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OTT Vs CTV: Unraveling the Best Choice for Your Business

21/05/2023

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In the ever-changing landscape of digital marketing, businesses have numerous options for effectively reaching their target audience. Over-the-top (OTT) and connected TV (CTV) are the two fastest-growing platforms in the 20th century. As the battle between these two titans intensifies, one question looms large: which platform is the best choice for your business?

In this article, we’ll break down the key distinctions between OTT vs CTV services to aid companies in selecting the right choice for their specific requirements and goals.

OTT Vs CTV: Unraveling the Best Choice for Your Business
Source: World trademark review

Understanding of Both: What is OTT vs CTV?

OTT (Over-The-Top) and CTV (Connected TV) are two rising terms in the realm of television and video content. While they are interconnected, understanding the distinction between OTT and CTV is crucial for comprehending the modern viewing experience.

What is OTT (Over-the-top)?

Bypassing the traditional telecommunications, multichannel television, and broadcast television platforms, Over-the-top (OTT) refers to content providers that distribute streaming media as a standalone product directly to viewers over the Internet. To eliminate these established middlemen – as suggested by the prefix “over” in “over-the-top” – is the goal of OTT streaming platform.

Understanding of Both: What is OTT vs CTV?
Source: Insys Video Technologies

In other words, over-the-top (OTT) TV services enable viewers to watch shows online rather than via traditional broadcast methods such as an aerial or satellite dish installed on the roof.

Some examples of OTT services include:

  • Netflix
  • Hulu
  • Amazon Prime Video
  • Disney+
  • HBO Max

What is CTV (Connected TV)?

The all-encompassing phrase “connected TV” (or CTV) refers to TVs that may connect to the Internet to access content from sources beyond a cable or broadband provider. No cable or satellite subscription is required. Consequently, CTVs include OTT devices linked to conventional TVs, allowing the latter to connect to the Internet alongside smart TVs and IPTVs.

Most people access OTT services like Hulu and Netflix through CTV, which offers its own set of advantages for advertisers. So, CTVs and other common devices such as smartphones, tablets, and PCs may now access OTT content.

What is CTV (Connected TV)?
Source: Fall Off The Wall

While this may sound confusing, the foremost thing to remember when comparing CTV vs OTT programming is that OTT material is seen through CTV.

Some examples of CTV are:

  • Roku TV
  • Amazon Fire TV
  • Apple TV
  • Samsung Smart TV
  • Google Chromecast
  • Android TV

The Growing Impact of OTT and CTV in the Business World

The Growing Impact of OTT and CTV in the Business World
Source: Digital Dealer

Hyper-personalized Experience

Although traditional linear TV still plays an indispensable role in reaching a considerable proportion of the population, OTT content shows outstanding advantages by customizing each viewer’s experience. Enterprises can effectively target specific demographics with OTT advertisements, such as classifying various aspects such as age, gender, location, financial capability, ethnicity, etc. Companies may narrow down their ideal demographic via OTT content rather than broadcasting to a large audience as they would with TV commercials.

More Data, Better Precision

Thanks to OTT advertising technologies, enterprises may target audiences based on age, gender, location, hobbies, and viewing habits. Meanwhile, linear TV only used broad data from Comscore and Nielsen, which had huge margins of error and only supported top-of-funnel advertising at best.

Eliminate the Intermediary

By deploying OTT campaigns internally with DSPs, companies have more say over where their ads appear. You may use programmatic technology to make rapid and cost-effective decisions about where and when your ads will display, down to the specific programs and audiences.

More Effective Measurement

In order to evaluate CTV in comparison to KPIs such as VCR, digital marketers are increasingly resorting to more complex methodologies. Brands can determine the efficacy of their media tactic by using more sophisticated CTV measurement capabilities, such as attribution against onsite page visits or actions and external Third-Party solutions like foot traffic or brand lift.

CTV Vs OTT: Comparing the Differences

If a company wants to reach its intended demographic via digital advertising, it must have a firm grasp of the distinctions between CTV and OTT. While both platforms offer unique opportunities to reach viewers in the digital streaming space, they have distinct characteristics that set them apart.

