The media sector is going through an information revolution

To make businesses smarter, more responsive, more innovative, more efficient, they now need to put data exploitation at the center of their strategy. Examples of the media and entertainment sector where data is essential to limit audience loss after a two-year epidemic crisis that carriers and accelerators.

In the highly competitive media and entertainment market, the difference between success and failure lies in the ability to predict, at best, the worst of how its audience adapts to the evolution of usage. And at least we can say that the epidemic has had a big impact on consumer trends in terms of content, especially video. For content creators and producers, knowing how to use real-time data was no more important. Even traditional broadcasters now need to accelerate their digital transformation. The fight is hard to win new subscribers or limit audience loss.

Reorganize your content strategy for data analysis

In search of new audiences, digital media and streaming platforms are pushing to offer the most compelling content. But how do you decide, for example, whether it is better to create or acquire a new program?

By viewing digital content, users create data that is extremely valuable because their analysis makes it possible to form strategic adaptations of media and platforms. Is it relevant to choose live linear programming? Can we broadcast the same content more than once? What is the best broadcast frequency? Which day will you broadcast? What space should be given to the so-called “premium” content?

By analyzing data in real time, digital media can sharpen their understanding of their users’ usage habits and offer content that can really adapt to demand. The quality of the content is obviously critical, but the data on how the content is used is the real driver of media programming techniques.

Fight ad fatigue by adjusting exposure

Due to over-demand by advertisers, consumers are not at all acceptable to them and suffer from the fatigue of advertising. So to avoid this fatigue can not be crossed the limit number of advertising? Data is the key to answering again.

In general, when choosing a streaming service, viewers are much more open to advertising than ever before – just watch streaming TV services with the rise of connected TV platforms and free advertising (FAST).

The fact remains that ad quality is an essential element to consider: less advertising and better quality. Using real-time detailed data provided by analytics tools, it is possible to gather basic information about viewers’ preferences and behavior, such as the exact moment when viewers leave an ad or change channels, allowing optimal duration of ad exposure and thus maintaining public interest. . The result is a better, more personalized monetization strategy that delivers relevant and useful ads that visitors want to see.

Creating data speaks to artificial intelligence

Today, there are media-friendly platforms that extract viewing data and convert it into functional information to adjust content, distribution and monetization strategies. By integrating the capabilities of artificial intelligence, these platforms are becoming tools for real decision making.

For example, data may reveal that one channel of a bouncer performs better than another, forcing them to invest more in this channel and distribute it on FAST TV platforms. Today, AI can help refine this strategy by accurately identifying which programs in this channel have become the most popular. This type of information is valuable because it helps create personalized playlists and recommendations that attract and retain.

AI is creating a better experience for visitors in a variety of ways. This can make it possible to add subtitles, set up search functions, and identify scenes for dynamic insertion of ads.

Undoubtedly, the future of content creation, distribution and monetization is data driven. All players are able to find good content. The difference will now be in the ability to use the data to run the entire content strategy.

By Stefan NissenEMEA, Vice President Sales, Amagi

Also read:

Sleeping data must be shaken to awaken values.

Data Science: The importance of data enrichment.

Forecast 2022: What is the future of companies and data?

Real-time data: CXO’s new currency

“Democratize Data Science and Make AI Explainable and Transparent”

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