Watching Apart Together - Thoughts on OTT-TV

Yesterday, I gave a presentation at the Belgian Broadband Platform's symposium on over the top TV. I was lined up amidst a series of more technical speakers to give a point of view on what OTT-TV could mean for brands and consumers. Since I work for a new-skool agency that isn't burdened with a mass media heritage, I thought I'd add some fresh views on how brands could leverage the social aspects of OTT TV. These were some of the points I tried to make :

• TV used to be seen as a social medium but it's perception quickly became that of a high impact advertising medium to "reach" individuals. Probably the reason why orthodox marketing  is still officially in love with TV despite alarming data (slide 7 & 8) suggesting otherwise.
• The orthodox model of brand building via reach, frequency and interruption needs a serious rethink (and this time, not only agencies but also enlightened brands are proclaiming this)
• The current OTT TV platforms (Joost, Hulu,...)  succeed in overcoming some of the weaknesses of  traditional TV (too much ad pressure, no precise targetting). But on the other hand I can't help thinking that OTT TV only aggravates the isolation of the viewer by creating even more micro-segments.
• The real revolution of OTT is still to come when the respective strenghts of TV and the Internet (emotional impact and social possibilities) are combined into one. Only then will OTT-TV reach its adult (or art) phase. Unfortunately we're not there yet, but Channl.TV, Bebo and Honeyshed each contain some of the ingredients that will constitute the definitive OTT-TV platform.
• For "enlightened" brands these are exciting times. When OTT-TV will have reached its adulthood, brands will finally have a medium to practice what they've been preaching in the last couple of years. Like : being useful, adding to "what people are already doing", taking with instead of talking to, reaching communities instead of individuals,...

If you want to delve deeper in the points I tried to make, have a look at the slides below.

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