[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"header-categories":3,"article-detail":62},["Reactive",4],[5,23,35,48],{"orderNumber":6,"withAd":7,"h1":8,"pid":9,"title":10,"type":11,"metaDescription":12,"content":13,"metaKeywords":14,"top":15,"modified":16,"id":6,"slug":17,"summary":18,"created":19,"count":20,"withTop":7,"parentId":9,"withMenu":15,"withRecommend":7,"metaTitle":21,"layerNumber":9,"siteId":9,"layerString":22},1,false,"互联网广告知识与变现指南",0,"广告小课堂","category","广告小课堂汇聚互联网广告行业动态与移动广告变现干货，覆盖开屏广告、广告SDK与投放策略，帮你掌握广告变现要点，实现收益稳步增长。般芸聚合科技。","客户案例分享","广告小课堂,互联网广告,广告变现,广告SDK,开屏广告",true,"2026-11-04 15:24:04","case","客户通过与我们合作，成功提升了品牌知名度并实现了营销显著增长。","2023-01-16 13:36:56",83,"广告小课堂 - 互联网广告知识 | 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!important;clear:both;color:rgb(62, 62, 62);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:16px 0px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(27,79,199);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:32px;visibility:visible;\">一、什\u003C\u002Fspan>\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:32px;visibility:visible;\">么是OTT\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"box-sizing:border-box;clear:both;letter-spacing:0.544px;line-height:1.75em;margin:8px 0px;max-width:100%;min-height:1em;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:2em;visibility:visible;\">\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">OTT=Over The Top，指通过互联网向用户提供各种应用服务，OTT传输的基础网络是IP网络，在具有基础设施的网络里开展OTT业务没有太多的限制，通过广电的有线网开展OTT服务不需要建专网，节省了网络建设费用。同时OTT对内容的质量要求并不高，不需要保证那么高的质量，内容的生产制作成本降低，这为传输内容的极大丰富提供了可能，而丰富的内容正是吸引观众的基础。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230208\u002Feec3347239d34291afbbdfb8fc01d52d.jpg\">\u003C\u002Fp>\n\u003Cp style=\"text-indent:32px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(27,79,199);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;visibility:visible;\">二、智能电视广告的优势\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">1.对于消费者而言：可以观看广告带来更多福利和体验。例如，从智能电视广告上获取广告商产品的专属福利或优先体验权限；又或者多观看一次广告，可以免费多看一集自己喜欢的剧作；又或者参与智能电视广告的互动，可以免费获得自己喜欢的品牌方奖品，等多种有利于用户体验的广告形式。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">2.对于广告商\u002F品牌方而言：\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">1）可以通过高质量、大屏的广告优势提升品牌形象和产品观感；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">2）可以通过平台大数据事先建立受众，提升广告回报率；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">3）可以通过智能电视广告的互动性（VR\\AR\\体感游戏等），提升用户与品牌的互动性；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">4）可以通过强大的平台智能分析功能，利用广告投放分析用户的市场反应和后续动向；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">5）可以跨平台、跨设备、跨区域指定性投放广告，匹配更有意向用户；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">6）可以更容易获得用户认可，不像手机那样碎片化，智能电视更有效提升广告完播率；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">7）可以透过不同IP或ID账号了解到屏幕另一边的用户画像，精准匹配需求；\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(62, 62, 62);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:16px 0px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(27,79,199);font-size:17px;\">\u003Cspan style=\"box-sizing:border-box;letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:32px;visibility:visible;\">三、智能电视广告未来趋势\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box;clear:both;color:rgb(62, 62, 62);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.75em;margin:8px 0px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:2em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">随着用户消费模式的改变，流媒体应用程序、移动设备和智能电视设备覆盖率在全球范围内均呈现出强劲的发展势头。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230208\u002F661051fa8e4a44069f573f62a20c7d4e.png\">\u003C\u002Fp>\n\u003Cp style=\"text-indent:28px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(136,136,136);font-family:-apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;caret-color:rgb(51, 51, 51);letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;\">*\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color:rgb(136,136,136);font-family:宋体;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:2px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:center;text-indent:0em;visibility:visible;\">图片转自《\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color:rgb(136,136,136);font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:2px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-indent:2em;\">出海广告新趋势：OTT\u002FCTV智能电视的流量时代\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color:rgb(136,136,136);font-family:宋体;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:2px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:center;text-indent:0em;\">》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box;clear:both;color:rgb(62, 62, 62);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.75em;margin:8px 0px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:2em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">智能电视对于家庭生活消费产品的广告展示具有极高的普适性，家庭生活消费不仅涉及衣食住行，还包括教育、养老、理财、母婴、娱乐、健康等多个领域，所以许多行业都适合投放智能电视广告。