With the rise of cord cutting behavior, traditional TV ad spend has been declining in lieu of over-the-top (OTT) and digital video. OTT has made TV advertising more accessible to performance-driven marketers. Beyond the clear synergies between OTT and mobile for app advertising across screens, addressable buying methods offer more sophisticated targeting with lower barriers to entry. OTT also offers deeper insight into attribution, as advertisers are able to definitively measure one-to-one acquisition from TV advertising for the first time.

That being said, OTT is still a grey area for many—with superfluous TV terminology, fragmented options for media buying, and unclear expectations for performance and measurement, it can be tricky to know where to start.

If you’re new to OTT or want to convince your team that testing OTT is worthwhile, this comprehensive guide on OTT television will help you understand:

• Advanced TV terminology, buying methods and content formats.
• Key trends on the OTT audience, viewing behaviors, market share and growth.
• How OTT attribution works with AppsFlyer, in addition to industry solutions that will help you plan out your cross-device measurement strategy.
• Expert advice on the OTT media buying landscape, featuring media sources by category, targeting options, test strategies and more.