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Guerrilla Marketing for Roku Channels

Twelve Secrets to Scaling Your Roku TV Channel Quickly and Cost-Effectively.

In our Roku TV channel development workshops we take aspiring channel developers and publishers through the process, start-to-finish, of conceptualizing, developing, launching, managing, and promoting their Roku channels. Many new channel publishers launch a channel and then leave it up to Roku to grow their channel for them, and while Roku does a great job of promoting new channels, leaving your channel’s promotion solely in their hands is like putting all your promotional eggs in one basket. Yes, channels will grow naturally — organically — as the platform grows and more viewers discover it; and EVERY channel will grow over time — some faster than others depending on the content and how frequently it’s updated — but you can be proactive, too, and scale your channel faster with these twelve “Guerrilla Marketing” techniques, most of which cost you nothing:

  1. Facebook

Facebook has more than 500 million users — that’s more than 10 times what Roku has in viewers — and since Roku viewers are (obviously) at the cutting edge of technology, technology will play a pivotal role in promoting your Roku channel. If they have Roku, chances are they have Facebook, too. There are several pages on Facebook devoted entirely to Roku, just as there are several Roku channels with pages of their own. A Facebook PAGE allows you to promote your channel by announcing (and hashtagging) your channel updates. You can also post the occasional video link — not too many though, the whole idea is to get people to go to your channel to watch, not to keep coming back to your Facebook page to watch — especially if your channel is monetized with AdNexxt or other video advertising. Stick to simple announcements like:

“Check out the new video from XYZ exclusively on [your channel]”
(Include Roku’s Add Channel link, and some relevant hashtags)

Or

“We just posted 12 new videos to [your channel]!”
(Include Roku’s Add Channel link, and some relevant hashtags)
(Link to one video)

Keep your updates consistent. Keep them short and sweet. Recommend your page to all your existing Facebook friends and ask them to share. Open up conversations with channel viewers. The more you interact, the more Likes and followers will grow, and so will your channel views.

2. Twitter

Just like Facebook, every channel needs a Twitter account. Follow all the steps above, but take it one step further — add your @Twitter handle to your channel’s splash page and to short channel IDs you can run between videos. Encourage viewers to follow you on Twitter for updates. Post your updates and they’ll keep coming back. Otherwise, most viewers have no way of knowing your channel has been updated without actually, physically, going to it. Give them a way to be alerted of new updates and they will come back again and again.

(Of course this means constantly and consistently updating your Roku channel which, above all, is Rule #1 to a successful Roku channel: Keep it flowing!)

Don’t forget to hashtag the shit out of your Twitter postings. Try to find ways to use trending hashtags in your tweets as well. Find a “spin” on your tweets that relates to something trending.

3. Roku Advertising

If or when your channel is getting a decent, consistent traffic flow, Roku may contact you about advertising partnership. This is a great opportunity to promote your channel as Roku often gives your channel prominent placement or ad impressions on it’s home screen in exchange. They may offer you X number of ad impressions in exchange for using their ad network (at a healthy split in your favor, too!) in addition to any other ad networks you’re already using. Don’t wait for them to contact you though, be proactive and reach out to them!

4. Website

Maybe it goes without saying, but every channel needs a website. We all know how to promote websites now. It’s easier than ever. If your channel features compelling content that people often use Google to search for, then your channel needs a website. People searching for that content will discover your website and ultimately, your channel. Your website should include links to “Add” your channel on Roku and you might want to go as far as signing up for a Roku affiliate account to offer website visitors a link to BUY a Roku if they don’t already have one. (Every little bit helps.)

As Roku publishers we have a responsibility to our own channels but also to the Roku community to promote the device itself. The more people who discover Roku, the more channel viewers over all. While there is some healthy competition between channels, our biggest competition is getting people to buy our device over the others. Let’s face it, without Roku viewers, NONE of us would have this great opportunity to publish and profit from our channels.

Your website should also prominently display your social media links — Facebook, Twitter, Instagram, etc.

5. Mailing List

What good is a website without a means to gather visitors’ information and market to them? I strongly suggest adding a mailing list or newsletter component to it. Get visitors to subscribe to your “newsletter.” Your newsletter need not be anything more than your regular Twitter or Facebook updates copied and pasted into an email. Your website is there to turn visitors into viewers, and everything else is to keep viewers coming back.

