Looking beyond scale and quality of inventory, some of the biggest challenges in advanced TV advertising are the absence of unified cross-channel measurement, differing views on what class of ad inventory connected TV belongs to, connected TV inventory that is not clearly identifiable when sold and, in Europe, relatively immature connected TV advertising sales strategies. Change priorities include media sellers powering cross-device measurement solutions and an industry-wide move towards a single, consistent metric that establishes media/marketing efficiency.
Using a CDN-enabled SaaS solution, as opposed to satellite, programmers can meet the demand for linear content on connected screens. A key benefit of this cloud solution is the capability to insert the accurate metadata needed not only for rights management and blackouts, but also for monetisation and dynamic ad insertion, without requiring dedicated on-premises equipment and with little upfront cost for distribution of local channels to virtual Pay TV operators. Supporting a wide range of use cases, with increased speed and efficiency, SaaS solutions are setting a new benchmark for OTT delivery of linear channels.
TV users who spend an above average amount of time watching on weekdays tend to be more likely to churn compared to those who spend more than the average time watching during the weekend. That is one insight from a recent study that confirms that the best predictors of churn are viewership and engagement. TV personalisation also helps keep subscribers. And brand new subscribers who engage with personalisation tools are up to 140% more likely to stay as customers.
Television has transformed sports such as football, with millions of fans tuning in week in, week out to see their team. It is clear...
Growing OTT consumption emphasises the importance of Wi-Fi Quality of Experience. Operators need to proactively prevent problems and avoid customer calls and truck rolls. For this, they need visibility into the end-to-end service delivery, data usage and device environment, and the use of prescriptive and automated remediation techniques, working in real-time. Combining TR-069 data with usage behaviour and machine learning is a large part of the solution, and early implementations of this approach show tangible operational and business benefits.
OTT means content providers can reach world markets, but they need to ensure compliance with local regulations. In order to achieve this with large volumes of video, you have to look beyond manual classification. Next-generation QC checking technology, harnessing AI, ML and computer vision algorithms, means you can automatically label and categorise content. By identifying objects, actions, scenes and spoken or visual words in streaming content, you can flag the presence of nudity, violence, alcohol, smoking, vaping and different levels of sexual activity, among other things.
The issue of credential sharing has become too big and too expensive for media companies to ignore. Tracking technology is one solution, but digitally-savvy consumers could cover their tracks with a VPN that alters their IP address and so masks their true location. And because legitimate users may use a VPN due to online privacy concerns, broadcasters cannot simply block all VPN users. Instead, you have to take a more granular look at viewing patterns and user behaviour to flag suspicious use.
After hosting a roundtable of experts, GfK has articulated current sentiment and the most pressing issues surrounding media metrics and measurement. We need to combine existing measurement skills with the latest datasets, including behavioural and transactional, to deliver actionable insights for traditional media planning and programmatic. We will need big datasets like set-top box data to understand ratings on individual addressable TV campaigns. Passively measured ad exposure can be directly linked to transactional data to help provide a total customer view, and to indicate media ROI. There is widespread support for the concept of JICs.
When it comes to engaging customers, there’s an old adage in retail: it’s about location, location, location. This adage also holds true in the...
The majority of media companies still think of, and produce content, in a linear and programme-centric fashion, requiring a high degree of human intervention. The move to story-centric production will mean they can maximise the value of each piece of content. Much of the technology needed for this transition is available today. To start with, AI-based tools now enable enriched metadata to be automatically generated and support the creation of new workflows that allow metadata to be handled correctly by MAM solutions.