CTV Vs OTT: Comparing the Differences
Source: Strategus
FactorsOTT (Over-the-top)CTV (Connected TV)
Audience reach and demographics• Provides a vast audience reach with diverse demographics.
• Appeals to viewers of all ages, interests, and geographic locations.
• Accessible through various devices.
• Specifically targeting viewers who consume content on television or TV-connected devices. 
• Offers a more traditional TV viewing experience, appealing to households.
Pricing modelsOffers flexible pricing models including: 
• Subscription-based: Pay a recurring fee for unlimited access to content (e.g., Netflix, Hulu).
• Ad-supported: Access content for free but must view ads during playback (e.g., YouTube, Crackle).
• Hybrid models: Combine subscription and ad-supported options.
• Primarily follows ad-supported models, allowing viewers to access content for free while watching ads.
• Some provide ad-free watching for a monthly cost through a membership program.
Ad targeting capabilities• Uses advanced ad targeting capabilities based on user data and behavior.
• Enables advertisers to target specific demographics.
• Leverages data collected from user accounts and interactions to deliver personalized and relevant ads.
• Provides similar ad targeting capabilities to OTT platforms.
• Utilizes data collected from smart TVs and streaming devices.
• Allows for targeted advertising to the appropriate people at the correct time.
User behavior and engagement• Offers high user engagement through on-demand content consumption.
• Users can freely choose their preferred watching option.
• Provides interactive features, personalized recommendations, and additional content options.
• Provides a lean-back viewing experience similar to traditional TV.
• Offers a more relaxed and passive content consumption experience.
• Limited user control over content playback with essential functions handled by remote controls.

Picking the Right Platform for Different Business Models

With the proliferation of CTV (Connected TV) and OTT (Over-The-Top) platforms, it’s becoming more important to grasp their differences in order to choose the one that best fits certain business models.

Picking the Right Platform for Different Business Models
Source: LinkedIn

OTT for B2C Businesses

OTT platforms are generally more suitable for B2C (Business-to-Consumer) businesses.

White-label OTT platforms are focused on reaching customers where they already are – on their smart TVs, smartphones, and other streaming devices. B2C businesses can leverage OTT platforms to reach a larger audience, engage with consumers, and monetize their content through subscription or ad-supported models.

On the other hand, B2B (Business-to-Business) businesses typically have a narrower target audience and require communication channels that cater specifically to professionals and industry-related needs. B2B businesses often rely on industry-specific events, trade shows, professional networks, and direct business partnerships to reach and engage their target audience.

CTV for B2B Businesses

In contrast to OTT, Connected TV (CTV) provides a completely different aspect. CTV content is generally more suitable for B2C (Business-to-Consumer) businesses.

Let’s take a look at why CTV is mostly suited for B2B business:

  • Exact targeting: Unlike the goal of B2C businesses using white-label OTT services, when reaching as many audiences are the top priority. CTV enables accurate targeting at the individual level by using third-party databases with information on firm size, industry, job type, intent, and other usual B2B media purchases. The data generated from CTV is said to be accurate and provides more valuable insights.
  • Optimal Cost: Undoubtedly, CTV advertising has a higher CPM (Cost Per Mille) than other forms of advertising. However, you’ll see substantially lower rates when considering the exact targeting and the decreased waste.

Therefore, it seems that B2B businesses most benefit from CTV advertising because it can reach and engage customers in a targeted manner. This capability is well-suited for B2B businesses promoting consumer products, services, or brands.

Which Platform is Better for Startups, SMBs, and Large Corporations?

Small and medium-sized businesses (SMBs) frequently have limited resources and need inexpensive methods to contact their customers. OTT platforms provide a more affordable option in this regard, with many price tiers.

In contrast, large businesses may have the resources to investigate both OTT and CTV options. The extensive reach and sophisticated ad-targeting capabilities of OTT platforms are a boon for large firms with a business-to-consumer (B2C) emphasis. In contrast, CTV platforms may be more appropriate for B2B-emphasis organizations.

Which Platform is Better for Startups, SMBs, and Large Corporations?
Source: Keynes Digital

Embrace Change and Make The Right Choices with SupremeTech

Generally speaking, it is important to thoroughly consider your individual demands, target audience, and marketing goals while deciding OTT vs CTV for your organization. The benefits of OTT and CTV platforms are distinct, and they each serve a different kind of company.

As you navigate this decision-making process, consider engaging with a trusted technology partner like SupremeTech. As a product-driven development company with expertise in digital solutions and a commitment to exceptional results, we pride ourselves on providing valuable insights and support to help you deliver the best choice for your business.

One solution you may want to explore is OTTclouds, an OTT streaming solution offered by SupremeTech. OTTclouds provides a comprehensive platform for streaming media content and can be a valuable asset in reaching your target audience effectively. Don’t hesitate to contact us for the earliest advice and support!

