Why Mobile POTT is the New Revenue Driver for Channels … and the Importance of Programmatic Advertising

The $70 billion television advertising business is poised for a change. Following the path of desktop, social and mobile ads, the television industry is beginning to flirt with programmatic technologies [1]

In a nutshell, programmatic advertising is buying advertising space and placing ads via an auction procedure. OONA – known as the YouTube of TV, offers AVOD (advertising-based video on demand) via its POTT (platform OTT), which is set to serve 185 million Indonesians, and is on course with its goal for delivering its exciting high quality programs, series, live sports, specials and films over hundreds of top channels, to Africa, South America, the Middle East, other parts of Asia, the US and Europe. OONA focuses on user experience for competitive advantage, so naturally it is geared towards programmatic advertising which employs various parameters including viewers' historical data, machine learning and advanced algorithms, for the purpose of calculating real time bids for each advert that is placed by channel owners and content holders. The purchasing transactions are immediate.

OONA offers a strong business model to channels and content holders via its OTT monetization methods. Programmatic advertising is a highly successful advertising option on the OONA's POTT. It effortlessly streamlines the process of ad buying via the use of automated data-driven, technology. There are three platforms involved in this type of marketing automation: 1. DMPs (data management platforms) which analyze and collect the users' information to drive specific targeting. 2. SSPs (supply-side platforms) which maintain the publishers' ad inventory, and 3. DSPs (demand-side platforms) which provide ad purchases on the open market.2 OONA's advertising options include: 1. A programmatic advertising video (30 seconds), CMP and CPC revenue; 2. Programmatic display advertising (30 seconds), CMP and CPC revenue; 3. Programmatic advertising short-video (pre-roll 6 seconds); and 4. Pay per view micro-transactions.

So What is So Advantageous about Programmatic Advertising?

Programmatic marketing empowers channel and content owners so they can target specific audiences. This can cover various demographic segments including location, social standing, gender, age and interests. Moreover, ads can be limited to certain frequencies and specific times in the day to coincide with target markets, such as in between live sports specials. With this method, channel and content owners are only paying for hugely effective adverts, delivered at the right time to the right people.

The bottom line is that programmatic advertising increases efficiency and saves money - two very valuable advantages. By opting for automation, it puts human beings are out of the equation, and buying ads becomes less expensive and more dependable. Also, very importantly, program channels and content holders are able to optimize their KPIs (key performance indicators), and attain a deeper insight into the behavior of consumers [2].

The Rock and Roll Future of Programmatic Advertising

There are a number of exciting predictions: 1. Purchases of programmatic advertising will skyrocket, and ultimately, purchasing will surpass conventional, manual ad purchasing. Furthermore, industry experts predict that leading up to 2020: “programmatic advertising will drive 100% of advertising purchases. Organizations not championing automation will fall behind those that do” [2]. 2. Traction will be gained in the field of DCO (dynamic creative optimization), the cutting-edge display advertising which delivers automatic multi-variate testing, namely, algorithms which interpret results and ascertain how to deliver advertisements for the most optimal performance. 3. There will be more header bidding [2] such as that offered by the OONA platform. This empowers channels and content owners with a high tech method so they are able to offer inventory to multiple advertising exchanges at the same time. 4. Personalisation will become more intelligent. When channels and content owners are able to laser focus their programmatic ads to individual viewers, then they can leverage strategies including explicit demographics and geo-location [2].

References

1. Blattburg, Eric (2013). “WTF is Programmatic TV Advertising?” Digiday UK. https://digiday.com/media/wtf-programmatic-tv-advertising/ Accessed 12 Dec. 2017.

2. Kloefkorn, Sheila (2017). “Trends In Programmatic Advertising To Watch This Year.” Forbes. Retrieved from:https://www.forbes.com/sites/forbesagencycouncil/2017/05/16/trends-in-programmatic-advertising-to-watch-this-year/#781cb7cf7f11 Accessed 12 Dec. 2017.

POTT - The Innovative Solution and New Buzzword in Tech Speak

POTT is the latest cutting-edge solution and buzz word set to rock the entertainment tech world. But what does this cool acronym actually stand for? The answer is “over the top platform.” It was coined by leading strategist, Christophe Hochart, the CEO and founder of OONA – the YouTube of TV, to help industry insiders and consumers make a clear differentiation between POTT's winning solutions and massive benefits, and: “streaming services [which] are now tasked with solving emerging challenges and standing out in a crowded industry” [1].

