OTT (Over-The-Top) VS LinkedIn Ads

OTT (Over-The-Top) is bought on CPM only, averaging $28.00. LinkedIn Ads averages $6.50 CPC and $36.00 CPM. Analysis for Healthcare in 2026.

Decision helper

Which should I actually pick?

Answer three quick questions and we'll score OTT (Over-The-Top) vs LinkedIn Ads against your budget, goal, and industry.

Scores blend budget fit (25%), industry benchmark rank (25%), and goal alignment (50%). See the underlying data ↓

Quick Comparison

OTT (Over-The-Top)

Connected TV and streaming platforms (Hulu, Roku, etc.)

CPC
CPM only
CPM
$28.00
Lower Cost
Best For:
Brand awareness Premium audiences Video storytelling
Pricing: high

LinkedIn Ads

B2B professional network advertising - premium pricing

CPC
$6.50
CPM
$36.00
Best For:
B2B marketing Professional services Enterprise sales
Pricing: high

OTT (Over-The-Top) vs LinkedIn Ads, at a glance

The metrics where both platforms publish data. Lower is better for cost metrics.

OTT (Over-The-Top) is 22% cheaper per thousand impressions

Note: OTT (Over-The-Top) publishes no CPC benchmark.

When to Use Each Platform

Choose OTT (Over-The-Top) If:

  • You're targeting brand awareness
  • You're targeting premium audiences
  • You're targeting video storytelling
  • You want lower cost per thousand impressions ($28.00 vs $36.00)

Choose LinkedIn Ads If:

  • You're targeting b2b marketing
  • You're targeting professional services
  • You're targeting enterprise sales

Under the hood

The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.

OTT (Over-The-Top)
How it bills

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.

Creative at a glance

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.

Min. spend for signal

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.

LinkedIn Ads
How it bills

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.

Creative at a glance

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.

Min. spend for signal

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.

Calculate Your Costs

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ROAS Calculator

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CTR Calculator

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Conversion Rate Calculator

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Break-Even ROAS

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Related Comparisons

Data last updated: July 1, 2026