As the choices expand and the consumption increases at a rapid pace, a couple of challenges are also coming up. You can call it by any term that you like, from streaming, Over the Top, to TV, but the fact remains that everywhere, the Internet Protocol-based video delivery is known as better than broadcasting. Thus, it must work towards harmonizing a variety of needs for facilitating the massive growth and incorporating killer experiences along with ensuring hassle-free monetization, and the likes.
DAI, also known as dynamic ad insertion, is absolutely crucial to almost all TV anywhere or/and the OTT deployments and strategies nowadays. To state it in simple and plain terms, the digital marketers must take advantage of these opportunities and start planning for the offerings to become the profit center rather than limiting themselves as cost centers.
Directed Delivery
Even today, most of the media managers, and also their correspondents in advertising, do not understand the superior targeting abilities that the streaming experiences of today can offer on the devices in which these are played out. Given the fact that every user has a unique connection established with the cloud while they are consuming the streams, the digital marketers are a better position to deliver them the ads that are specifically targeted to them. Simply put, this means that two separate viewings of the same streaming on the opposite ends of one market will and can receive absolutely different ads depending on the individual locations.
This is a far bigger deal than what you think it to be. Using this highly-effective strategy, the advertisers can reach out to the viewers with localized ads that hold more relevancies to the viewer. Now, consider taking this one step further. An overlay ad is put over the lower half of the video advertisement can provide real-time couponing chances. This means instant opportunities for marketers. For instance, consider a coupon for a café tapped to the Passbook on iOS and the user can use it in the store just minutes later. Even if your target audience is regional, some of the live streaming video supply chains can work for delineating between national, local, and regional payloads within ad pods. This enables any of the three to be dynamically played through or replaced from the broadcasting channels where the digital ad reach and broadcast have been sold as a bundle. There is no overlooking the fact that the video technology of today, along with the abilities of dynamic ad insertion and live streaming is creating a reawakening of the space.
The promise held by live streaming
Live streaming for various events continues to grow and become popular. From football to hockey, baseball to boxing, the top organizations are increasing the number of linear, live events and the contents that they offer. The NFL season of 2015 had the first ever streaming-only availability of the game in the history. For the mid-season game between Jacksonville Jaguars and Buffalo Bills, Yahoo had paid nearly $20 million for the rights of live streaming. Keeping aside the questions of bundling, big brands, and broadcasting rights, the event led to an interesting beginning for the present model of direct to consumer live streaming delivery of the games.
The current rate of progress has made it evident that each sports organization and league will continue to consider live streaming for building their reach and brand, increasing user engagement, and garnering the potential for the exploration of ad-supported content for complimenting the subscriptions. Moreover, the increase of instant streaming apps has led to new ways for the consumption of live content from all parts of the world. However, the impact of live sports events for such apps is still unclear and uncertain presently. Some of the top leagues have limited the usage of such apps and even prevented the journalists from using the apps discreetly. However, this is not a feasible strategy because the dynamic ad insertion placement revenues and subscriptions around the content can be really the driving force for the companies considering they look into the sponsorships and entitlements.
The incoming wave of change
On both of the key fronts, you can expect to see more movement, engagement, and advances in the next couple of years. Live streaming of video is the very symbol of the major wave that is going to impact the media consumption history, and it is likely to outpace the HDTV, DVD, VHS, and BluRay in terms of the pace of adaption and adoption of the viewers. Each of the aforementioned technologies has, in fact, improved your viewing experience by outpacing the predecessors in time for mass adoption and marketing.
The huge growth of consumption dependent on devices and the simultaneous growth of streaming delivery have expanded, and it is moving ahead at such a breakneck pace that even many of the analysts and industry experts are struggling to come to a proper definition for it. The ones who are into creating and delivering content have also seen a shift of focus in terms of going to the market with their products. The focus has shifted from the question of whether they should go ahead with it to the question of how fast they can go ahead with it along with how they can monetize their live content through ad insertion. This change is inevitable in delivering the viewers the experience that they look to enjoy.
