OTT (Over The Top) media service can be defined as:

a media distribution practice that allows a streaming content provider to sell audio, video, and other media services directly to the consumer over the internet.

Circumventing traditional TV viewing by using a Chromecast, Roku, apps within your Smart TV, mobile or tablet, and even games consoles creates new hurdles for advertisers, but offers some huge potential too. Viewers are engaged, and more accurate targeting and reporting is also available when compared to traditional TV advertising options.

To emphasise the importance of this growing trend, it's time for some statistics:

• Over 60% of US households access content streamed through an internet-connected TV or device.
• Between 2017-2018, streaming media device shipments will increase globally by 11.1%, and by up to 28% by 2021 (SNL Kagan).
• One-third of American households watch only VOD.
• eMarketer estimated 22.2 million cord-cutters ages 18 and older, a figure up 33.2% over 2016.
• When watch an "on demand" program, ad content is generally very well-received. It’s a full-screen experience, so there’s nothing else detracting from the programming or the ad.
• Completion rates for CTV viewing are currently at 98% for pre-roll and mid-roll ads.

The main driver of complexity in digital advertising and measurement is often the wide range of ever-diversifying devices people use to access content. With the explosion in connected devices, new variations appear almost daily. DeviceAtlas helps you stay on top of this shifting landscape by:

• Identifying and verifying OTT originated traffic
• Targeting campaigns to OTT viewers
• Providing additional targeting criteria for advertiser
• Adding decisioning criteria for ad delivery
• Enabling cross-device measurement

As of today, DeviceAtlas has hundreds of distinct OTT devices in its database, from set top boxes to tablets, smartphones, Smart TVs as well a plethora of different games consoles. Our database is kept up to date so every new device is available to you. Knowing which device your audience is using can help you refine your message and ensure maximum engagement for your OTT advertising campaign.

The below lists the device types used for determining ad impression origin, and follows OpenRTB specification.

Here are some User Agents you might expect to encounter when dealing with such OTT devices. We've included many common, household-name devices such as Chromecast, Apple TV, Xbox One and Playstation 4.

Set Top Boxes User Agents

Smart TV User Agents

Game Consoles User Agents

Main Image By Matthew Keys via Flickr.