To that point, his panelists, Julie Anson, Associate Director Partner Innovation, Advanced TV, Magna Global; Marissa Jimenez, President, MODI Media; and Chris Peterson, Managing Partner, R2C Group, talked about measurement, segmentation and programming.
Peterson said his company’s clients are DTC with business objectives and segmentation linked to linear programming. For OTT, they talk to the client and ask whether the segmentation represents its future. Based on the audience, how big a role should OTT play? His clients have an extreme digital mindset. “OTT is the first thing they want to go to.”
Anson said Magna looks at TV as a holistic universe, finding audiences across it. “There comes a point of diminishing return,” she said, “when someone’s been hit too many times.”
User ID will require an immense amount of device graphs. OTT is TV, not digital. It’s not holding your phone. Maybe years from now we’ll be able to tell that someone is holding a phone in front of the TV. “This is too much ‘how the sausage is made.’”
“OTT is the new sausage now,” Joe Mandese said.