OTT Ads vs. Social Media Ads: Which One Gets Better Results?

Learn the key differences between OTT and social media advertising, including placement, targeting, and engagement styles. Compare real-world performance metrics like brand recall, ROI, and conversion attribution across both formats. Discover when to use each or both to build a smarter, full-funnel ad strategy for your business goals.

Marketing Strategy Social Media Marketing

Amir Shahzeidi (Uscreen) 30 July 2025

Guest post by Uscreen.

There’s a new dilemma in digital advertising. Digital marketers are under more pressure than ever to stretch their ad budgets and deliver results across fragmented platforms. With many options competing for attention, two major players have emerged as dominant forces: OTT marketing services and social media ads.

OTT or over-the-top refers to content streamed via platforms like Hulu, Peacock, or YouTube TV—bypassing traditional cable. Social media ads appear on platforms like Facebook, Instagram, TikTok, and LinkedIn. 

Both have proven effective, but serve very different purposes depending on the campaign’s goal.

OTT seems to be pulling significant attention. Ad spending in the OTT video advertising market worldwide is projected to reach $207.52 billion in 2025, with a compound annual growth rate (CAGR) of 6.60%, leading to an expected $267.98 billion by 2029.

But how do you know whether OTT or social ads are right for your business goals?

This article breaks down the core differences between OTT and social media ads. It also compares performance metrics and helps you determine when to use one, the other, or both to maximize ROI.

What Are OTT Ads?

OTT (Over-the-Top) advertising delivers video ads directly to viewers via streaming services, without the need for a cable or satellite subscription. This category includes connected TV platforms (like Roku and Apple TV), streaming apps (such as Hulu and Pluto TV), and smart TV or connected TV (CTV) ecosystems. 

OTT ads are integrated into streaming content in a way that feels much like traditional TV commercials, but with modern advantages like targeting and performance tracking.

Types of OTT Ads

Because both social and OTT ads are digital, they share some format similarities, but also differences. Today, OTT ads are available in the following formats:

• Pre-roll or mid-roll video ads: Ads that play before or during content and cannot be skipped, ensuring that your message is seen.
• Interactive OTT ads: Viewers can engage with clickable elements such as QR codes, forms, or product links.
• Sponsored placements: Some platforms offer homepage takeovers or sponsored content hubs where brands can showcase stories or product demos.

OTT Ad Key Benefits

OTT advertising is becoming essential for brand-focused campaigns where building trust and emotional connection is the priority. As digitally native ads served up on smart TVs, OTT ads offer:

• High-quality engagement: OTT ads are typically viewed on large screens in a lean-back environment, meaning viewers are more relaxed, focused, and receptive.
• Ad completion rates: With fewer distractions than mobile or desktop, OTT ads often boast completion rates exceeding 90%.
• Targeting capabilities: Advertisers can use household demographics, device usage, location, and even streaming behavior to reach specific segments.
• Brand-safe environments: Many OTT platforms are curated and professionally produced, reducing the risk of appearing next to inappropriate or low-quality content.

The Social Media Ad Value Proposition

Social media advertising involves placing paid content on social networks to promote products, services, or brand messages. These platforms have matured into sophisticated advertising ecosystems with tools for audience segmentation, campaign optimization, and performance tracking.

Common Social Ad Formats:

• In-feed videos and images: The most common type, seamlessly integrated into users’ browsing experiences.
• Stories and reels: Short-lived, full-screen formats that deliver urgency and authenticity.
• Carousel posts: A swipeable set of images or videos to tell a multi-part story or highlight different products.
• Sponsored content and influencer partnerships: Branded collaborations that leverage trust and reach through creators.
  

Why Marketers Love Social Media Ads

There’s no dismissing how powerful social platforms are or the value they offer marketers. Access to large audiences and now more sophisticated algorithms that require less marketer intervention to better target audiences. It’s becoming easier to roll out and reap the rewards from social ads to target all kinds of audiences, from health and wellness to entertainment users.

Here’s a closer look at the major drawcards that make social ads so attractive to marketers: 

• Hyper-targeted reach: Platforms like Facebook and LinkedIn let you zero in on job titles, buying behaviors, life stages, and custom audience lists.
• The conversational and interactive nature: Social media allows brands to not just advertise, but build relationships and communities around their products.
• Engagement and virality: Comments, shares, and reactions amplify reach and social proof.
• Real-time insights: Performance dashboards show how content is resonating within hours, allowing for agile campaign adjustments.
• Cost-effectiveness: With CPMs (cost per thousand impressions) that are often lower than OTT or traditional TV, social media ads are accessible for both big brands and startups. New ventures can easily create a website using intuitive builders, making it an affordable and essential destination for social traffic.

