Creating for an Audience While Maximizing on Revenues
Creating for an audience while maximizing on revenues is a daunting task. The biggest issue with so much content available is combining and building a channel catered to a specific audience. It is easy for a big recognizable and legacy brand to create one specific channel if the brand has a loyal following, but for other content owners that have loads of various content and brands under the same umbrella, this may be a struggle. It is very important to dissect the content and categorize it according to demographic to maximize on revenues and is important in so many ways.
Studios create content to hit a specific target audience for sponsorships and Ad Sales--- some examples in particular is the creation of “mom” targeted shows in order to sell diapers and CPG clients. Daytime dramas would hit the senior demo with direct response ads and sports was always the sweet spot for M18-34 to sell video games, QSR, etc. Knowing this methodology, it is important that OTT content partners work the same way and program in a way that is specific to an audience to maximize on those revenues by demographic via programmatic ad sales and direct sponsorships. Packaging a channel is key and working with the right digital selling agency for programmatic is extremely important. These savvy digital folks understand how to target the right buyer for exact needs and the best way to do this is again, creating a channel specifically for the right demo.
So you have a ton of content, and don’t necessarily have the bandwidth to handle ad sales? The simple answer is let the platform or delivery partner deal with the fees and sales. Agreements can be complex and sometimes it could be best but other times certain partners can find value in owning and selling inventory themselves. There are multiple reasons why this is the case. Owning and controlling your own inventory is valuable because of these reasons you are: 1. Able to do promotions around your brand 2. Monitor revenue CPMs and ensure quality over quantity with programmatic buys 3. Sell direct for packaged sponsorship.
Wait, it costs too much to even build a channel, how do I do this efficiently and effectively? Try to take the cost out of the equation and work with delivery partners like ourselves to share in potential revenues. This ensures no loss on the content partner side. With technical fees surrounding building a channel such as connector fees, CDN and SSAI it is difficult to fully understand how much potential revenues you would have.
FAST Channels TV will always start with inventory share if it is a top tier platform partner. If there are a lot of unknowns on the platform side, taking revenue share decreases the risk. In the end, what you put up should be financially responsible and if this were a pure marketing play, you will have to see how much of a factor having a branded channel plays in the overall strategy of your company.
If you have any questions, or want to chat about all things OTT and revenue generation, reach out to us, we are here to help.
About FAST Channels TV:
Revolutionize Your TV Experience with FAST Channels TV
Empower your content ownership journey with FAST Channels TV, your premier destination for launching cutting-edge FAST linear channels. Our state-of-the-art white-label platforms and channel playout generation services are tailored for broadcasters, operators, and content owners, enabling swift deployment and seamless monetization of your channels.
For inquiries about launching a FAST channel or adding some or all of our channels to your platform, contact FAST Channels TV at info@fastchannels.tv or visit https://www.fastchannels.tv/