helps you show them ads about the things they are interested in. It’s like a friendly reminder saying, “Hey, remember that cool toy car or dollhouse you liked? It’s still here!”
And the best part? You can remind them no matter where they are on the internet, whether they’re browsing other websites or using different devices like their TV or phone.
This is called cross-screen retargeting. It’s like having a billboard that follows your customers around, always ready to remind them about that toy car or dollhouse they liked in your store.
- Lookalike: Lookalike targeting is a strategy that identifies and targets individuals who share characteristics with your existing customers. It uses data about your current customers to create a profile of your ideal customer.
This profile is then used to find potential customers who match this profile. By targeting individuals who ‘look like’ your existing customers, you increase the likelihood of reaching people who are interested in your product or service.
This strategy is effective for expanding your customer base while maintaining a focus on return on investment.
- Contextual: Contextual OTT targeting is a strategy that delivers ads to audiences based on the type of content they are currently consuming. This means showing ads that are relevant to what the viewer is watching or interested in.
For instance, someone watching a cooking show might see an ad for a new kitchen appliance, or a viewer watching travel content might see an ad for a holiday destination.
The idea is that the ad is more likely to resonate with the viewer because it’s related to what they’re already interested in.
Geolocation: Geolocation targeting is a strategy that allows you to show ads to people based on their location. This means you can choose to show your ads only to people who are in a certain area.
This is often used by local businesses. For example, a pizza place might show ads to people who are within a certain distance from their shop. But it’s not just for small businesses. Even big companies are using this strategy. For example, Dunkin’ Donuts has used an app to show ads to people who are near their stores and even give them directions to their “coffee pit stop”.
By using geolocation targeting, you can make sure your ads are seen by the right people, which can help you save money and get better results from your advertising.
- Time-of-Day: Time-of-day targeting is a strategy that shows ads to people at specific times of the day. This is chosen based on when most of the target audience can be reached or when they are most likely to be interested in the message.
For instance, a restaurant with new dinner items might show more ads in the late afternoon and early evening, when people are starting to think about dinner. Or, a company that offers a solution for sleep problems might only show ads late at night. This way, the ads are shown when they are most relevant, which can make them more effective.
STARTER
For brands done dabbling and ready to test OTT with precision.
- Essential campaign setup + targeting
- Baseline ad creative (punchy, test-ready spots)
- Transparent ROI-focused reporting
Best for brands spending under $15K/month
SCALE
For brands ready to claim market share, not just run ads.”
- Advanced targeting (behavioral, geo, cross-device)
- Multi-platform campaigns (Roku, Hulu, YouTube TV, FAST)
- Creative rotation & A/B testing baked in
Best for brands spending
$15K–$50K/month
EMPIRE
This isn’t advertising. This is living-room domination.
- Custom creative labs (Impossible Campaign concepts)
- Cross-channel domination (OTT + PR + Social)
- Weekly War Room reviews + scaling playbooks
Best for brands spending $50K+/month
Over-The-Top & Connected TV Advertising Services: Full Pricing Breakdown
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Features
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Starter
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Scale
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Empire
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Number of campaigns (per month)
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Up to 6
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Up to 10
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10+
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Ad Production
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Ad companion assets: Graphics, Motion graphic, Call-to-action, links
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Pixel Installation & tracking
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Retargeting
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Advanced targeting
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Monthly reporting
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Dedicated Account Representative
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Monthly ongoing investment
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$4,000 or 15% of ad spend, whichever is greater
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$7,000 or 15% of ad spend, whichever is greater
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$12,000 or 15% of ad spend, whichever is greater
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Minimum Required Ad Budget
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$5k-15k
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$15k-25k
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$25k+
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Creative That Can’t Be Ignored
Most agencies treat creative like decoration. A polished video, a nice script, a logo fade. The result? Ads that look good on a reel but get skipped in real life.
On CTV/OTT, you don’t have that luxury. You’ve got two seconds to hook someone before they glance at their phone. That’s where MoltenGiraffe flips the game.
We build creative like a weapon:
Hook first, polish later. The opening frame matters more than your brand guidelines.
