TV Advertising OTT

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    14-Apr-2017
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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