we have a very interesting topic that we’re going to talk about, and it’s all about TV, all mediums of TV.
Frank: Welcome to The Digital Monkeys podcast. I’m your host Frank, joined by Anne and Cynthia. It’s been a long while since you’ve done a podcast, but today we have a very interesting topic that we’re going to talk about, and it’s all about TV, all mediums of TV.
So within the mediums of TV, we have Linear TV DSTV GTV; we’re making those up as we go, but we’re going to look today at CTV, OTT and Linear TV and just get an understanding of where our audiences are watching or consuming content and where or whether we should put some advertising dollars to those mediums in the first place.
So I don’t know any of you how to unwind when you’re at home with TVs it’s streaming music, how do you watch your team, how do you enjoy that alone time, how do you enjoy that consumption time when you’re watching something?
Cynthia: Unwinding time is watching but not TV. It’s the phone Youtube Netflix that’s it those two
Frank: What about you, Anne
Anne: Same thing, on the phone, definitely. TV should be in the traditional sense, no.
Frank: This podcast is now over because people watch on their phones. But just moving on in terms of now aspects of TV. So I think traditionally growing up when you used to watch. Linear TV refers to a traditional TV where I used to watch a program; it’s scheduled, and an ad comes before seven. It still works to date. Now, those times when you’re expecting to see a few perfect ads or programmed ads. So that’s linear TV.
But over time over the years over the decades that have this ott Over-the-Top, and this has been spearheaded by a group of streaming services such as Netflix, Amazon Prime, Hulu and then there’s a new player, CTV has been existent for a while now, but this is also an exciting time I think for TV. I think TV has been made more exciting now. I don’t know if you guys would switch from your phones now too.
Anne: Is this the same switch we did a couple of years ago from analog to digital, the same thing?
Frank: it’s simplified maybe, to some degree for me
Cynthia: I don’t think it will change my perspective and make me go back to TV because I think it’s just going to be TV, and maybe what I’ll do on my phone, I’ll still be able to do on the TV. What’s the point?
Frank: So interesting. We watch episodes and programs; some are paid for, others are free, others you just find yourself don’t know whether it was paid for, or people share accounts; it’s free content. Paid, but you’re watching for free.
So just analyzing even our own consumption, I think as this economy is growing, people are subscribing to more things started with, I think, Netflix a while back, music then came in, then amazon prime new channels have been released, Apple TV, Disney. All those streaming services but also some guys have streaming devices, maybe your fire sticks your gaming consoles, but maybe you still watch content for free you’re not paying for service, so that’s how connected TV comes in.
You have a PlayStation and a few games here and there rather than that and access Netflix there, but maybe you’d want to explore more content variation and explore more free apps and in exchange for you viewing that content is a few arts I don’t know if you guys have ever interacted with those services I know there’s Plex there’s mv it’s a very interesting one I don’t know if you guys would ever explore that would you ever explore just watching free content in exchange of a few ads and they are not annoyingly those ads that are like 17 ads in five minutes of watch time I don’t know if you do explore that option.
Cynthia: Curiosity exploits just to see what it is.
Anne: I wouldn’t because it sounds like you’re pushing whatever I’m already I’m disregarding on Youtube. The ads are coming now endlessly. Now you’re adding a new device or app doing the same thing that’s happening on youtube, and I’m not interested, so why would I subscribe to that?
Frank: So it’s scaled down. I’ll call it a scaled-down version; it’s really targeted, so let’s say, for instance, let me give you a case point. I’ve tried one called Lex and MB. How I used to stream content is you download torrents you create on your server, so that’s where you’re watching this last episode. When you’ve downloaded a lot of stuff, it’s when you hit play and electricity goes; you still have to go and find where you’re watching. It was 30 or 50 minutes, so there are those smart server systems that you can download torrent content, but it’s a smart system it remembers where you’ve been in the last episode next episode.
So I experimented first off with that, and as the platforms grew, you could access free content so frequented would be culture content, animal, natural geography content to some degree and when you’re watching the content, let’s say, it’s a one-hour episode you only see an ad maybe three times or two times the whole episode. But it’s not superimposed, so it’s like when you start watching the episode, and there’s too much heat when you’re enjoying the session and just see one ad and then just before when you grab a sip or popcorn another ad shows up. It’s very tactical; it’s not really.
Anne: It’s not as invasive as Youtube, is it not?
Frank: It’s not intrusive or invasive, plus the people also advertising there, I think closely, somewhat to encompass advertising but in a clever sense. So let’s say, for instance, let me give you a really good case.