6. Instagram

How does one use Instagram to promote a Roku channel? It’s simple: by posting images of your latest updates; screenshots of new content, photos of the stars of new videos you’ve posted, or actual viewers watching your channel. There’s really a lot of fun and creative stuff you can do with Instagram to promote your channel. You can even use the video feature to capture clips of your new content. Be sure to tag all your posts, too. Open up conversations with your Instagram followers. Follow everyone!

And remember, Instagram will automatically post to your Facebook and Twitter for you! (Twitter automatically posts to Facebook, too.)

7. YouTube

But wait — isn’t Roku the anti-YouTube? NO! Even YouTube has discovered the opportunities available to them via Roku and has launched their own channel. Roku has proven it’s here to stay, man. You can use YouTube to promote your Roku channel by featuring SOME (not all) of your video updates on a corresponding YouTube channel. In the comments for each video, you simply state there’s EVEN MORE on your Roku channel (followed by the Roku Add Channel URL.) If your videos are popular or go viral, you can even earn a few bucks from YouTube as well. I recommend adding a splash screen to the front and back-end of your YouTube submissions that promotes your Roku channel.

“Check out our Roku channel for 100s more videos like this!”

“Add us to your Roku for even more great videos like this one.”

“Find us on Roku under MUSIC”

Etc.

YouTube isn’t our competitor. It’s simply another video platform for presenting our content to the world. We just don’t use it to present ALL of our content if we’re trying to promote our Roku channel.

But there’s another side to this… what’s the harm in presenting ALL of your content on YouTube if you’re getting paid for it? NONE. In fact, it’s a great way to make money off those people who DON’T have Roku and/or no desire to get one. Hell, you’re uploading content anyway, may as well MAXIMIZE your content’s earning potential by distributing on YouTube as well. Create a YouTube “channel,” sign up for monetization and you’ve created a SEPARATE income stream. YouTube may not pay as much as video advertising networks like AdNexxt and others, but it pays something, which, last I checked is better than nothing.

8. Channel Fusion

Channel fusion is basically fusion marketing for Roku channels. It’s when two channels get together and help promote each other’s content. By partnering with another channel that has similar content, you can link the two channels together.

With Roku, one channel can run a video provided by another channel and link it to that second channel. Viewers to channel #1 see a video from channel #2 superimposed with “Add this channel now.” They click and add channel #2. Channel #2 does the same for channel #1, and BOOM! it’s channel fusion. This technique leverages both channels’ viewership to scale each other faster.

Again, we need to maintain friendly competition between channels — our goal as channel publishers is to scale our own channels, but we also have a responsibility, at this stage in the game, to SCALE THE PLATFORM, too.

9. Marketing and Promotional Materials

Right before the CMA’s, I gave away 50 Roku 3’s with a Raw Country sticker on them. You can bet I earned 50 new Raw Country viewers. Of course, that cost me almost $5,000 but in the end it was worth it because I gave them to the right people. That’s not to say you should invest in a truckload of Roku devices and give them away. No, you don’t have to spend that much.

If your Roku channel is related to something else you do professionally, you should add that Roku logo to your business cards and marketing materials. If it’s the only thing you do, don’t be above printing up some flyers or stickers to hand out and promote your channel.

Many channels are niche- or community-based, in which case, get out among your niche or community and PROMOTE IT! You can get 5000 business cards now for $99 delivered — print up and pass them out everywhere. Who cares, where, EVERYONE is a potential Roku viewer.

Here’s a simple trick to make ADDING your channel easier: The Roku Add Channel URL is quite ugly and cumbersome to add to any marketing or promotional materials. Instead, buy a domain like, “Add[YourChannel].com” and FORWARD IT to the Roku Add Channel link. Godaddy offers free domain forwarding with a $13 domain. It’s well worth the investment to be able tell people this quick, easily-remembered link to adding your channel. Use your new URL everywhere, in place of the Roku link.

10. Special Events and Conferences

Armed with everything above, including marketing and promotional materials, it’s time to hit some EVENTS. Every Roku channel serves a niche, whether it’s entertainment (movies or music), food, travel, paranormal, educational, etc. — and EVERY niche has its expos, conferences, or other events. A simple search of Google, and you can find every event related to yours.