Visually aggressive. Bold text, high contrast, movement that demands attention even from across the room.
Sound engineered for the living room. Crisp VO, captions by default, and sound design that feels different.
QR + CTA built in. Every spot is designed for action, not just awareness — scannable, clickable, unmissable.
Multiple cuts, not one bet. 6s, 15s, 30s, 60s. We test, rotate, and adapt before fatigue ever sets in.
Creative Tiers We Offer
Baseline Production → punchy ads built fast, optimized for testing.
Premium Production → cinematic storytelling with full production muscle.
MG Impossible Creative → stunts, shock ads, guerrilla campaigns that people can’t stop talking about.
Why This Matters
OTT/CTV isn’t just about buying premium inventory. If your creative doesn’t dominate the first two seconds, you’ve wasted your spend. That’s why we don’t hand you “content.” We hand you campaign assets built to convert attention into revenue.
How does MoltenGiraffe's OTT/CTV Advertising Services work?
When you sign up for our OTT/CTV advertising services, here’s what happens:
1) Intel & Alignment — find the leverage
We start with ruthless clarity: your unit economics, ICPs, offer, seasonality, and what “winning” means in dollars (not impressions). We audit existing video assets, analytics, and conversion paths. If tracking is weak, we fix it first (server-side events, UTM standards, QR/vanity URL strategy).
Outcome: a one-page strike brief with targets, guardrails, creative angles, and success metrics.
2) Targeting Architecture — precision over spray
OTT/CTV is powerful when you stop paying for “everyone.” We build audiences at the household level (MAIDs/IP), layered with contextual (genres, ratings, content themes), behavioral (purchase intents, interests), and geo controls (zips, DMAs, store radii). We set exclusions, whitelists, brand safety, and frequency caps so you buy attention—not fatigue.
Outcome: a targeting map that shows who we hit, where we hit them, and who we refuse to waste money on.
3) Creative Strike — make the first 2 seconds count
CTV gets attention; your creative keeps it. We build a testable set of spots: 6s bumpers, 15s and 30s performance cuts, and a 60s story where it’s justified. Openings that hit hard (visual hook + line), clear hero offer, on-screen CTA + QR scannable from 10 feet, captions on by default. We also produce companion banners (to follow the viewer cross-device) and social cut-downs for the retarget loop. Specs we honor (so you don’t have to): 16:9 1080p (4K masters if available), -24 LKFS audio normalization, safe-title areas, burned-in captions where required, H.264/ProRes masters.
Outcome: a creative matrix built to be tested, not “hoped.”
4) Ambush Launch — controlled aggression
We deploy across the right mix of premium inventory (programmatic + curated: Roku, Hulu, Paramount+, YouTube TV, FAST channels), allocate budget by 70/20/10 (core/bet/experimental), and daypart when it matters. Frequency caps prevent overexposure, pacing keeps CPMs sane, and we seed multiple hooks so we can rotate fast.
Outcome: a live campaign that favors learning velocity—finding winners in days, not months.
5) Relentless Adaptation — optimize or kill
Daily reads on VCR (view-through), unique reach, CPV/eCPM, site visits post-exposure, and QR/vanity URL pickups. We turn off weak placements (e.g., VCR < 85% after 10k impressions), move budget to strong content clusters, tighten audiences, and rotate creative before fatigue shows up in the numbers.
Outcome: budget migrates to what works; waste gets choked off.
6) Proof & Lift — show me it worked
CTV attribution isn’t a guessing game. We use household exposure-to-visit match, branded search lift, promo codes/vanity URLs, and optional geo holdouts to prove incrementality. Retail? We can layer foot-traffic studies. Big budgets? Add brand-lift or MMM.
Outcome: a scoreboard you can defend in a boardroom: customers earned, revenue influenced, cost to acquire attention that converts.
7) Surround & Amplify — own the mindshare
Viewers exposed on TV get retargeted cross-device (social, display, search) with creative that references what they saw. Launch PR/newsjacking stunts? We align a CTV burst to force the story into living rooms, then harvest the surge across channels. Email/SMS flows are timed to the lift.
