Internet TV: Is It Becoming A True Media Mix?

02 Apr

OTT advertising is a more feasible part of a brand's performance media mix than the traditional branding and marketing strategy. It is also a full-featured channel that provides metrics, measurability, and information-driven targeting in a cost-effective manner. Companies often view OTT advertising as less expensive because there are fewer distribution channels to manage and control. However, companies should not discount the benefits of this marketing tool when compared with other media options. Companies that have failed to incorporate OTT advertising in their overall marketing strategy may do so at their own risk.

One of the benefits of OTT advertising is its ability to reach target audiences that were previously uninterested in watching television. This type of marketing works because it reaches into the minds and interests of the consumer. A company like Hulu, which was recently purchased by Hulu, has used over the top TV to add a social element to their platform. The programming is focused and down to business, giving users access to content that is relevant to them, while Hulu CEO Joe Hamilton explained that he believes this type of targeting will be popular among younger viewers. Further, Hulu's focus on user profiles, which allows consumers to subscribe to different channels based on demographics, gives them an opportunity to fully capitalize on their audience and build stronger relationships with their target audience.

While Hulu emphasizes its focus on user profiles and its ability to deliver targeted content to these target demographics, many companies are beginning to take notice. A New York Times article published in June highlighted a number of companies that are starting to take notice of the benefits of OTT, and they are doing so through innovative ad platforms. For example, Google's AllTheWeb, an advertising program that is currently in beta, leverages open ecosystems to deliver advertising across a variety of devices and browsers, including TV and mobile.

Another potential competitor for Hulu is NBC, which has made a number of efforts to position itself as a digital media company. The network recently launched its "tv Everywhere" initiative, which makes available television content in a variety of formats, including internet streaming and video on demand. Hulu has not yet introduced any types of OTT options, but the company did recently announce plans to expand its television service to digital platforms. Although it was unclear whether this expansion would incorporate OTT options or simply increase its current subscription fees, the move makes perfect sense when viewing numbers continue to struggle.

Perhaps the most interesting potential competitor for Hulu is Amazon, which has made a number of moves in recent months that appear designed to position its own platform as a media mix more suitable for savvy consumers. The company recently acquired a deal with Yahoo! to stream its movies and television shows in addition to its own in-house video content, and it appears to be banking on its position as a consumer electronics giant to fuel its success. Amazon also announced that it would test a new version of its Kindle electronic book reader that competes with the popular iPhone and Android devices.

While these are three of the biggest movers in the industry, there are many more companies that have yet to announce their intentions. In order to successfully take advantage of changing consumer spending habits, however, an advertiser must develop a strategy that combines the advantages of Hulu, NBC, and Amazon's data driven targeting with the proven effectiveness of DVR solutions and mobile browsing. The combination of these technologies offers the best opportunity for advertisers to maximize their media mix and reduce costs. If the major players in the OTT space continue to align themselves with these proven solutions, the future of online advertising may very well brighten. See more info here from real time bidding.

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