The Clear and Present Issues with Streaming

“Despite viewers’ preference for streaming video on demand... there are still major pain points that plague the viewer experience” [1]. According to research from The State of Streaming 2017 Report, conducted by IBM: “Despite enhancements in the video streaming space, technical difficulties still plague consumers when they turn on their streaming services” [1]. Delayed video start-up (which is waiting for the initial loading over a substantial amount of time), or buffering (a lag which break up streaming in real time), is effecting the viewing pleasure of 81% of users. Further, close to a staggering 50% of polled users: “would give up on the video they’re trying to stream due to these problems. What’s more, nearly 20% of consumers also experience poor video quality or problems with audio syncing” [1].

Different geographic regions come into play here, and: “are part of a universal experience of frustration. Globally, consumers also want more from their mobile video streaming experience....” [2]. At the end of the day: “viewers make purchasing decisions based on the quality of their experience,” and this is where OONA's POTT has a powerful advantage: “globally, 50% of consumers say they select video from OTT internet providers because of convenience and ease-of-use, while 44% cite the ability to watch whenever and wherever they want” [2].

So What is the Angle of OONA's POTT?

Firstly, it does not compete with an OTT service such as Netflix, or any other channel which is going OTT. Nor does it vie with a broadcaster such as FOX, which has its own unique app, such as Fox+, for instance. In fact, POTT can be regarded as a platform which is similar to what Expedia is to a hotel. The beauty of this system is that while companies which are going OTT are faced with a barrage of challenges: technical issues, high costs, lack of internal expertise, inadequate marketing, insufficient resources, an so on, POTT is a solution that centralises viewers, thereby providing a bigger audience and reach for channels and the OTT company. With OONA's POTT, the channels' FTA or pay TV can go to market at minimal cost, thereby saving them millions of $s. Moreover, the channels and content providers are able to monetise from advertising right from the get-go.

Stand Alone OTTs are Struggling and Falling, but There is a Better Solution

OONA's global POTT started 2018 with a bang, as it is now in the first phase of delivering free and premium option mobile TV to 185 million mobile-connected Indonesians in conjunction with one of the world's largest telcom companies, Telkom Indonesia. OONA is also on course with its goal to deliver its free POTT model to billions of people in Africa, South America, the Middle East, Europe, the US, and other parts of Asia.

The OONA Advantage

By bringing some sunshine to families and singletons via free data, no commitment mobile TV, OONA is facilitating a new type of user experience. This empowers everyone so they can enjoy fantastic films, shows, series and live sports, along with breaking news, and content from their local region, where ever they are, 24/7, 365 days a year.

OONA's ethos is that “fun should be part of everyone's daily lives”, and through its regulated platform, the OONA Team are inspired to make people feel good by lifting their emotions and happiness levels via the platform's free streaming service. In addition, users can say goodbye to pirate channels (the piracy content market comprises the highest level of consumers in the mobile TV market due to the fact that it does not involve any form of payment or subscription (a 99% prepaid market).

Further, users no longer have to waste away their time browsing, searching and switching, because now, OONA empowers them with all the television they could ever desire, all in one place. And viewers can even earn tcoins (a virtual currency) for watching TV and engaging with other users. These can then be redeemed for branded goods and services, meals, fun days out, discounts, and telcom products.

OONA's POTT offers a win-win situation to all parties. It delivers fantastic high level entertainment to viewers, and at the same time, generates a ready to launch business synergy between TELCOM companies and content owners and broadcasters, enabling leading TELCOM companies to leverage their user base and network infrastructure to significantly expand their Mobile TV business. Now, TELCOMS can generate multi-revenues by offering the best ad supported OTTP YouTube replication.

OONA's world first unique and personalised form of advertising is delivered via a friendly AI bot. This genie in the OONA app, who appears in person when the service is initiated, has regular conversations with users to know what types of films, sports, shows and other programs they would like to see, and what sort of consumer products and services he or she desires. She then offers them excellent promotions and savings on the latter.

