OONA is solving 5 industry problems to thwart the drowning:
No 1: FTA TV is
Losing Money and Needs to Go OTT
The golden age of free
to air (FTA) TV is over. “FTA television broadcasters have faced
strong competition from online streaming and pay TV over the past
five years. Consumers now have more choice than ever, which has split
advertising revenue among more content providers. This trend has
reduced the cost of advertising, negatively affecting the bottom line
of FTA TV providers...” [1] and to that end, it needs to go OTT at
low cost and gain revenue from programmatic advertising. Step up
OONA's POTT (platform over the top) and
associated programmatic advertising solution.
Basically, 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) and ad-free premium options via its interactive mobile POTT
TV. This is set up to serve over 185 million Indonesians on their
mobile devices, thereby enabling them to enjoy OONA's first-class
entertainment where ever they are, 24/7. OONA is also on course to
deliver live TV and exciting high quality programs, top series,
sports specials, and the latest films over hundreds of 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 highly geared towards programmatic
advertising. This employs various parameters including viewers'
historical data and advanced algorithms in order to calculate real
time bids for each advert that is placed by channel owners and
content holders. The purchasing transactions are immediate.
Programmatic
advertising is a highly successful advertising option on the OONA
platform. It effortlessly streamlines the process of ad buying via
the use of automated data-driven, technology. According to
Statistica, spending for programmatic digital display advertising:
“is projected to grow to 45.72 billion in 2019” [2]. 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 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 [3].
N0 2: Pay-TV is
Challenging, and Positive Changes Need to Be Made
In regions where piracy
is king and pay TV penetration and the average revenue per user
(ARPU) are both low, pay-TV must control brand equity and monetise
assets. Research conducted by Broadband TV News in 2017, indicated
that with regard to pay-TV subscribers: “subscriber growth will be
lower than 3% for eight of the 18 countries covered in the report”
[4]. When discussing increasing pay-TV in Italy, Daniela Biscarini,
EVP & Head of the Italian Multimedia Entertainment & Consumer
Digital Services,TIM, stated last year that: “Pay-TV penetration is
comparatively low in Italy, at 26% of households. Free services such
as YouTube and others have seen high adoption, but pay-TV is quite
low compared with other markets like the US and the UK... we think
there is a lot of opportunity to grow OTT services” [5].
In regions where there
are too many pay-TV operators running after a very limited number of
subscribers, clearly, the best course of action is to diversify, and
grow OTT services. And this is where OONA's
ready-made successful POTT model is ideal. The operating strategy is
specifically geared to a company's unique structure and the region's
demographics with the aim of rapidly increasing viewer numbers, and
providing an exceptionally high income from OONA's strong business
model via its OTT monetisation methods.
No 3: Telkom
Companies Need a Complete, Ready and Integrated OTT Platform
In order to monetise
their clients' leveraging infrastructure and data which goes down in
price from year to year, telecommunication companies are branching
out and going into new service areas well beyond their customary
communications business. Television is high on the list, yet the
telcoms are faced with fierce rivalry from different players such as
established broadcasters and cutting-edge OTT platforms. The
solution? The wisest move is to form a partnership with a proven
leading over the top platform. Telkom Indonesia has led the way by
partnering with OONA.
No 4: The Media
Industry Requires an Alternative to Duopoly Digital - YouTube and
Facebook
Digital has become
ubiquitous in all marketing strategies. According to eMarketer,
spending on Digital ads will rocket from $83 billion in 2017, to a
whopping $129 billion in 2021. A high percentage of this growth is
down to the switch from television to digital. Facebook and Google
are top of the leader board a because they offer video. There are not
any middlemen, they are safe, and they can be measured [6]. However,
the fact of the matter is, advertisers will not achieve the frequency
they desire from this duopoly alone. So it is necessary to look for
good value further afield.
Moreover: “there are
a variety of things you can only get outside of the walled gardens...
If you want more data and the ability to control, manage and analyze
it, you have to buy outside Facebook and Google” [6]. In addition
to this: “not all of the innovation is coming from the big players.
