It’s finally done. Without much in the way of fanfare, and just in time for CES 2018, one of the TV industry’s most challenging obstacles has been cleared: consumers have mastered the art of accessing the wealth of content sitting behind the notorious “input button.” According to recent streaming meter data from my company, Nielsen, consumers in homes with over-the-top (OTT) capabilities spend one out of every 10 minutes of TV usage with OTT platforms or apps.

Whether they’re accessing this content through a variety of interfaces or one of many skinny bundles of local and national content, consumers are growing more accustomed to OTT as a primary “input.” As all insiders know, this button—an often misunderstood piece of remote control real estate—unlocks a wide range of content for consumers with an array of devices. Historically, that content has fallen outside the scope of traditional audience measurement and monetization.

Today, that’s no longer the case. Nielsen has introduced new technologies over the past two years to better understand over-the-top media consumption, and allow new ways to market to interested consumers.

Local broadcasters have recognized the growth of OTT viewing, and many have taken aggressive steps to create their own apps and include their channel lineups in new skinny bundles offered by familiar and new names alike. When YouTube TV is advertised on nearly every backstop and billboard during the World Series, consumers are going to notice.

As a content provider, ensure you reach this audience, or others will fill the void. Through consumer adoption of smartphones, both advertisers and content providers learned you can’t maximize consumer engagement and marketing by simply repurposing the same product and ad models. Read more from…

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