Building Global CTV Apps. An Interview with Ajey Anand, CEO Norigin

The world of CTV apps is global and the ability of companies to facilitate accessibility for both consumers and brands across providers is paramount.

 I spoke to Ajey Anand, CEO of Norigin Media, about the world of CTV apps and how companies can maneuver in the expansive marketplace. Norigin Media is a Scandinavian Connected TV Specialist company that designs, engineers and validates apps and features on a range of CTV devices.

Charlene Weisler: What are the opportunities for advertisers and marketers and brands in the CTV app market?

Ajey Anand: Increasing the times spent on Apps alongside good content is the goal. Making sure consumers find it easy to search and navigate with clunky remote-controls would be our goal. For advertisers, the first opportunity is to understand the consumer. Where reports and analytics are available, consumer retention is monitored and managed and finally churn is reduced. For marketers and brands, direct interactivity and monetization possibilities duplicated from what was seen on the Mobile, is now possible.

Weisler: Considering all of the data collected, what are the opportunities for researchers?

Anand: A strong suite of analytics integrations help understand consumer and app behaviors. Whether it is reviews, rating, quality of service and experience or consumption patterns - all analytics can be now collated in a synchronous manner, which serves any research or study.

Weisler:  What are some of the marketplace and technology challenges?

Anand: Certain devices like Apple and Roku may need unique attention, which are challenges that are manageable with engineers trained to think of streaming apps as a single goal rather than different technologies across different devices. Slow and changing App Store guidelines and the very mixed messaging from Device manufacturers are challenges for the industry but also an opportunity for Norigin Media, to be leaders in the space.

Weisler:  What type of data can be collected?

Anand: We don’t collect any data but we facilitate the streaming service owner to collect any data possible. This blog should give you an idea about the Analytics space for streaming TV: https://noriginmedia.com/2020/09/29/the-guide-to-tracking-and-analysing-ott-streaming-services/

Weisler: Can this replace recommendation engines?

Anand: We currently integrate the best of breed analytic providers and recommendation engines. We feel that recommendation engines will be replaced by AI technologies anyway and such a space is the right place to be now to engage with app makers and device manufacturers.

Charlene Weisler: Tell me about Norigin's ability to streamline audience involvement via CTV apps.

Ajey Anand: Norigin builds CTV Apps and UI/UX with a single codebase. Our TV Framework helps us create one frontend which is reused with “functional changes” to relevant devices. When we build an experience on a Samsung Tizen device, we can port the exact effort onto an LG WebOS Device without changing the UI but making sure the LG remote-controls are integrated with native instincts.

Weisler: Where do you see CTV apps going in the next 3-5 years?

Anand: As seen with Mobile, Apps and Markets will become easier to use and filled to the brim with all things digital. CTV devices will increase penetration across the world in the near future. As we have seen, as CTVs replace the need for second-screen support while consuming interactive content, it will become a central entertainment and media hub within all households.

 This article first appeared in Mediapost.

Focusing on Mobile and App Data. An Interview with Sabio’s Aziz Rahimtoola

For Aziz Rahimtoola, CEO and Co-Founder of Sabio, the richness of mobile data is one of the keys to understanding consumer behavior. “Sabio means wise or experienced in Spanish,” he noted. His company strives to address the issues with current panel measurement systems through mobile and app data.  

 

Charlene Weisler: What is the state of CTV/OTT in general at this time and where is it headed?

 

Aziz Rahimtoola: The CTV/OTT media landscape is quite fragmented due to the various operating system platforms and increased competition from every angle. This is good for consumers as it allows choice, but it will continue to be confusing for marketers. 

 

Weisler: In terms of methodology, what approach is best for marketers?

 

Rahimtoola: I believe that app data is more effective than panels in understanding consumer behaviors. This has been validated by Nielsen and other panel-based companies that admit to not effectively understanding streamers (app users) or diverse audiences via panels. In the 1970s, when society was 11% and monolithic, panels were more effective than now when at 42%, our population is more diverse.  

 

Weisler: What is App Science?

 

Rahimtoola: App Science combines data signals from 280 million active mobile and 110 million CTV devices and closes the quality gap between multicultural and general market data. Traditional survey panels have historically underrepresented and undercounted multicultural segments of the population. By analyzing CTV and mobile device data, App Science draws a complete picture of multicultural audiences, their preferences, and interests. They also provide trends and insights for their clients to help them better understand consumer actions and interests so they can make better strategic business decisions. This can entail programming preferences, competitive analyses, industry vertical insights, or multicultural and diverse audience trends that traditional measurement companies typically underrepresent.

         

Weisler: What data do you at Sabio collect and apply?

 

Rahimtoola: We have GDPR and CCPA-compliant ways of obtaining mobile and CTV/OTT IDs. We also use machine learning extensively to understand consumers via predictive modeling better. In addition, we provide advertisers with a pixel, or a snippet of code used for tracking, that can be applied across media buys to measure campaigns. The information can help to compare viewership among different platforms and avoid targeting the same audiences repeatedly.

 

Overall, we capture over one terabyte of mobile and CTV/OTT data daily and ensure that everything is ethically sourced, privacy compliant, and cleansed. This data contains a wide range of metadata that allows us to apply machine learning algorithms and other predictive modeling to considerably understand consumers’ demographics, points of interest, behaviors, and life stages. From there, we can create granular audience insights and segments that can be applied to media buys and measure campaigns’ effectiveness.

 

Weisler: How do you craft segments from your data?

