TV Advertising OTT
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14-Apr-2017Category
Business
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Transcript of TV Advertising OTT
2016
Okrasheno
o - 1987
o
o 2 000
o 2015 . 86
o : , , , ,
Vi
:
o
o
o
o
o
.
Vi
o OTT -,
,
IP.
o (unicast)
o :
o ()
o (VoD)
?
:
( )
2015
IPTV 66%
10%
24%
: 100%
: Vi, 100+, % , 2015 .
TV 8% ( )
- .
- ,
.
:
o
o
o
o Digital
o Catch Up ( > 7 ) 2 5 % *
o mobile ( ) o 15 . . mobile**
o 18-24 20%***
o Postroll, Preroll
** : TNS , 2015
*** : Nielsen 2014-2015
* : Vi 2015
o
o
o
o Big Data
o
o
o
o EPG (teg)
o
o
o
o %
o
o
Digital -
5% - (7 . .)
: 1 . 2015 .
*
34
61.6
42
, ..
34.8
7.2
-, .
- 3% 2014*
+ 7% 2014*
: Chevrolet
o 70%
o < 2%
o
o 94%
o CPM +263%
o +26%/+6%
o 23$ vs 1$ ROAI
: Carat 2013
TV
TV
TV
OTT
OTT
OTT
o
o
o
o
o
2016.
?
2018. =
20.
!
Okrasheno
