30 second summary:
- Current data from Roku shows this 85% of Americans are streamers now. Getting them excited about a new CTV app isn't child's play, but it's not entirely impossible either.
- In the dark woods of AdTech, connected TV (CTV) apps are a dozen. That might sound scary enough for a proper Halloween horror story.
- The market right now is faced with many potentially brilliant content creators who get cold feet when they think about starting their own CTV channels.
- Alex Zakrevsky, CEO of All-rollhelps you overcome these fears.
In the dark woods of AdTech, connected TV (CTV) apps are a dozen. That might sound scary enough for a proper Halloween horror story. In reality, the impressive growth of the CTV market has increased competition and given it many "survival of the fittest". As a result, the fact reached that the number of connected TV sets in the United States was reached 400 million This year is no longer as engaging and reassuring for channel owners, according to the Leichtman Research Group. The market right now is faced with many potentially brilliant content creators who get cold feet when they think about starting their own CTV channels. To overcome these fears, it is important to embrace them first.
1. Failure to start
There is a belief that developing a channel from scratch either requires proficient coding skills or pays a fortune to those who have such skills. For example, rather than starting a Roku channel, content producers are more likely to be afraid of the prospect of coding or unable to make ends meet. To reduce anxiety, it is always useful to examine the options available.
If the most preferred model is to watch someone build a channel, specialist agencies are your best bet. These companies usually have their own development teams and charge a set price or revenue share that allows leeway. Alternatively, there are freelance developers, which typically start at $ 25 / hour at Upwork.
The downside to both solutions is that they depend on developer availability and can turn out to be slow and quite expensive. However, they will definitely help keep less on your plate. At the same time, there are ways to develop a CTV app without going bankrupt or digging into programming languages.
In addition to custom channel development, some CTV platforms like Roku or Amazon Fire offer their no-coding solutions for channel owners. Roku, for example, has its own model called Direct Publisher. Yes, this tool limits third-party customization, monetization and analysis options, but it saves time, money and, more importantly, channel owners with no coding experience. As a compromise between basic and advanced features, there is an affordable Roku channel development service that is cloud-based and code-free. Instant TV Channel is $ 45.95 / month. It creates and manages a video feed and offers a number of customization options. If coding isn't a channel owner's forte, you don't have to pay millions or spend months making sense of programming. What matters is the idea that drives a publisher and the content that drives potential viewers.
2. Be mediocre
Because CTV ad spend is increasing and has already increased 19% According to the IAB, more and more publishers are getting on board every day this year. This makes creating original content quite difficult. Ultimately, channel owners are surrounded by the fear of meeting their channel doppelganger on the one hand, and being "eaten alive" by channel giants like Netflix, Animal Planet and others on the other. Sounds pretty dramatic, doesn't it? If anyone is still wondering if there's room for new apps in the CTV Universe, be sure to check the screensavers or Special Interest sections of the Roku platform to see how many people are wonderfully watching channels that others don't even see would think.
As for the chances of becoming a copycat of your own concept, great minds think alike, but mostly not that literally. To become a successful channel owner, one needs to think outside the box, do research, and generally be both strategic and brave.
3. No installation
Current data from Roku shows this 85% of Americans are streamers now. Getting them excited about a new CTV app isn't child's play, but it's not entirely impossible either. So if the real fear is that no one will ever install a new Roku Channel, here are some Advertising techniques for not letting that happen.
First of all, it's important to make as many people as possible aware of a new channel through a website, email, and social media. It's completely free, a little time consuming, but well worth it. Second, it is important to attend online / offline events and accept all networking opportunities where a channel owner can meet potential viewers and introduce them to a channel. Then it's good to think about working with like-minded channels to make friends with indirect competitors and promote each other's content.
Additionally, it would be beneficial to be included in one of these guides with the best new ducts to install. To this end, and in general, getting feedback from influencers on the content can be very groundbreaking. If the goal is to improve the current approach to advertising, it is time to consider monetization.
Roku has a self-service platform that enables publisher audiences to grow with customized display and video ads. While CPM rates can vary significantly without a guaranteed number of installs, the platform is quite flexible in terms of budget and can accommodate different needs and desires. What's more, there is that All-roll The marketing platform aimed to lead viewers to Roku channels using advanced targeting options and personalized advertising messages. It offers higher awareness of apps and ultimately + 60% installs with the same budgets required by the native platform. So there is definitely a lot to do to improve the channel's results without getting overwhelmed.
4. Handover to YouTube
When it comes to video channels, there's always an elephant in the room. The name of this elephant is of course YouTube. Some publishers are still skeptical of CTV platforms, believing their videos will never do as well there as they did on good old YouTube. You might as well imagine having to stay on a platform to make a profit. In fact, there's a lot more to it than meets the eye.
No matter how successful YouTube is, it's just a service. At least for a content owner, not a YouTube employee. Thus there is no need to choose between different levels at which the content should be played. On the contrary, it is better to use as many platforms as possible in order to reach as many viewers as possible. It's the smart way to promote video content, increase brand awareness, and maximize profit in the emerging digital space.
5. Lose yourself in the streaming darkness
It's no particular secret that the world of streaming is currently powered by four main operating systems: Roku, Amazon Fire, Android TV / Google TV, or Apple TV. The first two have the largest share of 100.2 million (Roku) ond 72.7 million (Amazon Fire) users according to eMarketer. The rest of the players are of a slightly lesser caliber. Choosing a platform for an app seems like a daunting task, considering that their properties are similar in many ways. For example, Roku uses the Audience Network with extensive geolocation options for targeting and a revenue sharing model for monetization in Direct Publisher mode. Meanwhile, Amazon Fire's code-free Amazon Creator offers extensive data on consumer preferences captured on Amazon devices, as well as commission-based monetization. This may seem quite confusing, and rightly so.
The sensible tactic to avoid getting confused by the best bets is to follow the crowd. People mostly prefer streaming platforms that relate to an operating system that they are connected to in their daily life. So if they have an Amazon Prime account that they actively use or like Alexa, these consumers are likely opting for Amazon Firesticks in their streaming experience.
Similarly, the adepts of Apple products will prefer Apple TV, while Android users will prefer Android TV. Roku is kind of a black sheep in this family as it has always been focused exclusively on television. However, it is extremely easy to use, very affordable, and its devices have won multiple awards for being the best of the crowd. Without talking about the bush, the key is knowing the audience.
The CTV market is on the rise and offers publishers expanded opportunities to reach their viewers. In the meantime, the use of bog standard or obsolete became higher as the competition grew tougher. This caused some content producers to panic about their chances of success instead of focusing on bringing new creative ideas to life. After all, living in fear is counterproductive. So the best way to face fears is to meet them in person. The launch of a new CTV app consists of a number of key rendezvous about each of the steps: a platform or platforms, development strategy, content ideas, advertising tools, and monetization models. It is important to pay attention to every single decision you make during this trip. Now is the time to get down to business.
Alex Zakrevsky is the CEO of the all-roll marketing platform for CTV / OTT channel owners. Innovator, product lover, CTV, and programmatic enthusiast. He believes that the quality of the product always wins.