- Media and OTT innovations and industry trends to watch out for in 2019 - Effectively engaging OTT app users to maximize key monthly metrics - Success Story: How SonyLIV scaled personalization to increase conversions - CRM innovations expected in 2019

1. Innovations to Convert
Cord Cutters Into Smart Subscribers

2. About Our Speakers
Manish V. Dhanwani
Senior Marketing Manager,
Sony Pictures Network
Raghav Kumar
Head of Customer
& Solutions Marketing, CleverTap
2

3. Agenda
• The state of the media/OTT app industry
• Trends to watch out for
• Consumer expectations from the OTT industry
• Driving Engagement & Retention: The 3 Step Approach
• Lessons from SonyLIV
• Quick Hacks to Move Consumers from Prime Time to Anytime!
3

4. Film, Television, and Video are evolving as we
speak…

5. 2017 2020E
1x 3x - 4x
1x 2x
1x 10x
India Digital Trendbook
India is the 2nd largest
smartphone market in the
world after China
83% of smartphones
operate on the
Android system
64% of smartphones
in urban areas and
36% in rural areas
Rural internet users
will overtake urban
users by 2021
Youth Video viewers will
grow 33% and women
22% a year till 2021
Source: FICCI Report 2018
10x-14x
Growth in
Consumption
Time Spent
Share of Video
Data Usage5

6. But What is OTT?
• Over the Top Video: Over the Top Video is video content transported from a video
provider to a connected device over the Internet outside the closed networks of telecom
and cable providers.
• Over the Top Device: A device that can connect to a TV (or functionality within the TV
itself) to facilitate the delivery of Internet-based video content (i.e., streaming boxes,
media streaming devices, Smart TV’s/Connected TV’s and gaming consoles).
• Connected TV: A television set that is connected to the Internet via OTT devices, Blu-
ray players and gaming consoles or has built-in Internet capabilities (i.e., a Smart
Television) and is able to access a variety of long-form and short-form web-based
content.
6

7. Consumer Mix Is Changing
Source: FICCI KPMG M&E Report 2017, KPMG Digital Report 2017, MPA – APOS 2017
Once women exceed a third of all users, more customized content will be made available for women audiences,
and that in turn will grow the audience.
This growth will enable several opportunities around sports, women-centric content, short video, edgy content,
interactivity and social media integration.
7

8. The Indian Video Market
Source: FICCI Report 2018
The video viewing audience in India is expected to grow significantly at a CAGR of over 13%By 2020, India is expected to
become the second largest video-viewing audience globally
The growth of connectivity resulted in proportionate growth of internet users and is estimated to reach 829 Mn by 2021
8

9. … More Growth for OTT
in the Next 3 Years
Market that’s showing a
CAGR of 17%
Incremental growth
$64.14 bn
20 bn
Smart devices by 2020
9 Source: Technavio, Global Over the Top Market 2018-2022

10. How is it Changing Consumption Patterns?
Source: Ericsson ConsumerLab. TV and Media, 2017
Base: Population aged 16-69 that watches TV/Video at least weekly and has broadband at home, in Brazil, Canada, China, Germany, India. Italy, Russia, South Korea, Spain,
Sweden, Taiwan, the UK and the US.
10

11. Video Industry KPIs to Focus On
Impressions
Views
Completed Views
CPV
CPCV
Average Watch Time
Completion Rate
11

12. The number of viewers who prefer consuming
content on TV versus mobile devices has
plummeted from 52% to 23%*
*Source:
http://www.indiantelevision.com/television/tv-channels/viewership/convenience-personalised-
content-prompts-78-indias-tv-viewers-shift-to-ott-170426

13. The average household consumes OTT content
an average of 19 days a month, for 2.2 hours a
day*
*Source:
http://www.thevab.com/wp-content/uploads/2018/03/OTT-Ecosystem-Overview-Final.pdf

14. Users demand
Proactive Information
Users Expect Brands to Anticipate Their Needs
76%
Expect brands to
anticipate their needs
and make relevant
suggestions.
o f u s e r s
Expect brands to innovate
and provide better value
that aligns with their needs.
63% o f u s e r s
Source- https://www.salesforce.com/research/customer-expectations/
Omnichannel
Proactive
Personalized
14

