OTT Landscape Game Consoles OTT Devices Smart TVs Video Services / Streaming Apps Connected devices: “Smart” Blu- ray & DVD players • Global streaming media devices to grow at a 10% compound annual growth rate (CAGR), from 240 million in 2016 to 382 million in 2021. (BI Intelligence 2016) 2 out of 3 people are Streamers (GfK MRI 2016)
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OTT Landscape Game Consoles OTT DevicesSmart TVs Video Services / Streaming Apps
Connected devices: Smart Blu-ray & DVD players
Global streaming media devices to grow at a 10% compound annual growth rate (CAGR), from 240 million in 2016 to 382 million in 2021. (BI Intelligence 2016)
2 out of 3 people are Streamers (GfK MRI 2016)
OTT Devices - Google Chromecast should be included. Connected devices like blu-ray players that may be smart.Smart TVs, including Panasonic and Toshiba Game consoles even Nintendo Wii can still be used as an OTT device.Internet TV services, Hulu has confirmed that its launching one.1
Ad View Share by Device / Service 76% growth across OTT (Roku, Apple TV, Chromecast, Gaming Consoles, and Smart TVs)Apple TV and Roku have largest ad share Market will evolve as programmers and digital pure plays continue to develop apps
Interactive WorksPurchase intent +225% v. pre-roll ads (IAB) Brand awareness +51%Message +31%Completion rates increase by up to 5 percentage points
TV on the TV accounted for 20% of total video ad views and an even greater share for those focused on Entertainment programming. We expect both the volume and share to continue to increase as the cable and satellite operators go live across the Dynamic Ad Insertion (DAI) environment, tapping into their existing large scale volume of on-demand viewing subscribers. The 32% of monetization happening on the big screen (i.e. STB plus OTT) is indicative of the increasing promise of unification (which is critical to achieve scale) and a recognition from the buy-side that the bigscreen represents a safe, viewable, engaging environment to reach their audiences.
We expect both volume and share to increase as cable and satellite operators go live across the Dynamic Ad Insertion (DAI) environment, tapping into existing large scale volume of on-demand viewing subscribers - Brian Dutt, VP, FreeWheel 2
New Models : True[X]
Offers viewers the option to pick an engagement spot versus a heavier, more traditional ad load, ensuring that the message from the advertiser is relayed to the viewer. Up to 80% of viewers opt for the interactive ad experience when given a choice, depending on the show.
True[X], which Fox acquired for a reported $200 million in late 2014, develops video ads that digital consumers can choose to watch in exchange for access to a favorite programIn the streaming cord-cutting sort of world, advertising will persist, but not in its current state. I do think interruptive advertising is seeing its decline. I think that if TV is going to become interactive and on-demand, then advertising is going to become interactive and on-demand. People will be able to control ad loads, but they wont have to interrupt the story arcs.
Foxs True[X], whichrecently strucka deal with Hulu, offers viewers the option to pick an engagement spot versus a heavier, more traditional ad load, ensuring that the message from the advertiser is relayed to the viewer.Marchese said more than 80% of viewers opt for the interactive ad experience when given a choice, depending on the show.
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TrueX Sample Ad | Mikes Hard Cider
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4
BrightLine |Gillette ad on Roku
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Ad View Share and Growth by Advertiser Vertical | Q4 2015
MRI TV Cord Evolution Segments
Have a TV cordCord Loyalists91Cord Shaver Intenders121Cord Returners117Cord Shavers112Cord Cutter Intenders127Cord Increasers128Cord Increaser Intenders125Cord Cutting Regretters125Cord Cutters111Cord Nevers103
s7Streamers91121117112127128125125111103
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