Some of you are perhaps old enough to remember when all media was confined to one screen (other than movie theaters). This collective way to watch TV gave advertisers a uniform way to reach viewers, outside of creating static ads in magazines or newspapers.
Only in the last decade has this started to shift after decades of uniform TV advertising. Now with new media, traditional broadcasters have to deal with numerous cross-screen technologies from streaming media to multi-screen environments.
As a person in media looking to monetize, how can you go about it using the right technologies like AI?
Monetizing From New Media Tools
We all know that streaming media is giving traditional TV a major run for its money in capturing viewer attention. With Netflix and Amazon at the forefront, you need to adapt to these formats if you want to make money with advertising.
The good news is Netflix and Amazon are fairly transparent on how they monetize and capture viewers. You can learn from them on how they deliver content and advertising in an online environment.
In the case of Netflix, they’ve monetized mostly on producing original programming like a regular network. Forbes even reported last year Netflix is looking toward consumer products soon to expand their earnings. Of course, with already billions rolling in, it might seem superfluous.
With Netflix and Amazon always gathering data from their viewers, you can see how important analytics are for them.
Using Big Data Analytics to Determine What Viewers Want
Earlier this year, Kissmetrics analyzed exactly what Netflix does to help shape their content for their loyal subscribers. It all comes down to big data analytics, giving them a prime model to go on in determining the whims of media viewers.
One thing Kissmetics notes is Netflix is at a major advantage over traditional TV because networks don’t use analytics like Netflix does. This gives you some insight into why streaming services are winning so solidly over regular TV.
Media companies creating content for traditional broadcasting needs to start dealing with advanced media and take metrics seriously to survive.
How Direct-to-Consumer TV Gathers Viewer Data
Another sign of changing times in media is the direct-to-consumer media market. Some major media corporations are already dipping their toe into this field, including Disney. Not long ago, Disney announced they’re starting a direct-to-consumer service focusing on sports first, then one with their own classic content later.
The trend is certainly leaning toward these type of streaming services, one designed to bring better targeting to a specific viewer niche. No doubt Disney will use the best technologies (like AI and machine learning) to gather further big data on their future subscribers.
Even though Disney is obviously one of the most powerful media companies in the world, the means of monetizing in advanced media also leans heavily on another powerhouse: Google.
Google’s DFP Platform and its Role in a New Monetization Model
Those of you who work in media should know about Google’s DFP platform (Double Click for Publishers). Their program allows innovative ad formats for use in every available sales channel.
By being able to create engaging and seamless ads on every screen, you have a new way to target your viewers in the advanced TV universe. Once again, Google creates a practical and easy method to help businesses reach customers. It’s not to say you shouldn’t play by their rules.
When you adhere to their guidelines, you’ll gain access to useful forecasting tools to ensure you’ll never overbook or undersell your ad inventory.
Visit our website so we can use technologies like AI and machine learning to help you find ways to monetize through advanced TV outlets.