By attending events, you can hand out marketing and promotional materials directly to your potential viewers. You don’t necessarily have to pay to exhibit at an event, you can often get away with paying for admission and then network with people. Pass out your business cards or stickers or posters, whatever you have. Hit the parking lot, too. And pay close attention to where everyone’s going AFTER the event.

If you exhibit, then set up some TVs streaming your channel(s), pass out promotional items, AND gather names and emails, social media, etc. for your mailing list. DO NOT EVER do an event without gathering names and contacts.

If you can’t make an event, consider piggybacking on someone else who IS attending. Maybe that channel fusion partner is going — it’s in their best interest to promote your channel as well. Or maybe the event itself needs items for gift bags, in which case you can send 10,000 cool widgets with your channel name and URL on them to be included in those bags.

Maybe that event needs a speaker in which case, you get to go for FREE.

11. Other Media

Depending on the type of content you produce (or acquire) for your channel, you may be able to gain exposure for your channel through other media, like broadcast or cable news, business shows, niche-related shows, local TV news, or even local and national publications. If you have content that’s newsworthy, or a channel story that’s newsworthy, submit press releases to relevant media, do interviews, get the word out, put those other media to work for you and your channel.

The idea of a local person launching a new TV channel to millions of potential viewers IS news in many communities. Contact your local TV and newspapers, announce your channel launch and/or your availability as an “expert” on your channel’s subject (if applicable). I’m frequently asked to appear on panels for various TV shows related to my channels (as well as to Roku in general).

12. Roku Channel Guides

I love these people! If you search Google for “Roku Channels” you’ll find several Roku Channel Guides who maintain updated lists of all the available Roku channels, public AND private in many cases, with links to ADD those channels. These channel guides monitor Roku for new channels and do a great job of describing each channel BEYOND the basic Roku description. It makes sense to reach out to them — they’re all super people and usually happy to edit a description that may be less than favorable, with a reasonable explanation. They also TWEET regularly about new channels, so it makes sense to follow them and tag them whenever you launch a channel or make updates. Thousands of Roku viewers rely on them and follow them for current updates to the platform. While you’re at it. you may want to follow @RokuPlayer, too — that’s the official Twitter account of Roku.

Of course, there’s more than 12 ways to promote your Roku TV channel and as the platform grows and technology grows, more and more ideas will be introduced. These twelve, however, should give your channel a nice kick in the butt and get you scaling it faster, in most cases, at very little cost to you other than the time, energy and imagination they require.

Time, energy, and imagination — notice I didn’t say “money” — THAT is the “Guerrilla” way. ROK-ON.

Phil Autelitano is founder/CEO of Mediarazzi and AdNexxt. @PhilAutelitano

Dataxis Smart TV Over Total TV 10Aug2020

Latin America TV gets smart

Research from Dataxis has found that as the Covid-19 crisis has generated a considerable increase in video consumption across Latin America, the region’s TV viewers have got connected with 41.4% of TVs being smart in nature.

Dataxis Smart TV Over Total TV 10Aug2020Smart TVs have been on the rise in Latin America for some time and the analyst predicts that by the end of 2020, there will be 111 million devices installed. The analyst said that there were several explanations for the rise. First of all it said that since 2016 the integration of the Internet has become a basic feature present in most of the televisions sold and that in some countries, mainly Brazil and Mexico, the renewal time of televisions was accelerated following the analogue blackout on free to view television, that required the replacement of the receiver.

Another strong stimulus for the deployment of smart TVs has been the progress of OTT services. By the end of the year, the subscription video-on-demand (SVOD) OTT offering is expected to be available in 109.4 million homes. This increase has led the rate of smart TVs that are effectively connected to reach 76%.

Dataxis also estimated that as of 2019 there were 7.2 million media players in Latin America. The segment was led by Google’s Chromecast, which held a 65% market share. The alternatives on Android TV, dongles and boxes, already weighted 26%. Android TV is the fastest growing alternative, supported by its complementarity with pay-TV piracy.

Joseph O’Hallora

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Promoting your channel: A How-To Guide 

With an abundance of constantly popping channels, it is easy to get lost. So, another way of raising brand awareness and getting your channel out is promotion. While it usually comes at a certain monetary cost, it provides faster and guaranteed results in return.

The OTT ecosystem is evolving at great speed. Take Roku —the most popular streaming platform in the US with 41 million active users and a 44% share of viewing hours globally. The platform has thousands of channels and generates revenue primarily through advertising.

