The Impact of Over-the-Top Content on Digital Marketing
Today the word “patience” is facing a threat of being extinct. This generation is quickly running out of it. With internet taking a majority stake in most of our day to day life, everyone wants things quicker and faster than ever. Why should watching your favorite TV show be any different? Why would someone want to wait around for a week to get to watch the next episode of the “Game of Thrones” or “House of Cards”? That’s where over-the-top content comes into play.
What is Over-the-Top Content (OTT)?
It’s the current buzzword in the media industry. In layman terms, it’s movies and TV content delivered over the internet. So you are not bound by the rules of cable TV and don’t have to subscribe to pay-per-view or any cable channel operators. But you still need a broadband connection.
There is a range of opportunities in this sector apart from traditional TV like educational channels, live broadcasting, digital marketing and beyond that are yet to be explored to their full potential. Things are heating up pretty fast with predictions that by 2020 the revenue from OTT is going to be upwards of $30 billion.
According to Simon Jones of Conviva, a video analytics company, OTT didn’t catch on as soon as it should have because the tech side of things was developing to help a content owner publish their content on the internet. Scaling things up and selling it directly to the consumer wasn’t their forte. OTT now has the capabilities that traditional TV networks are missing like sales, marketing, and customer management.
It’s still very early for OTT to emerge as the forerunner, but the following on various OTT channels are huge and growing; this can help change the landscape of digital marketing in the years to come.
OTT in the Mobile Space
In the mobile space, consumers are sharing content without being tied down to a service provider. Think of messaging apps like WhatsApp, FB Messenger or KiK. The messaging app WhatsApp has garnered over a billion users in a short span since its launch. It can be used to message anyone on your contact list irrespective of their service providers or it costing you anything, as long as you are connected to the internet. Remember the SMS anyone?
Companies can capitalize by using these platforms to make a deeper connection with their audiences. Many of them have video calling and gaming functions in addition to messaging. As a business, you can list your company on these platforms with a channel dedicated to your customers.
With the emergence of various players like this, companies will have an additional digital marketing channel to build authority, connect with customers and gain insights of your customers.
Using Video Interaction as a Digital Marketing Strategy
Video subscription services like Netflix and Hulu have millions of subscribers. These are customer bases where companies can use brand advertising to gain momentum. There are various ways interactive videos can be used to increase brand recall and increase social media following.
Identifying channels where the message of your product or service can align with is an area a company needs to explore in detail. These avenues can work well to spread the message in a non-intrusive way with a vast number of audiences.
Similar to how Staples has subtle identifiers in the show “The Office.” For example, the show “Family Guy” can be used by retail chains to put forth their messages in various episodes and will account for a higher brand recall.
Creating Original Content that Ties in with the Brand Image
Think Red Bull, and most people will automatically associate with adventure sports. The company has been sponsoring events and making documentaries on adventure sports. It’s in line with their theme of energy, inspiration and pushing boundaries.
Two Bellman, French Kiss and What Lives Inside are prime examples of brand films. All have them sponsoring companies like Marriott and Intel. To gauge the effectiveness of brand films intel ran a study which concluded there was an 8 to 12 percent increase both in brand awareness and purchase intent.
The Move “French Kiss” that was promoted on Marriott’s microsite generated half a million in room sales in a two month period.
With new and innovative methods constantly being experimented with in the digital marketing space, OTT is here to stay at least for the time being. There’s no denying the fact that many brands are using this medium as creatively as possible and already reaping generous rewards.
At Results Driven Marketing, we’ve been helping our customers’ join in on digital marketing trends, drawing qualified traffic to their websites. Essentially “Turning Clicks Into Clients.” If you would like to be found by more people who are searching for your services, give us a call at (215)-393-8700 to find out how we can help.