Found Remote's new partnership with MediaRadar uncovers how OTT platforms are marketing their shows
OTT platforms, with Netflix in the lead, have drastically increased their marketing spending. The marketing coincides directly with their push into original content that makes them look no different than a traditional TV network.
MediaRadar chart for Found Remote
Found Remote is launching a new partnership with MediaRadar, a leading ad-sales intelligence platform to understand how the major OTT platforms are diversifying their marketing efforts.
For the first analysis we look at the end of August. Not surprisingly Netflix is by far in the lead marketing 22 shows. Next is CarbonTV, a lesser known platform focused on programming for outdoor activities like fishing. Here is the chart, analysis and an interview with MediaRadar CEO and Cofounder Todd Krizelman about the partnership and their platform.
Insights:
- Netflix is marketing more shows on more platforms than anyone else. They have 22 shows being marketed across all media formats.
- OTT networks greatly favor buying online to advertise their shows; only Netflix is marketing specific programming in TV, with three unique creatives running.
- Hulu and Seeso purchase TV ads for their parent brands instead of individual TV programming, across 24 and 4 networks respectively.
- Carbon TV and Hulu are the second and third OTT providers that marketed the most shows.
- Carbon TV is especially interesting, since they offer somewhat niche programming – targeting the outdoor market. They are actively marketing 7 unique shows.
Found Remote: Why did you create MediaRadar and what does the platform do?
Todd Krizelman: MediaRadar was created to help ad sales professionals increase their sales – across all media formats. It’s a tool that guides you how to prepare the best possible pitch to an advertiser, and recommends specific brands that mathematically are most likely to buy from you. The idea for the business was born out of frustration. There were no tools targeting ad sales professionals specifically in the media industry. Meanwhile, the complexity of the market was rocketing.
FR: What kinds of companies do you work with and what value do you provide them?
TK: MediaRadar has 1,400 clients, from ESPN to The Wall Street Journal. The platform offers analysis for ad sales reps to improve pitches and lift sales measurably. We also offer solutions specifically designed for management and research staff who want to create smarter, more effective business strategies.
FR: How were these metrics put together for Found Remote and why are they important?
TK: We look at how ad dollars are invested in six media formats, including online, mobile, television and magazines. We use a sophisticated algorithm that mines this data to produce meaningful insights. In this case for Found Remote, we are looking at how the largest OTT media companies are marketing specifically their new programming. This is important. Today’s linear TV is struggling to compete, and to maintain their exceptional levels of profitability. With programming costs lifting, the number of scripting shows booming, the market is more competitive than ever. This analysis helps see how aggressively OTT providers are marketing their shows.
FR: About MediaRadar?
TK: MediaRadar revolutionizes the way ad sales teams do business. This innovative SaaS tool streamlines communication, delivers advanced analytics and quickly identifies new business opportunities. Through a customized intuitive dashboard, clients easily view analytics and actionable advertising insights for over 2.6 million brands. Instantly receive insights that combine TV and print with digital analysis, including new ad formats like online video, mobile, and native. MediaRadar can also pinpoint new business and determine revenue potential. It also helps sales reps plan their pipeline and prioritize the most important points to pitch. This amazing service eliminates the guesswork, so ad execs can focus their time pitching. MediaRadar is a cross-platform solution that is constantly innovating with the ad tech landscape. No longer is it necessary to piece together information from multiple tech products to build a pitch; ad teams can get all their information with ONE tool.
MediaRadar revolutionizes the way ad sales teams do business. This innovative SaaS tool streamlines communication, delivers advanced analytics and quickly identifies new business opportunities. Through a customized intuitive dashboard, clients easily view analytics and actionable advertising insights for over 2.6 million brands. Instantly receive insights that combine TV and print with digital analysis, including new ad formats like online video, mobile, and native. MediaRadar can also pinpoint new business and determine revenue potential. It also helps sales reps plan their pipeline and prioritize the most important points to pitch. This amazing service eliminates the guesswork, so ad execs can focus their time pitching. MediaRadar is a cross-platform solution that is constantly innovating with the ad tech landscape. No longer is it necessary to piece together information from multiple tech products to build a pitch; ad teams can get all their information with ONE tool.
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