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Summary of FreeWheel Signature Insights: The Power of OTT - Audiences & Engagement

Core Content

FreeWheel Signature Insights Volume 01 explores the growing impact of Over-the-Top (OTT) devices on the premium video economy. It highlights how OTT has become a dominant platform for video ad viewing, surpassing desktop in Q1 2017, and outlines its unique value, challenges, and the potential for future growth.

Main Points

The Acceleration of OTT

• OTT Growth: OTT devices are now the leading digital platform for premium video ad views in the U.S., with over 58% of the population using them at least once a month.
• Device Categories: OTT devices are categorized into three main groups:
  • Attached Devices (84% of ad views): Devices like Apple TV, Roku, and Fire TV that connect to TVs.
  • Gaming Consoles (11% of ad views): Devices such as PlayStation, Xbox, and Wii that are increasingly used for video streaming.
  • Smart TVs (5% of ad views): TVs with built-in internet capabilities.
• Monetization Potential: Despite lower penetration rates in some categories, there is significant opportunity for monetization, especially for smart TVs and gaming consoles.

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 earns nearly $10,000 more annually.
• Engaged Viewers: OTT users tend to watch content for longer durations and complete nearly all premium video ads (98%).
• Brand Lift: OTT provides greater brand awareness and favorability lift compared to desktop and mobile, as seen in a Hulu study. The lean-back experience enhances brand engagement.

From Obstacles to Opportunity

• Viewability & Fraud: OTT is less susceptible to viewability issues and fraud due to its closed environment and high authentication rates (68% of ad views are from authenticated users).
• Incremental Reach: OTT audiences are distinct from traditional TV viewers, even though they watch similar content during primetime. This indicates that OTT is not merely a supplement but a viable replacement for linear TV.
• Measurement Challenges: Traditional TV and digital measurement tools are not well-suited for OTT. However, new approaches like compositional measurement and device ID targeting are emerging.

Key Information

• Audience Composition: Over 75% of OTT ad views are from viewers aged 18-49 (in-demo), with millennials (18-34) driving 56% of impressions.
• Ad Completion Rates: OTT has a 98% ad completion rate, significantly higher than other platforms.
• Content Format: Live streamed content makes up 43% of ad views on attached devices, showing strong alignment with traditional TV content.
• Measurement Alternatives: Compositional measurement, ad completion rates, and custom traffic analysis are becoming more prevalent in addressing OTT measurement challenges.

Recommendations for Publishers

1. Equip Sales Teams: Train sales teams to understand OTT's benefits and limitations, and to address agency concerns effectively.
2. Optimize Technology Integrations: Ensure seamless integration across device endpoints and delivery systems to enhance the OTT viewing experience.
3. Leverage Data: Use first-party and third-party data to build audience profiles and improve measurement accuracy.

Conclusion

OTT is a transformative platform that offers unique advantages for content distribution and monetization. While challenges remain, the industry is evolving to better understand and leverage OTT's potential. Publishers and advertisers alike must adapt and innovate to fully capitalize on this growing market.