streaming platform for marketers

this paper talks about how to put marketer in the selection of cloud tv platform. 

ott service strength..

interactivity, multiple screen, agility, scalability, robustness, customization capability

cloud tv platform...

how to standout, create loyalty, increase content, time spent on the service, churn prevention,

marketing feature is necessary for the selection of cloud tv platform.

cloud tv platform needs to support...

supply side.. 

advertisers . ads placement for fill rate n CPM

ad exchange

demand side..

acquisition

churn retention

direct communication

digital ads

above the line

service side..

freemium.. 

SVOD Subscription based

AVOD ad based

registered fee

anonymous fee

tv marketers challenges...

long time to insights

spray and pray

limited marketing channel

toolbox

segmentation

predictive model

in app marketing tool

example

from AVOD to SVOD

1.define target, ex conversion rate or penetration rate

2.identify variables, ex discount for potential users

3.experiment segmentation, ex intertwined testing AB testing for different segmentation

4. promote campaign

5. specify execution channels, ex in app or traditional channwls

6. measure and refine

7. find insight by analytics tools