2018-OTT的力量（英文版）-1mb

The Power of OTT: Audiences & Engagement Summary

Core Content

This document explores the growing significance of Over-the-Top (OTT) platforms in the premium video economy, emphasizing their potential for audience engagement and monetization. It outlines the unique advantages of OTT and addresses the challenges that hinder its full utilization, providing actionable insights for publishers and advertisers.

Main Points

OTT's Acceleration

• OTT devices have rapidly gained traction, surpassing desktop as the leading platform for premium video ad views in the U.S. in Q1 2017.
• OTT combines the best of digital video and linear television, offering a highly engaging, lean-back experience that encourages full-screen, uninterrupted viewing.
• The three main device categories in OTT are:
  • Attached Devices (84% of ad views): Devices like Apple TV, Chromecast, Roku, and Amazon Fire TV.
  • Gaming Consoles (11% of ad views): Devices such as PlayStation, Xbox, and Wii.
  • Smart TVs (5% of ad views): Internet-enabled TVs that can access both linear and on-demand content.

OTT's Unique Value

• Desirable Audiences: OTT reaches high-value demographics, particularly Millennials and those aged 18-49, with over 75% of ad views being in-demo.
• Engaged Viewers: OTT users watch content for extended periods, with over one-third of visits lasting an hour or more. The ad completion rate is 98%, indicating strong viewer engagement.
• Brand Lift: OTT is more effective than desktop or mobile in increasing brand awareness and favorability, as seen in a Hulu & Kantar Millward Brown study.

OTT as an Opportunity

• OTT is not just a supplement to traditional TV but a platform where viewers are increasingly replacing linear TV with OTT for certain content.
• OTT viewers watch similar content during primetime hours, suggesting a shift in device usage rather than viewing behavior.

Key Challenges

Challenge 1: Viewability & Fraud

• OTT is less susceptible to viewability issues and fraudulent traffic due to its closed environment and high authentication rates.
• Authentication Rate: 68% of OTT ad views are from authenticated users, significantly higher than desktop or mobile.
• Traditional fraud detection tools are not suitable for OTT, which is mostly sold through direct or private marketplace transactions.

Challenge 2: Incremental Reach

• OTT audiences are distinct from linear TV viewers, and they are not simply overlapping.
• While there is no precise way to measure unique reach, the data suggests that OTT is replacing linear TV for many consumers.
• Advertisers should not be deterred by potential overlap and should consider OTT as a complementary channel.

Challenge 3: Measurement

• Traditional measurement frameworks are not designed for OTT, and there is no common standard for evaluating campaign performance.
• Alternatives include compositional measurement, ad completion rates, and custom traffic analysis using device ID or IP + user agent.
• Advancements in programmatic channels are enabling more precise targeting through device IDs and DMPs.

The Bottom Line

• OTT offers a compelling mix of digital advertising benefits and the engaged experience of traditional TV.
• It is essential for marketers to embrace OTT as a key channel in their advertising strategy.
• Publishers must adapt by equipping their sales teams, optimizing technology integrations, and leveraging data to maximize OTT inventory value.

Recommendations for Publishers

1. Educate Sales Teams: Provide training and tools to effectively represent OTT's value and address agency concerns.
2. Optimize System Integrations: Ensure seamless communication between different device endpoints and delivery systems.
3. Leverage Data: Use first and third-party data to create more targeted and valuable OTT campaigns, including working with DMPs to define audience segments.

Conclusion

Despite its challenges, OTT is a transformative platform that holds significant potential for both publishers and advertisers. The future of premium video is likely to be a blend of linear and digital, and OTT is at the forefront of this evolution.