After encountering the bottleneck of development, Internet TV has ushered in a new development spring. This year after the cool open network to get Baidu 1.055 billion yuan strategic investment, TCL Technology Holdings Limited announced its Thunderbird and Jingdong reached strategic cooperation intentions.
Beijing Business Newspaper reporter survey found that with the past hardware dispute, Internet TV This battle of the battlefield is no longer a hardware, but converted into a platform of contention, which also directly promoted the development of OTT industry blowout. It is understood that OTT is the ' over the Top ' abbreviation, refers to the Internet to provide users with a variety of application services.
At present, the typical OTT business has internet TV business, Apple App Store and so on. Over the years, over-the-top OTT equipment in the global market is undergoing a blowout. Recently by the National Industrial Information Security Development Research Center, Beijing Xinhai Wei Information Center prepared by the "2018 Ott Industry Trends Analysis Report" (hereinafter referred to as "Report") in Beijing issued. The report points to a surge in OTT terminal activations as the OTT industry rapidly rises with traditional TV makers and internet companies.
2017 China OTT Terminal activation number of 168 million units, of which cool open system cumulative activation number of 31 million units to market share of 18.4% ranked first in the industry.
According to industry estimates, the current OTT advertising market size of only 3 billion-5 billion yuan, with Smart TV as the representative of OTT equipment, high-speed popularization, as well as Internet enterprises, large-screen advertisers, the synergy of conservative estimates, over the next five years, the OTT marketing market will form tens of billions of yuan scale of the giant tuyere. Hong Shibin, a household appliance industry observer, says OTT ads are diversified, but the current ad placement structure is single. Although there are already mature ads to reach 13 kinds of forms: like power-on, large screen, recommended bit, special topic, channel entrance, Patch, AI voice, screensavers, smart Global pop-up, etc., can basically achieve a full range of user trajectory coverage, but the current mining level is only a high-powered ads and video patch ads, of which 70% of
The budget spends on the patch advertisement, the advertisement launches also has the huge rise space, the OTT big screen advertisement value urgently needs to dig deeply. Specific to the actual case, in just the past the hottest World Cup tournament, cool open Network to total input resources of about 30 million yuan, to obtain exposure of up to 1.447 billion times, 15.75 million families participate in the performance of the event, for the OTT Platform Interactive marketing activities of the innovative development added a strong, The release of the large-screen ad value of OTT is further realized.
At the same time, cool Open will also be a variety of interactive games into the big screen, for brands to provide a variety of advertising implants, enhance exposure. From the overall scale, OTT, as the product of the Internet and TV, has surpassed the size of traditional cable TV machine this year, and has also been recognized as the first screen of the living room entertainment. In the future, the content and innovative gameplay is a priority in order to continue to do OTT services.
Not only to improve the quality of resources content, but also to improve the user's interactive experience and fun. According to the Beijing business newspaper reporter understand, with the smart TV software services and hardware services continue to upgrade, more and more users will return to the living room. The expansion of user size will further enhance the reach value of OTT ads, which will make OTT ads in the near future to show an explosion of growth. The OTT advertising market is expected to reach 16 billion trillion yuan in 2020.