21 ADVERTISEMENT FEATURE Brightcove
IMPROVING AUDIENCE ENGAGEMENT This world of ubiquitous digital ad reach requires a solid foundation if it is to work at its optimum, and that foundation is always going to be the relationship with the customer. So what are some of the best strategies for collaborating with your viewers? First of all, context is key to success. You need to get as much information as possible about the viewing environment in which an ad is being served. Customer data is one of your most valuable assets. But all your deep customer insights will be for naught if you aren’t offering the best possible experience. An advertiser’s mandate is to deliver engaging and informative experiences. Quality matters. When a viewer is watching online video, expectations are no different than if they were watching something on a terrestrial HD service. They will have little tolerance for buffering and they’ll expect the ad
ALL YOUR DEEP CUSTOMER INSIGHTS WILL BE FOR NAUGHT IF YOU AREN’ T OFFERING THE BEST POSSIBLE EXPERIENCE
Service reliability is also essential, and that reliability of service has to extend across devices and locations. A viewer is going to want an identical, glitch-free experience whether she is watching something at home on her couch, or in a café on holiday in a foreign country.
and content quality to be the same as the traditional TV experience. Audio quality is no less important. Customers expect seamlessly normalised audio, and they’ll get angry if they have to jump to reduce the volume when their programme switches to an ad. With Brightcove’s server side ad insertion we always normalise the audio levels from ad content to media content to provide that high quality of experience, no matter what device is being used.
OWN THE DATA You also want to ensure that your
relationship with your customers is as one to one as possible. And one of the best ways
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