“We believe that the future of TV is apps.” - Tim Cook, CEO Apple
At Applicaster, we agree with Tim Cook's vision on this one. Apps are industry disruptors, ushering in a new relationship between brands and consumers; the natural extension of this is from the small screen to the large screen. Although the vision of OTT for Enterprise video is still in its infancy, we believe that that with the right platform, any organization, institution or brand can easily and effectively deploy on these emerging platforms.
After twenty years, online video has now become an accepted part of modern life. A few quick stats that support this fact:
- 6 out of 10 people prefer online video platforms to live TV
- By 2025, half of people under 32 will NOT subscribe to a pay-TV service
- In 2018, the average mobile viewing session lasts more than 40 minutes
- YouTube gets more than 30M unique visitors a day and 3.25B hours of total viewing per month
- Mobile video traffic now accounts for more than 50% of all mobile data
- By 2021, 78% of the world’s mobile data traffic will be video
Of course, there is a HUGE revolution occurring for media and entertainment content. Whether you are traditional media organization or a new media publisher, chances are that you are creating and publishing video online. The rise of over the top services like Netflix, Hulu, Amazon, Sling, etc, have exponentially increased consumption in just a few short years.
Many of us in the online video industry have long evangelized the importance of video for Enterprise, but it has always taken a back seat to the more glamorous siblings, Media & Entertainment. You may have heard the cliched phrase that “every company is a media company”, and while this is somewhat trite, it is also true that every company/organization has various audiences that they wish to communicate with - both internally and externally - and video is the most powerful way of doing that.
Today, Enterprise video has many issues to consider, such as security, infrastructure, and governance. That said, one area that has been neglected is the end-user experience. Most Enterprise video today is still consumed through a web browser, or a mobile player linked from a web-page or hybrid app. An app experience for viewing Enterprise media is still relatively rare, especially on six-foot experiences like smart TVs, Apple TV, Roku or FireTV.
If content is King, then UX is Queen!
As we push further into 2018, it's time that we start focusing on OTT-quality experiences for Enterprise video. Why shouldn’t Enterprise video viewing be as high quality as content in Netflix? Moreover, when will this type of content make it to the biggest screens of connected TVs.Lowe's produces this DIY-themed show, available on their Lowe's TV channel on Apple TV, Amazon Fire TV, and Roku
Some companies have adopted more forward thinking practices for example:
- Retailers Home Depot and Lowe’s have both created DIY video channels that can be found on multiple TV app stores.
- Auto manufacturers Audi and Porsche both have their own TV apps as well. If you were a car buyer spending that kind of money on a car wouldn’t you want to see some of the beauty footage on your TV?
- Cuisinart (FireTV) and Whole Foods (FireTV), with great examples of “how to” videos for the kitchen.
- Notable education apps, The Great Courses and Coursera, which have made their offerings available across AppleTV, FireTV and Roku.
Additional enterprise brands that have Smart TV Apps, include: Air France (AppleTV), Puma (FireTV), AirBnB (FireTV), 1-800 Flowers (FireTV), Zilllow (FireTV, Apple TV), and Sothebey’s Real Estate (AppleTV).
But these examples are far and few between unfortunately, and they are mostly focused on marketing use cases, with the exception of some educational and how-to videos.
As a company, organization or institution, why should I care about OTT?
There are a few answers to this question, and of course, being an “early mover” for an emerging technology has its risks. But first and foremost is the opportunity to bring your brand or message to your customer’s living rooms, kitchens or conference room TVs. To have built a presence on the web, iPhone and Android apps, but to not extend this to the emerging TV platforms seems incomplete if not for simple SEO purposes. The opportunity for a brand to acquire a user on mobile or web, and then push them to a longer form content experience on connected TV, is very attractive. Seamless cross-screen interaction means that messages can be delivered that are beyond the simple 30-second spot, still the standard on-air or online. Also these experiences can be launched more cost effectively than ever before.
Moreover, traditional TV advertising (based on Nielsen ratings that represent 0.02% of the population) has always been based on concept of “lift”; while connected TV experiences offer an actual opportunity for direct response. Perhaps you have just watched an ad for the new Audi A8. Although the 30 seconds of beauty footage in the TV commercial was a great teaser, you might be interested in watching even more footage, as well as interviews with the engineers, and animations of some of the technical innovations. Especially if you’re about plunk down $80,000+. Beyond this, you could schedule a test drive from the app, or play an interactive game, which allows you to register and perhaps achieve a rebate.
Take a look at this beautiful video from Audi and tell me you don't want to see more content like this:
Another big reason for presence on connected TV is due to co-viewing. In November, the Internet Advertising Bureau released a report “The OTT Co-Viewing Experience: 2017”, which had some very interesting findings. First that TV viewing today is very much social, with 93% of people engaging in some co-viewing activity on the big screen. Co-viewing behavior on TV is highly prevalent across all platforms including linear, OTT, VOD and DVR, with OTT taking #2 position in overall reach behind linear TV and ahead of VOD and DVR. Moreover, 56% of those co-viewing on over-the-top (OTT) say that they regularly talk about the brands or products they see while watching content on television screens.
While OTT for brands and marketers seems obvious, much of Enterprise video is internally focused on authenticated users. The use cases include corporate communications, internal messaging, training and collaboration. Today most large corporations recognize the power of VOD and webcasting for these use cases; but typically this content is only distributed through the browser or smaller mobile screen. The exception being complicated and expensive tele-presence systems, that allow for large screen viewing.
How great would it be if this content could easily be consumed on a large screen, via a $30 connected TV “stick”, or even better on the employees home TV screen? Although, there are certainly issues around content protection and user authentication, this is actually at the heart of what the media brands have done on these devices, using digital rights management (DRM) and tv everywhere authentication (TVE). For an organization to create a connected TV app and authenticate via single sign-on to their systems, is actually a much smaller lift that it may at first appear.
Ready to explore an app for your corporate video? Email me at firstname.lastname@example.org and we can set up an overview of the Applicaster platform.