Digital TV- reaching the cord cutter audience

Digital Video-Connecting with the Cord Cutters

Digital TV – cutting the cords with cable companies 

Digital Video and TV is rising in popularity with consumers due to the mere convenience of being able to view their favorite television shows, news broadcasts, full length movies, documentaries and more on the span of various digital devices ranging from smart TV’s to iPhones.

More and more people are cutting the cords with their cable companies; as a matter of fact, in 2017 alone 22 million U.S. adults have cancelled their cable contracts. This is a trend that will continue to grow for years to come as more Americans seek the convenience of consuming digital video and TV on their digital devices such as phones and tablets from essentially any given location and any given time.

Traditional TV vs Connected TVTypes of Digital TV

It should be no surprise seeing the age of television dissipating; technology continues to add efficiency and convenience to all of our everyday activities, including an activity that takes place in just about every household: consuming digital video and TV.

Have you noticed your local news station highly recommending you download their app for mobile coverage? There has been a huge trend in the way we consume video in recent years, there are currently 75.2 million subscription video on demand users in America alone. As the future of television migrates towards a digital, the future target demographic is going to be the younger generations including baby-boomers, millennials, and gen-x. According to the PEW research center, 61% of viewers 18-29 consume video through online streaming service.

Connected TV – alternatives to cable

Connected TV can ultimately be described as premium television content that can be viewed across multiple device platforms in the form of digital video content. The main types of digital video content you receive through connected TV are OTT, FEP, VOD, as well as live-streaming.

OTT (Over-the-Top) video is delivered by going over your cable box to receive the same content you would on TV. In simpler terms OTT delivers content using an Internet connection opposed going through a cable box or broadcaster. In the past TV providers would normally be cut out entirely when this takes place, however they have begun to create their own OTT providing applications that allow for them to maintain their relevance.

FEP (Full Episode Player) can be described as high-quality content you would normally find on TV that can be shown across any device as well as in applications and on the web.

 FEP content is meant to maintain TV length and run for typically 30-60 minutes; full episode players contain everything from news broadcasts, cooking shows, sitcoms and even soap operas.

VOD (video on demand) introduces the idea that the viewers shouldn’t have to plan their schedule around what’s being aired in television, but quite the opposite. On demand allows the consumers to enjoy video on whatever time-frame suits their schedule the best.  

Live-streaming is when live air broadcast is simultaneously streamed over the internet, which means if you’re on the road during your team’s biggest game of the year you can still view it from your mobile device.

Man vs Machine as the Trend Continues…

Digital influence hasn’t just changed the way we consume video, but also how we consume advertising. TV advertising is a 192 billion dollar industry, however its business has been heavily disrupted by its digital successor.

It’s projected that 5% or 3.8 billion of the overall TV advertisement will be purchased programmatically by 2019!

With industry analysts predicting that programmatic will grow to be anywhere between a third and half of global TV within the next 3 – 4 years it is of no surprise that industry media and marketing executives are recognizing and acting on the efficiencies found through programmatic platforms. Through a single DSP platform marketers can properly scale campaigns while tapping into the custom audience targeting and analytics only available through a programmatic environment.

Decision-making for optimizing campaign performance can now also be automated based on built in multi-variant testing, A/B split testing of the creative asset based on user engagement, viewership and audience feedback.

To learn more about Digital Video and the Winstar Digital Solutions visit our company page, scroll the map to identify and contact a regional representative in your area today!




Written by: Dave Shamberger