42 ROUND TABLE Audience Engagement
MARK BLAIR: The thing about live that’s exciting is that live has been proven to generate what we call the ‘halo’ effect. If you reach your right audience, you’ll see a spike of usage around that live event, both for the event itself and for associated VOD content that you’ve clipped out and made available. So in the analytics you see a spike of viewing around the live event, and that tails off, but the well in viewing is higher than the well beforehand. By doing a live event, you shift the low end of the viewing to a higher level, and if you keep doing that it’s an effective way to grow and acquire your audience. JOHANNES JAUCH: The latest advancements in automated, real-time
tools and techniques allow you to target and re-target your viewers with precision. As with any content, the key to better target your advertising goes hand in hand with defining highly relevant content. From the marketing perspective, technology allows you to analyse various types of data, including social media posts, videos and images to gain better insight into the consumer mindset. Technologies today can examine a person’s manner of speech online, assess their personality and then predict their behaviour and what they’d want to see. In a nutshell, you’ll need to use multiple channels to reach your audience, where knowing your viewers’ personas can help you determine on which channels you should be focusing.
CHANNELLING CONTENT Knowing your audience and their preferences allows you to determine the most effective way to reach them throughout the day and allows for much more highly targeted advertising opportunities
YOUPETS: What are the most important trends we should look ahead to in advertising for OTT? MARK BLAIR: For an OTT platform dedicated to a pet-loving audience, I would see how you can augment pure digital advertising with e-commerce associations. Can you link yourself with advertisers that have products that have direct relevance to you audience and then allow transactions within the OTT experience? I think we’re going to see more of that ability to interact with the video content. Think of Amazon Prime’s X-ray where, when you pause a piece of content you get metadata about the film and the actors. You could have the same thing, but with a display of relevant products. You might have a hamster on a wheel in the video and the vendor can allow you to buy that hamster wheel right there and then. I think with niche content and niche audiences there’s a real opportunity for that.
I THINK EUROPEAN CITIZENS SHOULD FEEL PRETTY PRIVILEGED THAT THEY’RE BEING PROTECTED, AND I THINK IT’S GOING TO BE A KEY ENABLE FOR PROTECTING CUSTOMERS
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