Platform vs platform
Updated 2026-07-01
Google Display Network vs OTT (Over-The-Top)
Google Display Network averages $0.83 CPC and $3.85 CPM. OTT (Over-The-Top) is bought on CPM only, averaging $30.80. Analysis for Australia in 2026.
Google Display Network
CPC$0.83
CPM$3.85
Best forBrand awareness, Remarketing, Visual products
vs
OTT (Over-The-Top)
CPC—
CPM$30.80
Best forBrand awareness, Premium audiences, Video storytelling
Amber underline marks the lower cost on each metric. Ties get neither. Em dash means the platform is not sold on that basis.
Which one, for you?
Which should I actually pick?
Answer three questions and we'll score Google Display Network vs OTT (Over-The-Top) on budget fit, industry rank and goal alignment.
Regional context
Advertising in Australia
Australia punches well above its population in digital ad spend — per-capita digital ad investment ranks among the world's highest, driven by mature ecommerce, strong consumer banking competition, and a heavily concentrated retail sector. Google and Meta hold the lion's share, but YouTube and connected TV (via 7plus, 9Now, 10 Play, and BVOD) have become unusually important channels. CPMs run roughly 10% above US levels for premium inventory. The ACCC's News Media Bargaining Code and active scrutiny of Google and Meta have created a more transparent ad ecosystem than most peer markets. Privacy Act reforms are tightening consent requirements, with significant amendments rolling out through 2025-2026.
Regulatory notes
Privacy Act 1988 (amended 2024-2026) governs personal information; the Spam Act 2003 requires consent for commercial messages; gambling and therapeutic-goods advertising are heavily restricted.
Quick comparison
Quick Comparison
Delta reads left to right: how Google Display Network compares to OTT (Over-The-Top) on each line.
| Metric | Google Display Network | OTT (Over-The-Top) | Δ Google vs OTT | What it means |
|---|---|---|---|---|
| Avg. CPC | $0.83 | — | — | One side is not sold on a CPC basis. |
| Avg. CPM | $3.85 | $30.80 | -88% | Cost to buy 1,000 impressions on each board. |
| Clicks per $5,000 | 6,024 | — | — | Volume advantage before conversion rate is applied. |
| Typical CVR | 0.9% | 0.4% | +125% | Cross-industry typicals by channel type, not board data. |
| Implied CPA | $92 | — | — | At the CVRs above; your account will differ. Implied CPA = CPC ÷ CVR. |
| Min. viable monthly spend | — | — | — | To exit learning / gather bid-strategy signal. |
| Pricing tier | Low | High | Board tiers by CPM/CPC percentile. |
By industry · estimated CPM
Where the gap widens
Google Display NetworkOTT (Over-The-Top)
Finance
Tech/SaaS
B2B
Healthcare
Education
Real Estate
E-commerce
Retail
Google Display Network 88% cheaper per thousand impressions
Method
Each industry estimate = platform baseline × (industry CPM ÷ cross-industry average CPM of $13.13). The ratio between the two platforms is therefore constant; what changes by industry is the absolute cost.
Under the hood
How each one charges you
Google Display Network
- Billing
- GDN buys impressions across 2M+ publisher sites via a real-time auction. You can bid CPC or CPM depending on the campaign goal. CPCs are 4–7x lower than search, but conversion rates are also lower — it's a top-of-funnel channel, not a decision-point channel.
- Learning phase
- $30–75/day gets a display campaign to statistical signal, though retargeting audiences reach signal faster and are the recommended entry point for smaller budgets.
- Creative
- Responsive Display Ads: 15 images (1200×628 landscape, 1200×1200 square, 1200×1500 portrait), 5 logos, 5 short headlines (30ch), 5 long headlines (90ch), 5 descriptions (90ch). Google auto-assembles.
OTT (Over-The-Top)
- Billing
- OTT (Hulu, Peacock, Roku, Samsung TV+, etc.) is bought exclusively on CPM with 15- and 30-second video creative. Rates run $25–40 CPM — the highest of any digital channel — because inventory is finite premium video and the ROAS story is measured against linear TV, not against Facebook.
- Learning phase
- OTT has a real budget floor: most DSPs require $5K–10K/month minimum, and to reach reliable frequency in a metro DMA you need $15K+/month per platform.
- Creative
- 15s or 30s video, 1920×1080 (16:9), broadcast-quality mastering. No skippable formats. Most platforms require closed captions and mezzanine-file delivery through demand-side platforms.
Verdict
When to Use Each Platform
Choose Google Display Network when…
- You're targeting brand awareness
- You're targeting remarketing
- You're targeting visual products
- You want lower cost per thousand impressions ($3.85 vs $30.80)
Choose OTT (Over-The-Top) when…
- You're targeting brand awareness
- You're targeting premium audiences
- You're targeting video storytelling
FAQ
Related Comparisons
Is Google Display Network or OTT (Over-The-Top) cheaper?
Per thousand impressions, Google Display Network at $3.85 vs OTT (Over-The-Top) at $30.80. Per acquisition it depends on conversion rate; run the recommender above against your industry.
Can I run both on $5,000 a month?
Yes, but split unevenly toward whichever side has the conversion volume to exit learning. Splitting evenly below $5k usually starves both. Use the min. viable spend row in the table above as the floor for each side.
What's a typical Meta Ads CPM in Australia?
Australian Meta CPMs typically run AU$10-$20 for broad-targeted feed placements, climbing to AU$30+ for narrow, high-value B2C audiences in finance or insurance. That works out roughly 10-15% above US equivalents in USD terms. Q4 sees the steepest increases, with auction pressure peaking in the lead-up to Boxing Day, Australia's largest retail event.
Can I advertise gambling or sports betting in Australia?
Online gambling advertising is heavily restricted — live sports betting odds promotion is banned during broadcasts, and there are tight rules around inducement offers across all media. Platforms apply additional layers: Meta and Google both require licensing verification and limit creative formats. If you're in this space, build platform-specific compliance review into your creative pipeline.
Is LinkedIn worth running for Australian B2B?
Yes, particularly for Sydney and Melbourne professional audiences in finance, consulting, mining services, and SaaS. CPMs run AU$60-$120 for tightly-filtered job-title campaigns. Audience sizes are smaller than US or UK equivalents, so frequency capping matters more, and you'll exhaust niche audiences faster. Pair with retargeting on Meta or Google Display to extend reach economically.