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OTT Still Lacks Scale, ROI for Advertisers

2018 01 31   Peter Feinstein   Online vs Offline Media    

The development of over-the-top (#OTT) television continues to fascinate many in the trade press. Here are my quick-hit reactions to items I’ve seen this month:

I’d like to know the source of all these figures, and which OTT services are the ones that churn, churn, churn. The superficial takeaway can be assumed to be that churn happens when subscribers realize they’re not receiving value equal to, or greater than, their perceived investment.

  • The Art, Science And Pitfalls Of Storytelling In OTT (AdExchanger, Dec. 4)
  • The Path Toward Standardization In OTT Advertising (AdExchanger, Dec. 18)
  • Why bother? There is so much fragmentation in what is commonly labeled OTT that it’s hard to call it a platform. There isn’t anywhere an advertiser can go, except Hulu, to find scale. Everything else is just a few million households here and there. It’s entirely safe to skip OTT and still succeed. I think legacy media companies had better wake up to the fact that, based upon the march of time and demographics, brand positioning among their properties isn’t going to matter the way they expect. They’d better catch on sooner rather that later if they hope to save their butts and bottom lines.

I think legacy media companies had better wake up to the fact that, based upon the march of time and demographics, brand positioning among their properties isn’t going to matter the way they expect. They’d better catch on sooner rather that later if they hope to save their butts and bottom lines.