Norigin Diaries
Our Streaming TV Journal about
Tech, Product & Content in between!
White-label or Custom Designed CTV Apps?
(Wednesday, 11th September)
It is possible to launch on key platforms like AppleTV or AndroidTV by expanding mobile apps natively to these larger screens. However, there is a larger investment of time and money needed to launch on SmartTVs like Samsung Tizen, LG webOS or newer devices like Philips TitanOS. If companies want to lower the operational costs for committing to Smart TVs by starting simple with turnkey with white-label apps – where simpler and basic features are launched to test the consumers interest and usage.
While niche content providers or operator aggregating services can trial white-label solutions to launch on leading TV brands, broadcasters are in steep competition with established streaming services, necessitating innovative features and custom designed apps present across all major Smart TVs.
Want to learn how Norigin Media develops top of the line White-Label and Custom CTV Apps? Click here.
Will CTV Transform Targeted Consumer Experiences?
(Friday, 16th February) The last two decades have spiked mobile-first digital consumption, especially for an elusive younger video-streaming audience. User-generated content found its foothold through YouTube & Instagram, and it has been easy to get audiences hooked on streaming over hand-held mobile devices.
While a mobile is a personal device, making individual targeted advertising quite simple, when it comes to communal devices such as CTVs, differentiating each user for targeted advertising becomes more difficult. Netflix attempted to accomplish this by launching “profile selection” on household devices including Smart-TVs and other Connected TVs.
We have come to realise that profile selection is not as effective on communal CTV devices leading to a phenomenon called Content Pollution: the inability to distinguish between consumers who use streaming apps. It is clear that CTVs require a different approach for targeted advertising . As the same content is available on both personal and household devices, advertisers must find a way to target adverts on CTVs.
Differentiating UI/UX on CTV Apps across Samsung, LG, Roku and a range of other Connected TVs also make it harder to track users to the dot.
The pandemic brought people back into their living rooms, increasing viewing hours on CTVs, which solidified the importance of targeted advertising on such devices. Manufacturers have created a fragmented market with Android or Fire TV, Samsung, LG, Roku, and the new launch of Titan OS, which makes standardisation difficult, at least for now.
The biggest question for us all to ponder is how does one target consumers better with CTV Apps, as consumers accept such targeted ad-serving on personal devices like mobiles?
Monday, 15th January
Samsung was the quickest to announce their newest innovations ahead of the event itself. The largest news for Samsung Tizen TVs in 2024 is based around the use of Artificial Intelligence (AI) technologies by improving the intuitiveness of their devices. AI picture enhancement takes centre stage with the “AI Motion Enhancer Pro” as it detects the type of sport automatically while being watched. It uses deep learning to track moving objects within the sport with high quality and preciseness. Prices have not yet been announced and the largest of the TVs was under 100 inches.
LG showcased their inspiring futuristic “OLED-T“ where the ‘T’ represents “Transparent” TVs. The transparent display that can be comparable to a fish tank, boastfully, is able to change to an opaque display too. The sleek and transparent screen is a great form-factor for aesthetics, but this comes with a hit a hit to image quality as compared to their other device models. While they state it as a wireless device, a power cable is still required and the price is in the high end range. This launch is well ahead of its time and certainly ahead of its peers, including Samsung, who has demoed similar devices, but has not committed to a full launch.
Hisense presented its highest levels of brightness and promised specs that would outshine all other devices with their new large screens in 2024. Much like Hisense, TCL also presented large and bright screen sizes and resolutions. Roku, on the other hand, mainly dwelled on its AI themed announcement to showcase content identifying technology that would help with visual experiences. Vizio seemed relatively quiet, which could mean we should expect some news from them soon?