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        How Team Người Việc Won SupremeTech’s AI Hackathon 2025 with AI-Assisted Development and Agile Thinking

        24 hours. 10 teams. Countless lines of code. One team claimed the spotlight and took half of the 100 million VND prize pool. SupremeTech’s first-ever AI Hackathon was more than just a competition, it was a test of endurance, creativity, and teamwork. For one intense day and night, our participants pushed the limits of AI-assisted development, turning raw ideas into functioning prototypes under extreme time pressure. Among them, three teams rose above the rest. Their solutions not only showcased strong technical execution but also revealed how AI hackathon use cases can bring real business value in areas such as customer experience, automation, and data-driven decision-making. These top three use cases highlight the future potential of AI and the passion of SupremeTech’s people to turn vision into reality. Brought home the Top Prize - Team Người Việc stood out for their sharp strategy and teamwork. 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Instead of seeing it as an obstacle, the team saw great potential in this topic: “It’s actually very close to what SupremeTech does,” one member shared. “Tourism and service coordination are among the industries where our clients face similar pain points. If developed further, this could even become a real product for the company”. For most teams, tackling something this wide in just 24 hours would be overwhelming. But for Người Việc, it became the perfect opportunity to combine business logic, agile thinking, and AI-assisted development into a single solution. Dũng, one of the front-end engineers shared: “We didn’t see it as just a travel problem. It’s a coordination problem that every company faces because of too many people, too little time, and too many things to track.” The Idea: Transforming Tourism Coordination with AI Manual planning and coordination often create time-consuming processes, lack of feedback, and fragmented communication across travel agencies, corporate HR departments, and trip participants. To solve this, Người Việc envisioned an end-to-end platform that connects all stakeholders, from travel agencies and corporate planners to event organizers and trip participants.The system enables users to: Create and customize travel itinerariesConnect directly with travel agencies through a marketplace modelTrack schedules via QR codeProvide instant feedback during the trip. In short, it bridges the gap between demand and supply in hospitality, creating a more transparent, interactive, and seamless travel experience. The Process: From Brainstorming to AI-Assisted Development What set Người Việc apart was their strategic mindset before touching a single line of code. Instead of rushing to use AI tools right-away, the team began with a face-to-face brainstorming session, mapping out what a real group trip looks like from start to finish: from planning and agency communication to real-time updates and user feedback. To validate their ideas, they even called friends working in hospitality to understand pain points from the field such as: how agencies handle client requests, where information gets lost, and what travelers actually expect. Only after this discovery phase, the team moved into design and development. They first created clear user stories and workflows on their own, then applied story-based prompting by feeding those stories into ChatGPT and Copilot to generate database schemas, API endpoints, and code snippets. 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With only minutes left, they borrowed a laptop, rebuilt the slides from scratch, and walked onto the stage calm and composed delivering a confident demo that looked effortless to the audience. The team recalled “After 22 hours of coding, what stayed with us wasn’t exhaustion. It was that moment when everyone looked at each other and said: We'll make it work, no matter what.” Voices from the Winners For Team Người Việc, winning the hackathon was not just about the prize, it was about learning how humans and AI can truly collaborate. Reflecting on the experience, Dũng shared: “We realized that AI isn’t just a tool, it’s a real teammate, if you know how to ‘talk’ to it. Each team used AI differently: some for brainstorming, some for UI design, others for presentation. But the prompts we gave were never the same, and that’s why the results were so different. AI only shows its real power when people know how to guide it.” As winners, the team also offered advice for those who will join future hackathons: “Prepare everything you can beforehand: boilerplate code, deployment setup, tools, and your fighting spirit. Once the event starts, every minute counts. And above all, trust your team” Conclusion Team Người Việc proved that real innovation is not only about technology, but about people working together with purpose. By combining business insight, teamwork, and the smart use of AI, they turned a difficult 24-hour challenge into a real achievement. For SupremeTech, this victory is more than just a competition result. It’s a reminder that the future of development starts with clear thinking, strong teamwork, and the courage to explore new ways of building with AI. Appendix: 1. How the Team Applied AI Throughout the Project StageApproachAI Application/ Tools UsedAnalysis & DesignThe whole team brainstormed together, role-playing as real users to map out workflows and features.No AI used — this was the most human-driven stage focused on critical thinking.User Story writingConverted rough ideas into logical workflows, defined goals, and acceptance criteria.ChatGPT acted as a virtual BA, turning brainstorm notes into professional User Stories and Acceptance Criteria.Coding (User Story Based)Developers implemented each User Story while communicating directly with the AI assistant for suggestions and refactoring.GitHub Copilot served as a coding partner, reading stories, suggesting code, refining syntax, and accelerating implementation.Testing & ReleaseThe PTL and BA acted as real users to test the product, identify bugs, and refine the UX before release.No AI used — manual testing for real-user validation. 2. Team Tech Stack LayerTech StackFrontend & Backend (Fullstack)Next.js 15 (App Router)UI Libraryshadcn/ui + TailwindCSSAI AssistantChatGPT + GitHub CopilotInfra / DeployAWS + Dokploy 📩 Read more articles about us here: SupremeTech’s Blog

