THE NEXT BIG THING Two other up-and-coming technologies are set to improve the monetisation of FAST and other delivery services: blockchain and interactive ads. “Blockchain will play an important role in minimising advertising fraud and maximising ROI,” says Wankhede. “It can create an immutable record of all ad interactions, tracking and verifying impressions, clicks and conversions. This will give advertisers confidence that they’re responding to genuine views instead of bots or fake conversations.” Interactive advertising will be the next big thing in video streaming and CTV, believes Guille. It lets viewers interact with ads directly within video streams, receiving product information via notifications, texts or emails. “This drives real-time engagement, performance tracking and targeted ads, enhancing viewer experience and monetisation for service providers,” states Guille. “Providers can boost CPMs and attract performance advertisers, finally competing with Google and Meta for advertising budget.”
example, using Amazon Personalize, Fox can now recommend videos, articles and relevant marketing information based on user or content trends across all Fox properties. This can suggest content to viewers more accurately, with analysis indicating a 6% lift in average minutes viewed per recommendation as well as a 15% reduction in bounce rate compared to Fox’s legacy recommendation system.” “Loyalty programmes are also being used to retain subscribers,” highlights Edmund Mullins, director of inventory and partnerships at Stackadapt. “These typically offer exclusive perks, such as early access to content, special discounts and rewards for long-term subscribers,” helping to reduce churn. Another effective approach is to place fewer ads in a loyal customer’s feed, according to Van Ingelgom. “For example, TF1+ in France has a custom algorithm that lowers the number of ads a viewer sees the more they use the platform.” Original content remains a major draw, and for Nicholson, a proven method of recruiting new customers is to obtain rights to an exclusive event. “When Peacock streamed an exclusive NFL game in May 2023, for example, it set new streaming records by delivering more than 16.3 million concurrent streams and obtained $3 million of additional sign-ups.” Optimising the user experience is critical, according to Smith. “This includes cross-platform accessibility, allowing viewers to access their favourite content on any device, anytime and anywhere, in addition to new interactive features, such as choose- your-own-adventure stories or live voting during shows.” “TF1+ provides a user-friendly experience with innovative features designed to meet viewers’ evolving needs,” continues Guille. “These include Top Chrono – which allows users to view real-time highlights packages – and Synchro, a content search engine tailored for co-viewing.”
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