OTT的力量（英文版）_30页_1mb

Summary of "The Power of OTT: Audiences & Engagement"

Core Content

Over-the-top (OTT) video has evolved into a dominant platform for premium video advertising in the U.S., surpassing desktop in Q1 2017. It merges the strengths of digital advertising with the engaging, lean-back experience of traditional television, offering a compelling environment for both content and marketing.

Main Points

1. OTT's Growth and Impact

• OTT devices have become the leading digital platform for premium video ad views.
• It is defined as a device or functionality that connects to a TV to deliver internet-based video content (e.g., streaming boxes, smart TVs, gaming consoles).
• The majority of OTT ad views (84%) come from attached devices, followed by gaming consoles (11%) and smart TVs (5%).

2. OTT's Unique Value

• Desirable Audiences: OTT viewers are younger (median age 31) and more affluent than traditional TV viewers (median household income ~$10,000 higher).
• Engaged Viewers: Over 98% of premium video ads on OTT are completed, and viewers tend to watch content for extended periods, often over an hour.
• Brand Lift: OTT campaigns produce higher brand awareness and favorability than desktop or mobile, as seen in a Hulu & Kantar Millward Brown study.

Key Challenges and Opportunities

Challenge 1: Viewability & Fraud

• OTT is less vulnerable to viewability and fraud due to:
  • High authentication rates (68% of ad views are from authenticated users).
  • Closed environments that prevent multi-tasking.
  • Minimal presence of invalid traffic, as most premium OTT inventory is sold directly or through private marketplaces.
• Traditional measurement tools (e.g., Nielsen, comScore) are not yet fully scalable across all OTT devices.

Challenge 2: Incremental Reach

• OTT audiences are not overlapping significantly with traditional TV viewers.
• OTT is compensating for the decline in linear TV ratings, with OTT primetime ratings growing while traditional TV ratings have dropped by 24% over four years.
• Viewers are accessing content on OTT during the same peak hours as traditional TV, suggesting a shift in device usage, not behavior.

Challenge 3: Measurement

• Traditional measurement frameworks (ratings, impressions) are not well-suited for OTT.
• Alternatives include:
  • Compositional measurement: Using demographic data from other platforms.
  • Ad completion/view-through rates: Measuring engagement directly.
  • Custom traffic analysis: Building audience profiles based on device ID, IP, and user agent.
• Programmatic channels and third-party providers like Moat are advancing measurement capabilities on OTT.

Recommendations for Publishers

1. Equip Sales Teams with Knowledge and Tools:

   • Train sales teams to understand OTT's value and address agency concerns.
   • Provide them with the right tools to represent OTT inventory effectively.

2. Optimize Technology Integrations:

   • Ensure seamless integration across device endpoints.
   • Focus on optimizing established platforms rather than chasing marginal incremental reach from newer models.
   • Ensure systems are configured to pass key data (e.g., device ID, IP address) for better targeting.

3. Leverage Data for Inventory Value:

   • Move beyond traditional age and gender targeting.
   • Use first-party data and DMPs to create and sell against more precise audience segments.
   • Experiment with new packaging and pricing models for OTT inventory.
   • Open up inventory to safe automated channels for easier integration of advertiser data.

Conclusion

• OTT holds significant potential for advertisers and publishers due to its desirable audiences, high engagement, and positive brand outcomes.
• While challenges exist, they are not insurmountable and are similar to those faced during the mobile advertising boom.
• Collaboration and innovation across the premium video ecosystem are essential to unlock OTT's full value.
• The future of premium video is likely to be a blend of linear and digital, with OTT playing a pivotal role.

Key Statistics

• Median OTT viewer age: 31 (vs. 54 for traditional TV).
• Median OTT household income: ~$10,000 higher than traditional TV.
• OTT ad completion rate: 98%.
• Percentage of OTT viewers watching live content: 60% of viewing time.
• Percentage of OTT ad views from authenticated users: 68%.
• OTT ad view share by content format:
  • Live streaming: 43%.
  • On-demand: 57%.

The Bottom Line

OTT is a powerful platform for reaching engaged, high-value audiences. It is not just a new channel but a transformation of how premium video is consumed and monetized. Publishers, advertisers, and agencies must work together to overcome measurement and integration challenges and fully realize OTT's potential.