Kitplus - The TV-Bay Magazine

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NEWS MOVE & DELIVER “ We love a statistic at KitPlus so when Brightcove revealed a whole heap of original numbers, based on a survey it had commissioned, we had to take a closer look. There was a load of fairly obvious stuff about viewing habits, for example, that over a third of European viewers now use mobile (33%) and tablet (34%) devices to watch video content, and four in ten (41%) use more than one screen as part of their viewing habits. There are some more figures like these below. Perhaps more interesting was the findings on advertising. According to the survey more than four in ten respondents expect commercials if content is free. Another 12% reported that there is nothing wrong with ads and some said they enjoyed them. However, 39% of viewers want ads to be shorter and 31% want to be able to fast-forward through them, suggesting the perception of ads still requires improvement. The crucial factor here could be relevancy. Broadcasters need to find ways to monetise OTT and other services. If viewers are skipping the ads, they seem to have two choices: find other ways of generating income or make the ads better. Clearly, broadcasters are not involved in the creation of the ads themselves. So they cannot directly improve the quality. But they can attempt to personalise their services by making appropriate and relevant ads appear in front of different segments of their audience. As Anil Jain, senior vice president of media at Brightcove comments: “Across the board audiences are looking for relevant, varied and high-quality content that entertains or informs them, across platforms and screens. As broadcasters plan for their future, extra care should be taken to marry rich content with optimal delivery, discoverability and relevant advertising in relation to both the content and viewer. The more tailored the content is, the more accepting viewers are to advertising - which in turn helps broadcasters achieve business goals.” As such it is no coincidence that IBC (and, as a result, the news stories that follow), featured a number of examples of personalised advertising and content systems from DVEO’s Spotter to Amagi’s content regionalisation system, which won an IBC innovation award. Tailored content, including advertising, could be the way forward, especially for OTT. The stats never lie… “ Personalised adverts Mobile TX Cache Media is promoting Spotter, the multi-criteria advertising insertion and delivery platform from DVEO that was shown for the first time at IBC. Designed for broadcasters and multi-screen pay-TV operators, Spotter uses both content data and viewer information to make decisions about which adverts should be played out. Content type, consumer profile and geolocation data are gathered by mining multiple data bases in real- time. The Spotter triggers the start of adverts using analogue cue tones or SCTE 35 triggers to insert commercial spots into live or stored transport streams. Advertisements can be added inside, over or around video content via slices, overlays, crawl messages, alert bugs and video squeezes. Vislink used IBC to show off Point of View Live, a new offering that combines the broadcast-quality HD micro transmitter HeroCast with a dedicated wireless receive unit, the ProCeiver. HeroCast was developed in partnership with GoPro and is designed to work specifically with the GoPro Hero 4 and Hero 3+ product lines. Paired with Vislink’s technology, GoPro cameras can now transmit live HD video wirelessly. HeroCast can be mounted on helmets, the body, and a range of other applications. www.cache-media.com “We have a long track record of creating the industry’s smallest and lightest wireless camera transmitters,” said Simon Derry, chief executive at Vislink. “Now, with HeroCast and ProCeiver, Vislink is taking this expertise and expanding the range of points of view to enable more compelling and immersive content.” www.vislink.com 28 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 106 OCTOBER 2015