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Growing Your Small Business With A Video Delivery System
Free ad-supported streaming television might sound like nothing more than a collection of videos on popular social sharing sites like YouTube, but it actually refers to one of the quickest-growing online entertainment markets. Unlike traditional social platforms, these mirror the operations of broadcast TV networks. Rather than serving up user-generated content, these offer advertisers the ability to sponsor professionally made television shows that can draw in many different types of viewers.
Conventional digital broadcasting represents a legacy media that can be hard for smaller advertisers to break into. So-called FAST services are a potentially inexpensive way for marketers to get their message out. With ad impressions grown by a whopping 127% year-on-year, there’s certainly no shortage of possible sales leads using this kind of technology. The real challenge in this space comes from picking the right service to advertise and figuring out what kind of individual is most representative of a small business organization’s potential clientele.
Choosing the Right Delivery System
Small business owners that want to shift at least some of their marketing budgets to these kinds of services will want to think about who each individual Internet-based media outlet attracts. Over-the-top media broadcasters are generally offered through a web portal or a custom-designed app. That means their viewers will more than likely have consciously tuned into whatever they’re watching.
General audience streams are seldom the best for those who want to carry out targeted marketing campaigns, according to some recent research. Companies that are trying to build fitness and athletic brands might want to instead find targeted sports services to place their ads through. Comic book brands would instead reach out to online anime streaming sites while those with dedicated technical content could place their ads on an online station that appeals to the maker demographic.
While it’s important to carefully consider which outlets to place ads through, the fact of the matter is that more people are continuing to stay home and therefore audiences are growing across the board. The future of remote working still looks bright in spite of the fact that some larger Silicon Valley-based operations have ordered their employees back to the office. Those who do get to stay at home will likely want to tune into at least some kind of entertainment content while they’re hacking away at their latest project.
Some, however, will still expect a more interactive experience even if they’re just watching a few favorite shows online.
Providing an Interactive Experience for Viewers
The most popular OTT and FAST-based streaming services are those that don’t require users to sign up, but that doesn’t mean they still don’t want to interact with the brands they see advertised. Creative small business owners have put together QR codes that consumers can snap with their phones when they see an ad, which will automatically take people straight to an advertiser’s site.
Others have used URL shorteners to create miniature links users can type into a browser. With over 91% of younger viewers saying that they’d rather turn to online sites to consume the content they love, there’s a growing technology-aware demographic for these kinds of campaigns to reach.
Regardless of which route they take, entrepreneurs who go this route will need to invest in their social networking presence. Media services tend to be the primary way for viewers to interact with what are essentially one-way broadcasters. Small businesses that don’t have much of a presence will want to claim accounts on most of the popular social networks and invest in at least some sort of social media moderation solution that can help them manage the influx of comments that usually come as the result of a successful campaign.
Investing in a tool that helps to figure out just how successful ad placement has been may be a good idea as well.
Managing an Online Streaming Campaign
Agencies that place commercial spots seldom tell people whether or not viewers actually clicked through and headed over to their site. This can make it hard to find out which campaigns are generating the most traction. Conventional tools such as traffic exchange solutions can help to drive additional viewers over to a site, but small business owners should make sure to record the impressions from their end since there’s no other way to get any real metrics.
Once they’ve collected a sufficient amount of information, it should be obvious whether viewers are actually getting converted into sales. Though it can often take quite a while to hit all of the right demographics, it’s worth it because of the rapidly growing audience that online FAST TV services have started to attract.
