2017.7-OTT的能量（英文）-32页-FreeWhee-The-Power-of-OTT_32页-1mb

Summary of FreeWheel Signature Insights: The Power of OTT

Core Content

FreeWheel's Signature Insights report explores the growing influence of Over-the-Top (OTT) platforms in the premium video economy. It highlights the unique advantages of OTT in terms of audience engagement, brand lift, and monetization potential, while also addressing the challenges that hinder its full utilization.

Main Points

OTT's Acceleration

• OTT devices have become the leading digital platform for premium video ad views in the U.S., surpassing desktop in Q1 2017.
• OTT combines the strengths of digital video and linear TV, offering a lean-back, full-screen experience that encourages deep engagement.
• OTT devices are broadly categorized into:
  • Attached Devices (84% of ad views): Such as Apple TV, Roku, and Amazon Fire TV.
  • Gaming Consoles (11% of ad views): Including PlayStation, Xbox, and Wii.
  • Smart TVs (5% of ad views): Internet-enabled TVs that can stream content without additional devices.

OTT's Unique Value

• Desirable Audiences: OTT viewers are younger and more affluent than traditional TV viewers. The median OTT viewer is 23 years younger and has a median household income nearly $10,000 higher.
• Engaged Viewers: OTT has a 98% ad completion rate, significantly higher than other platforms. Over one-third of OTT visits last an hour or more.
• Brand Lift: OTT is more effective for brand awareness and favorability than desktop or mobile, as shown in a Hulu study.

OTT: From Obstacles to Opportunity

Despite its potential, OTT faces several challenges that must be addressed for its full monetization.

Key Challenges

1. Viewability & Fraud

• OTT is less susceptible to viewability and fraud issues due to its closed environment and high authentication rates (68% of ad views are from authenticated users).
• Traditional fraud detection tools may not apply to OTT due to its server-side nature and limited use of open exchanges.
• OTT viewers typically authenticate through subscriptions, making fraudulent activity unlikely.

2. Incremental Reach

• OTT audiences are not necessarily overlapping with linear TV viewers, as OTT has compensated for the decline in traditional TV ratings.
• OTT viewers watch the same content during primetime as traditional TV viewers but on a different platform.
• Advertisers who rely solely on linear TV may miss significant OTT audiences.

3. Measurement

• Traditional TV and digital measurement tools are not designed for OTT, leading to inconsistencies in evaluating campaign performance.
• Alternatives include compositional measurement, ad completion rates, and custom traffic analysis.
• Programmatic channels and device ID targeting are emerging as viable solutions for accurate measurement and audience targeting.

Recommendations for Publishers

To fully leverage OTT's potential, publishers should:

1. Equip Sales Teams: Provide sales teams with knowledge and tools to effectively communicate the value of OTT inventory and address agency concerns.
2. Optimize System Integrations: Ensure that all systems are aligned and optimized for seamless OTT campaign execution.
3. Leverage Data: Use first-party and third-party data to enhance targeting and measurement, and explore new packaging and pricing models.

Conclusion

• OTT is a transformative platform with significant potential for both publishers and advertisers.
• Addressing measurement, incremental reach, and fraud concerns is essential to unlock its value.
• Collaboration across the premium video ecosystem is needed to establish standardized practices and drive OTT adoption.

Key Information

• OTT ad views in the U.S. surpassed desktop in Q1 2017.
• OTT viewers are younger, more affluent, and more engaged than traditional TV viewers.
• OTT has a 98% ad completion rate, indicating strong viewer engagement.
• OTT is a promising platform for brand lift and audience targeting.
• Publishers must adapt their strategies to fully realize OTT's potential.