Stay marketing and tech-savvy. Get the latest in martech - subscribe to MarTech Today.
Taplytics now supports OTT TV app testing
This maker of mobile app testing software expands to internet-based TV platforms.
Those apps — such as ones for HBO Now, CBS or Netflix — offer TV programs and movies via internet streaming.
Taplytics now provides OTT-specific A/B testing capabilities for those apps on Android TV, Apple TV or Amazon Fire TV boxes, as well as those apps on smartphones and tablets. Previously, Taplytics only offered testing for those apps on mobile devices, but without specific OTT capabilities.
Those capabilities, CEO and co-founder Aaron Glazer told me, might score TV-oriented engagement by testing features, flows or visuals, which can be modified dynamically during a test.
For instance, he said, a company might want to measure viewer engagement when logging on to find something new to watch, compared to logging on to find a specific program.
Glazer said his company’s new OTT testing differs from competitors because it can apply the same testing to an OTT app that’s on a smartphone, a tablet or one of the supported OTT TV boxes, whereas other OTT testing software is mostly focused on the boxes.
Additionally, he said, Taplytics can return people-oriented results relating to the same subscriber on different platforms, assuming that subscriber has logged on.