Viewers are binge watching and sharing video on multiple devices and social media like never before. New video distribution market entrants are driving this change to a large extent. It’s safe to say change won’t stop.
To remain competitive, not only will video service providers need to offer innovative new features, but they also will have to optimize their cost structure. Can they do that in today’s demanding environment? Can they be both feature rich and low cost?
We think so.
Categories: Video On Demand
In my ten years of experience in major event streaming, including Super Bowls and Olympics, I’ve found that every big event is unique – and every event has something unexpected happen. But successful streaming always has three essential ingredients – clear objectives, comprehensive testing, and operational playbooks.
Know Your KPIs
The ultimate objective may be to make the live-stream experience flawless. Realistically, that can’t happen for all viewers all the time in all places. Audience expectations, while rising steadily overall, vary locally. And there are cost-performance tradeoffs to navigate.
Amid all that variability, you need to establish specific KPIs to benchmark performance measurement, comprehensive testing, and continuous improvement. Start with the basics – viewers’ time-to-access the stream and rebuffering percentage. Include audience satisfaction and feedback if measured. And be precise about time-to-recovery objectives. For example, when servers go down, software components fail, or unexpected things happen on the Internet, does the workflow have the resiliency to recover quickly, even imperceptibly to the viewer?
It’s in the script for every OTT service with an app for phones and tablets: “your favorite shows are now available anytime, anywhere!” It’s in the script because marketers know that “available anytime, anywhere” is what audiences want. Their impulse to make this promise is the right one, and it may induce an initial consumer engagement. But failing to deliver on that promise will quickly frustrate users and potentially increase churn. Saying it does not make it reality.
Over the past several months, we’ve watched the largest video platforms make large-scale improvements to address brand safety. They honed their filters, updated their monetization policies, invited top independent measurement providers to the table and improved transparency.
It’s clear that the platforms feel and bear the burden of eliminating brand-unsafe content – the undeniably reprehensible videos that no advertiser would want to appear beside.
Categories: Social Media
Advertising technology is a fast paced business driven by trends in innovation. In the last twelve months, the video industry has been dominated by headlines devoted to the rise of header bidding and brand safety. But what is next on the horizon? For advertisers and media owners, streamlining costs and efficiency in video advertising remains paramount, which is why the latest trend is the adoption of artificial intelligence (AI). But what exactly is it and why is it such a hot topic right now?
Fresh off the show floor at NAB Show in Las Vegas, I was struck by three very clear trends:
- Broadcasters are keen to understand what they need to do to adopt ATSC 3.0, the IP-based over-the-air (OTA) TV broadcast standard that combines broadcasting and broadband internet,
- Many are working to reorient workflows to support 'Advanced Advertising' and cross-screen measurement, and
- Cross-screen multi-touch attribution is now a 'must-have' for the sell-side to merchandise their unique value to buyers.
Meanwhile back in New York, the annual TV Upfronts and Digital Video Newfronts are in full swing. My only hope is that we're not going another year planning our Marketing efforts in separate linear vs. digital siloes.
The rapid rise in video consumption – good news?
Video consumption is going through the roof. According to a forecast published in the Cisco Visual Networking Index (VNI), total Internet video traffic will be 79% of all global Internet traffic in 2020, up from 63% in 2015. This sounds like great news for the video industry, and it should be. But for thousands of video service providers and OTT platforms worldwide, this exciting statistic is a cause for a lot of stress, because it brings with it a set of growing challenges and an uncertain future.
Video is fundamentally different from all other digital advertising formats, and it must be planned, executed, and measured as such. What’s more, video has converged with OTT, VOD and essentially all programs accessible via Connected TV, which brings both opportunity and complexity. Finally - based on the availability of cross-screen audience and ratings data - video is on a collision course with linear broadcast, cable, and satellite TV, which has its own arcane processes, systems, and economics.