今天是什么推动了OTT广告收入的增长
Where is ad spend growing the most as monetization becomes more of a focus for OTT, 技术是如何发展来支持这一点的? During a panel at 流媒体 West 2022, Jonathan Hurd, Partner, 奥特曼梭伦营收高级副总裁克里斯·德雷克问道， Quickplay, “是什么推动了今天人们对广告的兴趣, whether it's in Subscription Video on Demand (SVODs), 添加AD层, or the 免费的 Ad-Supported Television (FAST) channels growing so dramatically. 从你的经验来看，是什么在驱动着你?”
“We traditionally play as a company supporting premium content services,德雷克说。. “So advertising is an amazing opportunity to think about augmenting a lot of that.” He mentions the ways that other speakers on the 流媒体 West panel, 比如钟丽缇, 业务运营副总裁, 爱丝特雷娜媒体B。.J. Elias，执行副总裁， 福克斯公司, have discussed how different packages of content can be tailored, 货币化, and targeted towards diverse audiences and their specific needs. “So someone that is really coming in for those big tent-pole events and is willing to pay for it might be different than someone that's coming in for clips and highlights that could be ad-supported,他说.
Drake highlights sports as a unique space for the coexistence of various advertising revenue streams. “如果你想到体育内容, it's naturally pre-programmed perfectly for advertisements,他说. “有暂停，受伤休息，半场休息. 所以即使是高级模式, 消费者期待广告, and there's an opportunity that's been largely untapped of recapitalizing that for digital platforms.”
He mentions work that Quickplay has been doing with “a large sports broadcaster.” “We recently introduced this concept of basically doing dynamic ad replacements, 广播电视广告, and then simply reinserting digital ads and using data to influence that kind of Dynamic Ad Insertion (DAI), but also looking at ad duration based on the variability of a 30 [or] 32-second time out versus an injury timeout, 知道哪些广告要预加载和缝合, and then addressing a lot of the complexities of broadcast synchronization and real-time event markers and all the kind of funky standards around that. And doing that real-time and scale but adding an advertising component that was more DAI based for a premium advertising service for sports. We were able to increase their gross revenues by 20%. And this was a very well-established multimillion-subscriber premium service that all of a sudden overnight [got a] 20% lift without changing the consumer experience. 事实上, you're probably adding to it because the advertisements you're bringing in [are] a little bit more targeted…it's a little bit more personal, 这与特定的体验更相关. So I think there are some really interesting coexistence opportunities there.”
“So the combination of growth of the audience base and technology that's solving some of these problems that have existed?赫德说.
“这都是数据，你知道，再回到数据，对吧?德雷克说。.
了解更多关于OTT广告驱动货币化的信息 流媒体东部2023.
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