Leading market researchers and analysts, Frost & Sullivan (F&S), have published their latest detailed report, Global Online Video Advertising Market, Forecast to 2023. It shows that: “the target-ability, personalisation capabilities and interactivity offered by online video advertising solutions will drive the $30 billion market toward $120 billion by 2023” [1]. This is no surprise, given the explosion of OTT video, and the sophisticated personalisation of ads that have been refined by OTT platforms such as OONA Global Mobile TV, which offers a free AVOD (ad-based live and video on demand) option. OONA is currently set up to provide its free state-of-the-art entertainment and premium option to 185 million Indonesians, and is well on course to provide the same to billions of people in other parts of Asia, Africa, the Middle East, South America, the US and Europe.
Image credit: Rapid TV News
Further, F&S's digital transformation industry analyst, Aravindh
Vanchesan, stated that: “By the end of the forecast period, video
ads [are expected to] account for more than 20% of all digital ad
spending” [1]. In fact: “Mobile
video ad spending, in particular, will account for 75% of digital
video ad spend as advertisers, media companies, and publishers follow
audiences away from traditional TV and desktop” [1].
In addition to this,
the research also indicates that: rising user group of live/linear
and VOD content, including special events such as sports, has
generated a huge market for the delivery of seamless ads, with
various elements like DAI (dynamic ad insertion), which is uniform
across platforms and devices. Moreover, it is predicted that SSAI
(cloud-powered server-side ad insertion) will become the predominant
tech, as it conforms to rigorous user experience and monetisation
demands [1].
Image credit: SpotX
The
Question of Ad Blockers
Although the high level tech that is currently being used for advert insertion is being eagerly adopted by advertisers, ad blockers also are becoming commonplace on both mobile platforms and desktops. Naturally, this leads to less completion rates and lost opportunities for more revenue... [1], so what's the solution?
Although the high level tech that is currently being used for advert insertion is being eagerly adopted by advertisers, ad blockers also are becoming commonplace on both mobile platforms and desktops. Naturally, this leads to less completion rates and lost opportunities for more revenue... [1], so what's the solution?
OONA's Innovative Strategy to Stimulate Viewers to Watch Ads
When OONA
was first conceived, its founder and CEO, leading
digital strategist, Christophe Hochart, looked outside the box for
workable strategies within the growing advertising ecosystem. He
focused on monitisation technology, and attaining valuable deep data, as well as 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.
"Part
of what makes a publisher’s audience so valuable is their audience
data" [2]
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. It also has to be noted, that all the personal information
that OONA collects, is kept strictly confidential. Moreover, at the end of the day: “shifting
consumer expectations of ad experiences and personal data usage will
drive innovations in ad transactions and delivery” [2].
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.”
Matching
Viewers Elevated OTT Entertainment Experience
SpotX reports that a
recent IAB study indicates that: 73% of Americans (aged 18-plus), who
regularly stream OTT video, said they watch ad-based video on demand.
To that end, advertisers have to come up with innovative ways to
duplicate users' elevating experience with over-the-top content [2].
As do the platforms themselves. OONA Global TV is an excellent case
in point.
OONA's Free cutting-edge broadcast quality AVOD service personalises ads for each and every user. Further, its Ad Quality Control team like to work in unison with advertisers to ensure that the ads that are shown are cool, interesting and uplifting. - That way, the consumer experience is seamless and remains elevated. - No one wants boring interrupting ads that they are not the least bit interested in. Moreover, when a user’s “app experience is characterized by ads constantly buffering or the same ad playing repeatedly, they’ll probably find a new app” [2] within minutes...
Image credit: IBM Cloud Private
OONA's Free cutting-edge broadcast quality AVOD service personalises ads for each and every user. Further, its Ad Quality Control team like to work in unison with advertisers to ensure that the ads that are shown are cool, interesting and uplifting. - That way, the consumer experience is seamless and remains elevated. - No one wants boring interrupting ads that they are not the least bit interested in. Moreover, when a user’s “app experience is characterized by ads constantly buffering or the same ad playing repeatedly, they’ll probably find a new app” [2] within minutes...
[1]. Rapid TV News
(2019). “Mobile, OTT explosion drive demand for monetisation tech.”
https://www.rapidtvnews.com/2019012954950/mobile-ott-explosion-drive-demand-for-monetisation-tech.html#ixzz5e5OqLrEM Accessed 30 Jan. 2019.
[2]. SpotX (2019).
“Predictions for OTT, traditional TV, online video, data
activation, and transparency.”
https://www.spotx.tv/resource/2019-video-advertising-trends/ Accessed 30 Jan. 2019.
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