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Top OTT strategies to address in 2021

This article lists four key strategies that OTT players should consider in 2021 to optimise revenues and realise their full market potential, starting with the use of D2C to create not just services but communities that are ‘The Home’ to your chosen content discipline. It advises the use of advanced AI to truly understand OTT viewing behaviour and move beyond blunt assumptions about content choices, and advises UX simplicity so that viewers and fans are not told what to do, but given the tools to shape their own experience. The need for a strong, full-service content and service protection strategy completes the list.

Tackling the knowledge gap will accelerate Advanced TV advertising

Tackling the knowledge gap will accelerate Advanced TV advertising Advanced TV is currently providing a much-needed bright spot in an uncertain marketing landscape. Marketers across the UK recognise the benefits it offers, and are widely optimistic about its potential, with over 70% planning to increase ad spend in the channel over the coming year, according to research commissioned by FreeWheel. This article outlines some important buy-side opinions about Advanced TV and its uses, including differences in attitude between agencies and brands.

The next frontier: What’s ahead for CTV advertising?

CTV is advertising’s next frontier, combining the best of TV and digital to offer a premium viewing experience combined with unique targeting capabilities and exceptional reach. Over the coming year industry collaboration, an emphasis on addressability, progress in standardisation and a focus on education will allow the industry to begin the next stage in its journey, tackle any challenges head-on and realise its full potential. This article reviews each of these agenda items, and starts with a look at the opportunities when using CTV as an advertising channel.

Navigating the world of CTV for advertisers

Connected TV is an exciting opportunity for advertising, promising reach on a par with traditional TV in the same high-quality environments, but with the efficiencies of digital when it comes to planning, audience-based targeting and measurement. However, investment in this channel is still low and this article highlights the challenges for CTV in Europe, based on recent research. This showed that fragmentation of supply is slowing adoption, and that we need a better understanding of the sources of supply and the benefits of each access point. Identity is another priority as it underpins frequency capping, targeting and attribution.

Marrying simplicity and complexity in CTV is key to success

Connected TV has been on marketers’ radars for a while but was in the early-adopter stage when the pandemic hit. Changes in consumer behaviour since then have advanced CTV by years, with significant implications for advertising, not least because TV has now become addressable. There is still much work to do. A good user experience requires unification of supply, with advertisers able to see bid opportunities and performance across all forms of TV, and we need the ability to measure incremental audience lift. The industry must also avoid hyper-targeting for the sake of it, or rushing to find a common currency by adopting the lowest common denominator.

Captioning online videos without the headache

Transcribing video data into text format makes online television more accessible to the estimated 466m people who are deaf or hard of hearing globally. It also helps content rank higher on search engines and get found in social media, both of which rely on text for content discovery and can harness captions and video metadata tags. ‘Any-context’ speech recognition technology can automate the captioning process , removing a major hurdle to wider use of transcription. Automatic speech recognition now understands meaning, accents and dialects without the need for human correction.

What’s wrong with the EPG?!

The New York TV station WNBT printed the first TV guide, known as a ‘Program Card’; in 1941 with a warning that “All programs are subject to change without notice.” That issue remains to this day and there are lots of reasons that programme start and end times differ to what even the best EPG says. This is not just about sports games over-running, but efforts by schedulers to avoid the start of their show overlapping with the end of a successful programme on another channel. Now unreliable EPG timings are causing a new headache for TV services that need to base their catch-up service on EPG times.

The rise of CTV amidst a Covid lockdown

With consumers watching more digital video in 2020, due to Covid-19, brands and agencies should consider how they introduce connected TV to their strategy, if they have not done so already. The high-growth, high-CPM CTV market instils great confidence in finding target audiences, but identity remains a challenge. ID owner data deals will be one direct approach for handling this. Meanwhile, tools that identify sentiment associated with news subjects enable advertising near Covid-19 news and features in a positive context.

Cross-platform linear and non-linear video ad execution challenges and solutions

Ad units on Pay TV AVOD, OTT and CTV are now a common line on many media plans created for brands that traditionally have focused on linear television. The work of manually gluing together linear and non-linear ad inventory to act uniformly is therefore more pressing, as well as more challenging, for ad agencies and TV networks alike. The march is on to streamline and unify linear and non-linear ad executions across platforms and this article explores the issues associated with forecasting, delivery and measurement.

Is DVB becoming an OTT technology?

Will Internet delivery replace satellite and DTT? Will linear TV be replaced by an app-driven experience? The DVB does not have the answers yet, but we think we have a role in providing them. DVB is carving out a role as the organisation that understands media delivery and seeks to provide best-in-breed technologies with open interfaces to facilitate a multi-vendor approach for hybrid and broadband media distribution and consumption. DVB-I is not just a service discovery specification; it is a whole Internet-centric philosophy that encompasses how you might package, discover and distribute media services on the Internet. The shift towards this new philosophy has caused many things to change inside DVB, and they are outlined in this article.

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