What Happened
Fullscreen, a digital video network co-owned by AT&T and The Chernin Group, is set to officially launch its own subscription-based streaming service on April 26 as it tries to reduce its reliance on YouTube. Although the $4.99-per-month service won’t carry any ads, Fullscreen is very much open to hosting brand-sponsored content. AT&T, for example, is co-producing programs that will debut on the service at launch. Fullscreen has previously worked with brands to create branded or sponsored video content for distribution on various social channels like YouTube and Snapchat.
What Brands Need To Do
With 70% of U.S. internet users now watching TV via OTT streaming services, it is getting harder and harder for brands to reach their audiences with traditional TV ads. The fact that a lot of those subscription-based services are ad-free doesn’t mean that they are brand-free. On the contrary, they offer brands new opportunities to reach consumers with branded content, which can live alongside traditional media content and is equally discoverable on advanced TV interfaces. Therefore, brands should consider working with those brand-friendly OTT platforms to make their branded or sponsored content more accessible.
To read more on how brands can reach viewers on OTT platforms, please check out the Appified TV section in our Outlook 2016.
Source: Marketing Land
Header image courtesy of Fullscreen