THE POWER OF OTT. CTV Media, Inc 2018

Transcription

1 THE POWER OF OTT CTV Media, Inc 2018

2 THE WAY YOU WATCH TV IS CHANGING Live Linear TV Set Top Box VOD (in your living room) TV Everywhere Mobile Laptop Tablet OTT : Roku Amazon Fire TV Chromecast, Apple TV, Xbox 2 2

3 TV EVERYWHERE/OTT DESKTOP / LAPTOP 27% 20% STB VOD* +34% YOY -15% YOY SMART PHONE 16% 2Q17 29% OTT DEVICE +32% YOY +14% YOY 8% TABLET +2% YOY TV Everywhere is authenticated viewing through MPVD app or network app on laptop, smartphone, tablet, Smart TV or OTT device (Roku, Apple TV, Chromecast). Source: Freewheel 2Q17 VMR Report 3

4 THE NEXT BIG THING IN ADVERTISING IS HERE OTT/TVE viewing combines the power of digital advertising with the premium content of traditional television, creating one of the most compelling environments for viewers to engage with both content and the advertiser s message. DESIREABLE AUDIENCES: OTT allows marketers to reach viewers who are harder to find on traditional TV, including affluent millennials and cord cutters. The median OTT viewer is 23 years younger than TV viewers, and their median household income is nearly $10k higher per year than traditional TV households. ENGAGED VIEWERS: Over one-third of OTT visits are over an hour long and viewers complete 98% of all premium video ads. BRAND LIFT: OTT campaigns produce a greater lift in brand awareness and favorability than desktop and mobile according to a recent Hulu study, demonstrating the engaged OTT viewing environment is more conducive to promoting brands than other digital channels. INCREMENTAL REACH: Advertisers should not be concerned that OTT audiences overlap with people they re reaching through linear buys. In reality, OTT has compensated for a large part of the primetime TV ratings decline, replacing traditional television for many viewers. We found that viewers treat OTT devices just like traditional television they watch a large amount of live streamed content and tune in mostly during the popular, primetime TV hours. Therefore, marketers who only advertise through linear TV spots would miss out on these OTT audiences, who are watching the same content during the same time period, but on a different platform. 4

5 DESIREABLE AUDIENCES OTT delivers the audiences that many advertisers would pay a premium to reach. According to an analysis of Nielsen data, the median OTT viewer is younger and more affluent than the traditional TV viewer. In May 2017, the median age for OTT audiences was 13 years younger than traditional television., and their median household income was almost $10K more per year. Further, our analysis of entertainment networks on FreeWheel showed over 75% of ad view were reached viewers between the ages of 18 to 49. AD VIEW COMPOSITION BY AUDIENCE GROUP, ENTERTAINMENT CONTENT Q OTT vs TRADITIONAL TV, MEDIAN AGE & HOUSEHOLD INCOME MAY 2017, NIELSEN NPOWER 5

6 INCREMENTAL REACH Advertisers want their message to target audiences as efficiently as possible. Since OTT devices use the same screen as linear TV, some have raised concerns that OTT viewers may overlap with linear TV audiences. While there is currently no precise way to measure unique reach across devices, a growing body of evidence points to distinct characteristics between OTT and linear TV Viewers. Primetime linear TV ratings have dropped 24% from May 2013 to May Over the same time period, primetime OTT ratings have grown to supplement much of the decline in linear TV. As of May17, 15% of primetime viewing is done on an OTT device. The content viewed on OTT devices is the same content on linear TV. This emphasis that the viewers are highly unlikely to overlap with linear TV viewers. 5-YEAR RATINGS TREND OF ADULTS (18-49) DURING PRIMETIME (7PM-12AM), LINEAR TV & OTT DEVICES NIELSEN NPOWER, MAY 2013 MAY

7 TVE / VOD CAPABILITIES BY MVPD TVE / VOD Spectrum Comcast ATT / DirecTV Dish CTV Everywhere Broadcast Networks No Yes -ABC, NBC, CBS No No Yes Coverage DMA DMA / Zone State/Region State/Region Length :30 :15 or :30 Mid-Roll - :30 Post-Roll - :60 DMA / County / Zip Cluster :15 or :30 :15 or :30 Demo Bundles Yes No No No Yes / Single Networks Ads Served TWC App Network Apps On Demand (Home TV) Comcast Xfinity App, Network Apps, On Demand N/A ATT / DirecTV App, Network App, On Demand N/A Dish App, Network App, On Demand N/A Network App Live Streaming Yes Yes Yes Yes Yes Forced Views Yes Yes Yes Yes Yes 7

8 CTV EVERYWHERE Premium Video by Custom Geography - Appears on all Devices CTV Everywhere is CTV s customized TV Everywhere (TVE) / Over the Top (OTT) package airing across all cable/satellite providers in your desired DMA(s). Customize geography by trade radius, county or DMA level. Create network clusters that line up with your linear TV campaign. Commercials are full screen, non-skippable views with no bot traffic. Convert TVE IMPs to demo GRPs 8

9 THANK YOU!! Contact us: 1490 Manning Pkwy, Powell, OH 43065LGA Follow us on: facebook.com/ctvmediainc Twitter.com/ctvmedia 9