Would you ever buy an airplane ticket, even at a discounted rate, from an airline that deprioritised safety? Of course, you wouldn’t. The risk isn’t worth it. Same goes for advertising, says Linda Yaccarino, Chairman, Advertising and Partnerships at NBCUniversal. Today, major digital advertising platforms are rife with risk, like privacy issues, data misuse, measurement chaos and brand safety neglect. Yet it is entirely possible to open up advertising to more marketers while still ensuring that a medium is safe for consumers and brands. The premium media industry is proving this – and welcoming entrepreneurs and their disruptor brands, with wide-reaching effects.
Multicast ABR over satellite leverages reliable bandwidth and so removes the need for large player buffers, reducing latency for video streaming. For service providers, it resolves scalability issues, enabling millions of simultaneous viewers to watch a video stream that is only transmitted once. It also means satellite operators can remain competitive by reaching multiscreen devices like smartphones and tablets. Multicast ABR over satellite can also be used to pre-cache advertisements ready for local ad insertion, and to pre-cache VOD.
Here are three ways the TV and video ecosystem will advance throughout 2019. The use of addressable TV advertising will expand across Europe. Inventory monetisation models will blur. And advertisers will demand more premium video inventory as they realise they can achieve more with this than with other forms of digital advertising. Premium video meets the five non-negotiables of advertising: a brand safe environment, complete transparency, an engaging experience, trustworthiness through third-party verification, and high-quality reach. Although it may appear more expensive than other formats, premium video is well worth the investment.
DVB’s annual conference, DVB World, tackles some of the hottest topics in media delivery. Questions this year include whether broadcast infrastructure can be integrated into 5G and if 5G can use broadcast spectrum. Can DVB-I make OTT delivery as friendly and robust as classical broadcasting? The event explores how the rise of open source software is influencing the creation of standards, and the standards development approaches that are fit for purpose in 2019.
While the benefits of IP technology for broadcasters are obvious, its successful use depends on the right infrastructure and how individual network elements are controlled. This article compares centralised star network, spine-leaf and dual star architectures and then the use of automatic routing and SDN for orchestration and control. The author argues that broadcasters should use a true spine-leaf model with SDN routing for control, giving reasons.
Consumers increasingly love creating their own bundles of OTT content in a-la-carte fashion, but this means owning multiple subscriptions and remote controls, navigating across multiple platforms and receiving multiple bills. There is a tipping point of too much fragmentation for the consumer. There has to be a re-bundling at some point. This article explains why Pay TV operators are well placed to perform that re-bundling and what it takes to become the virtual shopping malls of the digital content world.
Our story so far: After beginning an experiment in cord-cutting, David received a rude awakening from his pay TV provider. This got us thinking...
The way we measure things in media and advertising is not set in stone. That is why NBCU is committed to a new measurement standard that can show advertising clients what they ultimately want: impact, from brand affinity to demand generation and even sales. CFlight is being transacted upon today and will soon be used across the whole NBCUniversal portfolio. The need for impact-based metrics is not unique to NBCUniversal and our advertising partners. The whole industry needs this – and CFlight is an open standard.
To create optimal incremental value from content, media companies need to adopt more flexible, holistic monetisation models where content can shift seamlessly between advertising, subscription and transactional funding. This needs a shift in mindset, considering concepts such as content lifetime value and average revenue per user. The overall ROI on content will become more important than how that return is generated. This article provides examples of what this holistic monetisation approach looks like in practice.
As the broadcast industry adopts a more cloud-based IT environment and moves from SDI towards IP, the risks of security breaches and cyber-attacks increase. Globally, IP hacking skills are growing. Even the biggest broadcasters can be held to ransom if content falls into the wrong hands, threatened with spoiler alerts for their new blockbuster if payments are not made. Mistakes on the corporate side of the operation could let in the hackers. A vendor-agnostic cloud management platform, complemented by cyber security services, is the answer.