Which publishers are winning the OTT competition — Anna McMichael // Partnership Director

VlogBox’s Partnership Director, Anna McMichael provides an update on what is happening in OTT currently. While the cookieless era may not spell doom for the video advertising, special attention must still be paid to the way players take advantage of the OTT space. Today, Anna takes a look at publishers winning the OTT competition.
About the speaker

Anna McMichael

VlogBox

 - VlogBox

Anna is Partnership Director at VlogBox

Show Notes

  • 03:04
    OTT winners
    CTV and OTT are new playing fields but they boast many opportunities for growth. For example, YouTubers who already have a lot of inventory moving into the CTV space.
  • 05:14
    Digitally native communities embracing traditional television model
    Traditional tv model offers an improved experience in terms of the added security regulating access brings. This shift has been observed mostly in kids content creation.
  • 06:16
    Ease of access
    Currently, it is very easy to get into the game. Even small youtubers can grow their audience engagement and become monetized on CTV.
  • 08:02
    The real money makers
    Large companies get purchased by even larger CTV names. However, independent creators can take advantage of the ever evolving nature of CTV.
  • 09:41
    Taking advantage of the media
    Its purely programmatic right now. So big programmatic CTV companies currently have the upper hand.

Quotes

  • "You don't have to follow your consumers around every show they're watching. You can get granular by targeting people based on what channels and specifically what shows they're interested in." - Benjamin Shapiro, Host, MarTech podcast

  • "Publishers winning this game are those who understand that CTV and OTT is truly a new ecosystem for them." - Anna McMichael, Partnership Director, VlogBox

  • "You can just go on the Roku platform and create your own channel... Third party companies can help you have a lot better success." - Anna McMichael, Partnership Director, VlogBox

  • "Our company creates YouTube channels and has been very successful launching them. Creators have opportunities of acquiring new audiences and monetizing their audience on CTV." - Anna McMichael, Partnership Director, VlogBox

  • "The industry is very competitive. Big companies get bought by bigger CTV names." - Anna McMichael, Partnership Director, VlogBox

  • "It's not as big as YouTube where we have 20 billion active users versus CTV which is about 200 million. It's not as huge of a presence, but it keeps growing." - Anna McMichael, Partnership Director, VlogBox

  • "If you're looking at gen Z, no one is going to be purchasing cable anymore." - Anna McMichael, Partnership Director, VlogBox

  • "It's the creators that are cultivating audiences that are selling and being acquired." - Benjamin Shapiro, Host, MarTech podcast

About the speaker

Anna McMichael

VlogBox

 - VlogBox

Anna is Partnership Director at VlogBox

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