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How adtech platforms can help CTV realise its full potential

Connected TV (CTV) is a tremendous opportunity for advertisers to reach engaged audiences with the right message wherever they may be. People have changed...

The state of converged TV in the UK

Television now spans multiple screens. While advertisers traditionally considered linear and digital as separate investments, they increasingly recognise the need to bring all forms of TV into one view, and this has put a spotlight on the limitations of legacy practices. An important survey has shown that 89% of UK buyers think that all forms of TV should be sold on impressions. 90% say the ability to holistically manage linear and streaming campaigns is a top factor when investing in converged TV. Having the ability to measure incremental reach of streaming beyond linear is a top priority for 93%. This article reveals more of what the buyside now expects.

The rise of OTT and Chinese content in Southeast Asia

In recent years, the media content landscape in Southeast Asia has seen a rooted shift due to the rise of several OTT platforms providing...

Combatting geo-piracy – a slam dunk?

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.

Discoverability: The new battleground for the TV attention economy

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.

Data detectives: Au revoir Hercule and Sherlock, hello Clarissa

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.

How the media industry can create a greener tomorrow

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.

Using big data to succeed in TV

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.

The shift to IPTV: Operators’ top three questions answered

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.

Time is precious – make sure your viewers spend more time viewing and less...

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.

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