OTT Devices Surpass Desktop as Top Digital Ad Platform for Video Ad Views (Report)
The over-the-top (OTT) industry is kicking butt. On top of being the best place to view premium content at an affordable price, it has just become an effective place to advertise. According to a report by ad technology firm FreeWheel, OTT devices surpassed desktops as the leading digital platform for premium video ad views in Q1 2017. The report discovered that more than one-third of OTT visits are over an hour long, and that viewers complete 98% of all premium video ads.
“What was once an emerging technology is now a dominant destination for premium video viewing, transforming the way content is distributed and monetized,” the company said in the report, which suggests that OTT allows marketers to reach a younger, wealthier audience. The average OTT viewer is 23 years younger than the average TV viewer, and their median household income is nearly $10,000 higher per year than traditional TV households, according to the findings.
The report also found that 69% of OTT ad views come from authenticated viewers (pay TV subscribers who are using their credentials to log-in), which means that a real person is watching the ad — something most advertisers would prefer.
For the study, FreeWheel classified OTT as any device that can connect to a TV to deliver internet-based content. The study is based on a selected sample of U.S. FreeWheel clients representing over 95% of OTT-driven digital ad impressions in the company’s research data set.