Are TV commercials still being aired? A full analysis of the new playing methods of OTT Internet TV advertising in the digital era

How many times have you heard the phrase 'No one is watching TV anymore'? But the reality is that television has not disappeared, it just exists in a different form.

When you open the smart TV at home and follow the show through applications such as Galaxy Kiwi, Cloud Audio Visual Aurora, CIBN Coomew, you are not watching the traditional "TV", but OTT - Over The Top, that is, Internet TV.

A key question arises: For advertisers, are TV commercials still being directed to traditional satellite TV stations? What are the new ways to play OTT Internet TV ads in the digital era?

This article will take you to re-examine this' home screen ', systematically dismantling the complete gameplay system of OTT advertising from its core advantages, mainstream forms, precise targeting to effect evaluation.
1、 Why is OTT advertising worth your renewed attention?

In the digital era, users' attention flows from traditional TV to the Internet, and OTT is just the intersection of the two - it not only has the shock power of traditional TV's large screen, but also has the precision and interactive ability of Internet advertising.
（1） Qualitative change in coverage scale

By the end of 2025, the activation scale of smart TVs in China has exceeded 350 million units, covering over 800 million household users. This means that through OTT, you can reach a scale that used to require multiple satellite TV stations to cover at once.

More importantly, OTT users are mainly young families and high-income groups, which are the core consumer groups that brands are most eager to reach.
（2） The Irreplaceability of Large Screen Experience

Although mobile phones and tablets occupy a lot of users' time, the center of home entertainment is still the big screen. When watching movies, variety shows, and sports events, users' attention is highly focused, the advertising environment is pure, and there are few interfering factors.

This immersive large screen experience is an advantage that mobile advertising cannot replicate.
（3） The precise ability empowered by digitalization

What is the biggest pain point of traditional TV advertising? I don't know who watched it, I don't know how effective it was.

OTT advertising has completely changed this. Through device ID, user profile and behavior data, you can achieve accurate crowd orientation and effect tracking just like Internet advertising. Who watched, how long did they watch, and whether there was any interaction? Everything has data to follow.
2、 The mainstream forms and gameplay of OTT advertising

OTT advertising is not a single form, and can be mainly divided into the following categories based on the location and form of placement.
（1） Startup advertisement

This is the most valuable and impactful form of OTT advertising. When users turn on the TV, the first thing they see is your brand image, usually a full screen video or high-definition picture, lasting from a few seconds to tens of seconds.

Core value: Mandatory exposure, 100% visibility, no interference. This is the 'golden 15 seconds' of home screens.

Applicable scenarios: New product launches, major brand events, node marketing, requiring the creation of strong brand activities in a short period of time.
（2） Surface mounted advertising

Video advertisements inserted before, during, and after the user's on-demand content. Similar to the patch ads on video websites, but presented on an OTT large screen, the viewing experience is more impactful.

Core value: Strong correlation between content scenes. Users have a higher acceptance and interest in related advertisements when watching specific types of content.

Applicable scenarios: Targeted advertising can be conducted based on content tags, such as placing beauty brands in front of fashion variety shows and car brands in front of documentaries.
（3） Suspend advertising

When the user presses the pause button, static or dynamic advertisements will be displayed in the center of the screen. This is a unique 'attention surplus' scenario - although the user pauses the content, their gaze still stays on the big screen.

Core value: No disturbance, user initiated time window, ads can be viewed for a long time.

Applicable scenarios: Brands that need to convey slightly complex information, such as displaying product details, event details, etc.
（4） Brand Zone

A dedicated page created for brands on the OTT platform, aggregating brand videos, product information, promotional activities, and other content. Users can click to browse through it using a remote control.

Core values: Deep interaction, complete presentation of brand stories, and accumulation of user interest.

Applicable scenarios: Brands with rich content assets and marketing activities that aim to establish deeper connections with users.
（5） AI interactive advertising

This is the latest gameplay of OTT advertising. Through remote control voice, mobile phone scanning, and even camera recognition, users can interact with advertisements, such as receiving coupons, booking test drives, participating in lucky draws, etc.

Core value: Connect the shortest path from viewing to conversion, so that large screen advertising is no longer just about "watching".

Applicable scenarios: Brands that pursue direct effect conversion and undertake offline stores.

Professional agency companies like Tianci Media usually combine multiple forms based on their clients' marketing goals to form an integrated plan, rather than placing a single advertisement.
3、 New gameplay of precise targeting for OTT advertising

If traditional TV advertising is a 'wide net', then OTT advertising is a 'precise strike'. The following are the unique targeting capabilities of OTT advertising.
（1） Family portrait orientation

Targeting based on the consumption characteristics of the household where the device is located. The data sources include: brand and model of smart TV (reflecting consumption level), preference for viewing content (reflecting interest), geographic location (reflecting region), etc.

