40 ROUND TABLE
Audience Engagement
ADAM NIGHTINGALE: You should understand which animals your audience are interested in, and also which they might become interested in. Don’t be too restrictive and only give reptile fans reptile content. Assess the propensity for lovers of one type of animal to become interested in others, and make sure that they are offered variety. Also assess which devices they use for different types of content, and at what time of the day. If they prefer to watch short clips on a mobile device on their morning commute, then adapt the UX and ‘promoted’ content accordingly. YOUPETS: We have a wide variety of content in our library (docs about koi ponds, a sit-com about a talking hamster). What technologies and data strategies can help us make sure we get the right content to the right viewers? MARK BLAIR: When you’re creating a content library, good taxonomy and metadata allows you to segment the content, becomes a key enabler for providing recommendations to your audience. The simplistic way of doing it is to use the metadata about what they’re currently viewing and, particularly if they’ve provided log-in identity information, use those insights to drive a rudimentary recommendation service. The next step is to go from metadata and behaviour-driven recommendations to AI-based recommendations. The most sophisticated layer of that is to use both anonymous and non-anonymous viewing behaviour, of not only the individual but the whole viewing community, to drive more and better recommendations via an AI. JOHANNES JAUCH: In the past there was a clear playing field in terms of the audience and the potential market that new entrants could cover with their OTT service offerings. As a start-up company, you could know who you were competing against and why. Today a very different strategy around audience targeting and advertising is required. Companies are competing for viewer attention in many areas, launching smart advertising campaigns through online and offline channels to reach their target audience right where they spend the most time. Luckily, communication platforms like Twitter, Facebook, or Instagram enable dynamic communication with viewers, help fine
FEEDING PASSIONS Investing in a platform with sophisticated analytics capabilities will allow companies to discover important insights about their viewers’ interests and behaviour and adjust their content distribution strategies accordingly
YOUPETS: The YouPets board are appalled by recent news reports on the misuse and abuse of customer data. What steps should we take to guarantee that our customers’ data is respected and used to their greatest benefit? MARK BLAIR: It’s a case of using vendors that you trust and making sure that they’re complying with the relevant privacy legislations. GDPR is a hot topic and there’s a lot of talk how about how it’s affecting various parts of the industry. But I think European citizens should feel pretty privileged that they’re being protected, and I think it’s
tune your go-to-market campaigns and allow you to aggressively track what content works and what doesn’t. To get the right content to the right viewers, your platform needs to include sophisticated analytics capabilities. Using data discovery, along with visualisation and analysis, you’ll be in the position to uncover important insights on your own and adjust your content distribution strategy. ADAM NIGHTINGALE: Understanding your viewer is important. A koi lover may not be a cat lover – potentially quite the opposite – so make sure that you learn which content genres your individual viewers are attracted to, and adapt the content on their home screen accordingly. At the same time, understanding the preferences of these viewers will help you design a UX and promotions based on what you know they are interested in. For example, dedicated parrot fans may have less interest in Crufts, and proud owners of pampered poodles less interest in a documentary on Amazonian birdlife. Personalisation, recommendation and behavioural analytics tools will help you learn what works.
LIVE HAS BEEN PROVEN TO GENERATE THE ‘HALO’ EFFECT
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