Roku Native Ad Platform

Roku has its own advertising platform, OneView, that allows companies to plan, manage, and track their activity across all devices. It offers new user acquisition, on and off device promotion, as well as an analytical tool to monitor campaigns and their performance. 

While offering a high traffic rate on OneView, you will only get statistics for the purchased action, meaning that if you pay for impressions, the number of clicks and installs will remain unknown. 

For those who wish to promote a channel with more competitive pricing and get in-depth analytics, Allroll is a good alternative.

Allroll Ad Platform

Similar to OneView, AllRoll offers various pricing models such as CPC, CPM, and CPI, with the latter being charged only after the app is launched. Leveraging Allroll will help you to increase install delivery by up to 60% and impression delivery up to 50%. That can be reached with the same budget spend, compared to the native Roku platform.

Allroll offers three basic ad formats: carousel, static banner, and video; which makes it possible to test creative efficiency. In addition, it provides customers with large scale statistics and performance results on a deeper level. Even launching just a CPI campaign gives you an opportunity to view impressions and click data. It gives you access to the campaign insight and allows you to optimize and max out on a profit efficiency.

Attriboost is an advanced solution for tracking user activity within the funnel of launch – switch to the first screen – episode selection – adding to favorites. It also analyzes sources of traffic, funnels, conversions, and other metrics, which equips channel owners with thorough reports and a 360 overview of their marketing landscape. If there is still no transparency on which sources deliver viewers and installs, Attriboost can recognize the best performing channel (Roku, Allroll, or organic promotion) and identify the optimization path/approach.

This way, if you decide to put your channel to the top, consider investing in advertising on a platform that suits you best. Take ownership of your data and reach your full potential.

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Massive Growth for Apple TV

Although FireTV leads the pack for active subscriber growth, Apple TV leads in another category; Increase in streaming hours. Apple TV saw a 709% growth in viewing hours in 2018. This is roughly 5 billion hours of video watching. These numbers are tall tale signs that consumers are adopting new viewing habits as they ditch the old traditional cable and satellite TV and learn towards OTT.

Although this is exceptional growth rate Apple TV still lags behind ROKU for total amount of streaming hours (as stated apple leads in percentage of growth rate for streaming hours). However this could change as competition heats up between connected TV companies. Apple TV is considering building an Apple TV streaming stick which would be a cheaper version of their box. This would definitely fuel Apple connected TV growth rate and make apple TV available to consumers who are not willing to spend the 150 dollars for the Apple TV box.

According to Apple they are considering making a sub $100 stick to compete with the cheaper Roku and Firetv devices on the market today. Apple has long struggled in fourth place behind Roku, Chromecast, and Amazon FireTV. With Apple TV price tag of a $149 dollars and their competitors at $30 and $40 dollars you can see why Apple is shifting gears to make a cheaper version of their Apple TV. This is of course all based on early reports that Apple is considering a dongle-style streaming player. As with all new product planning, it may never come to fruition even if Apple aggressively works on creating the device. However just the fact that it is being talked about shows how serious Apple is about competing with the other connected TV devices.

Apple TV represents yet another opportunity for Internet TV network owners. Apple TV has a loyal fan base and having your network available to their viewing audiences could boost your network viewing audience and ad revenues.

There’s a reason that top OTT companies like Netflix, and Hulu are on every distribution platform available – simply because it increases their subscription base. For them this formula is not rocket science; The more platforms – the more audience potential – which equals higher revenue potential. For online network owners (OTT operators) its the same formula to follow in their footsteps. No need to reinvent the wheel here – we know it already works.

As competition heats up between streaming devices, one things can be sure – more and more people will be canceling their satellite and cable subscriptions and adopting new viewing habits. No matter what genre Religious, Entertainment, Ethnic, business etc… connected TV is benefiting both broadcasters and audiences by connecting people to what their most interested in.

However when analyzing social data around Roku and Apple TV, something becomes very clear: younger users are attracted to the lower price of the Roku devices, and although this is something Apple TV wants to enter the market to compete with, older users over the age of 35 seem to be loyal to Apple TV. This gives Apple TV an edge for those wanting to reach a more affluent and older audience.

All of our customers who have networks on Apple TV has seen consistent growth in audience and viewing hours. Its a fantastic distribution outlet for stable growth especially for those wanting tor each an audience over the age of 35.