Outcome: OTT/CTV becomes the spark; your other channels become the accelerant.
8) Win Report & Next Moves — scale with intent
Weekly War Room: what we learned, what we’re scaling, what we’re killing, and the next experiments (new hooks, new contexts, new offers). Monthly: bigger moves, seasonal plans, and budget recommendations tied to actual capacity and ROAS.
Outcome: momentum that compounds—and a plan that evolves faster than your competitors do.
What We Need From You (first 72 hours)
Your must-have KPI and the “this is winning” number.
Approved offer(s) and any legal/brand constraints.
Access: analytics, tag manager, CRM (for audience match), ad accounts where relevant.
Existing video assets/logo/brand kit (if any). If not, we build from scratch.
Quality Control We Don’t Compromise
Brand safety: content category controls, blocklists/whitelists.
Accessibility: captions, legible supers at 10 feet.
Device reality: we test on actual living-room devices (QR scannability, audio levels, subtitling).
Privacy compliance: consent and data usage aligned with applicable regs.
Typical Timeline (fast lane)
Week 0–1: Intel, tracking hardening, targeting map, creative concepts.
Week 2: Produce/edit assets; companion units; cut-downs; compliance QA.
Week 3: Launch + first optimizations (creative rotation & placement purge).
Weeks 4–6: Scale winners, run first lift read; introduce next creative wave.
Ongoing: Weekly War Room, monthly strategy resets, seasonal plays.
Optional Power-Ups
Cinematic production sprint (bigger story, same speed).
Geo holdout/incrementality testing for CFO-level proof.
PR x CTV surge (newsjacking + living room domination).
Influencer whitelisting to amplify winning hooks across feeds.
Bottom line
CTV isn’t “TV with a dashboard.” It’s a way to buy decisive moments in the room where decisions get made. We don’t set-and-forget. We hunt—with targeting that cuts, creative that stops the scroll at ten feet, and an optimization loop that never sleeps.
What if I don’t have creative video assets?
Don’t have any video ads for your business yet? No worries! We’re here to help you create them. Here’s how it works:
Idea to Execution: We handle everything from coming up with ideas to making the actual commercials.
Budgeting: Commercials can cost anywhere from $2,000 to $200,000, depending on how fancy you want to get. For example, Super Bowl commercials can cost millions because they’re really fancy and often feature famous people like Tom Brady or Beyonce.
Staying on Budget: But don’t let that scare you! We can make great commercials that fit your budget. We specialize in making commercials that cost between $10,000 and $50,000. We can even make basic commercials for less, using just a voice-over and some extra footage.
Focus on Your Message: Our main goal is to make sure your message gets across as interestingly and effectively as possible. So we make ads that are just right for the platform and your audience.
Remember, we’re here to help you make your vision come true and the process as smooth as possible. Let’s create something amazing together!
B-Roll Ads Package
$4,500
What’s included:
- Up to 5 Ads
We create up to 5 ads for commercial use. Between 15secs and 90secs.
- B-Roll Footage
We use stock footage, b-roll footage, clips, and images mixed together to create the messaging.
- Voice-over
We use voice-over to craft the narrative and eliminate the cost of casting actors.
- Audio Production
We add sound effects, background music, and audio production to bring the ads to life.
- Animation
Design, Animation, and Masking are used where needed to elevate the ads to high-quality commercial standards.
- Editing
The ads are meticulously edited to ensure they effectively convey the intended narrative.
Ad Production Package
$10,000
What’s included:
- Commercially Produced Ad
We create you a highly produced ad with pre & post-production.
- Filming
We have a whole film crew set up to film the ad with cameras, and green screens for the highest quality.
- Casting
We cast professional actors to star in your ad. These actors are cast to appeal to your audience and fit your brand.
- Location
We scout locations if necessary that fit your ad requirements.
- Set design
We build a full set if necessary to film your ad to bring your vision and message to life.
- Editing
The ads are meticulously edited to ensure they effectively convey the intended narrative.
B-Roll Footage Ad Examples
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Streaming Audio Ads
Over The Top/CTV Ads
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