Viewer behavior is shifting at an unprecedented rate. By 2022, more than 58 percent of the US population will subscribe to OTT video content services according to eMarketer. How and why do viewers choose platforms and networks? How do they discover new programs, and what influences their program selections?
At OTTxSCIENCE on October 22 at the Universal Studios Lot attendees heard about the latest trends, technologies, content and competition within the OTT space. During this one-day program, industry experts discussed: how they are measuring changing viewing behaviors, the latest trends concerning both content and ad creative, and how data driven marketers approach OTT and the criteria they use to select data providers to maximize their advertising investments.
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Media Inflection Point: The Intersection of Technology, Culture & Generations
Learn how Warner Bros. evolves, innovates, and strengthens its fan connections in the highly competitive OTT arena.
Liz Huszarik ‒ EVP, Global Insights and Analytics, Warner Bros.
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How Viewers Navigate the New TV Landscape
A custom analysis of trend data from Hub Research’s long-running series of reports explores how viewers’ attitudes and habits have evolved over recent years, including content preferences and discovery. How and why do viewers choose viewing platforms and networks, new programs, and what influences program selection?
Jon Giegengack ‒ Principal, Hub Entertainment Research
David C. Tice – Senior Consultant, Hub Entertainment Research
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FOLLOW-UP PANEL
Discussion: Findings from How Viewers Navigate the New TV Landscape
Mike Bloxham – SVP, Global Media and Entertainment, Magid
Barbara Leflein – President & Creative Director, Leflein Associates Inc.
Stephanie Wong – Director, Insights and Strategy, Horowitz Research
Jon Giegengack – Principal, Hub Entertainment Research
David C. Tice – Senior Consultant, Hub Entertainment Research
Moderator: Paul Donato – Chief Research Officer, ARF
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A Successful Family Brand in a Sensationalized World of Chaos
How did Hallmark successfully extend its “traditional” family brands like Hallmark Channel and Hallmark Movies & Mysteries into the digital world of video on demand and apps? Learn about the linear network’s approach to transitioning to new platforms and get takeaways for breaking through in the crowded OTT space.
Donovan Batiste – VP, Research, Crown Media Family Networks
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Streaming is Here to Stay — Now Let’s Measure It
Viewer behavior is shifting — it’s time we know where it’s heading. According to eMarketer, by 2022, more than 58% of the US population will subscribe to OTT video content services. However, brands, networks, content providers, and producers have been challenged to measure this shift with incomplete data about audience engagement and content consumption.
Discover how people are streaming content through top engaged programs, application and device usage, as well as person- level metrics including co-viewing, binge-rates, and re-watch rates.
Luke McGuinness – President, TVision
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SVOD Services – Who’s Watching Which Content?
Companies that measure audiences for SVOD services are challenged by the fragmentation of content, and viewing across devices since each viewing environment requires a different measurement technique. Based on the Provider Comparison Chart of Capabilities, compiled by the ARF’s LA Council in collaboration with CIMM, hear the latest findings from the research companies who are trying to bring together a full picture of viewing to all SVOD content — originals and library content.
Becky Wu, Ph.D. – SEVP, Research & Technology, Luth Research
Luke McGuinness – President, TVision
Hannu Verkasalo – CEO, Verto Analytics Inc.
Moderator: Jane Clarke – CEO, Managing Director, CIMM
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How to Win in OTT: Attracting, Retaining + Monetizing Audiences
What does it take for content to break through in today’s increasingly competitive OTT landscape? A data-driven look at advances in cross platform measurement, how to reach audiences across platforms and lessons from some of the year’s biggest SVOD successes shared.
Neethi Kannan – VP of Audience Insights, Nielsen
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How to Drive Viewer Interest and Loyalty
What has the LA Council’s State of the Art in Emotion & Attention Research Working Group learned about best
practices and insights to help content providers optimize
promotions? Find out as the council members report on and discuss research and implications.