You can choose portraits such as "New middle-class families in high-end residential areas", "Families with school-age children", "Families who have recently browsed car websites" for advertising.
（2） Content scene orientation

Targeting based on the type of content the user is watching. If you are promoting maternal and child products, you can choose to appear before and after the content of parent-child variety shows and cartoons; If it is a tourism product, you can choose to appear before and after travel documentaries or destination guides.
（3） Time period orientation

The audience composition of home screens varies at different time periods. On weekdays, the daytime may be for the elderly and children, the prime time at night is for the whole family, and late night is exclusively for young people. You can choose the most suitable time slot for advertising based on the life trajectory of the target audience.
（4） Frequency control

This is another major advantage of OTT advertising compared to traditional television. You can precisely control the number of times each household sees advertisements, avoiding excessive exposure causing waste or aversion, and achieving "just right" reach.
（5） Cross screen follow-up investment

By matching device IDs, OTT ads can be linked with mobile ads such as mobile phones and tablets. After users see advertisements on TV, they can be followed up again on their mobile phones, creating a cross screen overlay effect.
4、 Effect evaluation: the complete process from exposure to conversion

The effectiveness evaluation of OTT advertising has taken a big step forward compared to traditional television.
（1） Exposure level

The monitored data includes: exposure times, number of independent exposure devices, completion playback rate, etc. These data tell you how many people have seen the advertisement and how long it has been seen.
（2） Interactive hierarchy

For clickable and interactive forms of OTT advertising, click through rates, engagement rates, page dwell times, and other metrics can be monitored. These data reflect the attractiveness of advertising content to users.
（3） Conversion level

By matching device IDs or scanning QR codes for tracking, subsequent conversion behavior can be monitored: have any users scanned the code to receive coupons? Has any user come to the store for verification? Are there any users searching for brand keywords on their mobile devices? These data can link OTT advertising with the final business results.
（4） Brand research

For brand advertisers, third-party research can also be used to measure changes in brand awareness, favorability, and purchase intention before and after advertising, quantifying the brand building value of OTT advertising.
5、 Common Misconceptions and Avoiding Pits Guide
Misconception 1: OTT advertising is just "changing the name of TV advertising"

This is the biggest misunderstanding. OTT advertising differs fundamentally from traditional television in terms of precise targeting, effect tracking, and interactive capabilities. Using the mindset of investing in traditional television to invest in OTT will inevitably result in a discounted effect.
Misconception 2: Only advertise when the device is turned on, ignoring the value of the combination

The startup advertisement has a stunning effect, but the price is also the highest. If only running startup ads, the budget will quickly run out and there will be a lack of follow-up reach. The scientific approach is to combine "startup advertising+placement+pause" to form a complete chain from strong exposure to deep communication.
Misconception 3: Neglecting Creative Adaptation

Throwing a 15 second TVC directly into OTT is a common mistake. OTT large screens are suitable for better visual presentation, and it is possible to consider customizing exclusive creativity for OTT, or even creating interactive versions.
Misconception 4: Short term advertising, unable to accumulate

The home reach of OTT advertising requires time accumulation. A week of investment may only be seen by a few families. It is recommended to use at least a monthly unit to ensure that the advertisement covers enough households and forms an effective reach frequency.
Misconception 5: Ignoring Data Validation

Some OTT platform data may contain moisture. It is necessary to verify the exposure data through third-party monitoring and require the media to provide detailed advertising reports.
VI. Conclusion

Returning to the original question: Are TV commercials still being broadcasted on traditional satellite TV? What are the new ways of playing OTT Internet TV ads in the digital era?

The answer is: Traditional TV advertising still has its value, especially for brands that cover middle-aged and elderly people and pursue authoritative endorsement. But for most brands targeting young families and pursuing precise reach, OTT advertising has become a more efficient choice.

The new gameplay of OTT advertising lies in three transformations: from "casting a wide net" to "precise targeting", from "untraceable" to "full chain monitoring", and from "one-way viewing" to "two-way interaction". These changes have revitalized the traditional media of home screens with new marketing vitality.

For beginners, it is recommended to start with small-scale testing. Choose a mainstream OTT platform, advertise for one month, set up a tracking mechanism, and observe data feedback. After verifying the effectiveness, gradually increase the budget and combine multiple forms to form a complete OTT advertising strategy.

Before launching, it is recommended to consult professional agencies such as Tianci Media for more targeted platform selection, creative suggestions, and effectiveness evaluation plans. Let professionals help you design a scientific OTT advertising plan, so that your home screen budget can truly realize its value and occupy a place in the new traffic battlefield.