Last year we saw cookie-based ads did not work to raise revenues or create awareness. Due to few conversions people returned to the sites but this is not enough for continued business. The reason is majority of consumers using smartphone devices have issues of rejection of this style of remarketing. Different browsers and devices are being used to access content and advertising via cookie based methods fail. User behavior will now determine how advertising can work on mobile platforms. Through this method, there is room to capture attention with dynamic ad insertion and also make it work. If you have the right analysis of available consumer data, it could assist in getting appropriate responses.
As a video publisher, apply this strategy to get viewer attention with the best practices to make profits. Here is what you should know.
People Based Marketing Increases
When content is being personalized, it makes sense to curate the kind of ads being inserted on the viewing platform. As we know that OTT and live streaming processes create good ad impressions, it should be in line during the planning stage for revenue generation for the entire year. Ad agencies should create individual profiles with right media platform solutions. Choosing Mediaroom to provide a rich viewing experience, for IPTV set boxes are an optimal solution. It can be installed in the operator’s premises with proper back support. It allows the system to work on managed networks which include STB for linear video on demand, Time shift TV, cDVR services. The services can be pre-integrated with software for VOD, OTT, and the media room. Mobile devices can be added uniformly as they are the most popular viewing platforms. With people-based marketing, the advertising has to be equally personal. It allows operators and agencies to offer specific brands a viewer can identify with. With the right installation of software operators get data on the ad impressions seen by the viewers. A dynamic ad insertion works only if it is integrated with the main content which is stitched with server side ads.
How Server Side Ad Insertion Works
Since, this technology is already in existence for two to three years not many operators have been able to benefit from it due to lack of awareness. Broadcasters and video publishers need to understand how it works to enable its integration on the premises. It has been tried and tested and it works successfully on various systems. Any software that can support Linux, Android, and WinCE can be used for IPTV platforms. This should be good news for operators who wish to expand their portfolio of offerings. The server side ad insertion (SSAI) is also referred to as dynamic ad insertion. It involves ad stitching at the CMS level. The video and ad content is stitched together as it enables operators to skip ad blockers in a legitimate manner. It helps to honor best practices on any viewing platform. For long platforms like YouTube have been using client-side ad insertions to attract viewers. This interrupts the video content as it is stopped and the ad appears. This happens because the video and ad files are different. But when SSAI is applied the video content and ad content is stitched together. The sequence of viewing is done at the CMS level. Service providers offer such software to operators. It is ideal for cloud-based platforms that can be optimized for media. As OTT services can be provided through the cloud, the dynamics for ad insertion have become more agile. Consumers can watch content via the web on desktop or mobiles with this innovative process.
Next Generation Experience Is Data-Driven
The convergence of media services is dictated by demands of the new generation of consumers. Software that can be integrated with delivery networks and different content sources will become popular. As user-experience is personalized, it provides operators enough data to analyze. They can provide consistent content related to the interest of the individual viewer. Operators need to work with vendors who can offer this back end support to offer data-driven content without upsetting the consumer.
An ideal vendor will provide:
- Agile PaaS process. There will be no extra cost on creating an infrastructure for the TV platform.
- The devops and software will be upgraded for uninterrupted next gen viewing experience. It will ensure better UX and retention.
- There will be space to add features as technology changes. Technical support is provided as part of services to the broadcasters.
- It will not disturb the current system nor will it burden the investments already made.
- Everything can be managed from a single source or platform.
When you migrate to this new architecture, develop a mindset to offer a tailor-made delivery system for the best UX.