Nielsen: Young People Enjoy Watching Mobile TV On-The-Go, & Together

Nielsen, the highly respected global measurement and data analytics company, have just released a very interesting survey report which takes an up close and personal look at American adolescents' TV viewing habits. Entitled, “TV Keeps Us Entertained Out-of-Home,” it shows us some very interesting stats.

“Whether it’s watching the glitz and glamour on the red carpet, witnessing the wedding nuptials... or rooting for the next singing sensation, U.S. consumers constantly watch entertainment programs regardless of where they are throughout the day” [1], and this is where up and coming cutting-edge mobile live and on-demand OTT TV platforms such as OONA US TV, are likely to enjoy mega success. 

Ever since OONA and other state-of-the-art innovative mobile TV companies came on the scene, there has been no looking back. And as the Nielsen report states: “While viewers go about their days, they seek out new and existing TV programming... [And] whether it be at a gym or a hotel room, people gather just about anywhere to binge new comedy programs, check out movies and participate in viewing parties” [1]. - This certainly adds a whole new dimension of fun to the outdated way of Watching TV Home Alone...

An In-Depth Look at OOH Viewing

In December 2018, Nielsen sought to gain a greater understanding of OOH (out-of-home) on-the-go TV viewing, by fielding two surveys for consumers aged 18-plus. One was conducted for the general US populous, and one for the Hispanic one. These surveys put the spotlight on out-of-home preferences, and provide actionable perceptions into reasons, attitudes, and brand engagement, in addition to the viewers' overall profiles [1].

Source: Nielsen’s Out-of-Home Entertainment Survey for General Population Respondents. Adults 18-plus

The Social Phenomenon of Entertainment Programming

Generally speaking, Spanish-dominant speakers were shown to be the most social consumers (the mean group size was 3.7). Moreover, both surveys indicated that compared to their older counterparts, young adults aged 18 to 24, view television with more people; and males viewers enjoy looking at the TV together with more friends [1].

In the general population survey, it was shown that respondents aged 18-plus, watch TV with a mean group size of 3.3 people. Conversely, the Hispanic survey of aged 18-plus respondents, indicated a mean group size of 3.6 people [1].

Further, these lovers of out-of-home entertainment are not just social, [just like OONA users, they frequently interact and have fun with the programming]. Moreover, over 33% of participants from the aged 18-plus group, noted that they watch entertainment programming on-the-go, a few times per week [1].

Keeping Engaged: Brand Engagement Derived from Entertainment Programming

When questioned about looking at entertainment programming on-the-go, respondents aged 18-plus, noted that they take notice of ads. Indeed, the stats showed that close to 60% of Hispanic adults and the general population, talked about the brands they saw in ads during entertainment programming. Further, in the case of both surveys, approximately 50% of participants looked online to find out more about the brands; and more than 2/5ths of them brought the goods in a store. A greater portion of participants who speak both languages equally/or are Spanish-dominant (50%), stated that they buy the brand in store due to the ads they have seen. This is in contrast to Hispanic English-dominant speakers (40%).

Source: Nielsen's OOH Entertainment Survey. Adults 18-plus

Companies Emulate OONA Global TV to Keep Advertising Simple

OONA, which is currently set up to serve 185 million Indonesians, is in the process of expanding to various regions in Asia, the US, South America, the Middle East and Europe, harnesses the flexibility of the latest technology. It offers channel and content holders multiple ways to drive substantial revenues from their channels via the OONA platform. This includes: Programmatic Video Advertising, Display Advertising with User Mobile Engagement, Pay Per View, Subscription, and more. OONA's global model adapts to each single market without changing its first-class universal user experience. The TV landscape, media content and economics of a particular country, remain the same, and every OTT solution is framed using a custom designed model which is beneficial to the channel company, the telcom, and the user.

The Three Steps For Advertisers

Number 1: Engage Directly with Your Viewers

When advertisers own the relationship with their users, this not only empowers them to build a strong community of fans; it also drives viewership and brand loyalty through targeted tcoins campaigns in order to reward returning viewers – and not anyone else.

