If there is one thing that consumers love more than content, it is having the ability to control it.
The popularity of over-the-top devices (OTT) is undeniable. According to the Bureau of Labor Statistics, more than half of the average American’s leisure time was spent watching TV, and many have done by interacting with applications and OTT devices.
In my previous post, I touched on several use cases for the development of OTT-device application, including psychographic needs that could be met through an immersive affinity application designed to transform customers brand advocates. The value proposition for the OTT-customer commitment is deep -. As brands know how to effectively analyze, test and optimize the user experience
Either deeper into the world of OTT develop applications for these devices by turning our attention to Apple TV.
That-OTT App Developers can learn from the Apple TV?
The simplicity and sophistication behind Apple TV is something that every OTT-app developer should consider before going on the road to creating OTT-app. Apple TV uses a layout based on a grid that is easy to navigate.
The most important aspect of the Apple TV grid layout is the Top Shelf. This property has high value personalized, dynamic content while providing a direct path to the specific content within the application. This could include highlighting favorite TV shows to a user on a particular network or display decorating ideas that may be of interest based on user preferences.
Top Shelf app investment can be huge for your brand. Top shelf placement reveals customer loyalty and can provide great value to your business and your customers – when done correctly. This requires the use of analytical and optimization tools to improve the customer experience. How your brand can accomplish this?
Apple TV: Analytical Tips
Analytics plays a key role in acquiring a real-time understanding of how your customers interact with your brand on Apple TV. In addition, software development kits (SDKs) are available for Apple TV that include Adobe Analytics and Adobe Target. Here are some tips to get you started.
- Capture How the App is launched.
are launching your application clients from the home screen or the top shelf? By placing the launch site for the conversion of variables (eVars), your brand can determine where your customers interact with your app more often. Of course, this is important to know for analysis; but did you also know that when your customers place your application in their Top Shelf displays, they tell you they really appreciate your application?
- SDK Use timers to measure the time spent in the content and the charging time.
Commitment is forgotten when the load times are behind. You deliver a great piece of content via a fast connection, or a piece of content through dial-up, using SDK timers help you assess how the load times content can affect the user experience.
- Use the SDK Lifetime Metric high and low value Differentiate App Users.
This measure helps differentiate application users between high and low value by measuring data such as completed videos, recipes seen, or content to your favorites on the use of life app. The duration of life-value metric can also be used from a viewpoint of the analysis to segment customer behavior high value users and compare it to others.
- Use Analytics to find the sweet spot of preloaded Vs. Streamed Content.
Because Apple TV applications are limited to 200 megabytes, it is important for your brand to determine what the value of the delivery is from the start against the dissemination of content. Brands can use Adobe Analytics to find the perfect optimization point of creating the best user experience so that users – especially those on slower connections -. should not wait
Apple TV: Testing and optimization tips
Here are some tips to help you develop an OTT-device app which offers personalized customer experience using an SDK for apple TV with Adobe Target.
- Recommendations Using target to customize the content in the Top Shelf.
Provide video recommendations to customers based on their past viewing history is an excellent example of OTT-app customization. Other examples include the top-five list of recommended recipes based on recipes previously favorited or training suggestions based on previously completed routines.
- test content to be displayed based on the time of day and day of the week.
Find the optimal time for content consumption is the key to optimizing the user experience. For example, a public television application can test to see if more content is consumed based on the promotion of child week programs during the early morning and midafternoon hours. Another example would be an application for finance to measure content consumption by displaying a stock ticker for hours and relevant trading news updates before and after trading hours.
- Use Rules-Based Targeting Activate “Bonus Content” for High-Value users.
Including the hidden application functionality that comes to your customers’ lives have watched a hundred shows or past hundred hours of interaction with your application gives your customers only members of the experiences that make that they feel as if they are part of something special. Marketers can also use rules based targeting without contacting IT.
Looking for ways to measure and optimize for wearables? Then check out my previous post in which I discuss the ways you can analyze, test and improve the implementation of your brand Apple Watch.
Still wondering if your brand should make the leap into wearables and OTT-app development? Read my post titled “Marketing Across Wearables and Over-the-Top (OTT) devices 😕 If your brand Take the Leap”