This smart advertising strategy enables channels and content holders to reach the mass market at zero cost. It equips them with a strong business model, enabling them to monetise their business via several different methods including programmatic advertising powered by SpotX, the trusted platform for broadcasters. Moreover, they can enjoy 100% control, customization and data transparency, without threatening their existing model.

References

IBM (2017). “The State of Streaming 2017 Report.”

https://www-01.ibm.com/common/ssi/cgi-bin/ssialias?htmlfid=KUW12563USEN&&cm_mc_uid=66412693828615168676591&cm_mc_sid_50200000=1516867659

Accessed 25 Jan. 2018.

2. IBM Media and Entertainment industry solutions (2017). Becoming a “Living” Media Partner for Your Consumers. https://www-935.ibm.com/services/us/gbs/thoughtleadership/cogmediaent/ Accessed 25 Jan. 2018.

The OONA Advantage for TV Channels

"OONA - the YouTube of Television"

OONA is a world first, high tech interactive OTT platform designed to revolutionize the way viewers watch TV. Known as the “YouTube of Television,” OONA enables users to enjoy commitment-free top entertainment on the go, with premium options, and empowers TV Channel Companies and Content Owners by giving them a 100% Control, Customization and Data Transparency, without threatening their existing model. This is where OONA's highly successful strategy partnership is different to other platforms, and is one of the reasons why Leading Global Channel Companies are partnering with OONA.

OONA adapts to each single market without changing its first-class universal user experience. The TV landscape, media content and economics of a particular country remain the same, and every OTT solution is framed using a custom designed model which is beneficial to both the Channel Company and the user. Crucially, it does not interfere with the channel's existing business.

Using the flexibility of technology, OONA offers channel and content holders multiple ways to drive substantial revenues from their channels via the OONA platform. This includes: Programmatic Video Advertising, Display Advertising with User Mobile Engagement, Pay Per View, Subscription, and more. OONA's global model is adapted to the local market after conducting an in depth analysis of all market data factors. The benefit to users and channel providers is enormous, and offers a win-win situation.

Channel Companies can now enjoy excellent revenue from advertising which they cannot receive from pirate platforms. The latter will be sinking fast as with OONA, viewers no longer have to suffer poor quality signalling and inferior programs and films; nor do they have to waste their time browsing, searching, and switching channels. This coupled with: the best of TV and live and VOD entertainment; free and instant access to both ad-supported and commercial-free current season shows from the largest international broadcast networks; live and on demand channels, acclaimed original series, films of all genres; premium library TV and movies, educational video content, interesting offers, promotions, a collectible points system that enables the user to redeem points against branded goods, and the OONA AI personal ad manager, Siskabot, means that customer loyalty is virtually guaranteed.

OONA places its customers first in everything it does, and offers TV Channel Partners far more than they could have imagined.

Further information about OONA can be found at the company’s website:

www.oona.tv

OONA: Setting the Bar for a Better User Experience

For countless years, businesses have made their quality of service and products, their priority for attracting the maximum number of consumers. But not any more…

Success now demands another ingredient - one that can outrank both product and service quality: Customer experience, or the cooler term, CX. Yes, CX has evolved, and through its world first innovative strategy which involves an AI personal manager named Siskabot; OONA, the YouTube of TV, is leading the way in CX in the field of free mobile OTT TV.

So What Exactly is Customer Experience?

This is the customers’ perception of the way they are being treated by the company or platform. Such perceptions: “affect their behaviors and build memories and feelings and may drive their loyalty. In other words: if they like you and continue to like you, they are going to do business with you and recommend you to the others” [1].

As the OONA team understands, in order for users to make the platform a big part of their lives, not only do they have to deliver exciting cutting-edge content, the latest films, hot series, live sports, motor shows, cookery specials, celebrity news, and everything else that singles and families adore. They also have to understand their consumers extremely well, and work hard to generate and deliver personalised experiences which will guarantee their loyalty. This may sound easy, but it has to involve a dedicated drive to collect a huge amount of consumer data from algorithms showing behavioral patterns, as well as their viewers' precise desires, which come from their direct conversations with Siskabot.

Chatbots are the New Browsers

Chatbots are not a fad, they are the future, and just like Siskabot, Cortana and others, they are here to make our lives easier, gain our loyalty, and help us get just what we want efficiently and quickly. Bots are cool, in that unlike browsers, there is two-way communication flow, so you can ask a direct question as opposed to wasting so much time browsing for what you want.