If your looking to get your own online TV network then contact us now. Its the easiest way to get started with your own internet TV/OTT platform. Its the easiest way to both start and expand your network.

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The Breakdown OTT TV Vs CTV

While advertisers still spend the bulk of their advertising dollars ($69.2 billion) on linear TV but in 2019, advertisers slunk 20% or $2.6 billion dollars in OTT (over-the-top) streaming video. Find out the truth behind OTT TV here!

And while the OTT advertising industry is growing in popularity within the marketing industry, there’s already some confusion about how it relates to CTV or connected TV. Especially from an advertising standpoint.

We want to help you get the biggest ROI (return on investment) with your marketing dollars. Keep reading to learn the difference between OTT TV service and connected TV and what the latest possibilities in advertising are using these new technologies. 

The Difference Between OTT TV and CTV

OTT TV and CTV are similar but not the same. Here’s how:

What OTT Service Is

What is OTT? It stands for over-the-top. What OTT refers to is the video content provided to a consumer over the traditional closed television system. 

When a customer uses OTT TV services they don’t need to subscribe to anything or even pay a TV cable company to watch their content. This is because these customers get the majority of their content via the internet. 

OTT Service Providers

Some examples of OTT Service Providers are:

  • Netflix
  • Hulu
  • Amazon Prime
  • HBO 
  • Starz

Connected TV advertising is best used to complement digital advertising buys or as an extension of conventional television buys. 

How Users Watch OTT

While you can watch OTT using a TV connected to the internet (or a laptop or mobile phone, etc.), you can also watch using an OTT box. The box serves as the hub for its customers to connect to OTT services. 

The box functions as a mini-computer equipt with the applications, connections, and specifications necessary to watch OTT TV. Some well-known examples are:

  • Apple TV
  • Roku
  • Amazon Fire

It’s easy to buy an OTT box and they’re not very expensive. 

What CTV Is

What is CTV? It means connected TV which means that a TV either uses an ethernet connection or is wirelessly connected to the internet. 

CTV is just the device through which a customer would consume OTT content. You can connect to OTT content using anything from a gaming console to a multimedia device like Roku. 

Smart TVs are also an example of a CTV. 

OTT TV and Advertising

OTT brings with it a new landscape for companies to reach their target audience through advertising opportunities. Some streaming companies such as Hulu give their customers a choice on how much they want to pay for their subscriptions.

The less you pay, the more advertising you agree to watch. And surprisingly, 70% of Hulu’s customers 82 million customers opted to watch commercials in exchange for the lower subscription price of $5.99. That’s 58 million people who advertisers can reach in the comfort of their own homes. 

Roku and OTT TV Advertising

And while Roku is a bit different in that it provides its customers with an all-in-one experience with their OTT box. This lets their customers connect to TV apps such as YouTube, Amazon Prime, Netflix, and Roku’s own channels. 

Roku easily adds users to their platform because they sell OTT TV at a low price compared to competitors. It then uses that platform to show ads to their customers. 

But you can also find ads popping up in apps for YouTube, Spotify, and Vimeo. 

CTV and Advertising

CTV advertising works best for companies when it complements their digital advertising buys or as an extension of their conventional TV buys.

Since CTV acts as a conduit for OTT video content. And a lot of the content on OTT is the same as traditional media service. It’s just delivered over the internet for free or at a much lower cost. 

Examples of CTV and Advertising

One example is WhatsApp. It’s a free and encrypted text-messaging app for Smartphones. What’s app uses the internet rather than a mobile phone texting plan. It’s both an example of and an OTT messaging application. 

CTV is similar to Netflix in that it does the same thing as traditional television, you’re just receiving it from a different source. 

CTV Makes the Transition from Traditional TV Advertising to Internet ads Seamless for the User

How it relates to advertising is that a consumer’s experience watching a show from traditional content or via the internet is no different. Therefore, they’re already used to watching ads and will accept watching those ads even though the way they’re viewing content has changed. 

And customers are willing to watch video advertising both before and during content. This is known as pre-roll and mid-roll advertising. 

Consumers Prefer Mid-Roll OTT TV ads

Interestingly enough, the time when consumers are most willing to watch an advertisement in order to watch the content is mid-roll. It’s the most competitive type of video advertising. 

Advertisers love OTT video ads because they’re usually displayed full-screen and viewers can’t skip over them. 

