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.

Embedded Advertising Tech: The Smart Enabled Creative Asset

Modernism is defined as, “a style or movement in the arts that aims to break with classical and traditional forms.” From the perspective of advertising and advanced media, I am referring to a strategy called: Mixed Reality – that means delivering content on one device while delivering adverts at another.

Consider the following scenario: Media Brand ‘X’ wants to offer insights that allows advertisers to measure the “real performance” of their ad campaigns, such as whether someone who saw an ad on their Connected TV walked into a retail location and actually converted a targeted promotion.

The Situation @ The Brands

CMOs are confronting a myriad of painful realities: The declining effectiveness of mass advertising, a proliferation of new media, declining trust in advertising, increased distribution channels and digital technologies that give users more control over their media time are only the most visible signs of stress.

When network TV was the preferred advertising medium of choice, marketers and the ad agencies serving them rightly focused on the massive audiences that tuned into the most popular shows.

Disrupters like Netflix and Hulu have moved from streaming videos in browser-only constructs to making content available on virtually any device – changing the way in which audiences watch TV, transforming the medium from appointment-based watching to one where viewers watch what they want, when they want, on the device or devices of their choosing.

But how, exactly, do advertisers understand and measure the impact – the performance of their ad campaigns? Marketers need a more inventive/rigorous approach to a fragmenting world.

Enter the Smart Creative Asset

A Smart Message is an intelligently enabled ad asset designed to be embedded inside of modern applications (or even an embedded HTML5 video) that can be extensively personalized for a particular recipient or campaign, and above all is trackable. Tracking URLs are not novel. So, what’s different?

Smart Messages allow for a mapping between an identifier and provides the ability to profile users behaviorally: providing real-time, unfettered access to multi-dimensional data on how users are interacting with your ad and insight on its related performance.

The benefits: ability to track the actual performance of campaigns in real-time, measure fulfillment, reduce ad loads by presenting relevant adverts at a time and device that affords the highest probability of engagement and improves media investment return.

Data is data — until you make sense of it. Smart Messages provide end-to-end transparency and innovative analytic capabilities.

Expand your audience

Audience insights are essential when it comes to audience development. Avid fans typically represent 10 to 20 percent of a brand’s user base but can drive 80 percent or more of the business value. Content efforts therefore must prioritize initiatives aimed at super-serving them.

Content preference is a segmentation problem and requires the use of clustering algorithms. We look at attribution over a range of media factors are mined from content metadata things: like genre, playing time, album name, release year, artist, actors, director, etc. as opposed to device factors. We want to understand how people’s demographic attributes affect their media preferences – These metadata also describe what users like about the content.

Every type of metadata provides a unique segmentation view – The ultimate goal is to be able to take a demographic profile, and target exactly what type of content they like to consume.

Leverage these insights to reach the right audience and increase, viewership, downloads, subscriptions, and more.

Re-Inventing Advertising: Creating a Mixed Reality Experience

The last decade has shown a change in advertising and the increasing need to diversify marketing strategies.

Advertising is more crucial than ever in many media companies, despite the old traditional ways no longer cutting it. A mixed reality experience is the today’s standard with numerous screens being available for people to watch content from.

Despite these changes, it hasn’t changed the fundamental system behind media advertising. You still need to advertise to make money. Plus, advertising is still expensive as it’s been for decades.

One thing also consistent is most viewers hate advertising, making it necessary to use different approaches in the multi-screen universe.

Defining the Mixed Reality Experience
If you’ve been working in media for a while, you likely remember the days when everyone would mostly watch the same things on one TV screen. Starting in the 1970s, the only competition to television was video games, especially families owning gaming consoles like Atari.

In those days, there were no means to advertise on such a format. Not until the cable era did advertising have a chance to expand beyond the old three-network universe.

By the 1990s, the internet started to change things, despite media advertising being limited there until well into the 2000s.

It’s only been within the last ten years where we’ve truly seen the mixed reality universe come about. With mobile screens, and even different forms of pay TV services, 21st century advertising has to change to a more targeted format.

Creating More Relevant Ads With Analytics
Your own media company may have some relationships with content distributors or various data technologies. Tapping into the use of analytics is more important than ever, because it’s here where you’ll be able to address advertising in a fresh way.

Gaining access to more targeted analytics is the key, something becoming increasingly possible thanks to the use of AI and machine learning.

Machine learning is going to study what the viewing habits are of your viewers and come up with a predictive model for what kind of advertising they prefer.

Keep in mind this works well even for those who hate advertising. With a smarter approach to placing ads, it might change the minds of those who don’t want to see a single ad when watching content.

Reducing Ad Loads and Making Them More Relevant
At stake here is being able to reduce how many ads you present in a given hour and broadcast ones with more value during specific times of the day.

Analytics will tell you when your viewers watch specific content during their most attentive moments. Having access to advanced analytics is going to show you exactly when your audience watches a specific type of content on different devices.

In other words, you’ll know when they’re watching something on their smartphone, a laptop, or on traditional TV.

What makes this so important is most people now watch content on all of these devices at once.

Reaching People on Myriad Devices
Some of you may think of mixed reality as adding VR and video games into the mix. These obviously should have serious consideration since a sizable portion of the population are using these as well on any given day.

Even so, standard devices from TV to tablets often integrate when it comes to watching content. Many people now use these together for both information and entertainment. For instance, social media continues being used by TV watchers for live commentary while watching something on television.

Because of this cross-screen sensibility, advertising needs to address all devices together. With transitional and simultaneous use possible, one targeted ad could appear on one device while content appears on another device later.

Integrating advertising in a thoroughly targeted way is the future of advertising. AI and machine learning will become the technologies that help design the analytics to get there.

Advanced Media: Innovation in Monetization Strategy and Audience Engagement

Big data analytics can help your company tailor content to the interests of your customers.

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.

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