OTT

The Over-the-Top Marketing Juggernauts Have Arrived

“Netflix versus Disney is the right comp,” says Laura Martin of Needham. “Netflix just raised price and Disney is now saying they are going to do a $12.99 bundle for Hulu, ESPN Plus, and Disney Plus, That feels like bundling is a smart idea and free services feel like a better value. I think what …

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Does Netflix Have Enough Stuff To Keep Us Coming Back?

“Does Netflix have enough stuff that’s good enough to keep us coming back?” asks Michael Pachter of Wedbush. “That’s the real acid test. I actually think all these metrics they’re giving us on the crap shows are telling you that people are willing to watch whatever they throw at them because they’re running out of …

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The Secret to Subscription Business Models is to Think About Your Customers, Says Zuora CEO

“The secret of these business models or products is not just going beyond on products. Think about your customers,” says Zuora CEO Tien Tzuo. Zuora helps companies implement subscription business models into their existing products and services using their cloud-based software. They help their customers which include OTT (Over the Top) content providers, tech companies, …

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Hulu Private Marketplace Gives Programmatic Advertisers Choice and Control

“The invite-only auction, which is I would say our new shiny toy that’s getting wrapped in the PMP, provides us the opportunity for a variable floor price,” says Doug Fleming, Head of AdvancedTV at Hulu. “So now the advertiser pays what they deem appropriate for that specific audience. It gives them more choice and control. …

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OTT is the Next Step in the Digital Revolution for Media Buyers

OTT is increasingly being tested by advertisers as more inventory becomes available, says Nicole Whitesel, SVP of Enterprise Strategy at Publicis Media. “In the past, OTT was seen as a nascent channel with limited reach,” said Whitesel. “I think now you’re seeing a lot more inventory there available to them to buy. I think their …

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AT&T Launches Xandr, Enabling Individualized Targeted Television Ad Sales

AT&T launched a new advertising company called Xandr last week led by CEO Brian Lesser. “Xandr is a name that draws inspiration from AT&T’s rich history, including its founder Alexander Graham Bell, while imagining how to innovate and solve new challenges for the future of advertising,” said Lesser. “Our purpose is to Make Advertising Matter and to connect …

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