2017年ott设备和用户调查报告（英文）

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1、THEPOWEROFOTT:AUDIENCES&ENGAGEMENTFromthethoughtleadersthatbringyoutheVideoMonetizationReport(VMR)eachquarter,comesanewtrackoftransformationalresearch.IntroducingFreeWheelSignatureInsights,anewplatformforexploringthemostwidely-debated,needle-movingissuesdrivingthepremiumvideoeconomy.The

2、inauguralinstallmentofthissemi-annualstudytakesacloserlookatthegrowingprominenceofOver-the-Top(OTT)devicesandwhatmakesthemsopromisingyetchallengingfortheindustrytomonetize.WeinvestigatetheuniquebenefitsofOTTandwhattobelieveorquestionabouttherhetoricsurroundingthistransformationalplatfor

3、m.#OTTInsightsVOLUME012FREEWHEELSIGNATUREINSIGHTS/VOL.01/#OTTInsightsTHEPOWEROFOTT:AUDIENCES&ENGAGEMENTEXECUTIVESUMMARYPAGE4SECTION01THEACCELERATIONOFOTTPAGE7SECTION02OTT’SUNIQUEVALUEPAGE11DESIRABLEENGAGEDBRANDAUDIENCESVIEWERSLIFTSECTION03OTT:FROMOBSTACLESTOOPPORTUNITYPAGE19CHALLENGE1CH

4、ALLENGE2CHALLENGE3VIEWABILITY&INCREMENTALMEASUREMENTFRAUDREACHTHEBOTTOMLINEPAGE28#OTTInsights/VOL.01/FREEWHEELSIGNATUREINSIGHTS3EXECUTIVESUMMARYTHENEXTBIGTHINGINADVERTISINGISHERE...InQ12017,over-the-top(OTT)devicessurpasseddesktopastheleadingdigitalplatformforpremiumvideoadviewsintheU.S

5、.1Whatwasonceanemergingtechnologyisnowadominantdestinationforpremiumvideoviewing,transformingthewaycontentisdistributedandmonetized.OTTviewingcombinesthepowerofdigitaladvertisingwiththeengaging,lean-backuserexperienceoftraditionaltelevision,creatingoneofthemostcompellingenvironmentsforv

6、iewerstoengagewithbothcontentandmarketingpartners’messaging.Inparticular,thesebig-screendevicesdeliver:•DESIRABLEAUDIENCES:OTTallowsmarketerstoreachviewerswhoarehardertofindontraditionalTV,includingaffluentmillennialsandcordcutters.ThemedianOTTvieweris23yearsyoungerthanTVviewers,andthei

7、rmedianhouseholdincomeisnearly$10,000higherperyearthantraditionalTVhouseholds.•ENGAGEDVIEWERS:Overone-thirdofOTTvisitsareoveranhourlongandviewerscomplete98%ofallpremiumvideoads.•BRANDLIFT:OTTcampaignsproduceagreaterliftinbrandawarenessandfavorabilitythandesktopandmobileaccordin