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box;clear:both;color:rgb(62, 62, 62);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;line-height:1.75em;margin:8px 0px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:2em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(0,0,0);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">其营销最本质的差异化，在于实现了“互联网广告+电视广告”的溢出效应。这是由智能电视兼具传统电视与互联网内容端双方优势的特点决定的。同时，由于它解决了传统电视广告无法定向、缺乏互动、互联网广告缺乏冲击力、营销对象单一等问题，因此这种结合带有明显的1+1>2的溢出效应。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(73,73,73);font-family:-apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;caret-color:rgb(51, 51, 51);letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:28px;\"> \u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(136,136,136);font-family:-apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;caret-color:rgb(51, 51, 51);letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:28px;\">*转载《\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(136,136,136);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;letter-spacing:2px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:26px;\">出海广告新趋势：OTT\u002FCTV智能电视的流量时代\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"color:rgb(136,136,136);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;caret-color:rgb(51, 51, 51);letter-spacing:0.544px;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-indent:0em;\">》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>","OTT、智能电视广告、OTT广告、CTV广告、流媒体广告、互动广告、精准营销、用户画像、跨平台投放、广告完播率、广告回报率","2026-01-04 00:52:10",168949,31,"zh_CN","ott","OTT即Over The Top，指通过IP网络向用户提供应用服务，依托现有基础设施无需建设专网，节省网络建设费用，且对内容质量要求不高，降低了内容生产制作成本，为丰富内容传输提供可能，而丰富内容是吸引观众的基础。 智能电视广告具备显著双重优势：对消费者而言，可通过观看广告获取专属福利、优先体验权限、免费观影机会，或参与互动赢取品牌奖品等，提升用户体验；对广告商\u002F品牌方而言，能借助大屏高质量展示提升品牌形象与产品观感，依托平台大数据建立受众提升广告回报率，通过VR\u002FAR等互动形式增强用户与品牌的互动性，利用智能分析功能掌握用户市场反应与后续动向，实现跨平台、跨设备、跨区域定向投放以匹配意向用户，相较于手机广告更易获得用户认可、提升广告完播率，还可通过IP或ID账号了解用户画像实现精准匹配。 智能电视广告未来发展势头强劲，全球范围内流媒体应用、移动设备及智能电视设备覆盖率持续提升。其对家庭生活消费产品广告展示普适性极高，适配衣食住行、教育、养老等多个行业。其营销核心差异化在于实现“互联网广告+电视广告”的1+1>2溢出效应，这源于智能电视兼具传统电视与互联网内容端优势，解决了传统电视广告定向难、缺乏互动及互联网广告冲击力不足、营销对象单一等问题。","香怡","2023-02-08 10:00:00","一、什么是OTT OTT=Over The Top，指通过互联网向用户提供各种应用服务，OTT传输的基础网络是IP网络，在具有基础设施的网络里开展OTT业务没有太多的限制，通过广电的有线网开展OTT服...","OTT智能电视广告：品牌营销新趋势，如何精准触达用户？","html",{"emailStatusOk":7,"statusLocked":7,"mobileStatusOk":7,"nickname":81,"statusReg":7,"id":49,"created":82,"sourceString":22,"avatar":83,"url":84,"statusOk":7,"detailUrl":85,"username":86},"欣露","2023-01-16 17:41:54","\u002Fstatic\u002Fcommons\u002Fimg\u002Favatar.png","\u002Fuser\u002F4","\u002Fadmin\u002Fuser\u002Fdetail\u002F4","wangxl","normal","1",null,{"prev":91,"next":95},{"id":92,"slug":93,"title":94,"categoryId":6},32,"optimisation","精细化变现体系，实现广告收益、填充、ARPU跨越式提升！",{"id":96,"slug":97,"title":98,"categoryId":6},30,"network","内容运营那些事—广告联盟链发展行业新高度",[100,107,114,120],{"id":101,"slug":102,"title":103,"thumbnail":104,"createTime":105,"author":106,"categoryId":6},12552,"zhitong-sdk-double11","双十一流量来了，智通SDK也更新了！","\u002Fattachment\u002F20260924\u002F93ca582dca3f46ca8b4d57efc365bc92.png","2026-09-24 18:02:00","显微观察望京小王",{"id":108,"slug":109,"title":110,"thumbnail":111,"createTime":112,"author":113,"categoryId":6},10551,"splash-screen-ad-revenue-growth","“开屏广告没了”频上热搜？行业暴击之下，APP商业化变现的破局之道","\u002Fattachment\u002F20260627\u002F17bac8a513fc456ba628138048b8dd45.png","2026-06-27 22:28:00","admin",{"id":115,"slug":116,"title":117,"thumbnail":118,"createTime":119,"author":75,"categoryId":6},220,"image2-ai-design-productivity-guide","不敢相信！Image 2 已经进化到这种地步了？","\u002Fattachment\u002F20260424\u002F584b651b3a9b4e379286fcddc7a2e725.jpg","2026-04-24 18:50:48",{"id":121,"slug":122,"title":123,"thumbnail":124,"createTime":125,"author":75,"categoryId":6},216,"2025-advertising-industry-report-china","我国广告产业收入突破2万亿元！","\u002Fattachment\u002F20260413\u002Fa0b68e953c5d4d668a4d5c93572ef188.jpg","2026-04-13 11:25:00"]