Monthly Archives: November 2017

  • 0

Right on Target-OTT Rich with Results

Category : Blog , Business Development

Right on Target-OTT-Rich with Results.

Advertisers want results. While consumer’s want what they want, and to feel good about the decisions they made with their purchases.

OTT-Over the Top, encompasses on demand television viewing sans the cable box, that is. Due to the nature of this platform more and more users in particular, millennials are flocking to this medium. It offers choice, flexibility, and well, instant gratification. Millennials are a desired group of viewers because they are both allusive and tend to have more expendable income.

As this platform grows in popularity however, it is no longer just the young at heart that seek out the services providers such as: Hulu, Netflix, Amazon Prime TV, and Roku and on demand premium movie channels like HBO, Starz, Showtime, Disney provide. The fact that these are membership driven subscriberships, Equifax is able to collect infinite amounts of data, which is extremely useful for targeting subscriber likes, dislikes and profiling viewer behavior.

“With an ample supply of data on consumer viewing habits flowing from CTV platforms, marketers can design creative campaigns around individual preferences and have a one-on-one conversation with potential customers.”

http://www.broadcastingcable.com/blog/bc-guest-blogs/tv-advertising-makes-resurgence-through-ott/169577

This data can inform advertiser selection and indeed increase advertiser results including engagement, and advertisement view-thru completion rates. At times, correctly attributing a marketing channel or advertisement with credit for leading a consumer to a purchase can be very difficult to determine. With OTT viewership data, we can much more easily track the buyer journey.

This leads me to accuracy in targeting. OTT’s capabilities give us the ability to get up close and personal with individual viewers. Beth Ann Eason with Innovid aptly describes this in her blog article

TV Advertising Makes a Resurgence Through OTT

http://www.broadcastingcable.com/blog/bc-guest-blogs/tv-advertising-makes-resurgence-through-ott/169577

“With OTT, marketers can target individuals directly, and serve up content that is fully informed by a treasure trove of data that goes far behind viewing habits and basic demographics.”

Data that assists in understanding your customer’s needs and wants is invaluable in today’s consumer world. We want quantifiable results for the millions of dollars we spend in advertising each year. OTT gives us the ability to target with exacting precision, accurately track attribution, and increase our ROI.

Compared to advertising 20 years ago, we are “rolling in the deep” with rich data. Over the Top is coming up aces with unparalleled results. What will the next 20 years bring?

 

 


  • 0

Not your Father’s RCA-OTT On Demand Video Services Outperform the Boob Tube.

Category : Blog , Business Development

Not your Father’s RCA-OTT on demand video services outperform the Boob Tube.

The data is flooding in and there are several things that we can tell you about the typical OTT viewer.

Age

OTT viewers are younger and more engaged than previous TV/Cable users. It is often hard to find the elusive Millennial. Where are they you ask? They are utilizing OTT-media streaming sites more often than not. Their use of OTT services far outweighs the traditional cable medium.

Engagement

-more focused viewers due to customizable format

Allows for higher engagement levels, where OTT viewers complete 98% of video ads

More high/expendable Income

-23 years younger than average TV viewer

-make more money than average TV viewer

-have more expendable cash

Device

OTT viewers-98% video ad completion-FreeWheel

Tablet-91%

Smartphone users-86%

ROI

Higher brand value

Better connection with consumer

Delivery alignment with changing consumption.-Omnicorm Media Group

OTT-On Demand Media is your best bet for return on marketing/advertising investment. That is a bold statement, so I am prepared to back it up.

The Over-The-Top viewing platform allows the advertiser the ability to hone in on their target audience. Now this is where your marketing savvy will be tested. Based on your in-house data you can construct lists that expertly target Your consumer segments. Those lists and filters can be applied to advertising in the OTT realm and if a younger, more engaged consumer is what you want, that is what you will find in the OTT world.

Equifax Optimization

Now that we have your wheels spinning. How can I be sure my customer data is accurate, up-to-date and tells the whole story? Well, that is where Equifax data services come in handy.

Getting the most bang for your buck means being optimized. Equifax has a suite of services and options to make your advertising dollar go further, stronger, better.

 


Email Subscription

Join the Conversation