Blockchain: Optimizing Media Content & Advertising Strategy

The Entertainment & Media industry is facing an existential shift in how media companies measure and gain insight on their audiences. The average household was found to have at least seven active devices in use every day. That has a major impact on media consumption and how advertisers reach consumers. Trying to figure out viewer behavior is a major hurdle.

Ads are going unseen. The reality of ad waste is a top concern as achieving marketing and advertising objectives is a matter of reaching the right audience with the right message by way of the right device at the right moment. Each device requires a different approach. Technology targeting should not only consider what device the person uses to watch content, but also the browser and OS.

Ad Sales teams need “fit-for-purpose” audience insight factors that match up to the outcomes that their client is expecting, can drive relevant connections to customers with compelling offerings, and convey data-backed confidence – that the firm has the audience that a potential customer is looking for.

Content Strategy teams must be able to accomplish the following: Determine what type of content to invest in next. Develop empirical measurements of the impact their title catalog on subscriber retention. Create content that enables personal engagement across TVs, PCS, consoles, tablets and mobile devices.

It is the depth of qualitative data —particularly the micro-level nuances of attitudes and daily behaviors that allows one to get an accurate, in-context picture of your audience and its preferences.

Enter Block Chain

What is Block Chain? The blockchain itself is a piece of software. The name blockchain is literal: blocks of code and data chained together using cryptography. Each block typically contains a hash pointer as a link to a previous block to form a linked structure. Any technology to measure user views has to operate on a form of open decentralized ledger which is the actual database.

Each block transmits a block of information to the ledger at intervals which will be time-stamped and resolved into the ledger. The ledger, sitting on a remote server or servers, will be publicly accessible by API in order to answer questions about media content usage and access across devices. Data accuracy is assured because of Public-Private Key cryptography.

As the Block Chain develops over time, it will increasingly hold massive stores of data contributed by a variety of devices.

By targeting a global share of these digital devices, Block Chain technology can collect truly global media consumption and usage data including programs watched and when – to answer questions about content usage and access – Over time, this should lead to fewer but higher-impact ad executions – reducing ad load and not inundating your target audience with content and advertising that are out of context.

Mobile Advertising Meets Streaming Media

woman using smart phone with virtual data surrounding her hands closeup

Streaming is quickly becoming a trend in mobile advertising.

Mobile Advertising Meets Streaming Media

Streaming media, from its onset, has been able to deliver captive audiences. It has also always had the ability to be used to target parameters built around your audience’s interest. Nothing much about the world of streaming media has changed except the quality and technological advancements that have made it better.

This conversation has less to do with streaming media and more to do with its sudden rise and culture-driven success. So what has changed to create this epic rise in usage? What is the impetus behind this culture shift that has empowered the growing popularity of streaming media?

Mobile Advertising Meets Streaming Media

Sometimes it just takes some time for the perfect relationship to develop. Mobile advertising isn’t necessarily new and streaming has been around for just as long, in fact, it isn’t as if these two are strangers. Streaming to mobile devices has been around long enough now that the technologies that supports streaming mobile options are as good as it gets.

One infographic reported an “87% increase in mobile advertising over the last five years.”

Advertising via mobile devices and using streaming media to fuel these efforts are now a practice that is becoming commonplace. This was the first step in the rise of popularity we are seeing in using streaming mobile advertising options.

The World Meets a New Generation

The “baby boomer” generation truly shouldered the advent of technology and the internet. Now it is time for the next generation to carry that forward. This is precisely a primary reason why we are witnessing a shift in how people are getting their information, where they are getting their entertainment and how they communicate.

How people are getting their information and news today, is often through a mobile device. Where people are getting information and entertainment is through more interest-based programming. How that information and entertainment is being transmitted is often through streaming media and more often everyday. This is the influence of Millennials and it is only beginning.

Although the biggest factor driving the growing popularity of streaming media is the generational demand, streaming media itself affords many benefits.

The Benefits of Streaming Media

In addition to being the ideal vehicle for delivering programmatic entertainment and information, there are many other reasons to use streaming media.

Affordable Advertising

The investment in traditional TV advertising is declining while more TV alternatives than ever before are appearing at a record pace. HBO Now, Hulu, Netflix, or YouTube are channels likely to be the most valuable to this fast growing contingent of “Content Connoisseurs.”

Building Brand Awareness

While the benefits of advertising at a fraction of the cost in comparison to traditional TV and radio advertising, streaming media also offers long-term benefits. Through the various streaming platforms, effectively using influence and building brand awareness has never been easier. Benefits like these continue to provide an ROI well beyond the numbers.

The Facts About Streaming Media

Speaking of numbers, there is plenty of support and reason based on the statistics to believe that, not only has streaming media arrived, it is here to stay. One recent story reported these findings…

“…programmatic video grew by an exponential 155 percent and now accounts for more than 45 percent of total online video ad spend.”

and…

“Mobile continues to be the “most” programmatic format, with 65 percent of mobile ad spend traded….”

Streaming video is how the next wave of consumers are going to be reached and it is going to be how traditional TV viewers eventually get their programming. Add to this the mobile-everything world we live in and it becomes evident, streaming media and mobile are the hottest new tandem in advertising. Contact us to find out more about this new media landscape and how streaming media and mobile can work together for you.

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