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          AI-Assisted Ecommerce Solution Wins Third Place at SupremeTech AI Hackathon 2025

          SupremeTech’s first-ever AI Hackathon was more than just a competition. It was a thrilling test of creativity, focus, and endurance. For 22 hours, teams of passionate innovators raced against time to turn bold ideas into working prototypes that could bring real business value through AI. Among them was team Người Lào, whose project tackled one of the most relevant challenges in modern retail: building an omnichannel e-commerce and loyalty platform supported by AI. The goal was to create a system that connects online shopping, personalized loyalty programs, and in-store interactions into one seamless customer journey.What made Người Lào stand out was their business-driven mindset. Instead of treating the task as a purely technical challenge, they saw it as an opportunity to transform how Vietnamese cosmetic retailers connect with their customers. Their answer was ViEC Beauty, an innovative AI-powered e-commerce solution built on Zalo Mini App, turning a familiar local platform into a powerful tool for digital commerce. Meet The Team Team Người Lào was formed with the simple spirit of having fun, staying friendly, and learning together. Everyone joined with an open mind, ready to give their best once the challenge began. The team brought together members from different backgrounds, covering all key roles in a real project from infrastructure and front-end to back-end, business analysis, and quality control.Phuoc Pham, the team leader, believed great teamwork mattered more than perfect technical skills. What he looked for were people who knew their strengths and were willing to give their all. With that mindset, Người Lào grew into a team built on trust, respect, and laughter, values that ultimately became their greatest strength. When a Familiar Task Became the Toughest Challenge At first, the assignment sounded simple: create a multi-channel e-commerce and loyalty platform for retail stores. Building e-commerce systems was something most members already did in their daily work. But soon they realized that creating a typical shopping app would not stand out. To impress the judges, they needed something fresh, a solution with clear business impact and technical creativity. In just 22 hours, with five members and the support of AI tools, Người Lào had to deliver a product that was practical, scalable, and market-ready. Finding a Small Idea with Big Impact After a few brainstorming sessions, they decided to focus on a small but meaningful niche: the Vietnamese cosmetic retail market. This idea came from observing how many small cosmetic shops in Vietnam were struggling to keep up with the digital shift. While big players like Shopee and TikTok Shop dominate online sales, a large number of small cosmetic stores still lack proper digital tools to compete. These stores serve a loyal base of middle-aged customers who have strong purchasing power but are often left behind in the rush of digital transformation. They do not need complex apps or flashy platforms. What they need is something simple, familiar, and trustworthy. Người Lào identified three major problems these small retailers face: Losing connection with middle-aged customers who prefer personal interaction but no longer visit the store as often.Lack of customer insights makes it hard for shop owners to understand shopping habits or preferences.Being overshadowed by large e-commerce platforms, which are slowly taking over their loyal customer base. With those challenges in mind, Người Lào saw an opportunity to make a real difference. Instead of competing with big platforms, they wanted to empower small retailers with a digital tool that feels local, personal, and easy to use.That was when the idea of building an AI-powered e-commerce solution on Zalo Mini App, namely ViEC Beauty, was born. ViEC Beauty is a platform that could bring e-commerce and loyalty features right into the ecosystem that Vietnamese users already trust and use every day. It was a smart move that combined business empathy, technical creativity, and a clear understanding of the local market. From Idea to Prototype in 24 Hours Once the idea was clear, the real race began. With only 24 hours to bring ViEC Beauty to life, Người Lào jumped straight into action. The plan was simple: divide roles clearly, trust each other’s strengths, and move fast. Hieu Vo, the dev lead, took charge of integrations and overall coordination. Anh Duong focused on building the back end with Laravel and setting up the admin site. Hieu Cao worked on the front end of the Zalo Mini App. At the same time, Huong Nguyen took on both the Business Analyst and Quality Control roles to ensure everything aligned with the initial vision. Meanwhile, Phuoc Pham, the team leader, acted as the bridge connecting everyone - reviewing ideas, making key decisions, and preparing the final presentation slides. With all the key roles covered, the team had a 360-degree view of the project, from technical implementation to business logic and user experience. They spent the first ten hours coding with AI Copilot