Our seemingly insatiable thirst for live sport, including the Olympics, is now so great that a new type of world record is also being shattered: pirate streaming. It is running rampant as fans flout territorial content restrictions to access live sports events, with potentially grave consequences for future rights deals and revenues. The industry needs to counter the use of VPNs and DNS proxies that mask location, and this could result in reduced CDN bills for streamers, too. VPN detection software is quick to deploy and affordable –something even smaller broadcasters can make use of.
Given the rich and expanding choice of TV viewing, choice paralysis is a danger for consumers, but connected TV is evolving to ease the burden of decision making. Smart design will mean viewers do not have to jump into every app to see what is on, with customisable menus and personalised recommendations based on previous viewing, underpinned by first-party ACR data. Samsung Ads and DAZN, the leading sports streamer that is seeing a lot of viewers shift their consumption to the Smart TV, used Connected TV World Summit recently to discuss the battleground for the TV attention economy, and this article reviews their collaboration.
As consumers watch video content across a myriad of services and devices, they leave behind a trail of valuable content consumption, navigational data and platform performance data. It is not easy for Pay TV operators and OTT providers to play detective, connect the dots and create a holistic view of this data in order to generate insights that uncover new business opportunities. There is a solution, however, and content consumption, subscriber experience, viewing quality, content development, operational insights and advertising insights all provide the clues that can be used to boost revenue, lower costs, reduce churn and keep viewers satisfied and engaged.
Carbon dioxide emission fell by 6.4% during the pandemic and whether or not it returns to pre-Covid levels, the media and broadcasting industry has an important part to play in environmental sustainability. Industry-wide initiatives like the DPP sustainability accreditation can help companies keep tabs on their progress and can act as a benchmark for procurement teams to assess suppliers against. We need a sustainability-first mindset in companies from intern to CEO. Pioneers have set net zero carbon business goals and will switch to renewables, decarbonise buildings and transition to low carbon vehicles. And we can harness the remote production revolution that has seen a massive reduction in travel.
While the media industry should continue to rely on nationally projected data to understand TV viewing, the growth in connected TV usage means we can also harness big data to help broadcasters, VOD publishers and advertisers achieve their objectives. Samsung Ads provides opted-in, deterministic viewing data that has the unique ability to show the interplay of TV viewing across both linear and streaming formats, since both behaviours happen on the same device. Broadcasters can boost audiences with addressable content promotion. VOD publishers can address campaigns to audiences who would enjoy their app content. Advertisers across multiple categories, like automotive or FMCG, can find ‘light linears’, who spend more time in streaming, in order to boost incremental reach.
We’re well into the streaming era – and well aware of the challenges Pay TV operators face, including competition from streaming, fragmented audiences and diminishing returns on legacy QAM-based video services. Operators can ensure success in this environment with a next-gen TV experience that gives subscribers a one-stop shop for their linear channels, on-demand catalogue and favourite SVOD offerings. This requires a transition from a traditional on-premise operating model to a cloud-hosted IPTV approach, but the transition must acknowledge existing investments and proceed at the correct pace. A good transition will reduce churn, cut costs and make a Pay TV operator more agile and so able to deliver future innovation and service expansion. This article explores this journey, and it specifies essential components for the next-gen experience like universal discovery, AI-powered personalisation and conversational search.
Content and service providers are in a fierce battle for eyeballs, and it is not the companies with the most content that will win, but those with the most engaging experience, who help consumers quickly discover the content that appeals to them at that moment in time. This article outlines how a video provider achieves this and covers, for example, granular metadata that surfaces topics like Hollywood controversies that would otherwise be lost under a programme listing that says ‘latest news’. It highlights the opportunity to match social media trends to content, and the use of live TV to generate appealing imagery for replay TV rather than relying on dull generic shots.
Q&A with Spark Foundry: Ensuring successful advertising in premium digital video including connected TV
With so many new streaming services but finite consumer budgets, ‘free’ has a critical role to play in the premium digital video space –...
A proprietary research study published by Magnite, called ‘CTV: The Future Forward’, found that 75% of survey respondents want advertising that is relevant to their interests and hobbies, and 58% are comfortable with ads related to something they searched for online. Meanwhile, 78% of streaming viewers took an explicit, tangible action after watching an ad, with the majority of those taking a step along the path-to-purchase, whether that was searching or buying. CTV provides a unique opportunity for brands to target viewers in CTV, which provides actionable audiences at scale.
The TV landscape is fragmenting, and advertisers worried about the complexity and cost of reaching audiences using streaming could simply switch to pure digital advertising – but those fears are misplaced. This article demonstrates that TV fragmentation should be welcomed, not feared. It reveals how Direct Line Group used BVOD to drive incremental reach cost-effectively, achieving vastly superior efficiencies to Facebook and Spotify when factoring in viewability and attention during the assessment of cost per incremental reach point. Advertisers can stick with the trusted medium of TV despite the rapid changes in consumption habits.