How can we build a richer picture of who’s watching what, to take the TV/advertising value exchange to the next level? Inside video content, you can find all the hidden answers you need to better serve advertisers and re-imagine experiences, looking beyond demographic data to determine what someone wants to watch and how, with a new understanding about their interests, hobbies and product inclinations. Through AI-driven insights generated through millions of metadata, TV service providers can build the user profiles of tomorrow.
Direct-to-consumer sports enables content owners to realise greater value from their content, strike better partnership deals and provide a better service to an engaged, tech-savvy fan base. A survey of sports industry executives by Imagen found that 46% of respondents are investing or planning to invest in the launch of a DTC streaming product in the future. Clearly the arrival of DTC services is transforming the face of sports media.
The average consumer spends just one minute per day watching non-broadcaster online video advertising. Initially this may sound like bad news for advertisers but in today’s time-scarce world, sixty seconds of undivided user attention is incredibly valuable. Digital video is an exceptionally effective ad format and if ads are kept to an impactful length, are targeted and personalised using data-driven insights and are delivered at the optimum frequency, advertisers can make their minute matter and ensure their brand message isn’t ‘gone in 60 seconds’.
Linear TV needs to evolve in a world filled with streaming services, on-demand, information, affirmations and stimuli. By mixing broadcast with online content, HbbTV helps linear television remain attractive to the digital generation, partly by making TV more personal. Sports is where HbbTV really shines and the Tokyo Olympics could provide a showcase for how you help viewers focus on their favourite athletes and events, keep track of simultaneous relevant events, and filter out the surrounding ‘noise’.
There are a number of benefits to using server-side ad insertion (SSAI) compared to client-side technologies. These include easy and direct communication between broadcasters and the advertising vendors returning ads. SSAI significantly reduces the need for client-side development work, while the ability to stitch content before it reaches the client circumvents ad blocking technologies. The ability to pre-fetch content and pace out ad requests avoids overloading the entire ecosystem – something that makes SSAI highly suited to live TV and mobile video. This article explains how SSAI works and why broadcasters are leaning into it.
Three trends have caused the industry to stop and re-evaluate growth plans for streaming services. Live streaming is approaching the scale and quality of traditional broadcasting. Better use of data means both content creators and service providers are identifying and serving niche tastes and energetic fan communities, delivering services that are economically viable. And service stacking means unprecedented competition, leading smaller studios to re-evaluate whether to license their content to OTT majors or try to build their own platforms.
The digitisation and fragmentation of the media landscape does not have to be a headache for marketers trying to reach their audiences. The EBX (European Broadcaster Exchange) is making life easier, addressing the demand for quality online video campaigns at scale by providing an automated and data-driven way to plan, buy and sell inventory across Europe. That means less time planning and buying across markets, less spend on creating a different campaign per market, and therefore more time and money for optimising and tailoring campaigns.
Data has proved a double-edged sword for many media companies – it can improve the quality of a service, but abuses can kill years of effort. Pay TV operators can learn from the mistakes of others and help consumers understand and enjoy the benefits of being part of a data-sharing community. Consumer trust in the system is mandatory to ensure a sustainable data-driven future. Pay TV also needs to favour quality data over quantity and seek standardisation so different data systems can contribute to industry-wide advances.
OTT viewing is now a mainstream activity, and it is forecast that by 2020, global average online video consumption will reach 84 minutes a day. 5G will remove mobile access limitations. Consumers like streaming, but will not stand for poor QoE, including latency. If you use the open Internet as your delivery network, and if you intend to replicate or even shift broadcast services online, you have to invest in the infrastructure that will guarantee a premium experience.
With content costs spiralling, credentials sharing on the rise and most streaming services struggling to turn a profit, the industry must work together to beat piracy. The strategy should be to demotivate every player in the piracy chain. We need everyone onboard including payment providers, cloud providers, ISPs, CDNs, chip makers and rights owners. Anti-piracy vendors can contribute with AI-supported analysis through to psychology and sociology experts, and even undercover agents inside pirate device manufacturing facilities. And service providers can benefit when attack details are shared, and resources pooled.