OTT时代数字绩效营销工具（英文版）

2025-04-27 0 0 1.99MB 9 页 10玖币

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Sponsored by:

Tools for Digital Performance

Marketing in the OTT Age

In Partnership With:

With Drop Shadow

Without Drop Shadow

For Black Background

For Black & White in color

For Black & White in white

To succeed in today’s dynamic online landscape, M&E marketers need to build a

direct connection to their consumers by utilizing data-driven direct response skills.

2TOOLS FOR DIGITAL

PERFORMANCE MARKETING

IN THE OTT AGE

INTRODUCTION

For media and entertainment marketers, both the game and the rules have changed.

We’re in the midst of a digital media revolution that has put some established M&E

companies at a competitive disadvantage. Why? We’ve entered a new world of direct-

to-consumer delivery of digital content that is changing the way M&E marketers think,

work, and strategize.

To compete, M&E marketers must begin to think about their efforts in the performance

marketing space more like a marathon, rather than a sprint.

Whether consumers are cutting the cord in favor of over-the-top (OTT) players or

supplanting viewing on digital devices, the relationships between customers and M&E

companies are now a more direct relationship than ever. The ability to leverage and

hone new technologies for developing these new relationships with consumers involves

both art and science—and requires the development of skills pioneered by OTT. This is

what traditional M&E companies must now learn.

M&E marketers must rethink the best way to develop, track, and engage with a

demanding audience. They need to:

• Consider new market strategies to kindle consumer interest in M&E content

• Retune data and back-end infrastructure systems to better track and analyze

audience viewing tendencies

• Understand all elements of a disciplined performance marketing campaign

• Develop a market strategy that builds a relationship with consumers

• Effectively use feedback and response data to improve customer acquisition and

retention

There’s no doubt this is a massive transformation. Many M&E companies and their

marketing teams may not yet have thought through the complexity of these new

requirements. Let’s further explore what’s needed.

CBS’s airing of the sci-ﬁ series “Star Trek:

Discovery” via both over-the-air and VOD

distribution is one example of how a network

might use unique distribution models to

reach new audiences intrigued by legacy

programming.

(Photo: CBS)

The online landscape has created a new dynamic, allowing for direct

customer relationships in industries where the relationship had formerly been

disintermediated. This is happening in a broad set of industries including CPG,

automotive, and insurance. One of the more interesting industries that is being

affected by this is the media and entertainment industry. To succeed in this new

world, M&E marketers need to build a direct connection to their consumers and

leverage advanced data analytics and digital marketing techniques to better market

to those customers and prospects. In other words, M&E marketers need to add

data-driven direct response skills to their marketing tool set.

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Sponsoredby:ToolsforDigitalPerformanceMarketingintheOTTAgeInPartnershipWith:WithDropShadowWithoutDropShadowForBlackBackgroundForBlack&WhiteincolorForBlack&WhiteincolorForBlack&WhiteinwhiteTosucceedintoday’sdynamiconlinelandscape,M&Emarketersneedtobuildadirectconnectiontotheirconsumersbyutilizingdata...

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OTT时代数字绩效营销工具（英文版）

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