While the media industry should continue to rely on nationally projected data to understand TV viewing, the growth in connected TV usage means we can also harness big data to help broadcasters, VOD publishers and advertisers achieve their objectives. Samsung Ads provides opted-in, deterministic viewing data that has the unique ability to show the interplay of TV viewing across both linear and streaming formats, since both behaviours happen on the same device. Broadcasters can boost audiences with addressable content promotion. VOD publishers can address campaigns to audiences who would enjoy their app content. Advertisers across multiple categories, like automotive or FMCG, can find ‘light linears’, who spend more time in streaming, in order to boost incremental reach.
We’re well into the streaming era – and well aware of the challenges Pay TV operators face, including competition from streaming, fragmented audiences and diminishing returns on legacy QAM-based video services. Operators can ensure success in this environment with a next-gen TV experience that gives subscribers a one-stop shop for their linear channels, on-demand catalogue and favourite SVOD offerings. This requires a transition from a traditional on-premise operating model to a cloud-hosted IPTV approach, but the transition must acknowledge existing investments and proceed at the correct pace. A good transition will reduce churn, cut costs and make a Pay TV operator more agile and so able to deliver future innovation and service expansion. This article explores this journey, and it specifies essential components for the next-gen experience like universal discovery, AI-powered personalisation and conversational search.
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 –...
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.
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.
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.
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.
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.
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.