Smatto：OTT与CTV广告指南（英文版）（34页）.pdf

1、OTT/CTV Advertising eBookAll eyes are on OTT.Learn how to execute your OTT strategy and deliver relevant,engaging experiences to viewers worldwide.2OTT/CTV Advertising eBookIntroduction:What is OTT?OTT vs.CTVCord Cutters and Cord NeversThe Smaato AdvantageDynamic Ad Insertion(DAI)Ad PoddingAd Pod Co

2、nstructionAd Pod Exposure and Bidding Ad Pod Exposure Ad Pod Auctions Ad-Pod Header BiddingTargeting and Real Time Bidding(RTB)RulesSmaatos Programmatic-Ready Video Ad ServerOTT Audio Ads at SmaatoReportingA Note on Protecting User PrivacyConclusionAppendix:Getting Started GuidesGet Started:Publishe

3、rsGet Started:Marketers/AdvertisersTable of Contents1054391415171717191920222425302627273OTT/CTV Advertising eBookOTT,or“over-the-top advertising,”is proving to be the darling of the ad tech industry.All eyes are on OTT,and for good reason.OTT is an incredibly accessible option.From smartphones to t

4、ablets,connected TVs(CTV),and more,OTT reaches highly engaged audiences,and is making a huge splash in the ad tech world.Introduction:What is OTT?Source:1 App Annie,April 2019Over-the-top(OTT)is defined as video streaming via the internet,on any kind of device.Time spent engaging with OTT streaming

5、devices continues to increase as the world adjusts post 2020Source:Conviva report“State of Streaming Q4 2021”,November 2021.3Source:Conviva,“State of Streaming Q4 2020“,January 202105010015020016%Game Consoles44%Total19%Mobile38%Connected TV27%Desktop47%Tablet157%Smart TVConnected TV Devices-2%Deskt

6、op-12%Video Game Consoles-17%Tablet5%Smart TV37%Mobile Phone17%4OTT/CTV Advertising eBookWhile these terms are often used interchangeably,they are not one and the same.OTT(over the top)is an umbrella term that includes CTV(connected TVs).But much like how a square is a rectangle(but not all rectangl