By Ben Chodor
Amazon’s recent announcement of the new Fire TV was met with little fanfare, and it begs the question, why?
Prior to the company’s announcement, there were many discussions about what the news would be, so why hasn’t there been a larger hype over Fire TV? It could be that the streaming media industry is getting crowded in combination with the fact that marketers are overlooking the use of OTT platforms, like Fire TV, as part of their content marketing plans. But one thing’s for sure, Amazon is set to become a leader in OTT platforms.
Amazon is taking over the world of hosting, and offers its live streaming servers at an amazingly low cost, enabling corporations and individuals the ability to broadcast content anywhere in the world. The announcement of the new Fire TV is an exciting step for Amazon. With its availability, combined with the growing adoption of OTT platforms, video content marketing could get a lot easier. We should expect more brands to realize the power of leveraging OTT platforms for live streaming.
Now, any brand can be in their target consumer’s living room with the click of a button. Companies could leverage OTT platforms for live, branded events — from a press conference to a fitness video that promotes the latest workout products.
What exactly do announcements like Fire TV mean for the future of OTT platforms and how can brands get involved? Brands can leverage OTT platforms to create their own content and distribute it by creating their own TV channel. We should expect to see companies taking advantage of such an innovative marketing tool in a way they couldn’t before.
We can expect OTT platforms to solve some security issues in the exchange of internal or external corporate communications, as they are more secure than other options. For example, you can use an encryption technology and give individual codes to ensure confidential information is not shared with the wrong viewers.
Content marketing is exploding and OTT platforms serve as another tool to push out good content to consumers. Marketers are realizing the value of live content — it makes a conversation more authentic and engaging. We can expect to see more brands leveraging video streaming in their marketing efforts.
New technologies and platforms in the streaming-media market will continue to evolve, but only the best will be memorable to audiences. Creating good video content is the first step to a more successful content marketing campaign. Getting it out to consumers via distribution channels like OTT platforms could be the next.
Ben Chodor is the co-CEO of Sherpa Digital Media, a provider of digital media solutions, infrastructure services, and media intelligence tools to organizations nationally and globally.