and documenting the workflow. It was intense but exciting until the team hit a wall. The AI started producing conflicting UI components due to unclear process design in the initial prompts. What was supposed to save time ended up creating bugs that needed hours to fix. But instead of getting frustrated, the team stayed calm, laughed it off, and worked together to debug and refine the product until everything clicked into place. When the final hour arrived, they had a fully working Zalo Mini App—not perfect, but functional, meaningful, and proudly built within a single sleepless day. The Product: Core Features That Matter ViEC Beauty, an AI-powered e-commerce solution built within the Zalo ecosystem, offered small beauty retailers an accessible and familiar way to sell online and engage customers. Core App Features Product Catalog: An easy-to-browse collection of beauty products directly inside Zalo.Basic Loyalty Point System: Customers earn and redeem points to encourage repeat purchases.Admin Dashboard Prototype: A simple dashboard for store owners to manage products, orders, and sales.Zalo Integration Setup: Allows stores to send personalized notifications, skincare reminders, and promotions through the Zalo Official Account. Super Admin System A more advanced panel included: Real-time data analytics for instant business insightsInventory management to track stock levelsCRM tools to maintain relationships and engagementCampaign and promotion management to run and measure marketing activities Even though some features like Group Orders and AI Skin Analysis were still in ideation, ViEC Beauty already demonstrated how a simple, focused solution could bring AI-powered value to small businesses. Tech Stack The team built ViEC Beauty with React and Zalo SDK for the front end, Laravel for the back end, MySQL for the database, and EC2 cloud infrastructure for hosting. They chose familiar and reliable technologies to move fast and deliver results within 24 hours, prioritizing execution over complexity. >>> Read more related articles: SupremeTech’s AI Hackathon 2025: A blend of Product-Focused Spirit and AI-assisted DevelopmentHow Human Intelligence and AI Capabilities Can Redefine Software Development | Featuring The 1st Runner-Up of SupremeTech AI Hackathon 2025 Judges’ Feedback The judges praised Người Lào’s strategic focus on a niche market and their decision to build on the Zalo Mini App, calling it a practical and high-potential approach. They noted that while the product targeted small beauty retailers, a limited market segment, it had strong potential for real-world implementation. They recommended expanding ViEC Beauty into a multi-store SaaS platform, adding community-driven features, and integrating AI more deeply for personalization and competitiveness. On the technical side, the judges commended the team’s clear planning, fast execution, and AI integration. They encouraged the team to make AI applications more visible and explore scalability for larger projects. Overall, Người Lào left a strong impression with a well-executed prototype and a clear vision for future growth. Teamwork Memorable Moments For Phuoc Pham, the leader, the biggest lesson was simple: strong determination makes anything possible. He learned to stay focused, manage effort wisely, and balance ambition with practicality so the team could deliver on time. To him, the real strength of Người Lào came from teamwork, from every member understanding their own strengths and supporting one another toward a shared goal. Huong Nguyen shared that the hackathon was an unforgettable experience, a test of creativity, patience, and collaboration. From ideation to final delivery, every member gave their best and learned how to manage time, communicate, and step outside their comfort zones. Winning third place was a proud moment, but for the team, the valid reward was the experience itself, learning, laughing, and building something meaningful together. Conclusion For Người Lào, the SupremeTech AI Hackathon 2025 was more than a contest. It was a journey of teamwork, creativity, and discovery. In just 24 hours, they turned an idea into a working Zalo Mini App that blended business insight, AI innovation, and human collaboration. Their story proved that success is not just about winning but about learning how to move fast, stay focused, and create with purpose. ViEC Beauty started as a hackathon project, but it carries the potential to grow into something much bigger for Vietnam’s beauty retail industry. Team Phuoc Pham T. - Senior Infra EngineerHieu Vo H. - Senior BE EngineerDuong Nguyen V. A. - BE EngineerHieu Cao K. - FE EngineerHuong Nguyen T.T. - Quality Control Engineer  Tech Stack Frontend: React, Zalo SDKBackend: LaravelDatabase: MySQLInfrastructure: EC2, Cloud 📩 Read more articles about us here: SupremeTech’s Blog

          21/10/2025

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          Ngan Phan

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          AI-Assisted Ecommerce Solution Wins Third Place at SupremeTech AI Hackathon 2025

          21/10/2025

          167

          Ngan Phan

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