By providing hyper-personalisation, AI can help increase user engagement and ultimately revenues for video publishers. It can be used to create and display content in engaging ways, like transforming once-static homepages into dynamic, interactive portals. By deriving actionable insights from big data, AI provides an understanding of what viewers want and helps video providers develop content that resonates. AI can also analyse what is happening inside video – like when a goal has been scored or someone is injured in sports. The true test of AI will be making judgements about what game highlights will impress us the most.
Figures show that the U.S. connected TV marketplace grew 748% year-on-year in Q2/18 and there are forecasts that the connected TV market in the UK will double between 2016 and 2020. This shows that programmatic TV is a force to be reckoned with. Brands and their agencies should work collaboratively with tech, strategic and creative experts in order to develop successful campaigns that make full use of the opportunities programmatic provides. And in order to achieve truly advanced TV buying, advertisers need to layer their first-party data on top of the automated buying to improve their targeting.
The next big disruption in video security is underway, fuelled by the power of social media and the emergence of 5G and cloud-based microservices architectures. Where once you had to secure major distribution ‘arteries’, you must now protect every ‘capillary’. Damage to an artery can be fatal but ‘death by a thousand cuts’ will be more painful. This article reviews disruption in content security, its impact on solution vendors and what happens next in the world of CAS, DRM and anti-piracy.
Global platforms with bottomless pockets will quickly penetrate local markets and contribute to an industry-wide transformation that will play out globally against a backdrop of uncertain audience measurement and worries about transparency and ad-fraud. In Europe, amidst the disruption, we will see two clear advertising trends emerge. First, large IPTV operators will adopt programmatic and addressable advertising solutions that are already seen in the U.S. and UK. Second, we will see a growing market for ad-supported OTT video.
Tackling a problem as big as sports piracy needs a holistic solution that starts with anti-piracy services and watermarking technology but also includes legal action and enticing legal alternatives. New legitimate alternatives, using streaming, can offer new pricing and packaging models. Rights owners need intelligence about piracy, and they also need to encourage collaboration from distribution partners, ISPs and cloud infrastructure vendors to prevent illegal redistribution. The Deutsche Fußball Liga provides a good example of joined-up thinking in anti-piracy.
All the video traffic forecasts show that viewers are switching to OTT in large numbers. From the broadcaster and operator perspective, things are starting to get serious, and they need to address known streaming QoE issues. Owning your own CDN has cost benefits and means you can manage an influx of online video and address latency. It may seem like a big step to own rather than rent content delivery capacity, but this can be achieved with proven technology and a very simple operational model.
How can Pay TV operators retain video subscribers when broadband is the only strong card in their hand? How can they prevent a future that paints them as a dumb pipe? In two words: Artificial Intelligence. This article looks at AI applied to three areas: making the delivery process more intelligent, improving the user experience, and minimising non-legitimate consumption. Among other things, it covers the use of AI to proactively, and predictively, replicate and cache content close to users, which can include judging the emotional reaction of viewers.
Would you ever buy an airplane ticket, even at a discounted rate, from an airline that deprioritised safety? Of course, you wouldn’t. The risk isn’t worth it. Same goes for advertising, says Linda Yaccarino, Chairman, Advertising and Partnerships at NBCUniversal. Today, major digital advertising platforms are rife with risk, like privacy issues, data misuse, measurement chaos and brand safety neglect. Yet it is entirely possible to open up advertising to more marketers while still ensuring that a medium is safe for consumers and brands. The premium media industry is proving this – and welcoming entrepreneurs and their disruptor brands, with wide-reaching effects.
Multicast ABR over satellite leverages reliable bandwidth and so removes the need for large player buffers, reducing latency for video streaming. For service providers, it resolves scalability issues, enabling millions of simultaneous viewers to watch a video stream that is only transmitted once. It also means satellite operators can remain competitive by reaching multiscreen devices like smartphones and tablets. Multicast ABR over satellite can also be used to pre-cache advertisements ready for local ad insertion, and to pre-cache VOD.
Here are three ways the TV and video ecosystem will advance throughout 2019. The use of addressable TV advertising will expand across Europe. Inventory monetisation models will blur. And advertisers will demand more premium video inventory as they realise they can achieve more with this than with other forms of digital advertising. Premium video meets the five non-negotiables of advertising: a brand safe environment, complete transparency, an engaging experience, trustworthiness through third-party verification, and high-quality reach. Although it may appear more expensive than other formats, premium video is well worth the investment.