2018 is undoubtedly the year when all broadcasters and service providers must turn their big pushes in growing subs into big revenues. Advertising is still at the forefront of monetisation and programmatic, experts say. Brightcove VP marketing and business development for media Mike Green reveals what may be the key.
High-quality, long-form content continues to shift from being consumed via traditional multichannel video programming distributors (MVPDs) and set top boxes, to a range of connected devices that deliver video over IP. This shift in consumption habits is creating a pool of IP-enabled inventory, which is monetised differently than traditional TV. An example of data underlying this trend comes from MoffettNathanson, which reports that in Q3 ‘17, linear video services lost 872,000 subscribers while virtual MVPDs, like SlingTV, added 962,000 subscribers.
For a TV ad-buyer at a media buying firm, the targeting afforded by IP is exciting, but the workflow and measurement conversation may be unfamiliar. A lot of this growing pool of inventory is created using server-side ad insertion (SSAI) and the video ad tech ecosystem is under pressure to come together to make this opportunity valuable for the networks, distributors, and buyers who increasingly want to transact programmatically.
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