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dlr5288
dlr5288
11/30/2016 7:25:36 PM
User Rank
Platinum
Re: Squeeze play
I agree! Although I still see Netflix hanging on for a while still. And I hope so because I'm kind of addicted..

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mhhf1ve
mhhf1ve
11/8/2016 7:12:17 PM
User Rank
Platinum
Re: stats...
Joe, that's an great idea... except it'd be hard to really implement with all the variables that change in real life. Marketing campaigns are usually pretty time-sensitive, so unless you can perform all of the necessary A/B test nearly simultaneously, you wouldn't be able to control for the time variable that changes your competitors campaigns and other time-dependent factors. And then, even if you could try to do it all at once, whatever you learned might not apply to the next campaign....

I'm sure you'd probably learn a few things about what works, but you can never quite get all the answers to optimize your ad budget forever....

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Joe Stanganelli
Joe Stanganelli
11/8/2016 1:07:17 PM
User Rank
Author
Re: stats...
@mhh: I'm certainly familiar with that old bromide, but your mention of it got me thinking.

In theory, it could be argued that A/B testing over time could potentially make your marketing spend more efficient if you randomly cut half of your marketing budget, saw how that did for a while, compare, and then re-cut your budget and successively add back what you cut in on the last round.  Rinse and repeat -- and, with the insights gained after a few rounds, begin making permanent cuts once you've found that certain things are valuable while certain other things are worthless.  This would, over time, gradually bring your marketing spend to 99.x% efficiency.

But, alas, that's not how the real world of marketing works.  Non-marketers don't understand that steady, moderate spend is what keeps you competitive; slashing the marketing budget to shreds once you're stablized will set you back a ton -- and then attempting to fix that by overcompensating and octupling the previous marketing budget will simply lead to inefficiency and waste.

Still, A/B testing (used in proper scope) can be very valuable -- and I expect the providers to be playing around with incentives, content types, delivery methods, and other miscellany a lot more in the nearish future.

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mhhf1ve
mhhf1ve
11/8/2016 9:03:20 AM
User Rank
Platinum
Re: stats...
The old marketing quip is still true:"I know I'm wasting half of my ad budget, but I don't know which half."

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Michelle
Michelle
11/7/2016 10:03:03 PM
User Rank
Platinum
Re: stats...
@mhh you bring up a really interesting tracking issue. I assume they use a formula to account for some of these viewers --

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mhhf1ve
mhhf1ve
11/3/2016 2:59:16 PM
User Rank
Platinum
predictions...
> "..we will see cord-cutting and cord-shaving ramp up, but it's not very likely that 41% of pay-TV subscribers will slash their bills.."

Internet and pay-TV bundles are so intertwined now that I doubt users will be able to "slash" much of their bills unless they want to start paying more for data that "exceeds" their broadband data cap. 

Bundling services is a pretty good way to stop users from completely cutting off parts of their bills. It's also part of the reason why zero rating is so insidious....

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mhhf1ve
mhhf1ve
11/3/2016 2:53:59 PM
User Rank
Platinum
stats...
> "pay-TV subscribers watch considerably more TV than OTT subscribers.."

I wonder how accurate these stats really are.. I'm sure pay-TV subscribers have their TVs playing in a living room while they're not really paying attention to it for many more hours, and OTT subscribers are more attentively watching the videos they consume. Not sure how this situation might be reflected in the stats, but I doubt many people watching OTT videos on their smartphones are walking out of the room while their videos are playing to no one.... 

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DHagar
DHagar
11/2/2016 2:43:10 PM
User Rank
Platinum
Re: Other options
@Adi, interesting - thanks for information.  It makes one believe that you either become a "commodity" with a least costly package or a "value-added" provider with desired and/or exclusive content.

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batye
batye
11/2/2016 1:15:41 PM
User Rank
Platinum
Re: Squeeze play
@afwriter  yes, you are right as I do see the same trend - netflix getting affected by smaller players... and Amazon  :) 

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batye
batye
11/2/2016 1:13:46 PM
User Rank
Platinum
Re: Cut Pay TV
@clrmoney in small rural areas where is internet still is dial up consumers have no choice...

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