Next TV: Metadata Helps OTT Find Audience

Panel Says Analytics Help Niche Networks
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Over-the-top content providers can use metadata from social media and other sources to help grow their audiences by helping them find larger groups of like-minded potential viewers, according to a panel discussion at the Next TV Summit in San Francisco.

Pure Flix Digital CEO Greg Gudorf said the maker of faith-based content used data gleaned from its Facebook page to help drive viewers to its over-the-top service. He said the company has millions of Facebook followers from its movies like God is Not Dead.

“Realizing that was our customer allowed us to use digital media very strongly from the start to build that audience,” Gudorf said. “Once you do that, you have to pay attention to where the conversations with those consumers go. And you find out, in our case as a faith and family friendly service, you find out the churches they are involved in. You hear that coming through the conversations and you can reach out to that. It’s a basic blocking and tackling of marketing more than anything else, but it’s got to be done and it’s got to be done at a consumer level.”

The digital content revolution has increased the level and specificity of data available on viewers exponentially. Olympusat Holdings CEO Tom Mohler said depending on the platform, “we can tell you exactly who the person is who is watching and what device they’re watching on.”

Gudorf said with a sea of data available at content providers’ fingertips, the dilemma is in figuring out exactly what information you want and how to turn it into something actionable.

“You have to know the right data elements to chase after,” he said.   

The Next TV Summit resumes at 2:05 p.m. PT. Live streaming can be accessed at bit.ly/NextTVLive

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