Home Opinions

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.

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 –...

CTV offers UK advertisers addressability, scale, and actionable audiences

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.

Total TV is the answer to the AV effectiveness question

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.

Google’s latest move to propel Android TV OS: the benefits really do Stack up

The Google Broadcast Stack recently released by Google delivers multiple advantages, not only to operators and the TV viewers they serve, but to the TV tech industry as well. The aim of the stack is to support increasingly popular hybrid Android TV OS+DVB offerings worldwide with reduced technical complexity and easier integration, giving all stakeholders more time to focus on high-end functions and leading to lower TCO. This article explains what Broadcast Stack is, what it changes and some of the key players working with it.

Addressable TV advertising: enhancing brand building with the power of relevance

A recent neuroscience study shows that when served with TV advertising, respondents liked those ads that were addressable and relevant to them almost four times more than non-addressable ads. They had more accurate memories of the advertising and were more confident in their memories. Addressable TV advertising marries the benefits of data-driven digital advertising with trusted, quality traditional TV advertising and should be considered as part of any advertising mix to drive ROI for ad spend.

Is DRM enough? The answer is “No” when it comes to OTT apps

So, you’ve implemented a DRM solution into your premium playback app. The world-class content your application will provide is safe and secure, and only authorised viewers can gain access, right? Not quite. As technology evolves, cyberattacks become more sophisticated and piracy is no longer the only issue that rights owners need to worry about. Once DRM has done its job, the user’s device still presents a risk. This article outlines what those risks are and how to counter them.

How smart IP infrastructure is advancing production workflows

Smart IP infrastructure is already having a profound impact on production workflows. IP-enabled production that can overcome the challenges of the public Internet unlocks the flexibility required to produce professional content remotely. By tapping into smart cloud applications with machine-learning capabilities, producers can also enhance footage acquisitions and optimise how that content is curated. The move to IP is accelerating, and the organisations that harness its potential are poised to win the future of video.

Do They Know It’s Christmas Time AD all?

Digital has always been a critical channel for brand marketers, and it has been slowly taking a greater share of ad spend for years. However, this year the digital transformation has been turbocharged by the pandemic and a dramatic change in shopping habits. Brands have taken different approaches to creative this Christmas, some swerving Covid-19 completely and others integrating it sensitively, but in all cases there is an acknowledgement that the glamour of the traditional TV slot needs to be underpinned by a solid digital campaign.

Will the relentless rise of OTT continue post-Covid?

Consumers were already welcoming new streaming services before 2020 and lockdown certainly accelerated this trend, but how do you avoid churn when life returns to normal? OTT providers should focus on catch-up and nPVR, VOD content, UX and personalisation, trial options, new features and marketing to secure existing viewers – and attract new ones. It is likely that audiences will keep the best bits of their lockdown experience and get rid of anything that is not serving them.

Most Popular

Thank you! Your subscription has been confirmed. You'll hear from us soon.
Sign up to receive the weekly Videonet newsletter
the fresh lab