PANELLISTS
36
May-June 2016 2017
Big data maximises value of content
Danmon Group Systems appoints new MD
Brain Slott Kristiansen has joined Danmon Group Systems as managing director , succeeding Henning Brønnum , who becomes chairman of the Danmon Group Systems board . Kristiansen began his career 33 years ago as a radio technician before joining the research and development team of Bang & Olufsen . In 1998 , he joined AVIT Systems as CTO , progressing in 2008 to GlobalConnect where he established and , as CTO , developed Scandinavian contribution service provider GigaContent . Another high-profile project Kristiansen oversaw was “ one of the world ’ s first ” IP-based international contribution networks , designed to operate as a customer-controlled online service , according to Danmon .
MediaBank monetises AV content with VSN ’ s solution
Technology startup MediaBank has opened up its platform for sellers of professional audio-visual content . More than 500 hours of content have been uploaded and will soon be be available for purchase . VSN ’ s media asset management ( MAM ) solution is providing MediaBank with features such as advanced search functionalities that enable the location and retrieval of specific content ; an accelerated transfer protocol to transfer HD files quickly ; and managing rights and cataloguing tools that help sort out assets in different categories .
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PANELLISTS
Fintan Mc Kiernan
CEO Ideal Systems South-east Asia
Patrick So
Regional Manager ����������� Magna Systems & Engineering
Craig Johnson
Managing Director - Media Nielsen
As the media landscape continues to change , broadcasters and service providers are utilising data to gain a better understanding of their audiences in order to produce engaging content . The challenge , however , is to combine the data from both traditional linear and non-linear platforms . Josephine Tan writes more .
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udience measurement is entering into a new phase as large providers of audience figures , as well as other ecosystem players , are now leveraging a broad set of techniques and data sources to provide better understanding of viewers ’ profiles to broadcasters and advertisers , declares Stéphane Le Dreau , general manager , South-east Asia , Nagra .
As broadcasters increasingly use online distribution to deliver content to their audiences , Le Dreau tells APB , it is clear that broadcasters need to leverage “ standard industry techniques and technologies ” to get the most out of big data . He elaborates : “ This includes collecting large data sets of network and usage data , enriching data with third-party sources , and applying data science algorithms to determine correlations and trends , ultimately leading to actionable , data-driven business intelligence .”
Broadcasters , when equipped with an advanced big data platform , can gain deep insights both into the quality of the online experience and the level of viewer engagement with content , including advertising , thus complementing the information provided by audience measurement firms . It also allows them to enrich their data with third-party sources , from social network to demographic data , while providing access to the optimised data pool to all their business partners .
For instance , Singapore pay-TV operator StarHub developed Curiosity , an in-house digital and social analytics hub , in its new Hubtricity facility .
Howie Lau , chief marketing officer at StarHub , explains : “ Curiosity stems from our strategy of using analytics to understand our customers better and tailor our offerings to their needs .
“ Traditionally , we relied on our internal return path data ( RPD ) from our two-way digital set-top boxes ( STBs ) to track the viewership of our channels . With Curiosity , we can gather data from a range of social media platforms and distill it to obtain actionable insights . By listening to all the conversations around our content and analysing this information in tandem with our RPD data , we can make better decisions on the type of content to acquire and the platforms to roll it out on .”
Besides collecting data from both linear and non-linear platforms , it is also crucial for broadcasters to maximise the value of each piece of content . This is because the content can be promoted to attract higher viewership , while the data can also be used to personalise viewing experiences for each individual viewer .
Suggesting that big data should be the “ fundamental supporting structure ” of all audience targeting strategies , Ryan O ’ Sullivan , head of adtech , Asia-Pacific and Japan , Ooyala , says that with the right analytics tools in place , broadcasters will be able to “ convert the wealth of data into actionable insights ” that is capable of helping them to make real-time decisions .
“ Big data is a critical ingredient
�OTT is clearly changing the rules of the games by making data more central to TV business operations , yet it is also providing new opportunities for broadcasters and service providers to develop more targeted and relevant services for their viewers . �
— Stéphane Le Dreau , General Manager , South-east Asia , Nagra
Ryan O ’ Sullivan , head of ad-tech , Asia-Pacific and Japan , Ooyala : Big data is a critical ingredient for broadcasters to monetise their content , and should be the “ fundamental supporting structure ” of all audience targeting strategies .
for broadcasters to monetise their content . Analytics give broadcasters the ability to deliver the right video to the right viewer , every time , based on their viewing contexts , such as geo-location , time of day , device type and trending content ,” O ’ Sullivan elaborates . “ Going a step further , broadcasters can even gain more granular insights such as how different ad-loads are affecting drop-off rates against various content lengths and across different platforms , which is useful for advertisers in building highly targeted campaigns .”
However , with online and multiscreen TV viewing increasing in all markets globally , the challenge for traditional linear platforms is obtaining “ a complete picture ” of audience preference , O ’ Sullivan points out , as viewers are no longer limited to a single screen . The fragmentation of both viewership and devices means that a comprehensive view is not possible through only linear platforms .
He explains : “ Measurement for linear platforms , or traditional TV , have always been a one-to-many approach , making truly targeted delivery and personalised experiences unavailable . Viewers were beholden to viewing certain programmes at certain times on a specific screen , preventing any true one-to-one relationship between content providers