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.
This article reviews the pain points when offering live streaming events, like how to ensure you are not broken by the authentication process when there are half a million authentication and/or session token refresh requests every second in the last moments before the event starts. It considers how you avoid entitlements-based latency or the horror of consumers being ejected during the live stream due to failed entitlement checks. You can read about the need to ‘pre-warm’ your cloud resources and to ensure that your customer care team has the ability to bypass, whitelist or adjust an IP address in real-time now that TTL values have been reduced from days to hours.
Pay TV analysts Ampere Analysis have shown that consumers who make the shift to streaming services still value studio brands. They watch more TV too, in the broad sense of the word, through so-called SVOD stacking. The online experience is increasingly fragmented, however, with consumers weaving their way through a maze of menus and across multiple apps and devices to find what they want. This all adds up to an opportunity for Pay TV providers if they claim the role of super-aggregator.
MediaKind’s CTO and head of strategy, Mark Russell, discusses the opportunities that 5G will provide the broadcast market as it embraces immersive and Ultra High Definition content.
Broadcast and digital must work together to deliver the high-performance outcomes advertisers want, and in 2019 they are becoming more closely aligned. We will see better advertising ROI as a result. The most mature advertisers are experimenting with ways to make cross-platform measurement a reality. Meanwhile, improvements to the advertising process include automated planning and the use of machine learning to see where you can reallocate ad spend, in-flight, to maximise response. There is more work to link TV ad exposure to brand outcomes. Audience-level data underpins targeting and so helps expand reach or increase frequency into specific audience segments.
Imagen's Chief Technology Officer, Tim Jobling, discusses the challenges that broadcasters face when it comes to storing and accessing archive footage - a problem that is only growing with time as more and more content is produced.
The vision for what makes a next-generation, truly compelling TV service is becoming clearer. To the surprise of many – and to the anxiety of some – Google is central to this vision, largely thanks to its Android TV Operator Tier open source OS for set-top boxes. Here are some of the benefits that underpin the rapid growth in Android TV usage among Pay TV operators, and examples of ‘lighthouse’ deployments.
After some trial and error from broadcasters, the market stabilised on a price premium of approximately 20% for HD content over SD. Does the format of content still influence its value and what is the potential premium for UHD? On discs, UHD carries a 50% premium over Blu-ray and 6 million Netflix homes take a top-tier package to access UHD. But Apple is doing its own thing, introducing single pricing for HD and UHD. Pessimists see this destroying the value of UHD while optimists believe it will make UHD the new gold standard.