The Benefits of CTV Advertising

As an advertiser, you want your marketing budget to go where you stand to get the highest ROI. Here are a few reasons why you should consider CTV advertising:

OTT TV & CTV is Practically Everywhere

Despite the fact that there are Smartphones, laptops, and iPads everywhere, 80% to 90% of all viewing is still done using an actual TV set. And as Amazon, Hulu, and Netflix all continue producing their own popular shows, more people are going to join their streaming service subscriptions. 

Which is why advertisers are rushing to CTV in record numbers. There were 1.7 billion CTV ad requests in 2017 and 29.9 billion requests by November 2018.  

Millennials and Gen Xers Prefer CTV

89% of millennials watch their shows using CTV. 78% of Gen Xers do the same. 

This means and advertisement on a traditional network aren’t as likely to be seen by your target audience anymore. Even if the consumer watches cable, many won’t watch it live meaning they can easily fast forward through commercials.

CTV now has the most concentrated audience which is where smart advertisers should focus their video advertising. 

Trackable Metrics

Again, there’s very little difference the consumer experiences when binge-watching their favorite Netflix show and one that premiered on CBS that night. The big difference is that it’s much easier to correctly find your target audience based on the data you receive from the apps. 

Traditional tv ads are harder to accurately target since there are less data available to the advertiser. Also, apps for viewing content through CTV is usually much cheaper than with traditional TV. 

Common Metrics and Performance Indicators

Here are the most common key terms to know when advertising via CTV:

  • CPCV: Cost-per-completed-view
  • CPM: Cost per mile (cost per 1,000 views)
  • VCR: Video completion rate

Clicks can only occur on video streaming using a mobile device or laptop which means the Click-Through-Rate (CTR) and click-to-conversions can’t be used as your primary metrics of success. 

You can only track time such as the cost-per-completed-view (CPCV) or the video completion rate (VCR). And while the ad space on CTV isn’t any cheaper than traditional video advertising, it’s almost a guarantee your ROI will be higher. 

Advertisers Get What They Pay For

That’s because CTV advertising space requires advertisers to pay a higher CPM or a specific price floor. And those prices can be up to three to five times higher than the rate of a standard video placement.

While CTV isn’t cheap the outcomes are higher in terms of video completion rates. The higher your VCR, the more quality views with better impressions you receive. 

Viewers Don’t Mind Watching CTV Ads

In other words, a consumer doesn’t mind watching one or two advertisements if they know they’re saving money and are more in control of what they get to watch and when. Consumers also realize that ad watching is part of the business model, especially if they’re given a choice to spend more money in order to opt-out of watching commercials altogether. 

What an advertiser loves about this is that a consumer feels that watching an ad is a fair exchange for the lower-cost content they have access to. Therefore, those same ads watched through a CTV are perceived far less “annoying” than an ad featured on a traditional TV platform. 

Huge Video Advertising Opportunities Available with CTV

While it’s true that CTV inventory isn’t high and most of it is quickly grabbed, that will soon change. As the demand for CTV continues to grow, so will video advertising via CTV. 

As technology continues to improve and more people cut their cable cords in favor of more options via streaming services, the TV ad dollars will begin shifting from traditional to CTV. 

Lower Impression Costs

It’s safe to assume that advertising will follow where the viewers go. That means every Smart tv will soon have ads. 

And since it’s typical for most users to watch programs with other people, these new devices help get advertisers more views than those users browsing the web by themselves using their Smartphone. 

The more viewers per household, the cheaper your impression costs are. 

Can Target Customers More Easily

CTV ad requests can also target primetime viewing hours of premium content such as a live concert or sporting event. And that gives the advertiser access to a unique audience with a lot of potential for a high ROI.

Also, since OTT users have choices such as:

  • The content they want to watch
  • How they want to consume that content
  • How they want to interact with the content

The more control someone has over their life, even if it’s just a movie or TV show, the higher the level of satisfaction they feel. And when someone is happy and in control, they’re more receptive to and continue to have a positive attitude toward any advertised content. 

Data Boosts Your Marketing Efforts

There are so many advertising opportunities using CTV. It starts when a user is required to log in using their credentials such as their Google or Facebook account in order to watch content. 

That third-party data is then collected.