For proof, there is a long list of Facebook acquisitions and Google
acquisitions, as they’ve needed to buy innovators to stay on top”
[6]. So a great deal of what is being sold by this colossal duo was
not actually devised by them. And when it comes to performance:
“you’re always going to get better, more personal attention
from... [a global company such as OONA] who wants to be No. 1” [6].
So smart content companies and advertisers are now looking outside
the box, and exploring different avenues..
No 5: Clients Are
Only Interested in Optimised Returns
OONA is geared to
deliver deep data to boost optimised returns for clients. It boasts a
unified system, and empowers TV channel companies and content owner
by offering 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.
Now clients have the
golden opportunity to gain millions of viewers through OONA's POTT.
This is because countless consumers including millions in developing
countries, are no longer forced to find free entertainment by
spending hours on end searching for what they want on pirate video
platforms. When they download the free app and switch to OONA, they
can say au revoir to this nightmare, and leave it in the past as they
step up to enjoy a fun and rewarding data-free, subscription-free
video experience which is super simple to navigate. With OONA they
have everything they could possibly desire at their fingertips, be it
the latest films, live sports, exciting series, fascinating
documentaries, children's programs, and breaking and local news, all
in one place.
One of OONA's most
popular features is the “Genie in the App.” - the amiable
Siskabot, the world's first OTT AI Chatbot. She has completely
revolutionized the media ad space by delivering ads that each
individual user really wants. Siskabot is demographic-specific, and
appears live when the user has downloaded the OONA app. The regular
discussions she has with the consumers help to determine what type of
brand products they really like, and would love to get for a great
price. Moreover, users are incentivised to regularly link up with
Siskabot, and to watch cool video ads. For example, with the Telkom
Indonesia-OONA partnership, they are given tcoins which they can
quickly build up in a virtual tcoin wallet, and then redeem them for
all sorts of things from branded goods to telcom products, discounts,
fun days out, and delicious free meals.
The regular chats that
Siskabot has with viewers, along with the data from users' behavior
patterns and program choice preferences, provide excellent data
collection and data architecture, which in turn, optimizes ad
targeting and delivers the best brand benefits for every single user.
In the case of Telkom Indonesia, for example: ultimately, this
potentially means product sales millions of times over, ad infinitum,
which thereby optimises clients' returns.
In summary, OONA's
POTT is effectively solving 5 industry problems while
simultaneously enabling consumers, content holders and telcoms to
step up and benefit. “The future is better, brighter, and a lot
more rewarding with OONA.”
References
1. Tarrant, Nick
(2017). “Changing the channel: Legislation changes could
consolidate the FTA television industry.” IBISWorld. Retrieved
from:
https://www.ibisworld.com.au/media/2017/07/04/changing-the-channel-legislation-changes-could-consolidate-the-fta-television-industry/
Accessed 10 Feb. 2018.
2.Statistica
(n.d.).“Programmatic digital display advertising spending in the
United States from 2013 to 2019 (in billion U.S. Dollars).”
Retrieved from:
https://www.statista.com/statistics/278727/programmatic-display-ad-spend-in-the-us/
Accessed 10 Feb. 2018.
3. 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 10 Feb. 2018.
4. Dziadul, Chris
(2017). “Western Europe Tops 100M Pay-TV Subs.” Broadband TV
News. Retrieved from:
https://www.broadbandtvnews.com/2017/05/02/western-europe-tops-100m-pay-tv-subs/
Accessed 11 Feb. 2018.
5. Telco Transformation
(2017). “OTT Will Exceed Pay-TV – TIM's
Biscarini.”http://www.telecomitalia.com/content/dam/telecomitalia/it/archivio/documenti/media/interviste/22-02-2017%E2%80%93OTT-Will-Exceed-Pay-TV-TIM's-Biscarini%E2%80%93Lightreading-elcotransformation-com.pdf
Accessed 11 Feb. 2018.
6. Green, James (2017).
“The duopoly dilemma: Is it worth buying digital media beyond
Facebook and Google?” Martech. Retrieved from: https://martechto
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