“Everything starts with the customer” – Louis XIV
Audiences today have more control over the content they consume, when they consume it, and what platform they consume it on.
As competition intensifies to attract viewers across platforms, it forcing new challenges on the industry including 1) measuring if the OTT growth has impact drawing viewers away from ad-supported video, 2) determining what viewers truly want from the experience and 3) looking at new ways to get involved with non-ad supported video (sponsorship and native advertising).
Streaming numbers are significant but not the whole story…the percentage of TV viewers who stream rose from 42 percent to 70 percent (From 2013 to 2017; Source: State of Pay TV, OTT & SVOD 2017). And, OTT revenue grew 15.2 percent in 2017 to $20.1 billion in the U.S. For 2018, it is expected to hit $22.6 billion (Source: PwC). The ARF is looking toward 2019 — what new trends, technologies, content and competition can we expect to see?
ARF’s OTTxSCIENCE will examine the current state of the industry to understand the wants of publishers and advertisers. And, attendees will learn the latest trends and initiatives with OTT spanning opportunities in targeting, personalization, measurement and engagement, including…