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Digital Digest – January 24, 2019
NBCUniversal Looking at 2020 for OTT Launch
NBCUniversal (NBCU) has its sights set on an ad-supported OTT service in 2020. It’s following the path of other OTT converts such as Disney and AT&T’s WarnerMedia who will launch OTT services later this year.
NBCUniversal’s service will be ad-supported with ad-free options for an additional cost. Content for the platform will consist of NBCU original content, as well as licensed content from other providers. Interestingly enough, it’s predicted that Hulu will be one of NBCU’s competitors. However, NBCU has a 30 percent stake in the video streaming service from its parent company, Comcast.
Consumers Weigh in on “Essential” Channels
In a recent study conducted by TiVo, consumers find certain digital channels more “essential” than traditional cable and TV services. Netflix and YouTube were the channels to beat out traditional TV with a 52.7 percent and a 45.9 percent more essential rating, compared to cable’s 39.5 percent essential rating.
The study found that when it comes to usage, Netflix reigned king at 50.4 percent, followed by Amazon Prime Video (28.1%) and YouTube TV (11.9%). While digital channels seemed to sweep the rankings of the survey, 81.2 percent of people planned to stay with their services, and 25 percent were “very satisfied” with their TV providers.
All in the Timing: Mobile Advertising
A recent study aimed to understand consumers’ mobile advertising interaction habits found that 74 percent of consumers are more attentive to mobile content while in a state of relaxation. Among daily actions and mobile use, people are more inclined to interact with mobile ads while watching TV (59%), just before bed (51%) and while eating (36%).
Besides time being a factor in mobile ad engagement, other factors contribute to people’s attention span when it comes to ads. Those factors include brand awareness, engaging creative, timing and discounts.
Glossary: Audience fragmentation
Audience fragmentation − The division of audiences into smaller groups due to the range of media channels.
Personally identifiable information (PII): any information that can be used to identify a person, such as name; SSN; birth date; or medical, financial and educational records. Any data that can be used to deanonymize someone is considered PII information.
Buzzword: Direct-to-consumer advertising (D2C)
Direct-to-consumer advertising (D2C) − is a method of advertising that applies direct-marketing techniques to persuade consumers to buy directly from the brand. This offers brands the ability to gain deeper insights on customer behavior, and more control over marketing efforts.