![]() ![]() This new frontier of commercial video content is professionally known as Over-the-Top (OTT) TV and encompasses all streamed digital video content accessible on connected devices (laptop, smartphone, tablet, or Connected TV).Īcross the globe, millions of so-called ‘ cord cutters ’ (preferring OTT content to conventional cable TV) are challenging and changing the face of this massively money-making medium. Imagine the panic that US ad execs found themselves in one morning, reading the Nielson report over their bowl of cornflakes, discovering that more than half of traditional broadcast television (also known as live and time-shifted TV) audiences had snuck out in the night to elope with streaming service providers such as Netflix. Knowing exactly when and where vast numbers of viewers would be, became the key to efficient and instant mass exposure to any sales message or campaign. As innovations in broadcast television became commonplace, ad agencies soon had channels pitted against one another, desperately trying to provide audiences with attractive content, in an effort to guarantee greater popularity. When it comes to videos there’s a lot more than the satisfaction of watching moving images than meets the eye.įor well over a century, advertising giants had proven to be masters of the colossal conversion power of moving images. On a more basic level, they are quicker and easier to digest, and we’re willing to admit that videos can conveniently be left playing in the background, so that we can focus on other things simultaneously. Watching a video, both our senses of sight and sound consume and comprehend data that is then processed into information greater than the sum of its parts. Naturally, we like videos because they engage us on more levels than most media. YouTube is currently the second most popular search engine, inevitably behind Google, and there’s nothing surprising there. ![]()
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