Check out Switch Media’s feature around maximising broadcaster revenues via data-driven decisions in TVB Europe.
Source: TVB Europe June 2019 Issue.
Maximising broadcaster revenues via data-driven decisions
By Märta Rydbeck, Managing Director EMEA, Switch Media
Due to the changing demands of today’s viewers, the business of broadcasting is evolving rapidly. With the move from traditional linear TV to on-demand addressable video delivery, consumer expectations have skyrocketed. They expect content to be available on a vast array of devices, meaning broadcasters are now faced with a complex set of challenges in publishing to these devices. These problems arise across areas such as content preparation, encoding, delivery and monetisation.
Broadcasters are faced with investing significant capital on projects to address this changing landscape, meanwhile a unique opportunity has arisen where by using the right tools managers can make informed, data driven decisions generated from processes and systems across the entire video ecosystem.
Similarly, a benefit of delivering to internet connected devices is that broadcasters can gain extensive real time data on content performance and consumer behaviour. By analysing this information broadcasters can rapidly form a view on what is working and what is not, and act accordingly.
Broadcasters can now embrace tactics that big data companies having been using for years, such as leveraging real-time dashboards and alerting in order to drive business decisions and maximise revenues.
Using a powerful workflow engine, broadcasters can get a view of the time taken for content to pass through each step of the process, identify bottlenecks and hence expediate publishing processes. Broadcasters often receive content files close to when the rights window opens. With these valuable insights, managers can ensure their teams are focused on the right tasks to get priority content online ASAP.
In our experience using these insights to prioritise tasks can cut content turnaround time in half, meaning rights holders get maximum value from their investment. Additionally, trending this data over time means businesses can gather insights on team performance hence allowing for decisions on process improvement.
In this 24-hour news cycle world we live in, fast turnaround time of breaking news and events is critical to broadcasters. Using an enhanced and highly tuned live to VOD workflow, linear content can be available as catch up across a wide range of platforms within moments of the event occurring.
Used across a wide range of premium news, TV and sports broadcasting including the likes of the Olympics, Game of Thrones and Grand Slam tennis, Switch Media were one of the first to execute this in such tier one events. The enhanced workflow is based around pre-processing content during the event, to make catch-up content available within minutes of conclusion. To add to the user experience, broadcasters’ editorial teams could mark interesting moments such as big match plays, crashes or medal ceremonies as they happened. This feature proved popular with viewers as they could jump to the most interesting sections of the event. It also meant that the broadcaster gained greater viewer engagement.
Viewer engagement data originate from the video player and are posted back to a data warehouse with app and user data information. In the most basic of forms, these analytics provide facts on viewer engagement with programming; how many are watching, on what device, their location and when they drop off content.
Other powerful data that can be utilised is what revenue specific content is generating. This is obtained when viewership is correlated against monetisation information. Our server-side ad insertion product AdEase can help support content level revenue reporting through collaboration with ad decisioning technologies like Telaria. This enables broadcasters to form a view on the value of their content investment. By providing the rights team with the intel on program performance, they can make a data driven decision around if they will negotiate extension of the content exhibition window.
At Switch Media, we understand broadcasters require flexible solutions that fit seamlessly with their business processes. Over time we’ve developed tools, modules and solutions that have been used to build multi-award-winning apps and services. The next logical step for us was to productise this experience, hence our product suite, MediaHQ.
Our mission is to provide flexible, lightweight components that seamlessly integrate with existing systems and can be adapted for a range of requirements. Depending on these requirements, we will commission a workflow that utilises any or all of the components of MediaHQ to manage and assist in the seamless delivery of content across any device. MediaHQ embraces data in a highly granular manner, captured from within the workflow engine, MediaHQ components or 3rd party integrations. These dashboards reveal valuable information via widgets which functional teams can use in day to day activity. These valuable tools and insights enable broadcasters to maximise revenue via data driven decisions. Information and data are crucial to keeping up to date in this in this fast evolving and ever-changing market.
Source: Mumbrella.com.au 28 November 2018
Switch Media has partnered with global video ad company, Telaria.
Advertisers will be able to target more addressable advertising to audiences across Video on Demand streaming services, following an upgrade of Switch Media’s
AdEase platform to be interoperable with video advertising management software Telaria.
The move, by one of the world’s leading cloud-based streaming technology companies, to include interoperability with the Telaria software platform into its AdEase product, creates market-leading capabilities that enable publishers to offer advertisers a seamless and addressable ad offering across IP-based Set Top Boxes.
AdEase benefits publishers and advertisers by improving the user experience and allowing for more engaged customers, with individual or household targeted ad insertion for on-demand. The AdEase solution is expanding the number of addressable opportunities through easy integrations, and by maximising, and protecting ad revenue by surpassing most ad blockers.
Switch Media’s Product lead for AdEase, Tim Armstrong, said the move would open up new opportunities for streaming services to be able to monetise their offering effectively and as a result see the streaming market take the next step in its evolution.