So I was watching free content. I believe it was an animal channel. I don’t know, maybe cheetah or something, and while I was watching the episode towards lunch, an ad came up for food. How I accessed the info, how to access that piece of art, and how I consumed it was in passing. I can go for a bathroom break. It’s not something I need to get those that are interesting, I want to see, and they’re not very long. So five seconds, 15 seconds. I think the longest I’ve seen is 25 or 30 seconds
Cynthia: You’ve just answered a question I had. It’s the length of the ad.
Frank: But those that are really interesting you just sit when you’re like wow this is something different. Still, in terms of the consumption habits what I found out like just from that experience was I didn’t feel like it was an ad like at that point when I was watching it because I think being exposed to maybe a bad example is you’re watching something. As advertisers, it’s a very bad practice where you are putting an ad and don’t put frequency capping and people see the same ad. Let’s say in one, three five or ten minutes videos, I’ve seen like 15 times it gets annoying.
I know it’s supposed to create some sort of silence but it becomes a bit too much, a bit too annoying. So that’s the beauty that I found I appreciated watching the ad just because I knew it wouldn’t be that in and it’s not in succession when you’re watching the episodes at episode two another art set comes up it gives you a buffer we enjoy. So it’s not really programmed at every episode and every instance is there on your face shouting watch me buy this now target in the next five minutes if you don’t know. So it’s a very interesting medium. To pick up here I think you’re more opened up to that medium.
Cynthia: In fact, I wanted to ask that question do you think we have picked it up like is it something because clearly, we’ve watched both of us it’s not something you’re exposed to
Frank: There’s a growing community let’s face it. There’s a growing community so let’s start with the devices themselves, so there’s, gaming consoles, there’s Xbox and Nintendo. People start there you start gaming and over time you’re like ah instead of watching epic content if you want to experiment hold on up here I see all this blah blah blah and free content so there’s already an existing growing community it’s also these gamers those people who watch your Roku and your Fire TV already there are guys who want to stream.
Anne: Are you trying to save your network
Frank: But guys essentially you want to cut the code. I believe at some point youtube is bringing youtube premium and you can pay for youtube but not get the ad service and you can watch movies I hope at some point they’ll open up in this market that would be interesting to see
Anne: Isn’t that saying then if youtube has seen the need to have a premium site without ads that are not telling what the market is looking for? Are we not moving backward now I don’t think you’re moving backward
Frank: I don’t think we’re moving backward. If you look at it from a youtube point of view maybe it’s one president giving an example but because youtube is in the basic form if you don’t have an ad blocker you watch a thousand ads.
So if I delve back into your question and look at how these devices and these applications that give you that free point whole premise is it’s just an exchange a value exchange you’re going to get free content but in exchange for maybe one hour in maybe three years it’s not really cost down or new okay right and I think that’s where you have your ability rates of those odds would be quite high.
I think younger demographics would appreciate it because when I say guys I work people have been being used to advertise you can tell at the time you wake up and sit on your smart TV or your phone watch youtube like you already knew some art so how do we cleverly integrate it without forcing and choking down so that
Anne: That’s a fair point, alright okay
Cynthia: I had a question so now this city, I feel like it’s not almost close to linear. You’ve called it linear TV is it not almost it is the same or is it now that…
Frank: Okay you already see it closed because linear is like you have to watch you remember back in the day the newspaper you have to like don’t like with a buyer just cross this program is coming between eight and nine and if you okay like
Cynthia: What can you say is the differentiator too cause I feel like you’re still getting the free content yes even linear TV is free definitely
Frank: At your own terms, you can stream on your own terms.
Cynthia: okay that’s where the difference is
Anne: And with an AD, the linear TV ADs, for lack of a better word, were boring. I feel like anything could pass based on magic pay for it and what I begin to see is the CTV ad. Are they just based on budget or do they have another criterion for deciding us or…
Frank: So there’s been clever execution of ads based on what you can do so if you’re watching those dramatic shows and the position either leverage ads if you’re watching anything that has a body of sports they do some gaming ads for the gamers so I think it’s how do you bring that engagement without seeing that boring AD. I think it’s going to be very engaging; they can be tailor-made to suit whatever you’re watching. Okay, I think that would be interesting when you’re watching that crime drama series or you’re watching that Diamond Show.
Anne: I was so sure you would bring that up.
Frank. Because I’ve watched it like a thousand times. Imagine watching an AD there?
Anne: Okay so the content would match the Ad.
Frank: That’s our role as advertisers, to cleverly see the opportunities of placement where guys see if I place this it’s not too off. It’s something that someone can easily pick. Imagine if you’re streaming a past match, a soccer match or a fast race or race and you can see an alcoholic bridge advertisement very targeted. Very at the moment so I think as advertisers don’t play something that you think focuses on it the consumers. But that would be the end. Yet the end game was a good driver for us to think about.
Anne: As a consumer, I’m 90% but as someone in advertisement history, I’m 100% sure.
