Video streaming and “Over the Top” OTT TV has completely changed viewing habits and the way brands will advertise. The convergence of TV with digital changes the traditional TV marketplace and opens the door for digital innovation and data targeting. Skydeo, through our mobile audience panel of over 300 million unique devices, has an interesting view of the OTT and video streaming app landscape.
For marketers looking to target cord-cutters, the best way to reach OTT viewers today may be through their mobile app interests. Skydeo data shows that cord-cutters use more mobile apps overall than traditional TV viewers and of course need to use multiple viewing apps in order to watch the content they want.
Skydeo Market Share of Video Streaming Apps – July 2017
HBO is an interesting case study. HBO’s HBO GO app is for cable subscribers to access shows on their mobile devices while HBO Now is for cord-cutters to subscribe to HBO content without a TV provider. Although installs of both apps continue to increase based on consumer mobile device usage, we can analyze if and when HBO Now installs accelerate or surpass HBO GO installs as an indicator that cord-cutting is increasing.
Earlier this year Videology partnered with True Optik
What is OTT? An Overview
Tru Optik CEO and Co-Founder Andre Swanston told Real-Time Daily via email: “The biggest difference about this partnership is that legacy DMPs [data management platforms] have fallen behind the audience shift to CTV. They still rely on cookies for desktop and mobile device IDs for smart phones. Across CTV, neither cookies or device IDs are present… This partnership is a huge deal because it opens up people-based targeting abilities across CTV for Videology.”
Scott Ferber, Founder and CEO, Videology stated: “As more and more people watch content on a variety of devices, it’s important for advertisers to have a single view of their audience for holistic campaign delivery. Through this partnership with Tru Optik, our clients will benefit from more granular understanding and execution of advertising on OTT and connected TV, a quickly-growing piece of the video content ecosystem.”
The IAB has released the Mobile Identity Guide for Marketers. Skydeo specializes in anonymous mobile device data which when used in combination with People-Based Marketing and anonymized CRM marketing can create high value audiences for targeting, insights, and measurement. Identity is a major concern for marketers trying to leverage offline or desktop data mapped to a mobile device. Skydeo believes the solution is mobile first data. To learn more, contact us.
“A day in the life of the typical US consumer is increasingly complicated in terms of how media and advertising are consumed. Indeed, according to Forrester, the average US adult juggles more than four connected devices. Three-quarters use a smartphone and more than half use a tablet. As the connected devices we use proliferate, we’re also consuming more digital media, with a growing expectation for seamless
ad and content experiences between our smartphones, tablets, laptop and desktop computers, connected TVs and the various web and app experiences we traverse. At the same time, given the limited effectiveness of cookies on mobile–the challenge for marketers and publishers to effectively reach consumers with the right message at the right time–regardless of their device
they’re using–is growing as well.
In addition to the use of first party data, advertisers are increasingly relying on user-level device identity as a foundation of their marketing activities to effectively connect with and manage relationships with multi-screen consumers. Having a consistent consumer identity for marketing activities across a consumer’s multiple mobile devices is intrinsically more difficult than having one on desktop devices. Indeed, as a “fairly mature” 23 year old, desktop advertising has benefitted from having the cookie as its primary identifier to
support measurement and interest-based ad delivery. By contrast, mobile brings with it two distinct environments (app and mobile web), a completely different set of consumer behaviors and hundreds of thousands of different device / OS / screen size combinations. In addition, desktop measurement and tracking solutions (like cookies) don’t work across the board in mobile. Perhaps for all these reasons,
cross-channel audience identification and cross-channel measurement were cited as two of the three most important focus areas by digital marketers and media practitioners in a recent IAB / Winterberry study.”
• Frequency capping – limiting impressions delivered to users across their mobile and other devices
• Targeted advertising – serving ads specifically to people based on their behavior
• Re-targeting – serving ads specifically to people who have already visited a website or app, or are a contact within a database
• Audience extension – leveraging technology that allows publishers (and their marketing clients) to identify and reach audiences beyond the publisher’s owned and operated properties
• Dynamic content personalization – dynamically changing content and messaging based on criteria such as user behavior, demographic information and interests to create a more personalized, relevant experience
Gartner Group released its Magic Quadrant for Digital Marketing Agencies. Skydeo is happy be to working with at least one agency from each quadrant! Skydeo helps agencies better support their clients by providing rich mobile insights and behavioral analysis on over 2.5 billion mobile data points.
Audience segmentation for programmatic targeting or raw data feeds to power trading desks are common use cases. We typically start off by collaborating on a few clients campaigns and expand quickly to the data science teams. Contact us if you’d like to learn more.
One of the intriguing topics in this year’s report was the emergence of consultancies. According to Gartner:
The agency push to support business results doesn’t reduce their creative focus. Agencies recognize that even the best digital transformation strategies and technology integrations won’t work without a compelling creative layer to bring them to life. As traditional market players boost their business consulting capabilities — as MRM//McCann is doing with its emerging change management services — we see consultancies hiring creative leadership away from agencies. In some cases, firms lauded for their analytical prowess — Deloitte Digital, IBM iX and Accenture Interactive most notably — are acquiring entire creative shops.
The challenge for the management consultancies — one called out by traditional agencies as a competitive weakness — is culture. How do hip creative types find inspiration from, and cultural cohesion with, their more traditional consultancy colleagues? Can these disparate approaches to strategic thinking and tactical execution be forced into a seamless solution for clients? The answer may lie in allowing those cultures to coexist, but not to merge them.
New Agencies that made the list:
- Huge, an Agency to Watch in last year’s Magic Quadrant, was added as a result of its revenue growth, which now exceeds the Magic Quadrant Inclusion Criteria minimum of $175 million.
- Merkle continues to invest in creative services and now offers a complete full-service digital agency solution for marketers.
- Epsilon ranks as the largest U.S. agency by Advertising Age. It now complements its core strengths in data and marketing operations with full-service digital marketing agency solutions for its clients.
- Proximity, part of Omnicom’s BBDO, offers full-service capabilities and meets all Inclusion Criteria.