“Mobile
and video continue to lead the steady growth in digital marketing”
“Digital
marketing has unequivocally secured the lead in media market share,
just as it has taken the lead in consumer mindshare” [1]
Mobile ad revenues achieved $69.9 billion last year (2018). This represented around 65% of the year's internet ad revenues, which were up 40% from 2017. Moreover, ad income from digital video witnessed the biggest increase among all formats: “an uptick of 37% - catapulting to $16.3 billion in 2018 from $11.9 billion in 2017” [1].
Image credit: iab
David Silverman, a partner at PwC,
America, stated that: “Year after year, brands have been increasing
their commitment to digital as a primary channel to reach consumers.
The analysis in this report highlights important drivers and trends
that could influence interactive’s trajectory in the years to come,
as marketers look to new formats and technologies to help them
connect with consumers” [1].
Analysis
The IAB report puts a spotlight on the
driving force behind this spectacular rise, showing that income from
eCommerce (which incorporates the recent direct brand economy), has
been a major contributor. Moreover, exciting high tech innovations
from 5G to state-of-the-art virtual reality, were pinpointed as
drivers behind, and donors to, a continuing cast-iron ad environment
[1].
Other main highlights listed in the
report include:
• Digital video via mobile devices
continuing to stay strong, attaining $10.2 billion in the 12 months
of 2018: a 65% rise from the 12 months of 2017 which was $6.2
billion
• Digital video advertising revenue
via mobile devices, made up 63% of all 2018's digital video ad
revenue: up from 52% in 2017
• Digital audio ads escalated by 23%
to accomplish $2.3 billion, thereby outranking the revenue from the
12 months of 2018, which was $1.8 billion
• Social media revenue for 2018, shot
up to $29 billion, which represents a rise of 31% from $22.1 billion
in 2017 [1].
A Watershed Moment
Interactive Advertising Bureau's CEO,
Randall Rothenberg, noted that: “Surpassing $100 billion in annual
revenue is a watershed moment for the digital advertising
ecosystem—one built on its power to build direct relationships
between brands and today’s consumers” [1].
Clearly, innovative platforms such as OONA OTT TV,
augmented reality, virtual reality, and podcasts, “all have the
potential to help marketers forge even stronger ties with audiences,
as brands navigate the new ‘consumer first’ playing field” [1].
Looking at the up-and-coming ad-based OTT global platform, OONA TV, as a case in point, it is clear that putting customers in the driving seat while simultaneously giving studios, content holders and telcoms an excellent deal, is a winning strategy, which is having an enormous impact on the industry.
The Relentless Rise of Digital
Marketing
IAB 's Executive VP of Industry
Initiatives, Anna Bager, remarked that: “As audiences have shifted
away from traditional media, digital has been a dominant force in
capturing their attention - first from desktop to mobile devices and
more recently to connected TV, smart speakers, and digital
out-of-home” [1]. Further, IAB's SVP of Research and Measurement,
Sue Hogan, commented that: “Advertisers are placing a premium on
mobile and video, and in turn the two are fuelling the ongoing rise
of digital marketing” [1].
The 5G Factor
The decreased latency and ultra fast
speed that 5G is set to offer, will empower consumers and businesses
alike, by providing: “a smoother user experience, which could
further consumer ease with the use and frequency of e-commerce on
small screens. [Moreover], it would allow for greater innovation in
ad formats” [1]. To that end, when 5G becomes widespread, and its
roll out gains traction, the industry can expect an even stronger
digital ad growth [1].
Looking More Closely at the Global Consumer-First Playing Field
Looking at the up-and-coming ad-based OTT global platform, OONA TV, as a case in point, it is clear that putting customers in the driving seat while simultaneously giving studios, content holders and telcoms an excellent deal, is a winning strategy, which is having an enormous impact on the industry.
OONA Mobile TV, which actually rewards loyal users for watching and sharing the programs they love, is currently set up to serve its subscription-free AVOD cutting-edge live and on-demand entertainment experience to 185 million Indonesians, and is well on course to empower billions of consumers across the world in other parts of Asia, the US, Europe, Africa, South America and the Middle East, with the same. Moreover, users can enjoy its extensive offerings on the go - any time, any where; and at home via OONA app casting. And apart from influencing major players in the industry, OONA is also making the global advertising industry sit up and take note, particularly with 5G mobile devices for all, just round the corner.
A Successful Ethos
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; empower telcoms, studios and content holders with an unbeatable deal; operate in a
transparent way; and endow billions of people with free access to
top entertainment over hundreds of local and international channels, thereby bringing equality to all, and putting a
stop to pirate TV.
OONA's
Innovative Strategy to Stimulate Viewers to Watch Ads
When OONA was first conceived, its founder and CEO, leading digital strategist and AI expert, 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, 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, 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.
“Shifting consumer expectations of ad experiences and personal data usage will drive innovations in ad transactions and delivery” [2]
References
“Shifting consumer expectations of ad experiences and personal data usage will drive innovations in ad transactions and delivery” [2]
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.
OONA OTT – Making Advertising
Simple
Using the flexibility of the latest
technology, OONA 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 3 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.
References
[1]. iab (2019). “U.S. Digital Ad
Revenues Surpass $100 Billion Mark for the First Time, Hitting
Landmark $107.5 Billion in 2018, According to IAB Internet
Advertising Revenue Report.”
https://www.iab.com/news/u-s-digital-ad-revenues-surpass-100-billion-mark/ Accessed 14 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 14 May, 2019.
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