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  • Carat Media NewsLetter-921R

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    凱絡媒體週報
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    網路電視(OTT TV)服務日漸盛行，進入各家客廳，在各類網路影音廣告玩法不斷推陳出新的情況下，廣告主該如何利用這塊螢幕，才能打動聰明的消費者？本篇專題將和讀者分享電通安吉斯中國發佈的「智能視界，何止於大」OTT TV廣告投放實戰報告。

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    網路電視(OTT TV)服務日漸盛行，進入各家客廳，在各類網路影音廣告玩法不斷推陳出新的情況下，廣告主該如何利用這塊螢幕，才能打動聰明的消費者？本篇專題將和讀者分享電通安吉斯中國發佈的「智能視界，何止於大」OTT TV廣告投放實戰報告。

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1K views12 pages

    Carat Media NewsLetter-921R

    Uploaded by

    凱絡媒體週報
    網路電視(OTT TV)服務日漸盛行，進入各家客廳，在各類網路影音廣告玩法不斷推陳出新的情況下，廣告主該如何利用這塊螢幕，才能打動聰明的消費者？本篇專題將和讀者分享電通安吉斯中國發佈的「智能視界，何止於大」OTT TV廣告投放實戰報告。

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    CARAT MEDIA WEEKLY NEWSLETTER

    No. 921

    Media Report


    OTT TV



    (OTT TV)

    OTT TV
    BATTV

    OTT
    BATOTT TV
    OTT TV

    OTT
    2016OTT
    OTT
    20172017

    31%OTT
    (pre-, mid-,
    post-roll ad)
    /2017
    65%
    15
    90%30

    / TV Monitor
    OTT
    2017OTT
    OTT(OTV)

    2017
    OTT

    /2017OTTOTT
    OTT

    OTTPre-rollOTV
    OTV
    1 OTT OTTOTT TV

    OTT
    OTT20162017OTT

    2


    3 OTT


    +

    +
    (awareness)+ +
    ++

    3C+ +/
    maintain +
    ()UV

    /2017OTTOTT
    OTT
    OTTOTT

    OTT

    /2017OTTOTT
    OTT(Pre-roll)
    OTT 2017 OTT
    78%
    Pre-roll 80.0%
    OTT2017 63.3%
    OTT 56.7%
    Mid-roll 26.7%
    (Pre-roll)
    APK/ 23.3%
    () 16.7%
    16.7%
    16.7%
    APK(/) 13.3%
    QR code 13.3%
    10.0%
    10.0%
    10.0%
    Mid-roll() 10.0%
    10.0%
    6.7%

    OTT 6.7%
    (IVB)
    3.3%
    0.0%
    0.0%

    APK() 0.0%

    /2017OTTOTT

    2017

    OTT(TA)

    OTT

    /2017OTTOTT
    80%OTT

    OTTOTT


    OTT

    OTTOTTOTT

    PC




    3%
    10%
    OTT


    78% 70% OTT

    OTT
    0%

    1.2
    70%

    /2017OTTOTT
    OTT
    OTTOTT
    OTTOTT

    DMP
    OTT


    OTT

    AR 360
    OTT


    /2017OTTOTT

    carat.weekly@carat.com

    (02) 2717-5238 ext.9282

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