FREEWHEEL SIGNATURE INSIGHTS, VOLUME 01 THE POWER OF OTT: AUDIENCES & ENGAGEMENT 2 FREEWHEEL SIGNATURE INSIGHTS / VOL. 01 / #OTTInsights VOLUME 01 #OTTInsights From the thought leaders that bring you the Video Monetization Report (VMR) each quarter, comes a new track of transformational research. Introducing FreeWheel Signature Insights, a new platform for exploring the most widely-debated, needle-moving issues driving the premium video economy. The inaugural installment of this semi-annual study takes a closer look at the growing prominence of Over-the-Top (OTT) devices and what makes them so promising yet challenging for the industry to monetize. We investigate the unique benefts of OTT and what to believe or question about the rhetoric surrounding this transformational platform. THE POWER OF OTT: AUDIENCES & ENGAGEMENT #OTTInsights/ VOL. 01 / FREEWHEEL SIGNATURE INSIGHTS3 EXECUTIVE SUMMARY PAGE 4 SECTION 01 THE ACCELERATION OF OTT PAGE 7 SECTION 02 OTT’S UNIQUE VALUE PAGE 11 SECTION 03 OTT: FROM OBSTACLES TO OPPORTUNITY PAGE 19 THE BOTTOM LINE PAGE 28 CHALLENGE 1 VIEWABILITY & FRAUD DESIRABLE AUDIENCES CHALLENGE 2 INCREMENTAL REACH ENGAGED VIEWERS CHALLENGE 3 MEASUREMENT BRAND LIFT 淘宝店铺 “Vivian研报” 收集整理 获取最新报告及后续更新服务请淘宝搜索“Vivian研报” 4 FREEWHEEL SIGNATURE INSIGHTS / VOL. 01 / #OTTInsights EXECUTIVE SUMMARY In Q1 2017, over-the-top (OTT) devices surpassed desktop as the leading digital platform for premium video ad views in the U.S.1 What was once an emerging technology is now a dominant destination for premium video viewing, transforming the way content is distributed and monetized. OTT viewing combines the power of digital advertising with the engaging, lean-back user experience of traditional television, creating one of the most compelling environments for viewers to engage with both content and marketing partners’ messaging. In particular, these big-screen devices deliver: traditional TV, including affuent millennials and cord cutters. The median OTT viewer is 23 years younger than TV viewers, and their median household income is nearly $10,000 higher per year than traditional TV households. complete 98% of all premium video ads. than desktop and mobile according to a recent Hulu study2, demonstrating that the engaged OTT viewing environment is more conducive to promoting brands than other digital channels. THE NEXT BIG THING IN ADVERTISING IS HERE... 1. “The FreeWheel Video Monetization Report: Q1 2017,” (2017). Retrieved at http://freewheel.tv/insights/#video-monetization-report 2. “The Role of OTT in a Cross-Platform Video Campaign,“ (2016). Retrieved at https://hulu/advertising/the-role-of-ott- in-a-cross-platform-video-campaign/ 。。。以上简介无排版格式，详细内容请下载查看