与早期的流媒体大战相比，如今的视频市场已经爆炸式增长，包含了广泛的平台和内容选择。日益增长的多样性为消费者带来了福音，而近期的参与度增长大多不属于传统的订阅视频点播（SVOD）平台。反过来，这也为广告商和代理商带来了大量机会。
According to Nielsen data, connected TV (CTV) reaches almost 142 million adults across the country each week. Consumption trends are equally impressive, with consumers 2 and older watching almost 30 billion minutes of streaming in the first quarter of this year. That’s up from 13.5 billion in first-quarter 2018. So it’s not surprising that eMarketer forecasts that CTV advertising in the U.S. will reach almost $27.5 billion by 2025, up massively from $2.64 billion in 2017. This year, the forecast is about $13.4 billion.
But CTV is not just a U.S. phenomenon. In Europe, recent IAB research found that more than 50% of advertisers and nearly 100% of agencies cite CTV/addressable as a key growth area for digital video over the next 12 months. That growth expectation is backed by growing consumer demand, with the IAB citing eMarketer forecasts that over-the-top (OTT) subscribers in Western Europe will increase from 133 million in 2019 to 159 million by 2023. Just last year, 50% of the CTV audience in Europe watched streaming content daily, according to Statista survey findings.
由于 CTV 的覆盖范围很广，广告机会的识别并不总是很清晰，尤其是那些将 CTV、OTT 和流媒体等同于主要订阅视频点播（SVOD）平台的人。重要的是，在增加的流媒体消费中，有很大一部分不属于 Netflix 和 Amazon Prime 等主要 SVOD 提供商的范畴。2021 年第一季度，美国视频流媒体占每天电视总使用量的 25%，其中 Netflix、Hulu、Amazon Prime 和迪斯尼占 12%（略低于一半）。
虽然流媒体大战始于无广告付费订阅领域，但新进入者以及许多传统媒体公司都在广告支持领域提出了新的诉求，将低成本（或无成本）作为竞争优势，并以此来吸引观众。
As a result of the CTV boom, this year’s upfronts looked notably different (aside from the fact that we’re still living in a pandemic). NBCUniversal, Fox, Discovery, Disney, WarnerMedia and ViacomCBS all made presentations to advertisers touting their ad-supported offerings, including Peacock, Hulu and HBO Max with Ads. The shift is one we’ve been tracking closely, as ad-supported and linear streaming platforms had grown to account for 34% of streaming among streaming-capable homes in the U.S. as of January 2021. That’s up six percentage points from the prior year.
Setting the opportunities aside, the CTV space can be complicated for the unfamiliar. As we discuss in our new CTV guide for marketers, it’s not uncommon to see “OTT” and “CTV” used interchangeably. Knowing how to evaluate the opportunities in the space hinges on understanding the nuances amid a vast and complicated ad buying landscape.
CTV 广告可以通过多种方式购买：
- 通过 CTV 原始设备制造商（OEM，如 Samsung、Vizio）
- 通过虚拟多频道视频节目发行商（vMVPD，如 Sling TV、Pluto TV）
- 通过内容所有者（如 FOX、NBCU）
- 通过需求方平台（DSP，如贸易服务台）
- 通过私人市场（PMP）
- 和（或）以上各项的组合
在评估哪种方法最适合您的目标时，不要只是勾选方框，而要考虑每种能力的深度和广度：
- 确认如何收集第一方数据以及允许的用途
- 了解供应商的身份图谱解决方案是如何构建的
- 了解所提供清单的多样性和质量
- 评估受众发现、激活和优化的难易程度
- 探索现有的创意执行机会
通过仔细研究这些要素，您可以确保获得所需的工具来激活复杂的定位策略，提供与目标受众相关的广告体验，并在面对不断变化的媒体消费习惯和市场变化时保持灵活性。
For additional information, download our new CTV advertising guide.
