Platform vs platform
Updated 2026-10-21
OTT (Over-The-Top) vs TikTok Ads
OTT (Over-The-Top) is bought on CPM only, averaging $31.20. TikTok Ads is bought on CPM only, averaging $4.88. Analysis for Denmark in 2026.
OTT (Over-The-Top)
CPC—
CPM$31.20
Best forBrand awareness, Premium audiences, Video storytelling
vs
TikTok Ads
CPC—
CPM$4.88
Best forGen Z, Viral content, Creative brands
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 TikTok Ads on budget fit, industry rank and goal alignment.
Regional context
Advertising in Denmark
Denmark sits alongside Sweden as a premium Nordic ad market, with CPMs running roughly 20% above US baselines. The market is small (~5.9M people) but dense with high-purchasing-power audiences. Google and Meta dominate, with TV2 and JP/Politikens Hus providing meaningful premium digital inventory. Danish consumers are notably ecommerce-comfortable and skew older in digital ad receptivity than Swedish peers — Denmark has the EU's highest smartphone penetration in the 60+ demographic, which matters for some categories. The Datatilsynet (Danish DPA) is aligned with broader Nordic privacy positions, and consent rates are moderate to low. English creative works for B2B and premium consumer; Danish localization is meaningful for most B2C.
Regulatory notes
GDPR enforced by Datatilsynet; marketing law restricts cold B2B email and requires clear opt-out mechanisms in all commercial communications.
Quick comparison
Quick Comparison
Delta reads left to right: how OTT (Over-The-Top) compares to TikTok Ads on each line.
| Metric | OTT (Over-The-Top) | TikTok Ads | Δ OTT vs TikTok | What it means |
|---|---|---|---|---|
| Avg. CPC | — | — | — | One side is not sold on a CPC basis. |
| Avg. CPM | $31.20 | $4.88 | +539% | Cost to buy 1,000 impressions on each board. |
| Clicks per $5,000 | — | — | — | Volume advantage before conversion rate is applied. |
| Typical CVR | 0.4% | 1.2% | -67% | Cross-industry typicals by channel type, not board data. |
| Implied CPA | — | — | — | At the CVRs above; your account will differ. Implied CPA = CPC ÷ CVR. |
| Min. viable monthly spend | — | $15,000 | — | To exit learning / gather bid-strategy signal. |
| Pricing tier | High | Medium | Board tiers by CPM/CPC percentile. |
By industry · estimated CPM
Where the gap widens
OTT (Over-The-Top)TikTok Ads
Finance
Tech/SaaS
B2B
Healthcare
Education
Real Estate
E-commerce
Retail
TikTok Ads 84% 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.
TikTok Ads
- Billing
- TikTok Ads runs on CPM ($8–12 typical, higher for premium placements like TopView). CPC is available but the platform's optimization heavily favors CPM-bid campaigns. Auction density is lower than Meta but growing quickly; creative quality dominates.
- Learning phase
- $500/day ($15K/month) is the practical floor for the Traffic and Conversion objectives to exit learning phase in a reasonable window. Smaller budgets work for Awareness and Video View goals.
- Creative
- 9:16 vertical video (1080×1920), 9-60s (best performance 15-30s), native-feeling — polished ads underperform UGC-style creative here by 2-3x. Sound-on is standard. Captions optional but boost completion.
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
Choose TikTok Ads when…
- You're targeting gen z
- You're targeting viral content
- You're targeting creative brands
- You want lower cost per thousand impressions ($4.88 vs $31.20)
FAQ
Related Comparisons
Is OTT (Over-The-Top) or TikTok Ads cheaper?
Per thousand impressions, OTT (Over-The-Top) at $31.20 vs TikTok Ads at $4.88. 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 Danish and Swedish ad markets behave similarly?
Broadly yes — comparable CPMs, similar publisher landscapes, similar consumer maturity — but Denmark skews slightly older in digital ad receptivity and has a more concentrated retail landscape (Salling Group plus a handful of large brands dominate FMCG). Norwegian inventory is meaningfully more expensive than both. Cross-Nordic campaigns work if you localize creative and account for currency and platform-share differences.
Is LinkedIn strong for Danish B2B?
Yes, particularly for shipping/logistics, pharma, wind energy, and SaaS. Copenhagen has unusually deep professional density for its size, and Danish LinkedIn engagement rates are above European average. CPMs run DKK 350-700 for tightly targeted audiences. Pair with retargeting on Meta or programmatic display through Danish premium publishers for cost-efficient reach extension.
What's a typical Meta CPM in Denmark?
Broad-targeted Danish feed CPMs typically run DKK 40-80 (roughly $6-$12), with narrow B2C audiences in finance, insurance, or premium retail pushing higher. That puts Denmark roughly 15-20% above US Meta CPMs in USD-equivalent terms. Q4 retail competition can push these meaningfully higher, particularly in the weeks leading up to Christmas.