The sure-fire traditional TV hits aren’t so “sure” or “on fire” when it comes to generating demand on streaming or over-the-top (OTT) TV, according to a recent analysis by Tru Optik, a media intelligence and ad-tech company with access to the world’s largest set of OTT consumption data.
The OTT media market is projected to be worth $50 billion in subscription fees and ad revenues by 2020. In the U.S., nearly 60 percent of households already own Connected TV devices used to stream OTT content according to eMarketer.
With several billion dollars at stake in licensing fees alone in 2016, players on all sides – TV content owners, OTT providers, and advertisers – are eager to understand demand for TV programs in OTT environments, as linear TV ratings have proven to be a poor indicator of OTT performance.
Tru Optik has come forward with a solution to what has proven to be a vexing industry problem. After modeling its data against linear TV ratings and other information, Tru Optik has published a list of ten TV shows that didn’t light up the ratings but are expected to kill it online in 2016.
“The OTT viewing experience is different than the traditional TV-watching experience,” according to David Wiesenfeld, Chief Strategist, Tru Optik. “Consumers actively choose what they want to watch and when on OTT. This leads to a different set of choices than for linear TV, which is a more passive activity.”
Audience composition can also vary. “The OTT viewer tends to be a younger, more progressive media consumer,” said Wiesenfeld. “They are the cord-cutters, cord-shavers, and cord-nevers – the Millennial and Generation Z viewers that are hard to reach on linear TV because they watch TV on lots of different screens and expect entertainment to be available on-demand.”
With one billion people worldwide consuming TV and movies on streaming services, having an OTT business strategy has become a mandate for media companies. Similarly, the ability to deliver targeted advertising on OTT networks has become an essential competency for ad agencies.
“OTT presents a tremendous opportunity for TV networks and production companies that are looking for ways to monetize existing shows and produce new content to cater to the millions of Millennials who are forgoing traditional TV in favor of OTT options.” said Andre Swanston, CEO and co-founder, Tru Optik, which today announced the first programmatic advertising and measurement solution built specifically to enable media companies and advertisers to segment, engage, and measure OTT audiences.
To learn more, visit Tru Optik at CES at the Aria Level One CS-16 and attend the Company’s press event on January 7 at 11:30 a.m. PT at the Venetian Hotel, Bellini 2004. You can also check out the company’s website at www.truoptik.com or call 203.816.8499
Tru Optik is a digital media-intelligence and ad-tech company that empowers brands, media companies and agencies to deliver precision-targeted advertising and experiences to millennials, multicultural individuals and other progressive media consumers based on actual media behavior.
Tru Optik’s technology stack sits on top of the world’s largest set of media consumption data for professionally produced content, with behavior on more than 500 million people. The company offers the only cookie-less digital advertising platform, allowing clients to consistently define and directly engage granular consumer targets across the entire digital landscape, including Connected TV and other cookie-less domains.
Today, media companies like Sony Pictures, Sling TV, Crackle and Mindshare have turned to Tru Optik to monetize OTT assets and power consumer targeting of OTT inventory.Go Back to News