Customer Experience is the Latest Battlefield

Because of all the alternative solutions on offer, consumers have in part, determined their loyalty to certain platforms and companies, from the way in which they rank CX. Previously, due to the lack of high-tech analytic tools, companies did not have many ways to ramp up customer experience.

When a survey for Digital Marketing Trends was carried out by Econsultancy, companies were asked what they believed the most exciting opportunity for 2018 was. The answer: “CX came in first” [1]. On top of this, research conducted by Walker, indicates that by 2020, CX “will overtake price and product as the key brand differentiator” [2].

OONA is certainly on top form with its CX, and: “Gartner predicts that by 2018, more than 50% of organizations will redirect their investments to customer experience innovations” [1]. OONA's founder and CEO, leading digital strategist, Christophe Hochart, anticipated this transformation a long time ago, and by employing a strategy which offers hundreds of exciting channels which serve everyone's desires, and launching the innovative “the genie in the app,” Siskabot, Hochart has demonstrated that OONA is customer committed rather than solely customer focused. This approach is able to live up to the CX expectations of 185 million plus consumers via OONA's partnership with Telkom Indonesia, not to mention the billions of OONA free mobile TV users coming on board with OONA's expansion into Africa, South America, the Middle East, other parts of Asia, the US and Europe.

Being a premier in ad supported OTT, OONA's strategy highlights the importance of catering to users' individual needs. The company has successfully integrated the demographic-specific AI chatbot, to serve as an Ad Personaliser Manager. SiskaBot, complete with photo, is the genie in the app who is ready and waiting to chat and serve 24/7, 365 days a year. The conversations she has with consumers guarantee that they get the very best that OONA has to offer in the way of : favourite TV content, personalised ads which can help users save time and money, great

promotions, and OONA's virtual currency rewards, tcoins.

tcoins can be redeemed for branded goods and Telcom products. Users are able to derive substantial benefits from OONA's tcoin program, and among other things, the more they chat and share with SiskaBot and other users, the more tcoins they can accumulate. And Siskabot will even check to see if she has done a good job, so the user's experience is second to none. As research indicates that: “72% of customers will share a positive experience with 6 or more people” [1], this is a rock and roll situation for all concerned.

In summary, “since 89% of businesses are soon expected to compete mainly on customer experience, organizations that take customer experience seriously will stand out from the noise and win loyal customers over” [1]. OONA has proved itself to be on the right track, as revving up their viewers' CX is all about driving great interaction, and delivering meaningful consumer relationships through finding out what each individual user desires in the way of exciting TV content, and ads that will help them get exactly what they want, at great prices. OONA's “genie in the app” delivers – it sets the bar, and puts CX right at the top.

References

1. Kulbytė, Toma (2017). “32 Customer Experience Statistics You Need to Know for 2018.” SuperOffice. Retrieved from:https://www.superoffice.com/blog/customer-experience-statistics/ Accessed 23 Dec. 2017.

2. Walker (2017). “Customers 2020: A Progress Report.” Retrieved from: https://www.walkerinfo.com/knowledge-center/featured-research-reports/customers2020-1 Accessed 23 Dec. 2017.

YouTube: The Big Issue on Violent Inappropriate Kid's Content

“Children's innocence is precious and must be protected at all costs”

This distressing content found on YouTube, involves pseudo characters which are fashioned after well-known children's favourites. These videos are specifically targeted at kids, and are indistinguishable from the genuine ones. The New York Times researched this sorry state of affairs, writing: “parents have reported that the [Kid's app] has shown videos of popular animated characters dying in a car crash, others of popular characters urinating on each other, and one of a real child apparently bleeding after her forehead was shaved” [1]. And to make matters even worse: “according to recent analysis, these [violent and inappropriate videos] are sprinkled in with kid-friendly ones from well-known studios...” [1].

The industrial scale weekly output of countless unsuitable children's videos, is the last thing anyone would expect from YouTube, a platform that has given so much to everyone. The YouTube Kids site message is great: “Dive into a world of discovery, learning, and fun. YouTube Kids gives your family an easy way to watch their favorite shows, or explore anything that captures their imagination. It’s free, simple to use, and full of family-friendly videos” [2]. But YouTube is not delivering.