Cynthia: So I wanted to ask something from the perspective of someone in the advertising. Now that you’re reaching out the ads are targeting these people, do you think I’ll spend more because not everyone might have the connected TV I don’t have a connection to it is there something that I’m gaining as an advertiser in terms of cost, is there a benefit that I’ll get for advertising using CTV
Frank: So there is this is just from a rich perspective, we’ve always tried to, at areas where our audiences are in the first place. So you have an OTT and a CTV so you’re watching Netflix but at some point maybe you want to get something. So it doesn’t eliminate I think as an advertiser what it does it just gives you the reachability of the oil.
Okay because too many apps and many platforms or too many it becomes an area because at the same time you could be watching a Netflix. So it just brings that element of from a cost point I would say connected TV presents challenges as well just because it’s quite fragmented it was and so many players so many apps that will come into play as advertisers I think we need to lock partners who have already exited platforms over the wider net and are closed.
So let me give you an example look at your partners your Plex, your Emby, your Kodi’s like they have a plethora of apps within their ecosystem for reachability so at least at least when they do the targeting when they do the segmentation on the placement it’s going to that reach, a challenge would be you’re getting a partner who doesn’t have that kind of reach.
Anne: Okay I think I got it got it
Frank: So we were moving we see ourselves the platform is already pretty much Eskimmi just launched the CTV opportunity I don’t know if you foresee us experimenting with clients just to push that envelope I know always looked at there are very many mediums very many placement opportunities digital traditional advertising.
But what the element is when you’re positioning those investment opportunities people ask where’s my ROI and I don’t know how I always say you can never know till you experiment. Sure it’s a new thing that you can tell and always the friends that you can jump on fast get the benefit of testing and learning and if it’s a win it will win properly yep quickly
Cynthia: I think it’s something I’d be interested to explore just to see how it works how how how I’m going to see a difference because digital in general changes every day you sleep wake up something else covered so this is something new because it’s already something we are not exposed to so it’s something I’m really interested to try and see in the advertising how is it going to change how is it what difference am I going to notice when I use it compared to what I’m currently
Frank: I think the measures would be quite critical yes the impressions the reach the ability the beauty about it is always has that sound on and so it’s you’ll consume it but that’s clear it’s not like it’s invasive to your face every five seconds at it’s an hour okay yes and then also as advertisers we cleverly do correct placements with our audiences in terms of what they
consume are they just telling us that idea of is not what I used to in youtube and then once it picks five years from today it’s the new youtube.
But you see I would say get burnt out as even the platform owners I believe at some point when you see those ads some markets those platforms are rolled guys pay for this premium offering so that you just cut off the odds but if I look at it contextually it’s whatever medium you’re moving it’s just cutting the chord linear TV it’s just cutting that chord this DStv, for instance, I don’t know how many people think sports but just look at even sports channels nowadays they have their own apps where you can subscribe and watch the thing.
I believe like sky sports you can subscribe to the app and get access to soccer formula1 cricket. So you’d imagine what would be the value for that consumer if you are shooting as a platform owner what would that thing that you give them yes everything I don’t know if they have managed to separate the app from the dish.
That is a very interesting way the people just pay for the app get subscribed to maybe your fiance sports channels so that provides advertising, opportunities you get more subscriber base richer again targeted based on the content that’s already prescribed
Anne: I think you’re moving in every interesting direction it’s going to get exciting
Frank: And also I think also the thing that is really facilitating is our opponent access to the internet has really penetrated in Kenya so you’re watching content on Netflix HD and maybe over time to 4k and . So I think that accessibility also forecasting breaks the barriers in terms of the abilities that can be done in terms of just getting the audience’s attention and where they are at that point in time you guys will switch or you try
Cynthia: I think I’ll answer that at the end of it so let me see that when you’re advertising on this CTV is it possible for you to track your advertisements your ads how they are doing how you’re performing you can be able to track it
Cynthia: So okay then that’s something that can work because at the end of the day you need to know if your your your your markets like you’re having a return on the interest your marketing strategy is working something
Frank: Yes it just has trackable parameters of the things like just like TV charcoal many people watched an episode they logged out this time between these times you can actually track. I don’t know, do you guys want to try? I can come set you up, it’s Ksh 2,000. I don’t mind. You’ll get free content.
Anne: The content is free but setting up
Cynthia: It’s because he introduced us to it
Anne: Well maybe because I’m a Netflix fan loyal to Netflix.
Frank: so unfortunately Netflix if you’re listening you can give us some sponsorship
Anne: So on the 20th when they catch me off I don’t have money so I can’t come to try it. Yes, I can try for that for 10 days at the end month 10 days.
Frank: I’m not getting any setup fee.
Frank: How about you Cynthia?
Cynthia: I won’t pay you
Frank: That’s all, for now, we’ll see you next time.