How to Measure and Optimize Your App for Over-the-Top (OTT) Devices

by Carl Sandquist

posted on 07-20-2016

If there’s one thing consumers love more than content, it’s having the ability to control it.

The popularity of over-the-top (OTT) devices is undeniable. According to the Bureau of Labor Statistics, over half of the average American’s leisure time was spent watching television, and many did so by interacting with OTT devices and apps.

In my previous post, I touched on several use cases for developing an OTT-device app, including the psychographic needs that could be met through an immersive affinity app designed to turn customers into brand advocates. The value proposition for OTT-customer engagement is profound — as long as brands know how to effectively analyze, test, and optimize the user experience.

Let’s dive deeper into the world of developing OTT apps for these devices by turning our attention to Apple TV.

What Can OTT-App Developers Learn From Apple TV?
The simplicity and sophistication behind Apple TV is something every OTT-app developer should consider before traveling down the road of OTT-app creation. Apple TV utilizes a grid-based layout that is easy to navigate.

The most important aspect of the Apple TV grid layout is the Top Shelf. This high-value real estate showcases personalized, dynamic content while providing a direct path to specific content within the app. This could include highlighting a user’s favorite television shows on a particular network or displaying home décor ideas that may be of interest based on user preferences.

Top Shelf app placement can be huge for your brand. Top Shelf placement reveals strong customer loyalty and can provide high value for both your business and your customers — when done properly. This requires using analytics and optimization tools to enhance the customer experience. How can your brand accomplish this?

Apple TV: Analytic Tips
Analytics plays an integral role in gaining a real-time understanding of how your customers interact with your brand on Apple TV. Further, software development kits (SDKs) are available for Apple TV that include Adobe Analytics and Adobe Target. Here are some quick tips to help you get started.

Apple TV: Testing and Optimization Tips
Below are tips to help you develop an OTT-device app that delivers personalized customer experiences by using a SDK for Apple TV with Adobe Target.

Looking for ways to measure and optimize for wearables? Then check out my previous post in which I discuss ways you can analyze, test, and enhance your brand’s app for Apple Watch.

Still wondering whether your brand should take the leap into wearables and OTT-app development? Read my post titled, “Marketing Across Wearables and Over-the-Top (OTT) Devices: Should Your Brand Take the Leap?

Topics: Digital Transformation

Products: Experience Manager