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Online video is here to stay, whether you believe it or not, before the COVID era. The OTT industry is predicted to generate $205 billion in revenue in 2022. With video advertising alone accounting for over $107 billion.
These impressive figures give us reason to believe that the need. Video streaming development will continue to expand. Advertising your service is not always simple in the world of over-the-top television. Where viewers’ habits and tastes are constantly shifting, prepare to go the extra mile in order to exceed consumer expectations and boost client loyalty.
Consider factors that can increase viewer involvement. In addition to the basics, such as a well-built infrastructure for seamless streaming. The rock-solid security for content and user data and a pixel-perfect user interface.
Hyper-Personalization
For a good reason, more and more firms are attempting to provide a personalized experience.
80% of consumers prefer to buy from a firm that tailors its products and services to their needs.
Brands are expected to get personal with their consumers, according to 66% of respondents.
70% of users feel that personalization has a positive effect on their loyalty.
The relevance of personalization skyrockets in a direct-to-consumer setting like OTT. Where the same statistics apply to any business, interests and behavior, vary quickly, making it increasingly difficult to forecast what viewers will like next. Make use of machine learning and data analytics to keep viewers’ attention and encourage them to watch more.
Use a variety of data sources to feed your recommendation engine. Such as the user’s watching history and the popularity of movies. The information from social media and metadata from the films themselves. The influence of demographics, language, age group, and location. The time of day and device type should also not be underestimated.
All of these criteria, when thoroughly examined, may assist you in delivering hyper-personalized content. Suggestions and in customizing payment methods and subscription choices.
Machine learning (ML) may be used to customize not just video content but also movie images. In order to create a movie poster that would encourage viewers to watch more. You’ll need to know what kinds of movies they like and who their favorite stars are.
Other promotional materials like trailers, synopses, and metadata. Also, benefit from similar ML methods, which might lead to a huge increase in how viewers discover and consume new content.
Insertion of Ads Based on the Scene
According to data from eMarketer, AVOD services continue to increase in popularity. More than half of US internet users are expected to be AVOD watchers by 2020. When ad-supported video distribution climbed by 30.3 percent. You should pay close attention to your ad serving strategy in light of the growing competition in this area.
When using ML, you’ll be able to automatically evaluate the content. Choose where to insert an ad without having to break up the video. Ads will be tailored to specific video scenes. If necessary, viewers’ interests and behavior in order to find the best location. Ads for food or home goods might accompany scenes at restaurants or shopping centers, for example. As well as girlie flicks, advertising for beauty treatments can work effectively.
Using ML-based context and ad analysis, you can significantly increase brand safety if you want to avoid the automatic insertion of suspicious. In the advertisements next to your video, you may use this new option.
Thus, you will be able to make your advertising less irritating. And more relevant to the audience, which will lead to higher satisfaction ratings as well as more engagement.
For ad analytics, machine learning (ML) is also essential. In other words, you’ll be able to determine the most effective ad formats and circumstances by tracking conversions and audience reactions. To put it another way, this will enable you to improve your digital advertising techniques and boost your bottom line.
Getting to Work on the Details
A recipe for video streaming success requires a high level of audience involvement in order to build a loyal customer base and generate a large amount of income. A company must keep its people engaged. Be prepared to employ cutting-edge technology if you wish to drive such a connection.
86% of viewers use second devices such as iPhones and iPads. At the same time, they are watching a primary one, according to GWI (usually TV or laptop). Add an extra layer of comfort and entertainment to your viewers by using these metrics.
Second screening features allow viewers to learn more about the material they are seeing. Post their thoughts about the film on social media or messengers, and more. T-commerce and cross-selling can also benefit from this feature. So, based on the user’s tastes, you may encourage them to buy branded stuff or things they see on the main page.
Audience attitudes may be captured and analyzed during the second screening, which is critical for developing successful advertising campaigns, in addition to increasing viewer interaction during broadcast and advertisements.
Virtual reality (VR) and 360° video are two characteristics that can help you stand out from the throng in the online video industry. Viewers may take virtual tours of the whole facility. Watch contests from every conceivable angle if you’re delivering sports content. Additionally, if your major focus is on TV shows, viewers will be able to see what’s going on behind the scenes as well as what’s occurring on stage. The metrics of video views, average time spent, heat map, and VCR. Also, it can be used to evaluate the efficacy of this interactive capability.
Final Thoughts
The over-the-top (OTT) industry is growing increasingly crowded. As a result, if you want to grow your audience and keep them happy, you need to put them first. For your content delivery strategy, you need tools like personalized service, non-intrusive ads, and enticing features.