15. Users expect
Personalized Engagement
Users Want to Be Treated as Humans and Not Data
Points
84%
Say being treated like a
person, not a number is
the key to winning.
o f u s e r s
Say a brand’s ability to
understand their individual
needs builds loyalty.
70% o f u s e r s
Source- https://www.salesforce.com/research/customer-expectations/
Omnichannel
Personalized
Proactive
15

16. Users thrive on
Omnichannel Experiences
Users Expect Consistent Brand Experiences
Will switch brands if they get
inconsistent experiences
across engagement channels.
73% o f u s e r s
Source- https://www.salesforce.com/research/customer-expectations/
3.64
Every user is going to
interact with your brand
across almost 4 devices.
devices
Omnichannel
Proactive
Personalized
16

17. SOCIAL SHARING
UPGRADE ACCOUNT
SHARE ON SOCIAL
MEDIA
VIEW ING
VIEW CONTENT
BINGE WATCHING
A SHOW
DISCOVERING
WATCH TRAILERS
VIEW CONTENT
RECOMMENDATION
S
SEARCHING
SEARCH BY DIRECTOR
BROWSE BY GENRE
Customer Micro-Moments
Are Re-shaping the Media & OTT Industry
17

18. 52%
Of smartphone users switch if
app/site takes longer than
expected to load
88%
Of smartphone users switch to
another app/site if their needs
are not met
36%
Switch app/site if it takes too
many steps to get desired
information
Businesses need to be present in
every micro-moment across devices.
Businesses need to be relevant
at every touch-point.
Businesses need to delight
customers at every touch-point.
18
What Do these Micro Moments Mean?

19. They’re Changing the Customer Journey As Well…

20. M I CROS E GM E NT 1
Loyalists Heavy Streamers
M I CROS E GM E NT 2
Freemium Users
M I CROS E GM E NT 4
Family & Friends
M I CROS E GM E NT 3
Customer Jour ney
Media & OTT
Audiences
P R O A C T I V E P E R S O N A L I Z E D O M N I C H A N N E L
Test New Features
Upsell Opportunity
Promote Long-form Content
Trial Plans
New product features and an updated
content library
I N - A P P N O T I F I C A T I O N
Additional discount for family and
friends
Invite friends for one extra month of
free content
E M A I L
P U S H N O T I F I C A T I O N
Content recommendations based on
browsing history
P U S H N O T I F I C A T I O N
Free trial promotion
E M A I L
Movie recommendations in
interested genre
E M A I L
As a result, customer journeys aren’t
as linear as they used to be20

21. The 🔑 to Success is
Sending the right message to the right person at the right time
…automatically, and with the relevant visual aids
🎥🍿🏀😍🍿 = 🍿21

22. Delivering on the Promise
With Better Engagement

23. LESS PRODUCT ADOPTION
UNHAPPY CUSTOMERS
HIGHER CHURN
LOW ENGAGEMENT =
LOWER SUBSCRIPTIONS
What Makes Engagement Important?
23

24. Step one – Analyze your users
24

25. Most companies spend a
significant amount in app
development
Retaining users is more
challenging than ever
The window of
opportunity is getting
smaller
Mobile apps account for
57 percent of all digital
media usage
Attention span of today’s
mobile user has dropped
from 15 seconds in 2000
to 8 seconds since 2015.
Over 51% users
download less than 1
app a month.
Step two – Segment Your Users
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25

26. By WHO the users are
Usage Plan Type:
Free, Trial, Premium
By Preferred Genres:
Action, Comedy, Drama, Horror
By Preferred Sports:
Basketball, Football, Racing, Cricket
By Viewing Patterns:
Weekly, Binge-watchers, Evening
By WHAT they have or not have done
Users who have not renewed their
subscription
Users who have launched the app in the
last 5 days
Users who have not viewed any content in
3 days
Customers who have uninstalled the app
yesterday
How Segmentation Works
26

