The Value of OTT for Corporations

Nov 27, 2017

Over-the-Top networks are igniting the entertainment landscape thanks to companies like Netflix, Hulu and Amazon.

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Over-the-Top networks are igniting the entertainment landscape thanks to companies like Netflix, Hulu and Amazon. And well-established brands, such as Disney, Facebook, Twitter and Apple, have all climbed onboard the OTT train.

But these are all advertising and sponsorship driven channels. There are other types of OTT channels proving to be just as powerful, if not more so. Channels in which advertising revenue is not a primary objective. Channels that can be launched by corporations, government agencies, and any other kind of organization.

How are corporations using OTT?

Let’s take use corporations as an example. Major US and international corporations, using OTT to create a direct tie to their consumers, can provide useful information through well-produced, informative content. How does this benefit the corporation? It can increase loyalty, increase revenue generated by existing clients and attract new clients. Good candidates for OTT might include banks, stock brokerage companies, healthcare providers, pharmaceutical companies, accounting firms and so on.

Drilling down a little further, consider pharmaceuticals with large product lines. They can develop OTT channels that offer live and video-on-demand content pertaining to specific illnesses or conditions that their products treat. By producing and distributing informative content, a pharmaceutical firm can build trust with the consumer, gain referrals and strengthen relationships with physicians. The value of the OTT network comes in the form of increased business direct to those targeted entities. Any advertising or sponsorship revenue would be icing on the cake.

Building an OTT network isn’t trivial. Don’t go it alone.

There is a lot of interest in OTT among corporate marketers who see it as a fresh, new conduit to current and future clients. But when it comes to taking action, the tendency is to either assign the task to an already overworked staff, or to back-burner it alltogether, waiting to see what the “other guys” do. Frankly, neither makes sense. OTT is rapidly becoming a powerful force and it requires advanced planning and a highly organized set of processes.

So, if you are interested in building an OTT channel – and you should be – it is important that you bring on the proper advisors from the very start. Someone who can advise on:

Again, don’t assume your in-house A/V people can build and run your channel. You are building a network and producing content that requires a long-term strategy.

Today’s consumers are savvy and demanding. You need to produce the type of quality content they expect, or you will be wasting your money and jeopardizing your reputation.

Broadcast Management Group is a pioneer in content development, broadcast technology and production. We’re out in front of the curve and actively working with organizations ready to tap into the power of OTT. Let us know when you are ready to bring OTT to your audience.

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  • Andrew Ryback Reply
    2018-03-07 21:55:41

    We're glad you found this to be useful, Margaux. Let us know if there's anything we can help with.

  • Margaux Ford Reply
    2018-03-07 05:57:06

    I appreciate the tips on hiring a production staffing company to have more time to focus on the creative aspects of the project. Hiring a production crew is a tedious task, and can take up much of your time. We're currently working on a huge production, and I'll share this article with my boss so he'll consider on delegating the recruitment to a staffing company. I like that you mentioned that staffing company can ensure to have the right team onboard for the project. Thanks!

  • Robert McWilliams Reply
    2017-10-31 19:05:18

    Todd: I have an ad agency in addition to our production company. We put one of our clients on OTT two months ago up in Nevada. Seems to be working! Thanks again for the work earlier this month. Rob

  • Nicole Rohde Reply
    2017-05-27 22:28:45

    Hey Andrew, Any word as to whether or not the Jokers will be back for Comic Con this year? Please let me know. Thanks!!!

  • Aaron Estabrook Reply
    2017-02-23 16:26:57

    I'll be tuning in for sure!

  • David Patton Reply
    2015-01-16 13:16:02

    Interesting blog post Andrew. For those who are nearly ready to cut the cord, but still want access to key channels such as ESPN, I'd recommend checking out Dish Network's new service, Sling TV. It provides access to a handful of channels for $20/month.

  • Andrew Ryback Reply
    2015-01-13 14:44:19

    Go for it! I'll admit that I was a little apprehensive about pulling the plug at first, but honestly, the transition away from DirecTV has been seamless. The only missing link is live sports, but there are a few work arounds depending on what sports you watch. Good luck!

  • Gregory Hart Reply
    2015-01-13 06:35:00

    While I am part of the 55 year old demographic that still has TV boxes and does TV viewing, I do my viewing using DVRs and networked PCs playing video files from an in-home server. I too have noticed that I view a handful of shows on a regular basis and have found various other sources for these shows. And now it has gotten to the point to where I am seriously considering ending my very long relationship with DirecTV and going streaming. Working in the TV industry also helped to open eyes to this as well. This transition from "old" TV is coming and the networks (Les Moonves, I am looking at you!) had better plan for it.

  • K. Lona Lymen Reply
    2014-01-31 17:54:25

    You are spot-on that voters don't believe that Obama can accomplish any of his plans. I vote in every election, but I am disgusted with all the arguing and last minute actions that band-aid a problem for a few months, and then break out into new arguments. The comparison to the Superbowl was interesting because, like politics it is a great American sport. But, instead of Peyton Manning giving a State-of-the Union, the President's address should get better commercials!

  • Gary Reply
    2013-08-08 09:44:39

    You've left out a HUGE part of this story by not mentioning Howard Stern's effect on the Sharknado buzz! #siris-ly

  • Marybeth Harrison Reply
    2013-08-07 14:46:29

    I can almost hear the theme song from Jaws as I read your post!