DATA DRIVE Streamguys enables ad placement in a variety of media
“Our AI Contextual Advertising,” he adds, “lets service providers deliver hyper-personalised ads to audiences based on the content they are watching by analysing the video, audio and text data during encoding, and passing this information to the ad server. This ensures maximum impact and increased conversions, making it both privacy-friendly and highly effective.” But what about matching ads to the individual viewer? As broadcasters, streamers, social media sites and their advertisers
context – and who it is being shared with are all concerns. “For targeted advertising, users have a choice between opting in and opting out. Opting out doesn’t mean advertising won’t be personalised, just that the user hasn’t given their consent to their private data being used, so the experience won’t be as highly targeted. On some free-to- access platforms, publishers push users to create an account and log in on the premise that, ‘if you don’t tell us who you are, you only get a subset of the content or services’. Sometimes, it’s only trailers.” Advertising can be highly targeted, believes Tim Labelle, head of sales at Streamguys. “There are companies that collect digital buying signals on millions of households. This allows advertisers to home in on mobile advertising IDs or IP addresses that are showing interest in specific topics. That valuable data can then be used in other platforms, such as audio ad insertion or social media, to target specific users with a multiplatform marketing campaign.” This kind of third-party data – as opposed to first-party data knowingly supplied by the user – must be handled with care. “Viewer data belongs to the broadcaster or streaming platform and is their most-prized asset when it comes to advertising and personalisation,” says Davies. “A number of broadcasters will complement their data with
have more information that enables them to tailor content to us, how concerned should we be about where that information comes from, and where our digital footprints lead? “Viewers are increasingly sensitive about how their personal and private data is used,” expresses Olivier Karra, cloud solutions marketing director at Broadpeak. “What data is being used – on which service, when and in what
Subscription and payment
Personalisation can even extend beyond advertising and content to optimising pricing and subscriptions. “NBA League Pass, the NBA’s direct-to-consumer service, provides personalised subscription, pricing tiers, match-choice flexibility and pause-resume capabilities,” says Paolo Cuttorelli, SVP of global sales at Evergent. “This approach helped achieve 50% growth in active subscribers and a 48% increase in viewing time within a single season.
“Personalisation helps manage churn by using real- time data analytics to monitor the subscriber experience, detecting at-risk viewers – due to buffering or poor streaming quality – and offering them incentives like discounts.” He concludes: “Customised bundles of streaming services, based on viewers’ individual preferences, can be created by highly automated payment and billing systems, simplifying subscription management and payments for customers.”
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