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    4) Session 4 PDF

    Uploaded by

    Amit Raj
    This document discusses marketing strategies for over-the-top (OTT) streaming services. It addresses how OTTs communicate their content offerings and business objectives through their tone, media used, and how this communication may change as services adapt by offering more local and regional content. The document also covers how OTT marketing differs based on a service's phase in the consumer funnel, from awareness to engagements. Public relations, business-to-business versus business-to-consumer marketing, and use of both traditional and digital touchpoints are also summarized.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    4) Session 4 PDF

    Uploaded by

    Amit Raj
    88 views40 pages
    This document discusses marketing strategies for over-the-top (OTT) streaming services. It addresses how OTTs communicate their content offerings and business objectives through their tone, media used, and how this communication may change as services adapt by offering more local and regional content. The document also covers how OTT marketing differs based on a service's phase in the consumer funnel, from awareness to engagements. Public relations, business-to-business versus business-to-consumer marketing, and use of both traditional and digital touchpoints are also summarized.

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    4) Session 4.pdf

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    This document discusses marketing strategies for over-the-top (OTT) streaming services. It addresses how OTTs communicate their content offerings and business objectives through their tone, media used, and how this communication may change as services adapt by offering more local and regional content. The document also covers how OTT marketing differs based on a service's phase in the consumer funnel, from awareness to engagements. Public relations, business-to-business versus business-to-consumer marketing, and use of both traditional and digital touchpoints are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    88 views40 pages

    4) Session 4 PDF

    Uploaded by

    Amit Raj
    This document discusses marketing strategies for over-the-top (OTT) streaming services. It addresses how OTTs communicate their content offerings and business objectives through their tone, media used, and how this communication may change as services adapt by offering more local and regional content. The document also covers how OTT marketing differs based on a service's phase in the consumer funnel, from awareness to engagements. Public relations, business-to-business versus business-to-consumer marketing, and use of both traditional and digital touchpoints are also summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 40

    Session 4 : Marketing

    of OTTs
    What do the below OTTs communicate?
    Why do they communicate this way?
    1) Content offering
    Content Mix within OTTs
    Global content

    Netflix is higher
    on Global &
    lower on
    regional
    content

    Indian/Regional / Niche
    content
    Content drives Communication

    Target
    VS.
    Consumer

    Also How does communication


    change as global players adapt with
    more Indian original content
    Tone of
    Media used
    communication
    Change in content affecting
    communication ?

    Netflix - Pappu Pakitmaar Netflix – Kaam 25


    2) Business Objectives
    The objective to achieve for OTT defines
    Communication

    Awareness Installs

    Digital Digital
    SubscriptionsContent Engagements Infrastructure
    provider
    Platforms
    The objective to achieve for OTT defines
    Communication

    Increase App
    Increase SOV
    Downloads/ Trials

    Increase No. of Digital Increase Watch time , Digital


    Content Infrastructure
    Subscribers - Revenue MAUs and Retention provider
    Platforms
    The OTT Funnel

    Know the OTT Aware


    Have
    Downloaded /
    Tried the App
    Trials
    Subscribed to the
    Regulars App and watch
    ongoing basis

    Engaged with the Dependables


    platform regularly
    and the platform
    community
    OTT Consumer funnel
    Marketing - Brand vs. content
    Marketing - Brand

    Focus is on the Brand and product Proposition

    Generally done at brand launch / Relaunch

    Objective is to create Awareness and


    Downloads/Trials
    New Markets/ global Launch Brand and Product Proposition

    Launch Brand Film


    Marketing - Content

    Focus in on the individual shows/ films

    Generally done when the product / brand is


    established or when the Content drives the product

    Objective is to create Subscriptions and Engagements


    TVC pushing Sacred games first and Netflix secondary Outdoors with focused messaging of the Show

    Promoting content genre


    Marketing based on
    Phase of Lifecycle of OTT
    Phase of Lifecycle of OTT

    Awareness Downloads Subscriptions Engagements


    Communication

    Focus more on
    Brand and Focus on
    product marketing
    marketing Content

    Launch/ Established
    Rebranding Phase
    PR and Communication by OTTs
    PR and Communications
    OTTs leverage PR and comms. substantially to gain traction for consumers and trade

    Helps Build
    Used Channels include
    positioning and
    frequently to
    reach to
    drive Business/ • Editorials
    consumers in
    Trade • Electronic media
    an efficient
    communication • Advertorials (Media net )
    way
    • Events
    B2B marketing vs. B2C marketing
    B2B Marketing Vs B2C Marketing
    B2B marketing of OTT is Targeted at

    Media
    Partners
    Ecosystem and Content
    Media agencies owners
    Telcos,
    For ad producers
    OEM,etc.
    inventory and Distributors
    Brand sales
    Online Trade Portals and
    Magazines

    Ads in Print
    How OTTs use touch points
    Traditional Touch Points

    Television Print Outdoor Radio


    Awareness and Brand Drive Brand Awareness
    Awareness and Brand Recall for other
    Building, Trials , New launches ,
    Building, Trials mediums
    Create noise
    Primarily for B2C Targetted at B2B and
    Primarily for B2C,B2B Targeted to B2C
    B2C
    OTTs Touch points - Digital plays Traditional

    • OTT in 2018 and 2019 have been of the largest spender on


    outdoor media in Urban India

    • OOH gives brands a larger-than-life format for displaying


    their ads
    Digital marketing in OTTs
    Digital Marketing in OTT

    Brand
    Acquisitions Engagement Retention
    Building
    Digital Marketing in OTT

    Google Social
    Ad
    Search & Media ORM
    networks
    SEO Marketing
    Google
    Ads

    SEO
    Display ADs
    Social media
    marketing
    - Twitter
    • Keywords in timeline
    • Interest
    • Geography
    • Gender
    • Similarity to existing followers
    • Device (mobile, desktop)
    • Keyword search results
    • Keywords in timeline
    ORM – why manage
    crisis?

    Mainstream
    Media

    Internet
    Publications

    Extremely
    Rapid Sharing
    Initial
    High
    Conversations
    High First appearance
    Threat levels

    Moderate

    Low

    Harmless

    0 hours 5 hours 8 hours 15 hours 24 hours

    Time period
    Innovating touch points
    Netflix 199 plan advertising inside economy flights
    Amazon conveyor belt. campaign

    Netflix Ad in Swiggy App Eros now on IPL jerseys


    Content Marketing with other creators/platforms
    Lets Discuss some of your favorite
    OTT campaigns
    Content industry roles and opportunities
    Media Organization

    Business Head
    Digital focused

    Technology
    Marketing Sales Programming Research Acquisition /product

    • Brand Marketing • Ad sales • OAP • Market Research • Digital acquisition • Product


    • Digital marketing • Content sales • FPC • Consumer insights • Performance management
    • Public relations • Brand Solutions • Subscriber / rating marketing • Developer &
    measurement • Consumer Testers
    retention
    Thank You

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