In recent years, the evolution of mobile devices and telecommunications has significantly reshaped marketing strategies. A few years ago, it was widely believed that the future of advertising would shift towards mobile terminals, with traditional TV ads gradually losing their dominance. However, the rise of Internet TV, led by tech giants like BAT, has changed the landscape once again. These companies have entered the OTT (Over-The-Top) market, positioning the "living room economy" as a central hub for connecting families to information. As a result, OTT-based advertising has emerged as a powerful tool in the era of the Internet of Everything.
Recently, Ove Cloud.com collaborated with industry partners and TV manufacturers to release a comprehensive guide on OTT ad delivery. This report covers various aspects, including the current status of OTT advertising, the value of large-screen media, user behavior, and the effectiveness of OTT campaigns. Through extensive data analysis and industry research, it offers valuable insights for marketers looking to leverage OTT in their strategies.
As one of the first domestic ad-tech companies to integrate OTT into programmatic buying, Youyi Interoperability has reinterpreted this guide from a technological perspective, highlighting the potential of OTT in modern advertising.
The number of OTT users has surged far beyond traditional digital TV. According to a 2017 report, there were 234 million OTT devices in China, accounting for 80% of cable TV households. With 126 million active OTT users, this represents a significant portion of the digital TV subscriber base. Meanwhile, traditional TV subscriptions are declining at a rate of 2.1 million households per quarter, while OTT users are growing by 4.5 million each quarter. It's clear that Internet TV is rapidly replacing traditional television, marking a major shift in consumer habits.
Moreover, OTT users represent a more affluent and tech-savvy generation. They are younger, more educated, and seek innovation and quality in their lifestyle. Analysis shows that these users not only own real estate and cars at a higher rate but also plan to purchase homes and vehicles. Their spending power and preferences make them a highly desirable audience for brands.
OTT stands out from other digital platforms like PCs or mobile devices due to its large screen size. The bigger the screen, the more attention it captures, leading to longer and more immersive viewing experiences. This makes OTT an ideal platform for advertisers aiming to engage audiences effectively.
According to a survey, many families who own Internet TVs rarely watch content on smaller screens like PCs or smartphones. This shift in behavior challenges the assumption that mobile will dominate user attention. In fact, OTT has driven a new wave of user reflow. In 2017, there were 570 million online video users across all platforms, with 330 million using OTT. Among them, 71% also use other platforms, indicating that OTT is not just an exclusive medium but a key part of the broader digital ecosystem.
To maximize reach, multi-screen programmatic buying has become essential. With over 340 million users still accessing video on PCs and mobiles, single-platform advertising is no longer sufficient. Programmatic buying acts as a bridge, connecting vast digital resources and integrating online and offline user data. By leveraging data across multiple screens—big and small—advertisers can better target their audiences, optimize frequency, and improve campaign performance.
Companies like Youyi Communication have taken the lead in integrating OTT into programmatic systems, creating seamless cross-screen marketing solutions. By combining data from TVs, PCs, and mobiles, they build detailed user profiles and enhance ad delivery through smart targeting and timing. Collaborations with major TV brands such as Hisense, Skyworth, and TCL further strengthen their ability to deliver high-impact, high-exposure campaigns.
The rapid growth of OTT cannot be ignored. For advertisers, the challenge lies in capitalizing on this trend and securing a strong presence in the evolving marketing landscape. The future belongs to those who can effectively link data across sources and create integrated, multi-channel strategies. As the market continues to evolve, OTT will remain a critical component of the new marketing ecosystem.
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