tailored to viewer demographics and interests, while services like Spotify can adjust layouts based on individual listening patterns.” Social media feeds are almost entirely personalised in real time, based on users’ profiles, behaviour and preferences. ‘Hyper-personalised’ engagement could be the next big thing, believes Mrugesh Desai, VP North America at Accedo. “The video industry is starting to take cues from platforms such as Spotify, which uses curated content feeds like Discover Weekly, Daylists, Release Radar and Spotify DJ to continually present users with personalised recommendations. This approach could be taken even further, for example serving content being watched by listeners’ friends and family.”
Documentaries, drama series, movies and reality TV are among the genres that lend themselves most readily to personalisation, whether on the simple premise of ‘you’ve watched this sort of thing before’, or a more sophisticated ‘this could chime with your other interests, or even match your current mood’. To achieve this in a sophisticated way requires solid metadata, believes Cosgrave. “A good personalisation engine will take everything known about a programme and start to build associations and profiles to better understand a viewer’s interests. This must go beyond standard descriptors, such as genre, to deep descriptors related to the content’s emotional and artistic qualities. “For example, someone might like romantic comedies. A basic
personalisation engine will simply offer one romcom after another. But did they actually like Sex and the City or Shakespeare in Love ? The best personalisation engines understand what specifically is driving someone’s choices and viewing habits. Maybe the viewer likes historical settings – or maybe it’s the actors? With good metadata, interesting connections can be drawn.” Adaptive content could take this even further, highlights Tanya Easterman, chief marketing officer at Dio. “Imagine trailers that adjusted based on viewer emotions, or even interactive storytelling that shifted based on engagement cues.” Other segments, like live sport, are also adopting personalisation successfully. “Expanding your international reach, as well as fan engagement, is critical in sports, with leagues and rightsholders needing to reach tens or hundreds of countries with tailored live event coverage,” notes Roger Franklin, chief strategy officer at LTN. “They’re utilising live event versioning tools with highly tailored graphics, local- language commentary integration,
» The best personalisation engines understand what specifically is driving someone’s choices and viewing habits. With good metadata, interesting connections can be drawn «
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