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@Nag
Platinum PM
Platinum PM
Situation- We had an issue with a leading streaming media brand wherein customers were dropping off after watching content for 15 mins in a 30 min segment whenever a mid roll ad was shown. We wanted to know why?. This was done using data analysis
Task: The 5 why analysis was done using data as follows:
Why do people stop watching content after 15 mins --->that is an ad break
Why do people stop watching content during ad break--> The ads are not relevant to them
Why is the ad not relevant to them--> Since the person watching content is not necessarily the same person who signed up for the subscription
Why is a different person watching content from the person who signed up --> Since this is an OTT platform, it is used by the family
Why is the family using a common OTT app- This app has live streaming as well hence unlikely someone will switch profiles each time a family wants to watch content
Action- The Ad recommendations have to updated based on content associations along with persona associations. This was make the ads relevant to say a family based drama then purely aligning with the user profile
Task: The 5 why analysis was done using data as follows:
Why do people stop watching content after 15 mins --->that is an ad break
Why do people stop watching content during ad break--> The ads are not relevant to them
Why is the ad not relevant to them--> Since the person watching content is not necessarily the same person who signed up for the subscription
Why is a different person watching content from the person who signed up --> Since this is an OTT platform, it is used by the family
Why is the family using a common OTT app- This app has live streaming as well hence unlikely someone will switch profiles each time a family wants to watch content
Action- The Ad recommendations have to updated based on content associations along with persona associations. This was make the ads relevant to say a family based drama then purely aligning with the user profile
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