Author: Easy Media President and CTO Cheng Huayi
From 2014 to 2015, "OTT Internet TV" became a hot topic in the industry. As the most traditional and powerful television media, it is finally impossible to escape the “fate†that “all media will be digitized and all digital media will be programmedâ€. As the final and largest screen for multi-screen/multi-screen marketing, TV finally entered the Internet era. With the rise of OTT, ProgrammaticTV also surfaced gradually by the industry. At the end of March, a new category of "ProgrammaticTV" was formally added to the "China Programmatic Advertising Technology Ecology Map" published by RTBChina. According to media commentary, "This is a rapidly emerging media technology field. With the popularization of smart TVs, localized technological advancement and trading patterns in this field are worthy of attention." How great is the future of OTT? What are the characteristics of the OTT user community? How do you see the impact of OTT on programmatic transactions? And how far from OTT to ProgrammaticTV can the TV screen really get through?
To clarify these issues, we must first look at what is OTT. OTT, Over-The-Top, OTTTV is also an Internet TV service that is over-the-top. The Apple TV and GoogleTV launched in the market in 2010 made OTT known to all. In China, OTTTV refers to the controllable and manageable services provided by state-owned broadcast and television organizations for the transmission of video via the public Internet. The receiving terminal is the Internet. TV all-in-one, or OTT (box) + TV.
In 2013, China's TV sales were 50.46 million units, of which 25.52 million were smart TVs, accounting for 49.6% of the total; in 2014, China's OTTTV accounted for about 70% of the TV market, and shipments were about 33.7 million units (data sources : China Smart TV Market Report 2014 released by China Yikang Times Market Research Co., Ltd.). Industry forecasts predict that by 2015, OTTTV shipments will account for nearly 90% of total TV shipments; by 2017, each household will have at least one OTTTV terminal.
From the perspective of audiences, based on the first research report on OTT audiences released by China and Nielsen, OTT's population structure is dominated by "three highs," namely, "high academic qualifications," "high income," and "high." "Consumption"; they have changed the passive viewing behavior they have been using for a while, preferring on-demand; their preferred programs include movies, variety shows, high-definition, and more.
In summary, it is easy to see that the future of OTT is full of imagination. The ideal is very full, and the reality is not edgy. In terms of comprehensive expressions, audiences, and viewing habits, OTT advertising has genes that are “brand-programmed†in the bones. From the form of expression, large-screen TV ads have innate impact and picture tension, and can effectively achieve screen effects that cannot be achieved by pc or mobile. From the audience, the “three high†people are undoubtedly high-end brand advertisements. The audience most popular for the audience is; from the viewing habits, “love-on-demand†means that the procedural audience purchase method will reach them more effectively.
However, in the real realization of ProgrammaticTV, the industry may have only just begun. In a platform without a cookie and lacking a unified user account system, real programmatic and multi-screen delivery is still in the process of exploration. Fortunately, many companies have attempted to do specific demographic analysis by analyzing users' viewing preferences, in order to achieve more accurate advertising. At the same time, since most homes share the same WIFI on PCs, Mobiles, Pads and OTTs, according to the WIFI and IP user identification, it is expected to transfer the user data on PCs and mobiles to OTTs, thus realizing the real three. Screen or even more screen linkage. In addition, with more and more third-party platforms on the OTT platform (for example, users can access Taobao via OTT to place purchase orders, etc.), we also have the ability to identify user IDs on third-party platforms to achieve more accurate results. The user judges with the user's portrait.
With regard to OTT and ProgrammaticTV, although the industry has just started, it has broad prospects. We are also looking forward to seeing more upstream and downstream partners to join in and realize more digital subversion of digital marketing.
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