“As
viewers of all ages turn to OTT TV services, marketers are
discovering new opportunities to target and align with key audiences”
[1]
OTT TV such as OONA -
the YouTube of television, is rapidly on the rise, as conventional TV
becomes the target of swelling numbers of cord-cutters, cord-shavers
and cord-nevers. Viewers are having fun with the flexibility of OTT,
and in the case of OONA's unique interactive OTT platform, which is
data and subscription-free, with premium options, viewers are having a whale of a time with
fantastic national and international video entertainment and live
programs including live sports. Further, as each day passes, more and
more people decide to join this cool entertainment band wagon so they
can watch what they love - anywhere, anytime. OONA is now set to
serve 185 million Indonesians, and is on course to provide its unique
service to billions of people in other parts of Asia, Africa, the
Middle East, South America, the US and Europe.
“This form of viewing
is catching on quickly—giving marketers new opportunities to target
and align with key audiences”[1]. Moreover, as well as offering
advertisers the means to connect with consumers who might not be
accessible via conventional television, “OTT, with its
over-the-internet digital advantage, also gives marketers the ability
to pinpoint specific audiences for select brand messaging” [1].
OTT is
Revolutionising the Media Landscape
While it has to be said
that in many countries, television is still a powerhouse medium:
“today’s viewers are increasingly turning to diverse viewing
options that don’t necessarily involve a TV set. They’re watching
on laptops, tablets, smartphones... and other connected devices”
[1]. In fact, according to research conducted by Statistica: in the
US, in 2017, there were 193.3 million (OTT) service users. In
addition, the 2018 figure is predicted to climb to 198.6 million; and
the forecast for 2021 is 209.5 million [2].
So What is Behind
This Surge?
OTT, which transmits
content via the internet, empowers viewers with fantastic flexibility
- as in they do not have to be super-glued to the sofa in front of
the TV. Moreover, during this time when conventional viewing is
falling, it enables marketers to connect with audiences. As the
president of Precision Video, Publicis Media, Jonathan Bokor, notes:
“With people who are not necessarily a cord-cutter or a cord-never,
but let’s say a cord-shaver or people who have both pay TV and
connected TV, their viewing on traditional linear TV is going down
[1].
OONA is Promoting
Live OTT
Leading digital
strategist, and founder and CEO of OONA Global TV, Christophe
Hochart, believes that giving viewers as many options as possible is
a number one priority. One of these is providing live OTT coverage
for special international sports and other exciting events. Moreover,
this strategy enables advertisers to convey relevant messages in real
time. So it is a win-win situation all round.
“The
viewer wants a seamless, relevant viewing experience” [1]
The Complications of
Other Platforms
Marketers frequently
find themselves confronted by complications when they try to find an
audience on Google, Facebook, and other digital channels:
“Viewability, low completion rates, ad fraud and brand safety,
among other issues, have caused brands to rethink their digital
strategies” [1]. And all the latest negative publicity does not
help either.
Conversely, live OTT
streaming services can negate the issues that the digital TV
ecosystem is plagued by. - They can offer a hundred percent
viewability. - As the adverts take up the full-screen, all the pixels
are viewed, thereby negating the below-the-fold worries of other
digital media. Moreover, the ad completion can be near perfect. Sling
TV has stated that: “Viewers are watching the ads all the way
through, with an average completion rate of 98%” [1].
As with OONA's
platform, users need to sign in whenever they use the service,
therefore, advertisers are aware of the type of person who is viewing
the content. Further, as most of the viewing is conducted via the
OONA cookie-less app environment, this substantially lowers the
threat of ad fraud. And when it comes to brand safety, when adverts
are presented on-demand, or during live viewing, consumers are traced
across popular content and top-tier networks.
In summary,
advertisers: “have moved beyond buying a program to reach an
audience, they want to reach a targeted audience that will ultimately
relate to the brand message they’re being exposed to” [1]. And
they need a platform which is free of complications - they have this
with OONA OTT TV.
References
[1]. Ad Age (2017).
“The Marketers Guide to OTT.”
www.dishmediasales.com/insights/downloads/marketer-guide.pdf
Accessed 21 Mar. 2018.
[2]. Statistica (2018).
“Number of over-the-top (OTT) service users in the United States
from 2017 to 2021 (in millions).”
https://www.statista.com/statistics/469308/number-ott-service-users-usa/n
Accessed 21 Mar. 2018.
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