Ooyala: 2016 Online Video Industry Predictions

首先也是最重要的, the current wave of market consolidation will continue and even gain momentum in 2016. The industry as a whole has made substantial gyrations around the world, such as AT&at&t在美国以490亿美元收购DirecTV.S. or Liberty Global paying another $88M for Irish broadcaster, TV3. Ooyala has been part of this trend as well. 在过去的17个月中, we were acquired by Australian-based telecom leader Telstra, and subsequently acquired ad tech company Videoplaza in Sweden and media logistics company Nativ in London. Expect to see more consolidation in 2016 with a particular emphasis on OTT-delivered content.

We expect the TV NewFronts event to be a major wake up call for the linear TV advertising business. 简单地说，它正在转移到网上. Expect to see double-digit percentage decline in advertisers’ spend from last year. 另一方面, expect IAB’s new UpFronts event be the industry’s silver lining, showing promise that broadcasters—and publishers that are increasingly morphing into broadcasters—will derive large revenue streams from cloud-based distribution models. Indeed, this year, a handful of the new entrants to UpFronts are Ooyala customers. We’re helping them build and deliver premium experiences across all screens, and enabling them to secure large profits in 2016 from TV ad dollars migrating online.

最后, in the wake of the industry being harshly scrutinized for poor ad experiences, 从广告的展示方式, to how they are measured to the creatives themselves, expect content creators to turn to solutions with analytics at the core. 特别是, expect them to turn towards programmatic platforms, 比如Ooyala Pulse SSP, to buy highly targeted audiences across premium inventory. We already see this move happening rapidly in the OTT space. 事实上, AdExchanger recently stated programmatic will account for anywhere from 55-70% of global digital ad spend in 2016.

Expect to see programmatic trading find a firm footing in linear TV as well. It will be focused on tailoring the advertising to the user on the device they prefer, time, location and in the right context to keep them engaged longer.

See the rest of 2016's Executive Predictions in "相关文章" below, or you can 以PDF格式下载整批文件.

这篇文章是赞助内容