2017.7-ott的能量（英文）-32页-freewhee-the-power-of-ott

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1、THEPOWEROFOTT:AUDIENCES&ENGAGEMENTFREEWHEELSIGNATUREINSIGHTS,VOLUME01FromthethoughtleadersthatbringyoutheVideoMonetizationReport(VMR)eachquarter,comesanewtrackoftransformationalresearch.IntroducingFreeWheelSignatureInsights,anewplatformforexploringthemostwidely-debated,needle-movingissue

2、sdrivingthepremiumvideoeconomy.Theinauguralinstallmentofthissemi-annualstudytakesacloserlookatthegrowingprominenceofOver-the-Top(OTT)devicesandwhatmakesthemsopromisingyetchallengingfortheindustrytomonetize.WeinvestigatetheuniquebenefitsofOTTandwhattobelieveorquestionabouttherhetoricsurro

3、undingthistransformationalplatform.#OTTInsightsVOLUME012FREEWHEELSIGNATUREINSIGHTS/VOL.01/#OTTInsightsTHEPOWEROFOTT:AUDIENCES&ENGAGEMENTEXECUTIVESUMMARYPAGE4SECTION01THEACCELERATIONOFOTTPAGE7SECTION02OTT’SUNIQUEVALUEPAGE11DESIRABLEENGAGEDBRANDAUDIENCESVIEWERSLIFTSECTION03OTT:FROMOBSTACLE

4、STOOPPORTUNITYPAGE19CHALLENGE1CHALLENGE2CHALLENGE3VIEWABILITY&INCREMENTALMEASUREMENTFRAUDREACHTHEBOTTOMLINEPAGE28#OTTInsights/VOL.01/FREEWHEELSIGNATUREINSIGHTS3EXECUTIVESUMMARYTHENEXTBIGTHINGINADVERTISINGISHERE...InQ12017,over-the-top(OTT)devicessurpasseddesktopastheleadingdigitalplatfor

5、mforpremiumvideoadviewsintheU.S.1Whatwasonceanemergingtechnologyisnowadominantdestinationforpremiumvideoviewing,transformingthewaycontentisdistributedandmonetized.OTTviewingcombinesthepowerofdigitaladvertisingwiththeengaging,lean-backuserexperienceoftraditionaltelevision,creatingoneofthe

6、mostcompellingenvironmentsforviewerstoengagewithbothcontentandmarketingpartners’messaging.Inparticular,thesebig-screendevicesdeliver:•DESIRABLEAUDIENCES:OTTallowsmarketerstoreachviewerswhoarehardertofindontraditionalTV,includingaffluentmillennialsandcordcutters.ThemedianOTTvieweris23year

7、syoungerthanTVviewers,andtheirmedianhouseholdincomeisnearly$10,000higherperyearthantraditionalTVhouseholds.•ENGAGEDVIEWERS:Overone-thirdofOTTvisitsareoveranhourlongandviewerscomplete98%ofallpremiumvideoads.•BRANDLIFT:OTTcampaignsproduceagreaterliftinbrandawarenessandfavor