IPTV Allows Targeted Marketing

23

This is a joyous time for both consumers and broadcasters. If you are an IPTV, OTT, or Radio Network Broadcaster, Internet Protocol TV allows you to send content that better targets your key demographic. We’ve come a long way since cable television appealed only to mass markets. In the beginning, the amount of channels available to viewers could be counted on one hand. Now the choices, including online content streaming services, number in the millions.

Not every consumer is the same, yet traditional cable companies seem to be treating them as homogeneous groups because the old formula worked so well. Before the proliferation of the internet, everyone was watching the same thing. A book, for example, could stay on the best-seller list for months. A movie blockbuster could be the most watched for a whole season. Now, in 2016, you’re lucky if a book or movie gets just two weeks in the primetime spotlight. Content is continually being pushed out to meet the needs of the thousands of tribes and niche markets.

As a result, the content has diverged in a multitude of directions. As a consumer, there are millions of channels of information available to you, and you can select the ones you want. IPTV allows you to do this; you are no longer forced to watch  entertainment  with broad mass appeal and little interest to you.

As a broadcaster, the old formula of appealing to the masses does not work anymore. You’ll typically find in the modern middle-class household that each member of the family is consuming  entertainment  on their own device. That is, the mother, father, and teen daughter are each watching something different, all at the same time. The mother is not interested in the teen drama of the daughter, nor is the daughter enthralled by the documentary that the father watches. In trying to be all things to all people, traditional broadcasters have failed. “The only alternative then, is to be something important to a few people,” writes Seth Godin, author of Tribes. (Source: http://www.amazon.com/Tribes-We-Need-You-Lead/dp/1491514736).

The fringes of society have now become the mass. “We don’t care so much about everyone; we care about us – where us is our people, our tribe, our interest group – not the anonymous masses,” says Godin. (Source: http://www.amazon.com/Are-All-Weird-Seth-Godin/dp/1936719223).

This is not just good news for consumers, but for advertisers as well. More diversity and variety allows for more targeted advertising; IPTV allows broadcasters to better segment their audience, just like big data allows for finer levels of granularity. This allows IPTV, OTT, and radio network broadcasters to target advertisements that are relevant to a particular show’s niche and demographic.

In 2016, consumers have choices. “An explosion of wealth, media choices, and shopping choices has led to a wealth of choices,” says Godin. IPTV providers need to adapt in order to survive. The way to do this is by appealing to the people that are most interested in the given channel, time slot, or show. As traditional broadcasting slowly but surely loses popularity to video on demand and watch-as-you-go  entertainment  new niches will spring up.


Source by Alex F Pop

· · · · ·


Related Articles & Comments

Menu Title