How the Digital Solution is Affecting the Future of TV Advertising

The traditional television advertising era as we once knew it, is no more. But has it finally met its Waterloo, is the final curtain about to be drawn? Or has something else happened – has it successfully advanced and evolved?

As it turns out: “Television continues to play a central role in the way that we consume news and entertainment, whether the content comes from a traditional network, or via a streaming service [such as OONA Mobile TV] [1]. But, does everyone still love television? Yes, indeed they do – but in a very different form. Now, as we see with successful players such as OONA – a platform which goes beyond television & OTT, & offers a cutting-edge experience to millions of people on mobile devices; consumers' viewing habits have changed, and countless cables have been severed. Yet “we still define the content we watch as a television program” [1], and TV is still a major player in the media ecosystem [1].

“TV in its new and advanced form remains a central part of the media ecosystem” [1] 

As we approach 2020, many viewers still watch TV at home, albeit increasingly on a smart TV or computer - but consumers are now demanding so much more. And as the maturing of over the top (OTT) and streaming models have come into force, a new generic term has hit the scene: Advanced TV. - This is the intersection of the old form of linear television with video streaming delivered via OTT platforms such as OONA, as well as from digitally connected televisions.

Empowering Marketers

In today's dynamic TV world, brands and marketers must go with the flow. Advanced TV is likely to be here for the long term, and it presents a fantastic digital opportunity for all marketers: not only is it directly addressable, it allows them to have a strong impact on today’s hyper-connected viewer, and very crucially, substantially optimises their reach [1].

Marketers Are Stepping Up their Game

Marketers can now generate amazing advertising content and get a huge impact. They can also explore options such as initiating campaigns which syncronise with weather conditions or certain events. Further, depending on the degree of sophistication of the provider, network or TV platform, they can obtain analytics of consumers' viewing habits in real time, and generate adverts based on 1st party data.

OONA's Advertising Strategy – A Case in Point

“OONA - Always Striving for Winning Ad Options for Channel Owners & Content Holders”

OONA is currently set to provide AVOD (advertising-based live and on-demand video), and other options including SVOD and TVOD, to 185 million Indonesians; and is on course with its goal to deliver exciting films, great series, documentaries, educational broadcasts, cooking channels, celebrity news, FashionTV, cartoons, combat, live sports, breaking news and more, on up to 300 top national and international channels, to other regions including other parts of Asia, Africa, South America, the Middle East, the US and Europe.

OONA is the brainchild of serial entrepreneur and CEO, Christophe Hochart, a leader in digital strategy who focuses on user experience for competitive advantage. To that end, the platform is naturally geared towards programmatic advertising. OONA offers a strong flexible business model to channels and content holders via its OTT monetization methods, and this has become very popular with both large international, and smaller studios and content holders alike.

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)
4. Pay per view micro-transactions

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, and 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 & 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].

Now, along with other like minded leaders in the industry, Hochart believes that although a substantial amount of artificial intelligence is already integrated into programmatic advertising, more high tech AI marketing applications have the potential to produce even better results, and for OONA, which already providers its users with a patented AI personal assistant, this is worth exploring.

Currently, Smart TVs, OTT platforms such as OONA, connected TVs, PlayStations and other game consoles, provide the best digital whistles and bells. Further, the maturing of Advanced TV, has come during a period when: "multiscreen interaction has become the norm' [1], and according to an eye tracking study conducted by Facebook in 2017: "a whopping 94 percent of US viewers keep a phone on hand while watching TV" [1]. - This is not surprising, considering that smart phones seem to have become bionic extensions of many peoples' hands!

Advertisers can now build campaigns according to users' hyper-connected, fluid and dynamic behavior across varied screens and devices - thanks to Advanced TV. According to eMarketer, in 2018: "almost 200 million will use some type of OTT platform [and it] forecasts these numbers will grow steadily into the next decade" [1]. However, as Chuck Moran of Martech Today notes: "not all elements of Advanced TV are set up to extract the data necessary to make targeted buying feasible" [1]. And this is where OONA Mobile TV is at an advantage. Step forward Siskabot.

Taking a Cutting-Edge Approach

OONA creates a deep personal one-to-one experience between the user and the world first AI genie in the app, Siskabot. This guarantees high tech CX which engages users at a completely new level, and provides important data which is necessary for successful ad targeting. It also enables consumers to connect with the ads that interest them, and can get a good deal, not to mention tcoins - a virtual currency for OONA Indonesia viewers who receive these rewards just for watching ads, connecting with Siskabot, and watching and sharing the programs they love. These tcoins can be redeemed for Telkom Indonesia products, branded good, meals, fun days out, and a host of other great things.

Siskabot appears in person when the app is downloaded, and has regular conversations with each user to:

1. Find out the exact type of entertainment content they love, such as series, films, fashion, cookery, combat, live sports, motors and bikes, educational programs, documentaries, news, etc. 
2. To discover what kind of branded products they would chose, and the cool video and other type of ads they would like to see. 

As OONA viewers are rewarded with tcoins for interacting with Siskabot, this means that a note of everything they want in terms of branded products and viewing content, is kept up to date. Further, everyone who uses the OONA platform is safe in the knowledge that OONA operates with complete transparency, and all users' data is kept strictly confidential. So the combination of Advanced TV and OONA's Siskabot, is a winning combination. 

In summary, television as we once knew it, has been through a revolution which includes its association with brands and marketers. But its Advanced TV version is so much more, and is taking the world by storm - consumers love it, and marketers and brands have so much more to gain...

References

[1]. Moran, Chuck (2018). “The future of TV advertising in today’s digital world.” Martech Today. https://martechtoday.com/the-future-of-tv-advertising-in-todays-digital-world-215750  Accessed 18 Jul. 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/#26324267f11b Accessed 18 Jul. 2018.