Historically, video advertising has not made it easy for users to take action. Many brands have turned to search as a way to re-engage their customers but today global brands are finding ways to move people and inspire real, measurable action through video. Here, YouTube explains why usage of video by direct response advertisers is on the rise, and how brands are now using Google data and tools to reach users on YouTube who previously searched for them on Google.
Currently, content preparation for original broadcast and versioning are treated as separate workflows, each managed by different stakeholders who are independently responsible for creating whatever materials they need for delivery, compliance and Access Services. Post-Production Scripts are typically produced as Word documents, with limited re-purposing capability. With a Post-Production Script in XML, you gain the ability to re-purpose the original data. The key to creating a process that is more efficient and more affordable is to adopt a standardised XML-based Post-Production Script template that is adhered to across the industry.
The Pay TV industry saw its steepest growth during the first digitisation wave at the turn of the century but, apart from nascent VOD and semi-interactive services like PPV, the business model hardly evolved. The industry is poised for a more significant digitisation wave, including virtualisation and data-driven processes, and this time the business model is transforming. In the 00s, the Pay TV credo was ‘meaningful aggregation’ and the same applies now, only this time you need to be a good re-aggregator, too.
Strictly speaking, without a direct transaction to rent a movie or PPV, GDPR does not allow a media company to gather personal data without consent. But personal data can be collected without consent if ‘pseudonymization’ is used. Using pseudonymization provides the flexibility to manage personal data and the ability to perform historical analysis. In addition, end user requests to have their data forgotten no longer require the removal of all end-user data from the data warehouse. This article explains what pseudonymization is, when it should be adopted, and how to use this approach successfully.
Despite an often held belief that streaming services have killed piracy, the data proves otherwise, with 2017 seeing a 3% rise in visits to piracy sites hosting TV content, year-on-year. For TV shows, 52% of visits to piracy sites with TV content were through mobile devices and for the first time, mobile was favoured over desktop for accessing pirated TV content. Yet there is no significant correlation between TV/film piracy activity and mobile penetration. A complex mix of social, attitudinal, economic and technological factors are at work – and it is important to know what the real statistics are.
Consumers are drowning in content so we need a new way to win their loyalty. At the same time, digital disruptors are creating diverse ecosystems where digital video is part of a broader omni-channel strategy. To succeed, traditional video providers must embrace a new platform-based model and their own omni-channel ecosystem that is easy to access via open APIs. They must sacrifice complete control of every user experience in return for the scale and high-end personalisation that is possible when you work with others.
Christian Bell, Department Lead Project Management at 3 Screen Solutions, observes that as today’s multiscreen platform deployments grow in complexity, project management is changing, and the interplay between stakeholders is shifting. He explains how resiliency and adaptability pay off, and why it is best to play it SAFe.
Improvements in media software and the use of the cloud make it possible to capture, manage and analyse huge quantities of video and process data (including metadata) to gain business insights from it. The benefits can be seen across huge VOD libraries and large-scale cloud DVR to targeted advertising and even automatically generated content trailers. The majority of content and information relating to it disappears seconds after being aired today, but the goal of ‘big video’ is save everything that will be valuable to future users. Media companies must prepare themselves for this new environment.
The use of VPNs or proxy servers to access geo blocked content is increasing, threatening revenues for broadcasters who hold the local rights. Often VPN use is legitimate, like when enhancing security or reducing spam. Broadcasters must not block access to viewers who are entitled to content, or may have paid for it, just because they use a VPN or proxy network. There are ways to detect and prevent circumvention without impacting genuine users and without breaching consumer privacy.
In 2018 it is the user experience – not content, nor distribution – that differentiates services. Broadcasters need to go beyond one-size-fits-all personalisation, which means they must make it easy to update services across device and app types. Then content schedulers and the editorial and marketing teams can take control over the UI/UX in real-time and use their judgement as well as data points (like individual preferences) to create unique experiences that keep viewers engaged. Personalisation does not mean giving up your brand identity to an algorithm.