27. Automated Segmentation
Recency, frequency, monetary
(RFM) analysis – to examine how
recently and frequently users
performed an action
Improve Campaign Performance
prioritize every segment’s unique
engagement preferences
RFM Based Segmentation
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28. Leverage Machine Learning
Create micro-segments of users
and engage them effectively by
knowing their predominant
interests.
Group users by interests, habits,
lifestyle, or personality traits
Psychographic Segmentation
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29. Follow a goal-based approach to
segmentation
Segment users based on their likelihood
to complete an action: Most Likely,
Moderately Likely, Least Likely
Segment and engage users to maximize
or minimize the extent of a user action.
• Examples of “Maximize” goals:
Maximize Subscriptions, Maximize
Views etc.
• Examples of “Minimize” goals:
Minimize Unsubscribes, Minimize
Uninstalls etc.
Intent Based Segmentation
29

30. Precomputed segments allow you to
optimize your Mobile Push
Campaigns for speed of delivery.
Identify key audience segments that
you would like to engage during a
live event which are computed at
periodic intervals throughout the day
Send breaking news, live game
updates, or announce who won an
Emmy, you can reach your target
audience at just the right moment –
without any lag.
Precomputed Segments for “Breaking News”
30

31. Push In App SMS Email
Remarketing Web Pop Ups Browser Notifications Trigger Workflows
Step three – Pick your channels
31

32. Price paid for subscription ≠ Cost
Price paid for subscription = Perceived Value
And that’s why engagement is essential for
subscriptions!
If users are not using your product or discovering
content and features, they are not deriving value from it
Engagement ∝ Subscriptions
32

33. “A great push notification is three things: timely, personal and actionable.”
– Noah Weiss, Head of Search, Learning, & Intelligence at Slack
Powerful engagement
tool with up to 40% CTRs.
• Timely
• Personalized
• Actionable
40%
33

34. The Fourth Element: Language
34
Source: Times Internet Data, KPMG Study (2017)
Increased Internet penetration,
affordable smartphones, and
cheaper data have resulted in
more people consuming
regional content online

35. Regional Content is King
35
Source: Times Internet Data, KPMG Study (2017)

36. Relevant & personal Actionable Timely
Push Notification Examples
36

37. Leverage Rich Media for Push Notifications
37

38. Allow users to view video previews in
push notifications, even on a locked
screen.
Deep linking directs users to the
appropriate content and provides
them with a seamless video viewing
experience.
Results
3x increase in CTRs over
regular text based push
notifications
Shorten the Conversion Path
38

39. Leverage Automated Segmentation which
is based on Recency and Frequency, and
Monetary analysis (RFM)
Personalize experiences for binge
watchers — who typically have longer
session durations than regular viewers.
Results
Target Audience: > 7 Million Users
Conversion Rates: 23%
Segmentation to Drive User Engagement at Scale
39

40. Retention is built on delivering
value and building user habits.
Identify Usage Patterns: find out
what users who stay are doing
Maximize Retention Of Users
40

41. Maximize Average Session Length:
Use Dayparting analysis to stay on
top of viewing trends for each user
by genre, seasons and current
events to identify viewing
preferences with Pivots.
Deliver Value to Active Users
41

42. Content Flows to Improve Viewing
Experience:
Understand what users
did before or after consuming a
specific content, eg: Game of Thrones
Season 1 Episode 3
Streamline the conversion path to
ensure:
• Higher session durations
• Better content discovery
Identify Usage Patterns
42

43. Know and personally interact with your OTT users across devices
Understand usage patterns, and gather user feedback to optimize the user experience and content library
Identify user micro-segments that you can actually influence, instead of spamming a broad database of users.
Leverage AI and ML based technologies to accurately predict behaviors – so you can engage and retain users
accordingly
Mobile marketing and growth is not a knee jerk reaction to your competition – continue to experiment and innovate
Quick Hacks to Win More Subscribers
(and their Loyalty)
43
43

44. Report: Industry Benchmarks for
Media and Entertainment [OTT] Apps
- Click Here
Whitepaper: Proven Tips to Win the OTT Battle
- Click Here
Case Study: How SonyLIV Increased Conversions by
Scaling Personalized Campaigns.
- Click Here
Live demo: Get a customized 30-minute demo from
our team
- Click Here
Questions?
Resources to help:
44

45. Thank You!
m a rke t in g@ cle ve rt a p. com
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