It’s Easy to Identify and Target Your Core Audience Using CTV Data

That data is based on internet behavior and demographic information such as:

  • Zipcode
  • Interests
  • Geolocation
  • Language

You can now identify your perfect target market which will enable you to create an advertising campaign with messages specifically tailored to that audience. That will help you grow and promote your brand to those most likely to appreciate and use your goods and services. 

Enjoy Higher Completion Rates

CTV advertising lets advertisers showcase their goods and services on a large-screen viewing experience that comes with high visibility. But the ads are shorter and then continue immediately into the content to that views tend to pay more attention to the ad than they would on a traditional TV. 

And while your ad is playing for your intended audience, you can to sit back and measure its success in real-time. Metrics allow you to track how many views, clicks, responses, and conversions that one advertisement gave you. 

Creative and Interactive Advertising

A traditional ad is somewhat removed from its audience. But CTV ads can be targeted and personalized.

These are advertisements in HD using stereo sound and full screens. Seeing your company lit up in the most attractive way possible helps promote brand loyalty. 

Also, CTV lets advertisers a way to connect to their audience in creative and entertaining formats.

CTV Ads Help Advertisers Connect with Their Consumers

You can now create ads that are:

  • Interactive 
  • Includes a CTA (call-to-action)
  • Static
  • Animated

These types of ads make viewers sit up and take notice rather than running to grab a snack or use the bathroom before their content begins again. That uniqueness helps increase performance on your video ad campaign while promoting higher numbers of consumer engagement with your company.

Schedule a Free Consultation

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Reach YouTube users on connected TVs

On average, users watch over 180 million hours of YouTube on TV screens every day. We know that marketers want in on this shift in viewing behavior. Smart TV makes it easy for you to find engaged, valuable audiences while they are watching YouTube on that original device purpose-built for watching a video.

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Consumers are cutting the cord and this is a tremendous opportunity for advertisers to reach their audiences in the living room with digital video. With the launch of TV Screens device targeting and measurement on YouTube, customers are better able to understand how their audiences are watching TV screens, and connect with those audiences as they’re engaged in leaned-back viewing.

Start reaching users on devices that stream TV content – such as smart TVs, gaming consoles, and streaming devices like Chromecast – today. Contact us today.

A man works over a bank of servers.

Connected TV is the Future of Video Advertising

A man works over a bank of servers.

What is Connected TV?

Connected TV is the latest video advertising buzzword floating around the industry. Yet many people still aren’t sure what it is or the power it has to transform video advertising. Connected TV (CTV) is simply a television that connects to the internet. Unlike traditional TV, CTV includes Smart TV’s, Apple TV’s, devices like Tivo and Roku, gaming consoles like X-Boxes and PlayStations. Already, you probably see a couple devices that you may own on this list. One of the reasons CTV is so appealing for advertisers is that it already have incredible market permeation. But let’s not get ahead of ourselves. There are a lot of reasons CTV is the future of video advertising.

How Does Video Advertising Work on CTV?

CTV is a conduit Over-the-Top (OTT) video content. OTT content is content that is delivered via the internet without multi-system operator (MSO) involvement. Much OTT content mimics the services of a traditional media service, but over the internet – and usually for free or much less expensive. For example: WhatsApp, the encrypted, free, and wildly-popular text-messaging app for smartphones that uses internet connection instead of a mobile texting plan. WhatsApp is a good example of and OTT messaging application. CTV like Netflix does the same to traditional television.

What does this have to do with video advertising? Well, users are watching a show that is on the internet rather than via a TV station, but apart from that difference, the experiences are extremely similar to their traditional television experience, and they are willing to accept advertising in order to continue to watch this content. Studies show that half of these users who view content on apps like Hulu are willing to sit through video advertising to continue to watch shows, a huge boost over traditional television viewers. CTV administers video advertising before and during content, called pre-roll and mid-roll advertising when users are most willing to experience an advertisement to be able to watch the content. In fact this mid-roll advertising is so popular it is also the most competitive of video advertising.

Why CTV is the Future of Video Advertising

#1: CTV is Everywhere
We said it before and we will say it again: CTV is everywhere. As internet giants like Netflix, Amazon, and Hulu produce their own highly-popular shows, more and more people have joined as the convenience and fear of missing out overcome any residual luddite tendencies. As of last year in the United States, 60% of households own a CTV. In the UK, which has just 6% more CTV use than the United States currently, 75% of households were expected to connect their TV’s to the internet by 2020. The time is ripe for a video advertising boom as households adopt CTV technology with records speeds.

