随着内容领域的选择越来越多，人们很容易被大制作的节目名称、技术缩写和流媒体的一切所吸引。但是，在 "谁在看什么"、"哪家 OTT 服务将在明天大银幕上映的同时播放明天上映的大片 "这些头条新闻的背后，还有一个更大的故事：传统的线性节目正在向数字节目传递接力棒。
这种转变显然包括消费，但这只是更大演变的一个方面。从更广泛的意义上讲，大流行病加速了联网电视（CTV）采用率的急剧上升，从而带来了新的商业模式，这些模式正在以与无数收视选择相同的方式分割市场格局。直到最近，传统的商业模式一直决定着媒体行业的价值交换。几十年来，这些模式一直岿然不动，但为满足日益增长的需求而广泛采用的互联网连接设备和配套服务带来了新的商业机会，而这些机会在传统的线性体验中是不存在的。
The implications here are significant, as monetization opportunities are no longer limited to the buying and selling of ads within a scheduled, linear program. That’s not to say, however, that these opportunities no longer exist. Linear television remains the best way to reach a mass audience, and global ad spending on traditional TV has rebounded stronger than other media spending has. That spending now has company, but it’s all still connected to the physical television set—the most valuable 52 inches of real estate in the home.
CTV, defined as content delivered to the television set through an internet connection, has significantly broadened the commercial opportunities within the video realm—and for more parties. CTV is also nearing ubiquity in certain markets. In the U.S., for example, Nielsen data shows that CTV reaches nearly 142 million adults each week. And in Western Europe, eMarketer forecasts that OTT subscribers will reach nearly 187 million 2022 年。
早在 2007 年，Netflix 就开创了订阅视频点播（SVOD）的先河，随着直接接触消费者，网络、广播公司和新媒体公司正在投资建设和收购直接面向消费者的产品。如今，OTT 和 CTV 的选择不仅限于 SVOD，还包括广告支持的 VOD 和直播流媒体，可以通过 Comcast 和 Verizon 等多频道视频节目发行商（MVPD），也可以通过 YouTube TV、fuboTV 和 Sling 等虚拟 MVPD（vMVPD）。
Outside of traditional SVOD platforms, CTV and addressable advertising represent budding opportunities, but they remain largely unfamiliar to many marketers. Media investment company GroupM forecasts that CTV ad revenue will grow to exceed $31 billion globally by 2026, but the newness of the multifaceted advertising options outside of traditional models has many marketers unsure of their footing. In our 2021 Annual Marketing Report, we noted that 46% of marketers across brands with small, medium and large budgets reported internal knowledge gaps with respect to adopting CTV marketing strategies. Beyond adoption, nearly half (47%) of marketers at brands with large budgets ($10 million or more) say they’re facing measurement challenges in the space even though an equal percentage say real-time targeted ads in linear programming is important moving forward.
CTV 还拓展了内容领域以外的商业机会。例如，消费电子产品制造商再次成为时尚，因为设备，尤其是电视，现在掌握着消费者访问（和数据）的关键。除了现代电视已具备上网功能外，越来越多的 OTT（Over-the-Top）设备也为消费者提供了访问在线内容的途径。除了促进内容传输和消费外，原始设备制造商已经意识到销售广告和接入的好处，而不仅仅是依靠一次性硬件销售。
CTV 的发展也带来了丰富的营销技术选择，帮助企业跟踪发展并保持领先。营销技术行业已发展到包含 8000 种解决方案，自 2014 年以来增长了 8 倍。这种增长可能会增加该领域的复杂性。
数字技术真正代表了电视行业的一个新领域，并回答了一个随着新创新的到来而不时出现的令人头疼的问题："电视死了吗？"答案是响亮的 "不"。它生机勃勃，为内容创作者、发行商、广告商、原始设备制造商、代理商和消费者带来了大量机遇。
For additional insights, watch the on-demand recording of our recent State of Global Media event.
