Last week, Episode 53 of Friday Live was streamed from Intelivideo’s new office! Read our latest blog recap below for all the top highlights from the show, including an OTT industry news update, an interview with Intelivideo’s newest client and a walkthrough on one of our Advertising Funnels for SVOD services looking to reach their cold audience.
Big Tech Names are still Making Moves in the OTT Space
Starting off Episode 53 was Matt Given sharing the inside scoop on last week’s top headlines from Ben Munson at FierceVideo, including:
- Discovery launches Digital Studios Group to lead multiplatform video strategy
- Snapchat launches original series as search for daily active user growth becomes desperate
- AT&T building new streaming service from HBO, Turner and Warner Bros. content
The companies listed within the headlines above show that large corporations are still making big moves to align themselves with leading SVOD services, like Netflix, Hulu and Amazon Video.
In regards to AT&T, they already possess a significant role in the OTT space with multiple holdings on DirecTV Now, Otter Media and, through its WarnerMedia acquisition, it also owns B/R Live and DC Universe, FilmStruck, Boomerang and DramaFever. It’s notable to see a company like AT&T not only put money towards their existing services, but also on brand new SVOD services that cater better to niche interests.
Did you know that 60% of households subscribe to an SVOD service and about 70% of those households subscribe to more than one?
So think about it… There is still plenty of room for more SVOD services. Well-known names are now working on providing channels for viewers with specialized interests. If you have high-quality niche video content for your following, it’s time to think about moving your material to an SVOD model.
New Client Alert: TITLE Boxing Club
Up next, Intelivideo is very excited to announce our newest client, TITLE Boxing Club! TITLE Boxing Club is taking its brick-and-mortar business to the next level by also offering an on demand video platform. Intelivideo is partnering with TITLE Boxing Club to launch this new streaming service, which is expected to go live by the end of this year.
Earlier last week, Intelivideo attended TITLE Boxing Club’s annual conference that gathered trainers, owners and executives from this nation-wide franchise. Here they announced our newly established partnership to launch TITLE Boxing Club On Demand.
At the conference, we had the opportunity to speak with Bryan Scott, 10 year NFL Veteran, Franchise Owner and Trainer of TITLE Boxing Club. Throughout his interview, he spoke about the ability video on demand has to increase brand awareness across different workout environments and also the value it brings for people on-the-go.
“For the longest time I would audio record our classes and I would use it as a training tool for our trainers. And every now and again, a member would say, ‘I’m going to be on the road and I’m really going to miss you guys!’ Well here’s an audio recording, tell me what you think and if you can follow it along. But now knowing that there will be an on demand option where they can set it up in their home, set it up in a hotel room and get after it, it’s going to be killer.”
— Bryan Scott
Scott is expecting this new offering to be a huge success for not only for current members, but also people wanting to transform and empower their entire bodies! Stay tuned on updates for this highly anticipated TITLE Boxing Club SVOD offering.
Bring New Traffic to Your Site with our Advertising Funnel
Now let’s take a closer look at our lesson on how to acquire new subscribers through an advertising funnel. Below is one of our advertising funnels we walk our clients through to demonstrate how to reach cold audience members and drive them to the finish line as a paying subscriber.
Who will receive these ads?
This funnel is specifically for lookalike groups. Take your brick-and-mortar member list or SVOD subscriber list and have Facebook and/or Google compile a list of emails who resemble and share similar online behavior as these current paying customers.
What ad channels can I use for these ads?
What happens after the ad goes public?
You’ll begin to see cold leads either reach your ad or take the desired action and click the ad. The first click-through should lead to an educational source of your product. And for this, we always recommend to use a video because it can achieve about 10x more clicks and have viewers move further into the funnel. Here is when cold leads begin to warm up to your product and want a taste of the user experience.
By clicking the educational source, these warmer leads are led to a squeeze page. Your squeeze page should offer something valuable to these viewers. We recommend offering a “free experience” campaign that includes popular pieces of content. And if viewers want to try it out, all they have to do is provide their name and email to opt-in.
Free experiences gives your audience a taste of what to expect when they subscribe to your product, it positions you as an expert on the topic, it acquires loyal followers, and, most importantly, it helps you make more sales.
Free Experience through an Email Campaign
Once these leads opt-in, they can begin your free experience email campaign including your most popular pieces of content. We recommend a 7 email drip over the course of 120 days so you’re giving them enough time to digest your material and consider being a paying subscriber.
- Email #1: Thank you for opting in!
- Email #2: Free Experience (popular piece of content)
- Email #3: Educate your audience (benefits of your product)
- Email #4 – #6: Free Experience (popular piece of content)
- Email #7: CTA Button (Subscribe Now)
For those who dropped out the the funnel and didn’t opt-in for the free experience will fall into the re-market ad campaign. Similar to the first ad they received but with different context stating, “You forgot to try your free experience with us. Take a look at what our free experience offers!”
Move Your Warm Audience to your Sales Drip
Now what do you do with the people who opted-in for the free experience but didn’t subscribe to your offering? Move them to your sales and/or newsletter email list! Continue to expose them with your branded content and continue to sell your services and product to them.
Try it out! What do you have to lose?
This particular campaign does not have to be a huge investment. In fact, it’s best to begin with a low budget. Ad campaigns are a test to see where your conversions can fall with cold audience members. If you begin to see a significant ROI, you can then increase your budget to reach out to even more cold leads.
Feel free to contact us for a copy of our advertising funnel and our free experience email campaign at firstname.lastname@example.org. And any of your questions, comments and/or compliments you may have! Visit fridaylive.intelivideo.com to access all episodes of Friday Live on demand. Follow us on Facebook, Instagram and Twitter at @Intelivideo and look for the hashtags #FridayLive and #IVLive for questions/comments from the show.