“Display” refers to visually-focused digital ads that appear on websites, apps, and other digital platforms. These images are designed to attract user attention and drive specific actions, such as clicks, website visits, or purchases. 

OOH – “Out Of Home” – is a term that usually means “billboards,” although that only part of this broad category. OOH also includes Transit advertising: Ads on buses, trains, subways, and in airports. Street furniture: Ads on bus shelters, benches, and news racks. Place-based advertising: Ads in places like shopping malls, stadiums, and movie theaters. Digital displays: Dynamic digital screens (billboards) and Other types of billboards: such as banners and posters.

CTV – Connected TV – is a term that usually means “streaming TV,” although that answer is only partly right. To add to this confusion, CTV is also often referred to as OTT, which is also only partly right. (Scroll to the graphic at the bottom of this page for a better understanding – Indy)

Over-The-Top (OTT) — This refers the method of streaming content “over the top” of the internet across any device. OTT streaming requires a strong internet connection and a device that supports apps or browsers. OTT used to refer only to video content but now it’s expanded to everything the internet offers. 

Connected TV (CTV) — refers to the streaming content from the internet on a television screen via a streaming device, like a Roku or Amazon Fire TV stick, or through a gaming console, like a PlayStation or Xbox. The difference between OTT and CTV is particularly confusing, so it’s worth reiterating that CTV refers to the television device itself. So, when you watch a rerun of Friends on your TV via cable, you are not watching OTT. However, if you switch over to your Apple TV system, open the HBO Max app, and begin streaming Friends, then you are watching OTT. The difference has to do with how you’re accessing the content, rather than what the content is. – Nielsen