Number 2: Know Your Customer

OONA's tracking tools allow advertisers to easily visualize their content performance and their viewers' profile, in order to optimize their presence on the OONA platform, fine tune their pricing, and maximize their revenue. Further, the advertiser's team gets direct access to all the data, in total transparency.

Number 3: Adjust Your Business Model

The OONA platform provides a broad, flexible variety of services and business models, live or on-demand, free or pay. Advertisers decide what content, and which services to offer, and very importantly, they set the pricing [3].

OONA's Innovative Strategy to Stimulate Viewers to Watch Ads

When OONA was first conceived, its founder, Christophe Hochart, looked outside the box for workable strategies within the growing advertising ecosystem. He focused on monitization 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 (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, 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.

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 OONAbot. These tcoins, which are stored in a virtual wallet, can be exchanged for a broad range of branded goods, discounts, fun days out, discounts, free telcom minutes and various telcom products, and entry to exciting bid'n win competitions.

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 [3]. 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...

Nielsen: Companionship & Sharing Are a Key Drivers

The enjoyment of sharing with others, and viewing content with companions, are major drivers for consumers who are looking for a fun experience with on-the-go entertainment [1]. This has been the case with OONA TV, since its hugely successful launch in Indonesia, in 2018. Set to transform the lives of 185 million Indonesians, with its unique free ad-based service, consumers can have mega fun editing, using stickers, and sharing content from hundreds of top local and international channels with friends and family. - And they are free to watch their favourite programs on-the-go, any time anywhere; or at home via OONA app casting.  Further, when there are a group of friends or family members who love the same show or live action, then free entertainment just doesn't get any better, especially as OONA rewards loyal viewers with a virtual currency just for watching what they adore!

More OOH Advantages

Across the two surveys, approximately 3/4 of participants stated that: while watching prime time entertainment, they had the means to change the channel, simply because they were out of house. “Someone else’s home was the overwhelming winner for viewing entertainment prime time programming OOH [ in both] surveys” [1]. According to the latter: “around 65% and 70% respectively, reported having viewed at someone else’s home. On the other hand, 35% of the general population and 40% of the Hispanic respondents said they viewed entertainment content in a restaurant or bar” [1].

Today's Audiences

Audiences of today, are loving life on the go. To that end, entertainment programming from OONA TV, and other mobile TV platforms, provide viewers with the means to have non-stop fun, any time, any day, away from where they live.

Consumers, particularly females: “are choosing to spend time at their friends’ houses where they can watch a feature film, catch the season finale of their favorite reality TV show, or attend one of the many award show parties that take place during the first half of the year” [1].

Summary

In summary, although it has to be said that programs which are designed to entertain, offer viewers a feeling of community and social interaction, the results of the Nielsen survey enlighten us as to how, regardless of distractions, consumers engage with ads. Moreover, as Nielsen states: “For media buyers and sellers understanding the nuances of OOH entertainment, viewers can provide a leg up when it comes to reaching this consumer group” [1].

With regard to the Nielsen stats showing a large percentage young people enjoying the freedom of entertainment on-the-go, and having fun watching mobile TV together; clearly this comes as no surprise in this high octane socially interactive, internet any time, any where, age. Moreover, cutting-edge entertainment platforms are likely to ramp up these numbers. In addition, those that will have a global footing, such OONA Mobile TV, are set to cause an unstoppable entertainment revolution. OONA, for example, is set to bring free live and on-demand ad-based entertainment to billions of people, thereby driving social equality, and putting consumers in the driving seat, while simultaneously offering telcoms, content holders and studios, an excellent deal.

References

[1]. The Nielsen Company (2019). “Television Keeps Us Entertained Out-of- Home.”

https://www.nielsen.com/us/en/insights/reports/2019/tv-keeps-us-entertained-out-of-home.html#  Accessed 20 May, 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 20 May, 2019.

[3]. Salkowitz , Rob (2019). “How Much Streaming Can We Take? New Data Sheds Light On The OTT Revolution.”https://www.forbes.com/sites/robsalkowitz/2019/04/10/how-much-streaming-can-we-take-new-data-sheds-light-on-the-ott-revolution/#1b3e90ce6407  Accessed 20 May, 2019.