SYT General, page-730

Good link to the quarterly OTT Video Executive Magazine ( 36 page PDF)

https://ottexec.com/wp-content/uploads/2016/07/OTTMag_Summer2017LowRes.pdf


Lots of valuable research material on OTT with particular interest in the following ( but not limited to) pages -

5 - Leveraging the Latest OTT Technology to Deliver the Greatest OTT Content
19 - The Powerful Combination of Mobile and OTT
22 - A How-to Guide: Installing Application Development Builds on OTT Devices


Sample -

"Although TV Everywhere and OTT providers are finding ever-greater success in monetizing their multiplatform media streaming services, many still lack the data needed to determine if a piece of content they produced or licensed is making money. Understanding that this knowledge is essential to maximizing revenue generation, providers of advanced streaming platforms are using new technologies and workflow models to offer better business insights and, in turn, raise the efficiency and profitability of OTT content delivery, all while lowering the overall risk of creating or acquiring new content. By incorporating a cloud-based content intelligence system into the overall online video production and distribution pipeline, today’s streaming platforms are able to automate key processes across this pipeline and provide the timely and accurate cost, performance and revenue insights, into each piece of content, essential to building a profitable OTT service"


Page 19 of 36

The Powerful Combination of Mobile and OTT

"As the internet, mobile, and digital landscape continue to evolve, we see an explosion of data occurring. Look no further than “what happens in an internet minute” and prepare to be stunned with the vast amounts of data published and shared. Driving much of this rapid increase in data is the smartphone. According to Pew Research, 77% of Americans now own a smartphone— including 92% of 18-29 year olds. Of course, data by itself is meaningless. Only data that has been collected, analyzed, and made actionable is valuable. Mobile’s most powerful feature, and still slightly unsung hero, is location data. While the “cookie” has powered the desktop web for a solid generation, location data is proving itself to be the physical equivalent of a cookie in mobile. By measuring where a device visits in the real world, smart marketers build highly accurate and relevant audiences that measure true intent, behaviors, and interests. As the mobile industry matures, it’s getting better about being able to port its valuable data to other platforms. This is where we begin to see mobile and OTT combine. There exists an untapped opportunity to marry this real-world location behavior with OTT viewing. Though no simple feat to get right, matching a mobile device to a smart TV is possible, with one approach being via IP address matching. By evaluating the home IP of a smartphone and that of the TV, marketers start to link these devices together. Once this link is established, OTT advertisers can now perform mass customization of advertising. They can build audiences of everyone who visits their locations, their competitive locations, or find people that live and work nearby. The auto dealer can reach viewers who not only live nearby, but also those that have visited a dealer lot in the last 30 days. That auto dealer can also reach someone who hasn’t visited a service center in the last 90 days, and who works nearby, in order to drive the early morning or lunchtime oil changes. Ultimately this boils down to a cross device discussion. Whether it be mobile location data, desktop cookie derived data, purchase data, or social data, matching known data from other devices creates a powerful opportunity for the OTT industry. As the scale of OTT viewing continues to increase, along with the sophistication of audience targeting against audience data rather than content, we’ll see increasing advertiser interest over the coming years. Targeting against content will always have a place, but the true opportunity lies in using audience data down to the household and personal level. The companies, brands, and marketers that are able to take advantage of this now will leapfrog their peers.

The whole magazine is worth a read over a glass, it will join a few dots for some investors, enlighten the broader market and definitely a conversation starter

CC