OTT的力量（英文版）

2025-04-27 0 0 1.74MB 32 页 10玖币
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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
摘要：

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

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