VOD platforms are admitting that they need to stay on their toes and come up with fresh monetisation strategies. It's time for OTT to experiment with new approaches that will reel in both viewers and advertisers. While it’s unlikely we’ll see the appeal of SVOD drop-off completely, the agile AVOD model is amassing plenty of interest.
There are two sides to this story. Savvy consumers want to diversify their viewing options, without breaking the bank. Advertisers need to reach an engaged audience that's open to a few interruptions during their viewing time. Consumers understand that by accessing premium content at a lower price point (or even for free) there needs to be a trade-off. Advertisers know how important it is for their target to be in the right mindset to receive a message. It’s a delicate balance but if a VOD platform can nail it, then it’s a win-win for everyone.
Some media teams are still trying to incorporate ad-breaks into thousands of assets using methods that are not fit for purpose. These clunky processes create bottlenecks which significantly impact content delivery timelines. Frame accurate video workflows are much more intuitive and allow content operators to deliver with confidence. Instead of struggling with confusing ad-break management spreadsheets and referencing timestamps, users should be able to see any break points directly in a visual timeline. By utilising new tools designed specifically for ad-break placement, content operators can create dedicated breaks, ranges, and cuts, creating time-based metadata which can be formatted, and exported to downstream ad-insertion systems.
When it comes to ad-insertion, location is everything. If VOD platforms want to monetise content sustainably, then they need viewers to not only tolerate advertising but to also engage with it. The best way to do this is to reduce the irritation factor wherever possible and slot adverts seamlessly into natural viewing breaks. By using content spanning markers, operators can easily define the start and end of a program, automatically calculate the duration, and identify suitable spots for advert placement. This approach helps position adverts at points where a scene naturally transitions. It makes ads more ambient than intrusive, and benefits both the audience and the advertiser.
Finding the right spot for adverts in VOD content is obviously an important consideration, but it can’t come at the expense of speed. With many VOD providers now introducing ad-funded models, there is a lot of competition out there and time is of the essence. In a crowded marketplace the platforms that entice consumers with more content, delivered more efficiently, are the clear winners. Tools must allow media teams to quickly determine ad-insertion points and allow for the comprehensive utilisation of metadata. If the metadata associated with content is time-coded and frame-accurate, teams can be better informed and make faster decisions. But humans need to have the final say. Automation can help get the best out of media workflows, but it shouldn’t override an experienced operator.
Processing new content for ad-insertion and repurposing existing assets for AVOD platforms is becoming increasingly important in the OTT industry. As VOD platforms look for more monetisation opportunities, they must also explore ways to speed-up their workflows. Accurate.Video is a browser-based suite of tools that optimises content preparation and features metadata-driven workflows in a configurable, intuitive, user-interface. The dedicated ad-break workspace is now available alongside existing Validation, Editing and Audio workspaces. Find out how to create a seamless AVOD experience for viewers and increase value for advertisers here. Let’s make some streaming magic happen.
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