Core Differences Between OTT and Social Media

OTT and social media ads, while similar in some ways, are nuanced, too. This table shows differences that are essential to understand when planning which platform to use.

These fundamental distinctions shape not just how ads are delivered, but how they are experienced. OTT ads benefit from a focused viewing environment with minimal distractions, ideal for immersive narratives. 

Social ads are much more punchier. They must grab attention quickly in fast-moving feeds, requiring snappier content and immediate value.

Making Sense of Performance Metrics and ROI

Rolling out ads, OTT or social media, requires a clear understanding of what to expect and how to measure performance. While not an exhaustive list of metrics, these will give you a lens through which to measure the performance of OTT and social ads.

1. Brand Awareness and Recall

OTT ads tend to outperform social when it comes to long-term brand recall. Studies show that ads viewed in a high-quality, large-screen setting are more memorable. Viewers tend to retain visual and emotional cues better from OTT formats than from social scrolling.

2. Engagement

Social platforms are built for interaction. The immediacy of liking, sharing, commenting, and reacting to content provides instant engagement signals that can inform ongoing campaign tweaks. OTT, being passive, lacks that feedback loop but compensates with uninterrupted attention.

3. Conversion and Attribution

Social media is designed for direct response. From click-to-buy formats to retargeting pixels, everything is built around moving users from curiosity to conversion. OTT is catching up with tools like CTV-to-mobile syncing, dynamic QR codes, and second-screen engagement strategies, but direct tracking is still more complex. 

OTT ads don’t come with the same easy-to-tap or swipe screens. There’s also limited cook and pixel use compared to social platforms, and with various OTT platforms, a “fragmented ecosystem” means fewer opportunities for retargeting on larger screens.

4. Cost Efficiency

Social media ads generally offer lower entry costs and faster iteration cycles. OTT ads may cost more to produce and distribute, but the returns can be significant when used for high-impact launches or high-LTV (lifetime value) customer segments.

Ultimately, the better ROI comes down to campaign intent: performance vs. perception, conversion vs. connection.

When to Use OTT Ads vs. Social Media Ads (or Both)

Since OTT doesn’t offer the same connectedness that social can for ads, there’s still a place for showcasing products on larger screens. Here’s how to choose when to go with OTT, social, and both:

Use OTT Ads When:

• You’re introducing a premium product and want to elevate the brand.
• You have visually rich, narrative-driven content that benefits from a larger screen.
• You’re running a national campaign and want consistency across devices.

Use Social Media Ads When:

• Your product solves a specific problem and needs to be explained quickly.
• You’re driving leads, downloads, or direct sales through funnels.
• You want to test multiple creatives, offers, or messages before scaling.
• You’re managing multiple Instagram or social media accounts and need agile, targeted campaigns for each.

Use Both When:

• You want to control the full customer journey, from awareness to action.
• You’re launching a time-sensitive campaign (e.g., Black Friday, product release).
• You want to capture attention on the big screen, then retarget users on mobile for conversion.

Blending both allows for a true omnichannel experience. OTT establishes the emotional hook, and social provides the nudge to act. 

This dual-channel strategy mirrors how people actually engage with digital content.

When you combine OTT’s reach with social’s interactive power, you create more than just impressions, you create momentum.

Fun fact → users log into mobile and TV apps 63% more frequently than on web platforms, and they spend 78% more total time there. That’s a clear sign that audiences prefer content delivered in app-based, cross-device environments.

Make Your Ad Dollars Work Smarter

OTT and social media ads aren’t rivals. They’re complementary assets in a modern marketing playbook. Think of OTT as the red carpet for your brand’s narrative, creating emotion and awareness at scale. Social media is the digital handshake. It drives interaction, insight, and transactions.

Budget allocation should follow strategy, not the other way around. For marketers at Fortune 500 companies, fast-scaling startups offer membership services or media buying services, this isn’t a matter of comparison. The question isn’t which is better in general, but which is better for your objective right now. 

Amir Shahzeidi (Uscreen)

Amir is the Head of Demand Gen at Uscreen, an all-in-one membership platform built for video creators. With Uscreen, creators can easily create paid memberships that include an on-demand video library, live streaming capabilities, and their own community space, all in their own branded site and apps.

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