Moderator: Paloma Gonzalez – Regional Director of Local Research, Univision Communications
Moderator: Malcolm Stewart – Principal, Advanced Analytics, AT&T
The Big Wave of Platform Surfing
What are advertisers doing to reach viewers as they move from channel surfing to platform surfing? Smart TV continues to dominate, not just because it’s the biggest screen in the home, but increasingly a true content ‘hub,’ where juggling between traditional linear TV, OTT and other smart TV app experiences continues to evolve.
New findings and key trends in TV and home-based device habits will be revealed.
Justin Evans – Global Head of Analytics & Insights, Samsung Ads
Karl Meyer – Head of West Coast Sales, Samsung Ads
Emily King – SVP, Marketing Strategy & Planning, Fox Broadcasting
Moderator: Janet Gallent – SVP, NBC Consumer Insights & Innovation, NBCUniversal
The Content Graph: Mapping Audiences Across the Media Spectrum
FOX is collaborating with Diesel Labs in order to uncover the cross-platform media preferences of its digital and social media audiences. Learn how groundbreaking new data showcases the pathways audiences take between content types, media discovery insights, and deep profiling of
‘unknown’ digital audiences.
Anjali Midha – CEO, Diesel Labs
Judit Nagy – VP, Digital Analytics, FOX Entertainment
Moderator: Malcolm Stewart – Principal, Advanced Analytics, AT&T
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OTT and the New Ad Norm: Non- Traditional Ad Experiences Take Hold
OTT is unquestionably the future of TV, paving the way for a wholesale upgrade in how viewers, networks, and agencies look at TV advertising. Come join a visual, data-driven tour of how leading OTT providers are breaking the mold of traditional TV ads via
personalization, shopability, engagement and a wealth of new metrics and data that come with it.
Robert Aksman – Co-Founder, Chief Strategy Officer, BrightLine
Moderator: Janet Gallent – SVP, NBC Consumer Insights & Innovation, NBCUniversal
Pluto TV’s Mission: Entertain the Planet
Hear about the journey from startup to acquisition, the path to becoming one of the leaders in free streaming television service in the U.S., and the constant evolution in the AVOD space.
Jeff Shultz – Chief Business Officer, Pluto TV
Moderator: Paul Donato – Chief Research Officer, ARF
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Using Transaction Data to Drive Results in OTT
OTT is the fastest growing segment of advanced TV. Consumers enjoy an ever-expanding number of programs, whether it be ad supported or subscription. Marketers and their platforms with which they partner, can now be increasingly strategic in the ways they use ad supported content to both target their high value audiences and optimize their campaign performance. Discover how data driven marketers are approaching OTT and the criteria they are using to select data providers to maximize their advertising investments.
David Wyler – VP, Advanced TV & Digital Video, IRI’s Media Center of Excellence
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How a “Traditional” Publisher is Winning in Digital Video
Condé Nast has primarily been known as a magazine company, with leading print brands such as Vogue, The New Yorker and Vanity Fair. However, its entertainment division CNE has been creating industry leading formats, building audiences and growing revenue across its 20 video brands for over 5 years. Hear how CNE has seen significant growth in OTT viewership across its distribution network.
Matt Toscano – VP Video Distribution and Operations, Condé Nast Entertainment
Moderator: Jane Clarke – CEO, Managing Director, CIMM
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Streaming Trends & Experiences on YouTube
Viewers have more content to choose from than ever before — and many ways and places to watch it. As a result, people are customizing their viewing experience, devoting more watch time to streaming services and the content they are most passionate about. Hear how this trend is playing out on YouTube, and how they are creatively driving results for brands.
Anish Kattukaran – Head of Product, OTT & CTV, YouTube Ads
Discussion: Earning Consumer Attention in The New Era of TV
Are traditional TV ad breaks the most effective way to reach today’s consumer? What if brands demanded a better way to reach viewers in OTT? How can OTT platforms usher in a new world of ad experiences? Hear how some of the key players across the value chain are looking to develop viewer-first solutions in the new era of TV.
Michael Shields – GM of Advanced Advertising, TripleLift
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