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of doing that is to make sure that you own all the data. You don’t want all the customer information you have to also be freely accessible to your competitor. Look closely at the terms and conditions you have with your vendors to be sure that you have full control over the data and that it can’t be shared in ways you don’t want it to be. This month, GDPR comes into effect. This European General Data Protection Regulation will provide stiffer rules about what can and can’t be done with viewer data, but rather than disadvantaging vendors by potentially decimating their databases, the new laws are going to prove to be a real benefit in the long term. Consumer trust is going to be boosted, the databases that vendors end up with will be of higher quality, and with other countries looking with interest at the European law, it may lead to more universal standards and practices for data collection. Of all the core metrics you’re collecting, engagement data is arguably the most important. One of the great advantages of video is as it plays out, you get clear data
payment model has had success, often integrated in telco systems. World TV drama portal Walter Presents, for example, uses Brightcove’s turnkey SVOD platform, with a very small team, to run a successful subscription platform. The cost of delivering video services has really come down. Sponsorship can be a good alternative to advertising too for things like short-form content. You might look at a niche sport that has a high net worth audience behind it, or a big sport with a specific regional limitation. Having access to that highly specific audience can be very appealing for sponsors. But advertising isn’t going anywhere. In fact, it is going everywhere – and learning how to negotiate the opportunities in a fully streaming landscape is going to be one of the greatest assets you can have.
points about where people are engaging with content and at exactly what point they stop. ADVERTISERS AND AGENCIES ARE INCREASINGLY GOING TO HAVE TO OFFER FULL SERVICE DIGITAL CAMPAIGNS AD ALTERNATIVES There are alternatives to advertising, of course. SVOD and TVOD are valid options, provided the content is at a value where it can be monetised. In non-European markets, primarily Asia and the Middle East, a micro-
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