 

Rahimtoola: Segments are created from a collection of CTV and mobile data where we apply the nearest neighbor, lookalikes and another predictive modeling to various attributes. When we look at the data collected from CTV/OTT and mobile, we analyze various attributes such as app ecosystem, technographic, brand visitation, purchase signals, and census data and further verify with trusted 3rd party sources. From there, we apply machine learning algorithms such as the closest neighbor, lookalikes, associations, and topic modeling to create clusters, user profiles, and audience segments that all connect back to our proprietary 55MM household graph. 

 

Weisler: How does Sabio differ from other platforms in the CTV/OTT space?

 

Rahimtoola: Sabio Holdings is the only company outside Roku with a complete end-to-end CTV/OTT technology suite of services. We can partner up with content creators and launch apps along with creating and distributing add breaks in content with our newly acquired Vidillion SSP (Supply Side Platform) acquisition, monetize them via our Sabio DSP, all while providing differentiated non-panel-based analytics via its App Science platform.

 

Weisler: How do you use your data to inform political campaigns?

 

Rahimtoola: We enhance National voter files with insights that help identify a political party’s viewing habits, app behaviors, points of interest, and key issues that matter to them most so that they can use this audience insights to inform their future campaigns, validate they are reaching their audience, and optimize in real-time.

 

Weisler: What were some of the trends in political advertising leading up to the midterms?

 

Rahimtoola: Looking back on November 8^th, we noticed the most notable political advertising trends being the increase in growth in CTV and OTT.  The political sector has always been reluctant to buy into CTV, but compared to 2018, the shift has been dramatic. Prior, most political ad spending has been programmatic. We also saw an increase in the use of QR codes, and interestingly, there’s been a multicultural shift. In previous years agencies said they didn’t have a big enough budget for the Hispanic demographic. Still, there has been an increase in the general market putting money into the multicultural market.

 

First published in www.MediaVillage.com Thought Leaders

 Artwork by Charlene Weisler

What is Fast Becoming the Viewing Option of Choice for Many Viewers? It’s F.A.S.T.

It's no secret that connected TV (CTV) has been on a roll. U.S. CTV ad spend is expected to reach $14.12 billion in 2023, which is more than double the amount it garnered in 2016, according to eMarketer.

But a lot more information, some of which is surprising, recently emerged in Comcast Advertising's recent report, "Free Ad-Supported Streaming TV: Why More Advertisers (and Consumers) are Going F.A.S.T." It specifically focuses on CTV services that fall into the FAST category (free ad-supported television). FAST programming services -- which include XUMO, Tubi and Pluto -- offer both on-demand and linear viewing options, and they capture cord-cutting consumers. "This report was interesting in that it provided a full view of just how quickly FAST is growing," said Travis Flood, Director, Customer Insights, Effectv, a business unit within Comcast Advertising. "According to the report, FAST penetration among households has more than doubled year-over-year. And today, six out of 10 households who have connected TVs are using FAST services, either exclusively or in addition to other services." The report also shows that FAST services garner higher Net Promoter Scores (NPS), a metric that suggests viewers of the platform are satisfied and loyal. FAST distinguishes itself from other types of video services, such as subscription video on demand (SVOD) and advertising-based video on demand (AVOD), because it doesn't require a paid subscription or password -- and it offers both linear and on-demand content. With FAST, linear streaming channels are created using a specific technology that stitches VOD together to create linear viewability. "For advertisers, FAST provides a unique opportunity to reach cord-cutters while they are scrolling, channel surfing and discovering new content -- a prospect not possible through ad-free services like Netflix, or even from ad-supported on-demand services like Crackle," the report notes. "When creating our FAST report, we worked with XUMO to better understand how consumers are using FAST services today," Flood explained. (The XUMO service is also owned by Comcast.) The report shows that there is considerable viewer overlap with other streaming services, many of which are not ad-supported. Of XUMO viewers, 77% subscribe to Netflix, 80% subscribe to Hulu and 65% subscribe to Prime Video. While FAST content is available on all kinds of video devices, the screen of choice is usually the largest in the house, offering a lean-back viewing experience not unlike linear TV. Because of that, big-screen FAST viewers are prone to channel surfing. In fact, the report reveals that it's not unusual for viewers to land on FAST services without realizing it and then spend time engrossed in the content. This is especially true of cord-cutters, who don't have a cable program guide. The report also analyzes viewer preferences by genre on the XUMO service: "Crime TV, game shows and daytime TV are [among] the most popular genres on the service, behind news and movies," Flood said. "There is such a diverse mix of programming available on FAST services today, so it is very useful to understand the type of content users are gravitating towards." Fern Feistel, Vice President, Marketing & Content Operations at XUMO, noted that "the report shows an increasing appetite among viewers for series-based channels on FAST, services that [viewers] can tune to, lean back and binge. "These series-based, or theme-based, channels such as Baywatch or Fear Factor are resonating with audiences and represent one of the main differences between FAST and traditional TV offerings," she added. While measurement of FAST services is in the development stage, the report indicates that, generally speaking, FAST audiences spend considerable time on these services (about 104 minutes within a platform once they have entered). They also tend to be Millennials (a generation that values affordability, accessibility and nostalgic experiences through technology). These viewers are also open to advertising and don't mind ads if the content is free and if the breaks are short (75% of respondents). What's more, 69% of survey respondents said that they would consider replacing paid streaming services with ad-supported streaming services. That may be an indication of how FAST could change the video dynamics moving forward. What are some others? "It's hard to predict six months out, let alone three years from now," Feistel said. "But we anticipate continued growth in viewership because of the low barrier to entry and 'lean-back' viewing experience." She expects that FAST will continue to gain momentum with advertisers, "especially if FAST services continue to invest in ad technology to make their service more scalable and targetable for advertisers." Click here to download your copy of "Free Ad-Supported Streaming TV: Why More Advertisers (and Consumers) are Going F.A.S.T."