Attributes That Define Today's "Premium" OTT

One highly important distinction notes DISH Media39s Dave Antonelli director of ad strategy and revenue for Sling TV is whether these are quotpremiumquot services There39s quite a spectrum between the players in the space on the quality scale The large number of new entrants in the OTT field combined with a finite number of customers inclined to pay for so many services means that success for OTT players will likely be quotsurvival of the premiumquotWhat exactly are the requirements to be considered a premium OTT service There are several attributesOne is content quotFor the consumer it39s similar in content to what you39d expect from a typical MVPD only delivered over the Internetquot Antonelli says That means brandname networks and programming that mirror satellite or cable lineups with the same robust highquality feel as traditional television No usergenerated content no publisher spinoff channel versions and more programming than just whatever the parent company had sitting on a shelf in a vaultAdditionally ads that run in this inventory are of higher quality This is because inventory in premium environments is not offered via an open exchange but rather through private auctions that preserve brand safety And ads are more tailored to users in these environments so they39ll see more meaningful messaging from brandsquotBrandsafe means we39re vetting the companies that want to advertise and monitoring what ads run and wherequot Antonelli explains quotThe companies advertising are real the products are real and it39s all surrounded by programming and other ads that are being held to similarly high standards particularly when compared to services that simply have an open programmatic option that sell through an open exchangequotThe delivery also matters Because OTT comes over the Internet providers like Sling can combine the high quality of traditional TV with the userfriendliness of Internet servicesAnd it39s not just consumers who benefit OTT providers can serve advertisements in some truly innovative ways deterministically to registered optin subscribers As reports of ad fraud mount knowing real people are seeing your ads is quite a draw for advertisers and a hallmark of a premium servicequotBecause we have an ongoing relationship with our subscribers we have deterministic data we don39t infer who they arequot Antonelli says quotWe also know that we39re not running the ads to bots or entities that are not real receivers of the contentquotAnd like traditional TV there39s a level of transparency that comes along with those brandsafe buys In other contexts buying ads programmatically can result in a scattershot approach that makes it challenging to determine exactly where your ad ran even if it did reach the people you said you wanted to reach Detailed and transparent reporting on the other hand provides information on exactly what networks your ads ranAdvertisers also win with dynamic ad insertion DAI which enables realtime bidding monitoring and optimization to ensure a variety of campaign KPIs are met The size of a service39s DAI footprint is an essential element of being quotpremiumquot and with live being such an attractive attribute live DAI adds even more value to the packagequotWe39ve been up and running the longest when it comes to live OTT TV so we already have live DAI in placequot Antonelli says quotWe already have more than 95 DAI enabled networks available on Sling which is a huge draw for advertisersquotPremium isn39t limited to live OTT services Antonelli doesn39t consider live TV and live DAI components necessary to be considered a premium service but says live OTT can provide an advantage in a crowded environment one in which the average American subscribes to just three streaming servicesWhen you combine the advantages of premium OTT the result is a more personalized experience within a quality environment that is surrounded by the content that has kept audiences engaged for decades through linear TVAnd what39s more engaging than premium contentClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersIf you no longer wish to receive updates from DISH please click here

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Attributes That Define Today's "Premium" OTT

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Oriana Schwindt

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Attributes That Define Today's "Premium" OTT

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