The new DVB-I specification is focused on making it easier to deliver linear TV over the open Internet and the first big challenge is service discovery, harmonising the way that connected devices from different manufacturers, using different middleware, identify available content. It is expected that DVB-I will work ‘under the hood’ of apps and so make apps easier to develop, manage and update – reducing the expensive complexity associated with apps-based television.
The migration to multiplatform TV has given consumers everything they could dream of but has created a list of challenges for content owners and distributors which, together, are straining the fabric of the TV industry. A new Videonet report proposes a solution, which simultaneously streamlines the video, content protection and rights management processes and clears the way to work with more distribution partners, and help them monetise content faster.
The sales division of Sky has grasped the future with both hands and is demonstrating the opportunities that await media companies who invest in advanced advertising and analytics capabilities. Sky Media can deliver mass-reach, audience-based and targeted advertising and unified multiscreen campaigns. It provides attribution and is ready to move towards a focus on business outcomes.
The two companies create a $11 billion a year revenue corporation determined to capitalise on key industry trends including network convergence, fibre and mobility everywhere, the advent of 5G, the Internet of Things and rapidly changing networking and technology architectures. Connected and smart home solutions are viewed as an immediate opportunity. ARRIS CEO Bruce McClelland says both companies need a broader set of products and services to help customers achieve their goals and fulfill their own visions.
All this year, Future TV Advertising Forum has been challenging senior advertising executives to give their own industry a health check, in the face of concerns that cost-cutting, short-termism and digital-bias are undermining marketing effectiveness and threatening the long-term health of brands. Here is what analysts and agency leaders said at the debut FTVA Manchester this week.
ITV, Sky and Channel 4 have come together to be the joint Host Partners of Future TV Advertising Forum 2018. Alex Mahon, CEO of Channel 4, Carolyn McCall, CEO of ITV and Stephen van Rooyen, CEO of Sky UK & Ireland, will feature in a high-flying first morning of the conference that also includes a fireside chat with Linda Yaccarino, Chairman Advertising & Client Partnerships at NBC Universal.
ITV’s advertising strategy focused on deeper client and agency partnerships, business outcomes and addressable...
The UK broadcaster has been giving more details about its future advertising strategy, which includes more resources to support agency planners and a determination to talk more directly with clients. The focus is on business outcomes and deeper partnerships. Broadcast linear addressable has been de-prioritised, with ITV Hub now the focus for TV targeting. The company thinks the TV industry should talk more about its short-term impact for brands, as well.
GroupM has just published its annual commentary on ‘The State of Video’ and it paints a confused picture of simultaneous decline and renewal, with audiences down but prices up, youngsters down but older viewers more attractive, measurement insufficient, but digital less trusted, linear effectiveness undiminished but ROI under-valued. Given the emerging priorities for media buyers, however, TV has reason to be optimistic, but it has to double-down on its advertising transformation.
A selection of streaming providers, representing the digital side of incumbent media owners and OTT challengers, were recently asked to identify the biggest challenges when going direct-to-consumer, and the strategies to overcome them. Marquee TV, Crunchyroll owner Ellation, Viacom International, 7TV (the ProSiebenSat.1 Media and Discovery joint-venture) and TV Player gave their insights, from creating a marketing funnel to replace the Pay TV bouquet, to trying to replicate that bouquet in the streaming space, to dealing with ‘binge-and-bolt’ behaviours.
Executives at ProSiebenSat.1 Media and its joint-venture streaming platform subsidiary, 7TV, were emphasising the importance of broadcaster alliances at Videoscape Europe this week. The broadcast group also revealed plans to take a more digital-first approach to distribution, releasing content for streaming in advance of its availability on broadcast TV. There may be more focus on ‘local’ content too, in the battle against Amazon Prime and Netflix.