“In addition to seeking innovative ways of monetising their audiences across Connected TV’s, content providers must provide advertisers with more data-rich and automated ways to connect their brands with consumers,” said Mr Armstrong who has more than 11-years-experience in digital advertising.
“Delivering seamless server-side targeted mid-roll ads on Connected TV’s has been a challenge or restricted by legacy workflows, yet at the same time as advertisers, content providers and, most importantly, users continue to demand more.
“Using the traditional methods of inserting mid-roll ads client-side creates an undesirable ad experience and we’ve also seen a lot of TV’s simply unable to cope.
“This partnership sees technology improve the user experience and drive more verified targeting. Content owners can now provide more opportunities for advertisers to target and capture audiences consuming content at their convenience on the big screen.”
The collaboration allows 100% programmatically traded video enabled by Switch’s latest solution for IP enabled set-top boxes.
Juliette Stead, VP of APAC for Telaria, said this was an exciting step forward for the future of streaming.
“We’ve reached an exciting inflection point in advertising where Broadcaster Video On Demand (BVOD) – in particular Connected TV’s – has given us the ability to layer advanced targeting and enhanced optimisation for advertisers in an engaging and premium TV environment,” Mrs. Stead said.
“Content creators have to be at the cutting edge of improving their monetisation capabilities while preserving and improving the viewing experiences audiences are accustomed to.
“Our partnership with Switch Media meets those needs and we’re excited to continue creating success for content providers and optimum viewing experiences for audiences across BVOD – especially Connected TV’s.”
Switch Media worked with Stable Research to commission a body of primary research which explores Australia’s media viewing preferences and consumption habits. See press below for a sneak peak on some initial findings.
Source: Ad insertion placement costing OTT publishers massive revenue, Streaming Media 07 NOVEMBER 2017
Ad insertion placement costing OTT publishers massive revenue
Over the Top (OTT) streaming services offered up by Subscription and Advertising Video on Demand (SVOD & AVOD) companies risk significant revenue seepage as a result of a poor advertising experience, new research has found.
A survey by Stable Research of 1,000 consumers of streamed video content in Australia found 46 per cent of viewers would switch off as a result of poor ad serving; with a further 28 per cent saying they would only tolerate poor ad insertion if the show were something they were desperate to watch. Only 8 per cent would tolerate poor ad serving.
The research was commissioned by a world leader in OTT streaming technologies, Australian-based Switch Media, which late last year expanded into the US market off the back of keen interest from global OTT players.
Switch Media co-founder and CEO, Christopher Stenhouse, said while streaming services have taken off throughout the world, the research shows that consumers are unhappy with the way advertising is served across the variety of services on offer.
“Four in ten respondents had advertising insertion as one of their major complaints of streaming services,” Mr Stenhouse said. “The only issue that was cause for greater complaints was buffering.
“The dissatisfaction is something we believe is a universal problem particularly where client-side ad insertion is used. With this insertion method, the latency often results in an ad being served too late or too early.
“Server-side ad insertion, such as our AdEase technology, delivers a seamless, TV-like experience that defeats ad blockers and provides a more reliable play out of complete ads, therefore eliminating much ad-frustration by consumers.
“The research is clear; if consumers are frustrated by the way advertising is inserted, they will switch off and, as a result, broadcasters will be forgoing significant revenue.”
The results – as part of a more comprehensive research study into the consumption of streaming and consumers behaviours to be launched later this year – also showed:
- Only one-in-five consumers are opposed to advertising being shown on streamed services, with 43 per cent saying while they don’t like advertising, they tolerate it;
- Most consumers (61 per cent) preferred advertisers to play less but longer advertising as opposed to a number of shorter adverts.
Mr Stenhouse said Switch Media’s breakthrough AdEase technology avoids the need for a client’s ad enabled media to be re-ingested into Switch Media’s system before delivery to the viewer’s device, unlike other server-side solutions in the market.
“AdEase is platform agnostic to where the media is stored and only makes requests for the required media chunks containing the ad break, at time of playback. This saves the customer hours of ingestion time and related costs,” Mr Stenhouse said.
“Unlike other solutions, our customers have the option to integrate our Universal Player with AdEase to provide a seamless integration that can deliver both HLS and DASH technology across multiple platforms, as well as robust analytics.”
About Switch Media: Switch Media is an Australian company founded in 2006 that is a world leader in delivering online video content for organisations from broadcasters through to government. Its services include content management platforms, app development, and dynamic ad insertion, through to the delivery of video to end users across multiple devices. Its Australian designed and developed video content management solution, coupled with world class technical teams, means Switch can deliver tailored solutions to its clients – anytime, anywhere, any device.
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Want to know how Sports Broadcasters can drive a seamless, powerful user experience with high engagement and viewer satisfaction? Check out ... @SwitchMediaAU’s OTT Sports Feature in the latest issue of @TVBEurope! https://www.switch.tv/building-an-ott-field-of-dreams/
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