Shocking? Yes, but it is what it is, and many of the videos “tap into popular keywords,” [1] and bring them up on children's searches. Moreover, while it has to be noted that YouTube states it: “screens videos to pull inappropriate ones from its children-oriented YouTube Kids app, and encourages people to flag any videos they view as inappropriate on its platforms”[1], it appears that not all the red flags are being actioned. So this unforgivable situation is still a massive issue [1].

YouTube issued a statement to Business Insider, stating it wants to keep the platform as open as it can, while at the same time, look out for younger viewers: "We’re always looking to improve the YouTube experience for all our users and that includes ensuring that our platform remains an open place for free communication while balancing the removal of controversial content"[1]. Good enough? Absolutely not. As Zoe Bernard, journalist for Business Insider says: “Despite YouTube's efforts, there are still plenty of creepy, kid-targeted videos on its sites. And it doesn't appear to be all that hard for kids to find them” [1].

YouTube does not seem to be in control, even though this issue should be of paramount importance. A viable solution is desperately needed to protect vulnerable children from this horror: step in the solution to the future: OONA, the regulated free OTT mobile TV app, which is like YouTube, but better.

OONA makes parental control and the platform's internal content control, its priority. The OONA app has a parental control feature, and internal control procedures are conducted by a dedicated professional team of TV consultants and producers. All of OONA's children's content, such as ZooMoo, the interactive TV channel which educates and entertains 3 to 6 year old children about the fascinating wildlife around the world, is rigorously checked and monitored. ZooMoo combines a happy cast of furry, funny, characters. They all come with impressive natural history footage and interesting story lines which generate a unique experience for youngsters [3]. This is the kind of quality that all parents would expect from a leading platform. And few could barely dream of what children are being exposed to now. OONA's two tiered layer of security is imperative to the high standards of customer care that OONA believes should be mandatory for all platforms. This is the only real way to guaranteed that TV and video content has been appropriately screened and monitored.

While YouTube states that its main app and site, YouTube.com, are not meant to be used by children under 13 years of age, the fact remains that: “the main YouTube service contains plenty of kids videos. Meanwhile, the company does little to inform parents or kids that the service is not intended for younger children or to prevent kids from accessing it” [1].

Although YouTube's Terms of Service does actually state that its main service is only suitable for children who are at least 13 years old, few people are likely to look at it. In addition, the platform does take active measures to block children below this age from setting up an account on Google, a mandatory step to: “subscribe to YouTube channels or upload videos to the service — and to prevent them from seeing some videos depicting sex or other adult themes” [1], the fact of the matter is that the majority of YouTube's main service videos can easily be reached by children who can access it via their parents' permanently logged in accounts [1].

YouTube's violent and inappropriate kid's content is being masterminded by despicable individuals and organisations who see a loophole. They are taking advantage of YouTube's and Google's structure, the latter of which is designed to amass the maximum revenue from online videos. So the time has come to think about other more practical, safe and sustainable options. OONA is one of them. OONA's advertising strategy is very different to that of YouTube's, and so this kind of nightmare scenario can never arise.

OONA's cutting-edge interactive platform, which rewards users with a virtual currency for watching content, is a game changer, and is well on course to fulfill its company mission statement: “To make life fun for billions of adults and children by providing Free Mobile TV.” The company is now geared to serve a 185 million plus Indonesians after its recent partnership with Telkom Indonesia, one of the world's largest TELCOM companies; and is successfully creating inroads into Africa and other parts of Asia, the Middle East, South America, the US and Europe, with its free and premium options, and latest state-of-the-art model which generates a ready to launch business synergy between TELCOM companies and content owners and broadcasters.

References

1. Bernard, Zoe (2017). “YouTube is reportedly pointing kids to thousands of disturbing, violent, and inappropriate videos.”Business Insider. Retrieved from:

http://www.businessinsider.com/youtube-has-thousands-of-disturbing-videos-targeted-at-kids-report-2017-11 Accessed 5 Jan. 2017.

2. YouTube Kids (2017). “Dive into a world of discovery, learning, and fun.” Retrieved from: https://kids.youtube.com/ Accessed 5 Jan. 2017.