Platform vs platform
Updated 2026-07-01
OTT (Over-The-Top) vs LinkedIn Ads
OTT (Over-The-Top) is bought on CPM only, averaging $26.60. LinkedIn Ads averages $6.18 CPC and $34.20 CPM. Analysis for Canada in 2026.
OTT (Over-The-Top)
CPC—
CPM$26.60
Best forBrand awareness, Premium audiences, Video storytelling
vs
LinkedIn Ads
CPC$6.18
CPM$34.20
Best forB2B marketing, Professional services, Enterprise sales
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 OTT (Over-The-Top) vs LinkedIn Ads on budget fit, industry rank and goal alignment.
Regional context
Advertising in Canada
Canada is a smaller but disproportionately mature digital ad market, with digital share of total media spend tracking close to US levels. Google and Meta dominate, but Canadian advertisers contend with two important wrinkles: French-language obligations in Quebec (Bill 96 enforcement has tightened) and CASL, one of the world's strictest anti-spam laws. CPMs typically run 5-10% below the US, reflecting a smaller auction pool and lower absolute population. The market is also unusually concentrated geographically — Toronto, Montreal, and Vancouver account for the majority of high-value commercial audiences, which makes geo-targeting more efficient than national campaigns for most verticals.
Regulatory notes
PIPEDA governs federal privacy; CASL imposes strict opt-in requirements for commercial electronic messages; Quebec's Bill 25 mirrors GDPR-style provisions.
Quick comparison
Quick Comparison
Delta reads left to right: how OTT (Over-The-Top) compares to LinkedIn Ads on each line.
| Metric | OTT (Over-The-Top) | LinkedIn Ads | Δ OTT vs LinkedIn | What it means |
|---|---|---|---|---|
| Avg. CPC | — | $6.18 | — | One side is not sold on a CPC basis. |
| Avg. CPM | $26.60 | $34.20 | -22% | Cost to buy 1,000 impressions on each board. |
| Clicks per $5,000 | — | 809 | — | Volume advantage before conversion rate is applied. |
| Typical CVR | 0.4% | 2.4% | -83% | Cross-industry typicals by channel type, not board data. |
| Implied CPA | — | $258 | — | 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 | High | High | Board tiers by CPM/CPC percentile. |
By industry · estimated CPM
Where the gap widens
OTT (Over-The-Top)LinkedIn Ads
Finance
Tech/SaaS
B2B
Healthcare
Education
Real Estate
E-commerce
Retail
OTT (Over-The-Top) 22% 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
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.
LinkedIn Ads
- Billing
- LinkedIn Ads auction is priced at a premium ($6–10 CPC, $30–40 CPM) because targeting is by job title, company, and seniority — data that no other platform has natively. Every click is a self-selected B2B audience, which is why B2B marketers accept the CPMs.
- Learning phase
- LinkedIn's minimum daily budget is $10/campaign, but to reach signal on Lead Gen Form campaigns you need $75–150/day. Real B2B budgets on LinkedIn run $5K–20K/month.
- Creative
- Sponsored Content (single image 1200×627 or 1:1, carousel, video 4:5 or 16:9). Message Ads (subject + 500 char body). Text Ads (headline 25 ch + description 75 ch + tiny image). Video 3s–30min but 15–30s wins.
Verdict
When to Use Each Platform
Choose OTT (Over-The-Top) when…
- You're targeting brand awareness
- You're targeting premium audiences
- You're targeting video storytelling
- You want lower cost per thousand impressions ($26.60 vs $34.20)
Choose LinkedIn Ads when…
- You're targeting b2b marketing
- You're targeting professional services
- You're targeting enterprise sales
FAQ
Related Comparisons
Is OTT (Over-The-Top) or LinkedIn Ads cheaper?
Per thousand impressions, OTT (Over-The-Top) at $26.60 vs LinkedIn Ads at $34.20. 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.
Do I need French-language ads to run in Quebec?
Effectively yes. Quebec's Charter of the French Language (strengthened by Bill 96) requires commercial advertising to Quebec audiences to be in French — or, if bilingual, with French "markedly predominant." Best practice is to run a dedicated FR-CA creative set geo-targeted to Quebec, separate from your EN-CA campaigns. Platform geo-targeting at the province level is sufficient for compliance and performance.
Are Canadian CPMs cheaper than US CPMs?
Generally yes, by roughly 5-10% on Meta and Google. The gap widens for English-Canada display inventory, which is part of the broader North American auction, and narrows for Quebec French inventory where competition is thinner but quality audiences smaller. CAD/USD exchange shifts can move the apparent gap meaningfully quarter to quarter.
What does CASL mean for Canadian email and lead-gen ads?
CASL requires express or implied consent before sending most commercial electronic messages to Canadian recipients, plus clear identification and an unsubscribe mechanism. For lead-gen ads driving to email nurture, your form must capture explicit, unbundled consent — not buried in T&Cs. Fines have reached seven figures, and the CRTC has been actively enforcing, so this is a real compliance line.