freewheel-2017年ott设备和用户调查报告（英文）-2017-32页

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

2、ed,needle-movingissuesdrivingthepremiumvideoeconomy.Theinauguralinstallmentofthissemi-annualstudytakesacloserlookatthegrowingprominenceofOver-the-Top(OTT)devicesandwhatmakesthemsopromisingyetchallengingfortheindustrytomonetize.WeinvestigatetheuniquebenefitsofOTTandwh

3、attobelieveorquestionabouttherhetoricsurroundingthistransformationalplatform.#OTTInsightsVOLUME012FREEWHEELSIGNATUREINSIGHTS/VOL.01/#OTTInsightsTHEPOWEROFOTT:AUDIENCES&ENGAGEMENTEXECUTIVESUMMARYPAGE4SECTION01THEACCELERATIONOFOTTPAGE7SECTION02OTT’SUNIQUEVALUEPAGE11DES

4、IRABLEENGAGEDBRANDAUDIENCESVIEWERSLIFTSECTION03OTT:FROMOBSTACLESTOOPPORTUNITYPAGE19CHALLENGE1CHALLENGE2CHALLENGE3VIEWABILITY&INCREMENTALMEASUREMENTFRAUDREACHTHEBOTTOMLINEPAGE28#OTTInsights/VOL.01/FREEWHEELSIGNATUREINSIGHTS3EXECUTIVESUMMARYTHENEXTBIGTHINGINADVERTISING

5、ISHERE...InQ12017,over-the-top(OTT)devicessurpasseddesktopastheleadingdigitalplatformforpremiumvideoadviewsintheU.S.1Whatwasonceanemergingtechnologyisnowadominantdestinationforpremiumvideoviewing,transformingthewaycontentisdistributedandmonetized.OTTviewingcombinesth

6、epowerofdigitaladvertisingwiththeengaging,lean-backuserexperienceoftraditionaltelevision,creatingoneofthemostcompellingenvironmentsforviewerstoengagewithbothcontentandmarketingpartners’messaging.Inparticular,thesebig-screendevicesdeliver:•DESIRABLEAUDIENCES:OTTallows

7、marketerstoreachviewerswhoarehardertofindontraditionalTV,includingaffluentmillennialsandcordcutters.ThemedianOTTvieweris23yearsyoungerthanTVviewers,andtheirmedianhouseholdincomeisnearly$10,000higherperyearthantraditionalTVhouseholds.•ENGAGEDVIEWERS:Overone-thirdofOTT

8、visitsareoveranhourlongandviewerscomplete98%ofallpremiumvideoads.•BRANDLIFT:OTTcampaignsproduceagreaterliftinbrandawarenessandfavor