Shift to streaming requires new strategies and systems
BY Jon Lafayette, BROADCASTING + CABLE
With the economy slowing down, maximizing advertising revenue is an important topic at this year’s NAB Show.
Technology has changed the way viewers consume content, with streaming taking an increasing share of the eyeballs that advertisers want to reach. And at the show, there are plenty of exhibitors offering technology as a way to bring more dollars with the content they distribute.
“Difficult times sometimes accelerate things, sometimes they retard things,” said Malik Khan, CEO of tech company LTN Global. “In this case, one of the things that we’re starting to see a lot of discussion on is the use of real-time dynamic metadata.”
The metadata carries information about a piece of content that can be read by programmatic engines that make decisions about into what content to insert advertising.
“There is a high amount of desire on the part of customers to start using more metadata downstream to make sure the right ad runs in the right place,” Khan said. Better metadata can also ensure that programmatic advertising follows business rules and comports with rights issues.
Standardizing the descriptors is an issue that still needs to be worked out. “There is work required of us to normalize it so YouTube TV can get what it wants, and Hulu can get what it wants. Different platforms can get the data in the way they want it represented,” said Khan. “Our metadata signaling is becoming super important.”
“We are ready to start talking to customers about how to simplify all this complexity,” Khan continued, “and implement some ways that allow [customers] to maximize the revenue [they] can get from content without having to build out large amounts of staff or capital infrastructure.”
The changing media environment has impacted audience measurement company Nielsen. Its job counting viewers has become more complicated with content being consumed on more platforms and more devices.
Nielsen said its Audience Measurement and Gracenote sales teams are at the show to highlight the audience insights, data and analytics that are shaping the future of media.
“NAB Show provides an invaluable opportunity for us to engage in person with our clients and key partners,” said Jamie Moldafsky, Nielsen chief marketing officer. “We know that topics like cross-platform measurement, big data and its use in conjunction with panels along with information on advanced audiences will dominate many of the conversations we plan to have. As we are committed to working with the industry to help solve the critical issues facing media and advertising today, we are excited for thoughtful and positive conversations about how Nielsen can best provide value to its customers.”
There are a number of sessions planned to help attendees learn more about the technology opportunities to monetize their content.
ATSC 3.0, the broadcast television standard also known as NextGen TV, is available in more than 60 markets and is projected to reach 75 percent of U.S. households by the end of 2023. NextGen TV not only includes enhanced picture and sound quality for consumers, but also heralds new targeting and advertising possibilities for the broadcasting industry.
Today’s panel discussion “Measuring Up NextGen TV,” will feature executives at the forefront of this new marketplace who will explain the measurement capabilities available within the new broadcast standard and how it will complement traditional audience currencies.
During today’s session “FAST Channels and Furious Growth,” industry leaders will talk about their strategies to harness the worldwide audience’s appetite for free, ad-supported streaming TV. FAST TV channels enable programmers and stations to reach non-pay-TV subscribers with their content and ad messages. 2022 revenues for the U.S. market were roughly $4 billion and are projected to triple over the next five years. The panel will discuss programmatic challenges and opportunities, how to utilize targeted advertising effectively, and how to build infrastructure quickly.