As a recent Forbes article states: “The
Year of Buying Television Differently is upon us, and brands will
have to equip themselves with the desire, and the capability, to buy
audiences, measure them and build their businesses in new ways. In
the fray, the media landscape, which everyone has been saying is set
in stone with certain winners and certain losers, has reshaped
again...” [1].
Reinventing TV
OONA
OTT TV is one of the global brands which is proving to be a winner, and gaining global recognition. -
Its cutting-edge drive for innovation, looking outside the box, and putting users in the driving seat, is
having an enormous impact on the industry.
Joddy
Hernady, SVP Media and Digital Business & EGM Digital Services
Division at Telcom Indonesia, & Christophe Hochart, Founder &
CEO of OONA
Timeline
OONA's timeline (as reported by Reuters), started in 2017, when it formed a partnership with one of the world's foremost telcom companies,Telkom Indonesia. This association resulted the launch of a highly unique way to provide countless millions of viewers with a winning interactive AVOD (ad-based video on demand) service, along with a very flexible optional SVOD service which offers multiple choices to suit everyone's pocket, such as just paying for one-off live sports specials, or a weekend of fun filled premium content. After this, various OTT TV platforms all over the world, started to follow the
OONA model by changing from their SVOD (subscription-based video on demand) to AVOD, or by adding AVOD; and then emulated OONA by
adding live TV.
The OONA AVOD model, which is
set to empower billions of consumers across the world, so they can enjoy
a free, first-class entertainment experience on the go - any time,
any where, and at home via OONA app casting, has made the movers and shakers of SVOD OTT streaming services sit up and take note - and this can benefit viewers, be they in the US, Asia, or any where else in the world.
Image credit: Ceflix
Live TV
OONA introduced live TV when it launched in Indonesia in 2018. Being a former sportsman himself, Hochart understood the unbeatable excitement of real time TV, whether it applies to sports or other types of live events. OONA showed many in the industry the enormous advantages over recorded broadcasts. One of these is reaching bigger audiences. - Something that is easy for OONA due to the fact that users can watch OONA on mobile devices as well as on their home TVs.
Moreover, when compared to video on-demand, live
streaming tends to increase the the time that viewers actually spend watching a broadcast. This extended average viewing time can attract sponsors, drive higher ratings, and increase ad revenues.
OONA has shown that there is a broad range of the types of
events which can be streamed and enjoyed by viewers. Popular live events include:
- Sporting contests
- Tournaments
- Combat
- Motor sports
- Musical performances & concerts
- News broadcasts
- Government announcements
- Public presentations
- Award ceremonies
Rewarding Viewers With a Virtual Currency
Another OONA advantage which came into fruition in 2018, is the fact that OONA users get rewarded with a
virtual currency – tcoins, just for watching the content they
love, checking out personalised ads which can save them time and
money; sharing on social media, and interacting with OONAbot, the
cool genie in the app who is there to serve them, and give them the best possible CX. Naturally, this is garnering a lot of attention from the industry, particularly as the OONA platform is largely funded by ads.
OONA viewers have hundreds of local and international channels to choose from, and when it comes to collecting tcoins,® these are stored in a personalised e-wallet, and can be redeemed for a huge range of quality branded goods and services, coupons, discounts, free meals and fun days out, telcom products, and exclusive prizes.
Image credit: Information Age
OONA viewers have hundreds of local and international channels to choose from, and when it comes to collecting tcoins,® these are stored in a personalised e-wallet, and can be redeemed for a huge range of quality branded goods and services, coupons, discounts, free meals and fun days out, telcom products, and exclusive prizes.
Making an Impact
OONA is currently set up to serve 185 million Indonesians, and is well on its way to being established in other parts of Asia, the US, Europe, Africa, South America and the Middle East. Headed by leading digital strategist and AI expert, Christophe Hochart, the platform's ethos has been the same ever since he founded it a few years ago: to put consumers first and give them loyalty rewards; give telcoms, studios and content holders an unbeatable deal, operate in a transparent way; and empower billions of people with free access to top entertainment, thereby bringing equality to all, and putting a stop to pirate TV.
On the Right Track
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 TV, which offers a free AVOD option. 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” [2]. 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” [2].
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. Further, 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 [2].
OONA's Innovative Strategy to Stimulate Viewers to Watch Ads
When OONA was first conceived, 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 OONAbot, 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.
Image credit: Singularity Hub
When OONA was first conceived, 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 OONAbot, 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" [3]
In
order to get the right personalised ad fit for each viewer, OONAbot
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.
Image credit: TNW
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” [3].
A Fun Virtual Currency
A Fun Virtual Currency
In order to have success with OONA's
ads, Hochart also devised the ingenious system whereby viewers can
accrue loyalty rewards in the form of tcoins. - So in practice, he
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.”
Options
OONA users are free to add the OONA+ Premium option to their free AVOD service at any time, whether it is for just a day, a week, month or year. Moreover, OONA's ad-based free service can work in excellent unison with another platform such as Disney+ which is extremely well priced, and can deliver a number of favourites only available via that platform. By just having two services like this, navigation and everything else is kept simple, and the cost is low. - And after all, entertainment is meant to be fun, not complex and expensive...
Summary
In summary, technology and AI are set to improve our lives in countless ways. One of these is our entertainment experience, and to that end, people are rooting for serial entrepreneurs such as Christophe Hochart, who is not only harnessing the spheres of tech and artificial intelligence to give us more fun, he is also empowering people all over the world, so that they can save money on expensive monthly subscriptions, and even earn virtual currency rewards for watching what they love. So is it any wonder that other OTT platforms are following his lead to give users a better deal, while simultaneously having a successful business model?
OONA users are free to add the OONA+ Premium option to their free AVOD service at any time, whether it is for just a day, a week, month or year. Moreover, OONA's ad-based free service can work in excellent unison with another platform such as Disney+ which is extremely well priced, and can deliver a number of favourites only available via that platform. By just having two services like this, navigation and everything else is kept simple, and the cost is low. - And after all, entertainment is meant to be fun, not complex and expensive...
Summary
In summary, technology and AI are set to improve our lives in countless ways. One of these is our entertainment experience, and to that end, people are rooting for serial entrepreneurs such as Christophe Hochart, who is not only harnessing the spheres of tech and artificial intelligence to give us more fun, he is also empowering people all over the world, so that they can save money on expensive monthly subscriptions, and even earn virtual currency rewards for watching what they love. So is it any wonder that other OTT platforms are following his lead to give users a better deal, while simultaneously having a successful business model?
References
[1]. Doty, Dasid (2019). “The Digital
Revolution Has Been Televised: In 2019 OTT Shows Content Incumbents
They Can Fight Back.” Forbes.
https://www.forbes.com/sites/daviddoty/2019/04/25/the-digital-revolution-has-been-televised-in-2019-ott-shows-content-incumbents-they-can-fight-back/#ee12d081396d Accessed 10 May 2019.
[2]. 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 10 May 2019.
[3]. SpotX (2019). “Predictions for OTT, traditional TV, online video, data activation, and transparency.”
[2]. 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 10 May 2019.
[3]. SpotX (2019). “Predictions for OTT, traditional TV, online video, data activation, and transparency.”
https://www.spotx.tv/resource/2019-video-advertising-trends/ Accessed 10 May 2019.
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