#2: Millennials Love CTV
CTV is the future of video advertising because millennials love CTV. The coveted video advertising audience that is getting harder and harder to target are clustering in one place. Millennials love the content made available by Netflix, Amazon, and Hulu. Even Youtube allows the purchasing of episodes. The point is, most millennials just don’t feel like they need convention television packages. In fact, millennials are a full 67% more likely to be in a CTV-only house, and 25% report that they don’t have pay-TV. With the millennial audience so concentrated, savvy advertisers should focus their video advertising on CTV.

#3: People Don’t Mind CTV Ads
As we mentioned before, CTV is very close to the normal television viewing experience. However, there is a much higher ability to target the audiences you’re looking for based on the data these apps provide. This provides a much higher return on investment than traditional television advertising, which is more like the shotgun approach to advertising. This, coupled with the fact that most applications for viewing content through CTV are less expensive than traditional TV, contributes to the fact that users don’t mind experiencing video advertising on CTV. Devices like TiVo that waste millions of advertising dollars by allowing users to skip will not be a problem with CTV because viewers understand it is part of the cost of doing such cheap and convenient business. In a recent study, ‘half of the respondents said they felt that watching ads is a fair value exchange for low-cost content. Moreover, ads on connected TV were “less annoying” than those on linear TV, according to the respondents.’

#4: Enormous Video Advertising Opportunity with CTV
There is very little CTV inventory available now, and most of it is snapped up quickly, but advertisers shouldn’t be worried. The massive growth of CTV is creating an enormous opportunity for video advertising with CTV. 160 million Americans streamed using CTV every month, CTV use grew 300% but CTV only accounts for barely 1% of TV ad dollars. As technology improves and even more people adopt CTV into their homes and daily lives, more TV ad dollars will shift in the direction of CTV.

The Big Caveat:

The reason for the tremendous opportunity for video advertising with CTV is that there is one major drawback keeping people away. Currently, CTV has no universal “measurement currency,” which means that there is no really efficient way to measure audience size and makeup across multiple apps and devices, although these measurements do exist platform to platform based on viewing behavior. CTV doesn’t use cookies or device ID’s, and so billions of dollars have been held back from CTV advertising for fear that measurement will be too tricky to get right. Many advertisers have sought a more formalized attribution system before fully jumping on board. But don’t lose heart, the necessary changes to CTV are rapidly gaining momentum, and when the changes come to standardize measurements, we’ll be ready for them.

digtvres 6JUly2020

SVOD market set to double from 2019 to 2025

DetailsJoseph O’Halloran| 06 July 2020Days after showing just how much the mobile platform is contributing to the rapidly growing market, Digital TV Research has released data showing that smartphones will provide two-fifths of 1.161 billion subscription video-on-demand (SVOD) customers by 2025, up from 642 million at the end of 2019.

digtvres 6JUly2020The SVOD Forecasts By Vendor report predicts that by 2025, 291 million SVOD subscriptions, a quarter of the global total, will come directly to the SVOD platforms via mobile apps. Yet even though there is set to be a hugely robust mobile sector, global players cannot rely on directly fixed broadband subscriptions alone to boost numbers said the study. It noted that fixed broadband penetration is low in many emerging markets, so smartphone connections are important and that SVOD subscriptions via direct fixed broadband connections will reach 526 million by 2025 – or 45% of the total.

Digital TV Research calculates that that a further 176 million – 15% of the global total – are set to be achieved indirectly via partnerships with pay-TV operators while another 170 million – 15% of the global total – are set to come indirectly via mobile operators. By 2025, 30% of global SVOD subscriptions – or 346 million – will be indirect either via a partnership with a mobile operator or through a distribution deal with a pay-TV operator.

A major advantage to SVOD platforms of partnerships with local mobile or pay TV operators is immediate access to their subscribers, said Simon Murray, principal analyst at Digital TV Research. “Local players can also undertake billing in local currencies. The operators gain commissions and kudos from carrying the SVOD platforms,” he noted.

As evidence of this, the SVOD Forecasts By Vendor report highlighted that Netflix has expanded the number of these partnerships rapidly in recent years. From the 493 operators surveyed, Netflix has deals with 111 of them. After a slow start, rival Amazon Prime Video was rapidly increasing its partnerships, with 52 recorded