Image: Patrick Seymour
“The
day television is finally laid to rest, the final nail in its coffin
will be hammered by influencer marketing”[1]
While internet video
and live television such as OONA OTT TV is soaring in popularity and
coverage, TV advertising is fading out. “Young people no longer
watch TV as they turn to YouTube, Netflix, and other sources. As
such, advertisers are actively transferring budgets from TV to
digital sectors”[1]. OONA, the YouTube of TV, is a prime example of
this, as it has attracted the attention of countless global channel
companies and content holders which all want to be part of a winning
strategy.
The Statistics Say
It All
The statistics clearly
show that television advertising has been rendered unsuccessful. In
every respect, television is being outmatched by digital incursion.
The global momentum is crystal clear, as the digital channels'
advertising share is perpetually rocketing while advertising on TV is
doing the exact opposite. A good example of this is the decision
taken by Adidas to fully withdraw “from TV advertising, deeming it
ineffective for their Central Asian market”[1].
The Younger
Generation Do Not Give a Hoot About Traditional Advertising
Traditional advertising
does not mean a thing to the younger generations. As a result, TV is
losing the advertising battle space because of an inadequate number
of 13 – 24 year old viewers. And while it has to be said that some
in this demographic continue to sit in front of the box - they can
actually take it or leave it. - After all, this group loves life on
the go, and this is where OONA, which offers AVOD, has great success.
There is nothing better than being able to watch the latest hot
series and films, live sports, motor shows and breaking news from
anywhere, anytime. In fact: “only 36 percent of consumers noted
that they cannot do without a TV screen. Meanwhile, 67 percent cannot
imagine their lives without YouTube and 51 percent seem to lose
meaning in life without Netflix”[1].
In addition, these same
viewers are “watching 2.5 times more internet videos than
traditional TV. On average, they spend 12.1 hours each week on free
internet content and 8.8 hours on paid internet videos as opposed to
8.2 hours of television”[1]. And thanks to the innovation of
platforms such as OONA TV, the brainchild of leading digital
strategist, Christophe Hochart - many will no longer have to pay for
subscriptions or videos. This is due to exciting cutting-edge content
that is both data and subscription-free. A case in point is the OONA
Telkom Indonesia partnership which is set to deliver free
entertainment to 185 million plus Indonesians. Moreover, OONA is on
track to provide its unique revolutionary experience to billions of
people in other parts of Asia, Africa, the Middle East, South
America, the US and Europe, with its free and premium options.
“Traditional
advertising is slowly dying and a personalized Internet, along with
personalized advertising, is the true future”
Advertisers still pay a
fortune, even if their target audience does actually watch
television. In the case of the viewer: “television is an
advertising billboard. It conveys some general information, but it is
generalized in its address, not directed at a specific person or even
an entire audience”[1], and this is where the internet is also
superior. Whenever advertising on YouTube or OONA comes to the
consumer's attention, then “we can confidently say that the viewer
has seen it for a reason, as that viewer became part of an audience
the advertiser is interested in reaching”[1]. This is particularly
the case with OONA viewers – as they have the benefit of
interacting the world first Genie in the App.
The Genie Leads the
Way
OONA is designed to
create a deep personal one-to-one experience between the user and the
world first AI genie in the app, Siskabot. The latter appears in
person when the app is downloaded, and she has regular conversations
with each user to 1. Find out the exact type of entertainment content
they love. And 2. To discover what kind of branded products and
services they would chose, and the ads they would like to see which
could help them save money and get discounts on anything from cars to
household goods to holidays, to hot fashion items and beauty
products. The conversations are geared to allow OONA to get to know
more about each customer, and what drives their behaviour. The more
the user interacts with Siskabot, the better and more fine tuned
OONA's analytics become. And this is reflected in the ads that the
consumers watch. For example, they may love watching short
exhilarating video ads on the next car they intend to get, and if
they can save money by buying it on this platform, then more power to
them!
Making it Super Easy
and Successful For Channels and Content Holders
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 platform. 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.
The tcoin Incentive
that Inspires Viewers to Watch Video Ads
In order to encourage
viewers to keep in regular touch with Siskabot, OONA and Telkom
Indonesia offer a highly beneficial rewarding tcoin (virtual
currency) program for viewers. The more they chat with Siskabot,
watch OONA's channels and ads, engage in the app, and share with
friends and family - the more tcoins they can accumulate to redeem
for quality branded goods and services, free meals, exciting fun
rides, relaxing holistic health treatments, and free telcom minutes
and products. As consumers, our likes and wants are often in a state
of flux, so the regular conversations between the user and Siskabot
are invaluable for updating the consumer's behavioral analytics.
Video Advertising is
the Cat's Whiskers
These days, video
advertising is being prioritised: “The younger generation is
quickly getting used to it due to early contact with pads and
smartphones, along with fast access to the internet”[1]. As these
videos are usually super cool, interesting, inspiring, and not in
your face, they are not deemed annoying like their traditional
counterparts. Moreover, for the advertisers, it is a whole lot less
expensive than TV advertising.
A Win-Win Situation
In the case of
advertisers, their dreams are being realised: just as the case in
point with OONA, they can now connect with a
target audience for much less money, and see a greater return on
their investment. And when it comes to viewers, the need to sit
through obtrusive adverts has been wiped out with OONA's strategy.
Consumers can now learn about services and products that are of
interest to them, and even get money off vouchers and free products,
treatments, services, and fun days out with their virtual currency
tcoins. Is it any wonder that OONA specialises in enabling telcoms to
capture the digital market?
References
1.Geer, David (2018).
TNW. “Advertising in the digital age: why online-first is the
future.”
https://thenextweb.com/contributors/2018/02/25/advertising-digital-age-online-first-future/
Accessed 6 Mar. 2018.
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 6 Mar. 2018.
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