Interestingly, even
though their revenues are shooting up, emarketer expects that the
mega duopoly giants, Google and Facebook, will drop for the very
first time. The favourite of 2019 will be Amazon: the No 3 player,
which has witnessed its US ad business increase by over 50% this
year; moreover, its percentage of the American digital ad market will
rise to a hefty 8.8% [1].
eMarketer forecasting director Monica Peart, remarked
that: “The steady shift of consumer attention to digital platforms
has hit an inflection point with advertisers, forcing them to now
turn to digital to seek the incremental gains in reach and revenues
which are disappearing in traditional media advertising” [1].
Clearly this is right on. One
excellent case in point is the global surge towards mobile TV –
namely, being able to enjoy fab entertainment on the go. Up and
coming OTT digital TV platforms, such as
OONA mobile TV, are rapidly
shooting towards Mars in terms of popularity, and their superiority
to traditional TV. Consumers want OONA's flexibility: to be able to
enjoy on-the-go entertainment, as well as TV casting at home; an
awesome choice of content over hundreds of top international and
local channels; fun interaction; and being rewarded with a virtual
currency just for watching the exciting content they love, and the
personalised ads that interest them.
Christophe Hochart, far right and on screen, discussing the advantages of AVOD
OONA
Global TV – A Successful Case in Point
For OONA's founder and
CEO, leading digital specialist, Christophe Hochart, it is clear that
the domestic advertising market is being reshaped by various
different trends which are powered by the massive surge in digital
tech. For instance: “automated advertising platforms [such as those
employed by OONA], are helping to stimulate a boom in digital
advertising spending... Meanwhile, dramatic changes in video have
shifted many consumers’ programming preferences and viewing
behaviours, shattering the traditional media advertising model”
[4].
These immense
transformations have contributed to making OONA's unique interactive
TV platform in global demand. OONA is already set up to serve 185
million Indonesians, and is on course to provide billions of people
in other parts of Asia, the US, Africa, the Middle East, South
America and Europe, with the same exciting free (mainly ad-funded)
entertainment; as well as SVOD options.
Making Watching
Interesting Ads Rewarding
When OONA first came into being, Hochart looked outside the box
for workable strategies within the growing advertising ecosystem. He
focused on attaining valuable deep data, and a way to attract viewers
to watch the ads they are interested in. Being an early supporter of
AI and machine learning, one of the unique ideas he came up with, was
to create a patented helpful personal assistant named Siskabot (the
genie in the OONA app), to ensure that viewers can enjoy content
personalisation through: accessing their favourite programs and live
content, as well as the kind of helpful ads that interest them, and
can save them time and money.
In order to get the
right personalised ad fit for each viewer, Siskabot has regular
conversations with users so they enjoy relevant, compelling
experiences. She continually finds out more about them and their
lifestyle, as well as the products and services they use, and are
interested in. The latter is vitally important, as it seamlessly
amalgamates relevant ad content into the digital consumers'
experience. - After all, there is no point in showing ads that
viewers will just cut off.
In addition to this,
OONA's leverage of deep data generates contextually connected results
for targeted consumers based on their personal interests. - And this
allows advertisers to take a higher level of control over their
campaigns.
A Fun Virtual
Currency
In order to have
success with OONA's ads, Hochart also devised an ingenious system
whereby viewers can accrue loyalty rewards in the form of tcoins. -
The latter is a virtual currency which rewards viewers just for
watching content and personalised ads; sharing the content they love
with friends and family; sharing a referral code on social media; and
interacting with Siskabot. These tcoins, which are stored in a
virtual wallet, can be exchanged for a broad range of branded goods,
meals, fun days out, discounts, free telcom minutes and various
telcom products.
So in practice, Hochart
has laid the groundwork for ensuring that the data the OONA platform
collects, is an effective asset. He notes that: “While there has
been an upsurge in data sources, and the means to collect it; for the
purpose of actually utilising it to propel the business, we focus on
first-class data management in order to achieve the unity,
timeliness, and wholeness of consumer data which will drive accurate
results. In addition to this, we continually work on applying new
patterns so we can integrate the information, and apply new
techniques such as machine learning, in order to achieve optimal
results. All the tools we utilise involve privacy-complaint
methodologies, therefore, consumers' personal data is always
safeguarded, and users can have total confidence in us.”
Summary
It is highly likely
that mobile will remain dominant, and account for over two-thirds of
spending on digital ads. Moreover, by 2023, there is a strong chance
that digital will outperform two-thirds of total media expenditure.
OONA Mobile TV's AI deep behavioural data, as well as the access it
provides to real-time data, makes its state-of-the-art platform a
magnet for marketers and advertisers who want to back a digital winner.
