How to Ease Consumer Confusion in OTT
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Eric Schumacher-Rasmussen: I m wondering about about dealing with consumer confusion that comes along with these multiple models within the same service where consumers don t necessarily know, when they open a particular service, what they re going to get, when they re going to be asked for money, when they re not. How do you deal with keeping your messaging consistent and clear to consumers? And maybe Sara, since you look at all of these services, you have some thoughts on that as well.
Hub Entertainment Research s Jon Giegengack reports survey findings on how media, TV, and OTT consumption and cord-cutting trends have changed during the COVID-19 pandemic in this clip from Streaming Media West Connect.
Learn more about streaming ad revenues at Streaming Media East.
See complete videos and other highlights from Streaming Media West Connect on Streaming Media s YouTube channel.
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Eric Schumacher-Rasmussen: We all know that advertising in general took a dive when the COVID pandemic hit, not because of a lack of inventory necessarily, because viewing skyrocketed, but because brands were pulling back on their own spending. What s your sense of where the advertising market is headed now, are those dollars going to come back? Are they coming back? And what s the future look like?
Sara Fischer: Well, advertising generally tends to grow at the same rate as the GDP. If you want to understand how the ad market s going to grow, you have to talk to an economist. If you talk to most advertising-buying agencies the big global ones like Magna or Zenith, those are the ones that we rely on for most of our predictions. And some of the big networks, they
Learn more about OTT monetization at Streaming Media East.
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Eric Schumacher-Rasmussen: How can a platform like Roku help content providers succeed with the various business models?
Mike Gamboa: First off and I think Mark can probably agree with me OTT is really hard. And so I think discovery is probably the biggest challenge for any OTT service, regardless of your business model. That s one where Roku is really trying to build best-in-class tools to drive content discovery. From the moment a user purchases a device, we have discovery elements within the UI. We have banner ads, Featured Free search, and then we have the Roku channel, which is one of becoming one of our biggest drivers of engagement and discovery for content partners looking forward to the Rotten Tomatoes content there. So I think for each business model, what
The Value of Building Organic Streaming Service Offerings
Learn more about OTT audience-building at Streaming Media East.
See complete videos and other highlights from Streaming Media West Connect on Streaming Media s YouTube channel.
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Allan McLennan: Is it better to build an organic service offering that puts out and establishes the overall base of the viewer of your market or is it something to actually go forward and get the funding to be able to build an overall service prior to having advertisers support, subscription support? Which is the better goal in building a service that viewers want?