In Broadcast - NABSHOW 2015 - 78


78

www.inbroadcast.com | NAB SHOW 11-16 April 2015 | InShow Guide

A Pathway to Monetising the
Video Experience
By Kirk George, Director of Marketing

T

he viewing experience is a new
area of differentiation among
video service providers (VSPs), as
consumers advance their viewing habits
from watching video on just a television
to watching it on many video-enabled
devices,
including
smartphones,
tablets, computers, and more. This
audience shift in consumption presents
major opportunities for VSPs.
As a result of the change in
consumers viewing behaviour, the
video delivery landscape is shifting
to different permutations, and there
are a number of challenges that soon
become obvious, including:
*	 here	is	no	end-to-end	visibility	into	
T
the video services. Many parts of the
delivery infrastructure are provided by
different companies;
*	 here	 are	 many	 uncorrelated	 data	
T
sources, which will use their own
formats for data presentation and
database access;
*	 The	rapid	rate	of	innovation	which
	
is altering viewing habits;
*	 Lots	of	technological	change:		
	
CCAP, 100 GB Networks, CDNs,
DRM, Virtualisation, HEVC,
Endpoint Devices;
*	 The	lack	of	control	and	visibility
	
is fueling churn-management
issues, as major problems can't
be resolved quickly, and
abandonment trends are hard
to diagnose; and
*	 The	lack	of	behavioural	visibility
	
restricts monetisation potential
through the inability to accurately
target new services and
advertising.
Delivering
multiscreen
video
services to a multitude of video
enabled devices brings complexities
that have never really been faced
before. The different video assets,
protocols, delivery infrastructures,
encoding, encryption, number of
locations and the exponential growth
of video-enabled devices brings a web
of complexity that is very difficult to
plan for, thus, having a strategy for
rolling out multiscreen services is
absolutely essential. Strategy involves
learning from the past, managing the
present, and building a foundation
for the future. Fortunately, there are

guiding principles from the past that
we can learn from, to help manage
multiscreen deployments today while
planning for future expansion.
With consumers paying a premium
for video entertainment and their
video-enabled devices, VSPs have
their work cut out for them, in order
to gain a better understanding of their
customers, and turn that information
into new business strategies.
Providers can overcome these
obstacles and be better positioned to
monetise video services. To achieve
success, VSPs will need to combine
the intelligence of operational and
behavioral analytics collected on
their networks, and transform this
information into actionable items,
resulting in better business decisions.
Figure 1 shows a broader view of the
delivery infrastructure today, with the
different networks showing possible
paths for the video. The green arrows
indicate recommended operational
data collection points in the endto-end chain, to check for video or
protocol consistency. The purple
arrows indicate the ability to collect
behavioural data for usage analysis
(e.g. which video, when, where, how
long, and on which kind of network/
device/OS).
Operational analytics give VSPs a
holistic view of network operations,
including which regions perform the
best, channel and program availability,
and more.
End-to-end monitoring
will point out where
the video service is
breaking down, and
allow the operations
team to pinpoint the
starting location of
the problem. These
operational
analytics
can give VSPs the tools
needed to improve
existing operations, and
provide new insights to
make better decisions
about
managing
video services, and
improving performance
management.
In
addition, VSPs need a
firm grip on subscriber

behavior, including understanding
who is watching what, where they are
watching from, for how long, and on
what device.
By combining operational and
behavioural analytics, providers have
a complete view into network and
subscriber behaviour, providing a clear
picture of exactly what's happening
within their networks. In making
this correlation, VSPs can identify
opportunities for monetising their
video services.
There are several pragmatic steps
which can be taken to deliver and
monetise multiscreen video services,
including:
*	 Assure	the	video	quality	and		
	
	
understand your subscribers -
video should be monitored
at all locations necessary,
to ensure delivery;
*	 Optimise	the	content	and	delivery
	
- leverage operational and
behavioral analytics to tune
the content delivery
and infrastructure, to cater
for different devices and peak

loading. Build a solid foundation
ready for an increase
in subscribers, and prepare
for additional change through
technology advances; and
*	 Personalise	and	grow	your
	
returns - leverage behavioural
data and abandonment rates for
content and advertising,
to fine-tune recommendations
and services, and to generate
more content from advertising.
Many of these steps are possible
today with the proper video analytics
platform. It is inevitable that video
services and advertising will become
more finely targeted to subscribers in
the future. By learning from the past
and leveraging these methodologies,
we can start to build a solid base
for future multiscreen services, and
prepare for the volume of video that
is predicted to consume the mobile
infrastructure, over the years to
come.

Figure 1


http://www.inbroadcast.com https://www.youtube.com/watch?v=JH8zZpKVUTg http://www.ineoquest.com/ https://www.youtube.com/watch?v=JH8zZpKVUTg

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