As OTT (Over The Top) transforms content distribution and communication, the question that crops up is: what happens when business/brand communication decide to go the “over the top” way?
Does it help them build a more direct and longer relationship with the consumers which would subsequently create sustainable value? Perhaps the most important question of all is — are brands and consumers really ready for it?
It is perhaps still very early days for OTT communication, but we can already see distinct patterns of principles emerging. The companies that best understand how they interact with customers mostly operate in the pure-play digital space.
It would increase the necessity to look beyond traditional media and incorporate in our strategy the scope of consumer interaction as well. The good news is, OTT platforms already provide the stage to enable targeting viewers basis their profiles and viewing habits that provide brands unique insights into the consumption patterns and help…
