OTT的力量（英文版）

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FREEWHEEL SIGNATURE INSIGHTS, VOLUME 01

THE POWER OF OTT:

AUDIENCES & ENGAGEMENT

2 FREEWHEEL SIGNATURE INSIGHTS / VOL. 01 / #OTTInsights

VOLUME 01

#OTTInsights

From the thought leaders that bring you the Video

Monetization Report (VMR) each quarter, comes a

new track of transformational research. Introducing

FreeWheel Signature Insights, a new platform for

exploring the most widely-debated, needle-moving

issues driving the premium video economy.

The inaugural installment of this semi-annual study

takes a closer look at the growing prominence of

Over-the-Top (OTT) devices and what makes them

so promising yet challenging for the industry to

monetize. We investigate the unique benets of

OTT and what to believe or question about the

rhetoric surrounding this transformational platform.

THE POWER

O F OT T:

AUDIENCES & ENGAGEMENT

#OTTInsights / VOL. 01 / FREEWHEEL SIGNATURE INSIGHTS 3

EXECUTIVE SUMMARY

PAGE 4

SECTION 01

THE ACCELERATION OF OTT

PAGE 7

SECTION 02

OTT’S UNIQUE VALUE

PAGE 11

SECTION 03

OTT: FROM OBSTACLES TO OPPORTUNITY

PAGE 19

THE BOTTOM LINE

PAGE 28

CHALLENGE 1

VIEWABILITY &

FRAUD

DESIRABLE

AUDIENCES

CHALLENGE 2

INCREMENTAL

REACH

ENGAGED

VIEWERS

CHALLENGE 3

MEASUREMENT

BRAND

LIFT

4 FREEWHEEL SIGNATURE INSIGHTS / VOL. 01 / #OTTInsights

EXECUTIVE SUMMARY

In Q1 2017, over-the-top (OTT) devices surpassed desktop as the leading digital platform

for premium video ad views in the U.S.1 What was once an emerging technology is now

a dominant destination for premium video viewing, transforming the way content is

distributed and monetized.

OTT viewing combines the power of digital advertising

with the engaging, lean-back user experience of

traditional television, creating one of the most compelling

environments for viewers to engage with both content

and marketing partners’ messaging.

In particular, these big-screen devices deliver:

• DESIRABLE AUDIENCES: OTT allows marketers to reach viewers who are harder to nd on

traditional TV. OTT device penetration is the highest among Millennials, according to Nielsen.

Additionally, over 75% of OTT ad views on entertainment content are in demo, with the

coveted 18-34 group driving the majority of impressions.

• ENGAGED VIEWERS: Over one-third of OTT visits are over an hour long and viewers

complete 98% of all premium video ads.

• BRAND LIFT: OTT campaigns produce a greater lift in brand awareness and favorability

than desktop and mobile according to a recent Hulu study2, demonstrating that the

engaged OTT viewing environment is more conducive to promoting brands than other

digital channels.

THE NEXT

BIG THING IN

ADVERTISING

IS HERE...

1. “The FreeWheel Video Monetization Report: Q1 2017,” (2017). Retrieved at http://freewheel.tv/insights/#video-monetization-report

2. “The Role of OTT in a Cross-Platform Video Campaign,“ (2016). Retrieved at https://www.hulu.com/advertising/the-role-of-ott-

in-a-cross-platform-video-campaign/

#OTTInsights / VOL. 01 / FREEWHEEL SIGNATURE INSIGHTS 5

OUR NOTE ON METHODOLOGY

In order to better understand viewers’ behavior and the opportunity OTT affords, we selected

a sample of U.S. FreeWheel clients representing over 95% of OTT-driven digital ad views in our

research data set, which is also used for the quarterly FreeWheel Video Monetization Report. The

analyses using FreeWheel data were conducted using data from Q1 2017. In some cases, sampling

was applied given the large amount of data and will be called out in the charts within.

While OTT brings together the best of digital video and linear television, it doesn’t neatly t

into either category. Our research identied three concerns from marketers and agencies, and

suggests that misconceptions around the platform have resulted in OTT being under-utilized

relative to its true value:

• VIEWABILITY & FRAUD: Because OTT is an IP-based platform, marketers have carried

over their concerns from desktop around viewability and fraudulent trafc. However, OTT

is inherently less vulnerable to both challenges due to high authentication rates, the

devices’ closed environments, and the nature of the viewing experience.

• INCREMENTAL REACH: Advertisers should not be concerned that OTT audiences overlap with

people they’re reaching through linear buys. In reality, OTT has compensated for a large part of

decline in time spent with Live TV, replacing traditional linear viewing for many consumers. We

found that viewers treat OTT devices just like traditional television — they watch a large amount

of live streamed content and tune in mostly during the popular, primetime TV hours. Therefore,

marketers who only advertise through linear TV spots would miss out on these OTT audiences,

who are watching the same content during the same time period, but on a different platform.

• AUDIENCE MEASUREMENT: While OTT is the best of linear and digital, it doesn’t t neatly

into the measurement frameworks used by either. There are many ways to measure and

transact OTT if advertisers are willing to be exible and innovate, and safe automated

marketplaces open up new targeting and measurement opportunities for buyers.

No doubt there is still work to be done. However, these complexities should not be enough to

dissuade advertisers from taking advantage of this valuable inventory.

To fully realize the potential of OTT, premium video publishers also must position their

organizations to navigate these challenges. This includes:

1. Equipping sales forces with the right tools and information to represent the value of OTT

inventory and address agency concerns.

2. Ensuring technology integrations are optimized to support seamless execution of OTT campaigns.

3. Leveraging 1st and 3rd party data to overcome measurement challenges while

increasing the value of their inventory.

We’re extremely optimistic about the future of OTT and look forward to partnering with you to

unlock its true potential.

Thank you,

FreeWheel Advisory Services

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FREEWHEELSIGNATUREINSIGHTS,VOLUME01THEPOWEROFOTT:AUDIENCES&ENGAGEMENT2FREEWHEELSIGNATUREINSIGHTS/VOL.01/#OTTInsightsVOLUME01#OTTInsightsFromthethoughtleadersthatbringyoutheVideoMonetizationReport(VMR)eachquarter,comesanewtrackoftransformationalresearch.IntroducingFreeWheelSignatureInsights,anewplatf...

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