In Broadcast - CABSAT 2017 - 34

34

www.inbroadcast.com | CABSAT InShow Guide | 21 - 23 March 2017

Personalising
The Future Of OTT
Jason Friedlander, Director, Product & Technical Evangelism, Verizon, envisions a
future where not just the ads are personalised, but also the programme content...

I

magine a world where content is
not only recommended for you to
watch, but it's also programmed to
tell a story that is uniquely tailored to
you, the viewer. I'm not talking about
a linear channel that may only be 24
hours of your favourite shows, like The
Golden Girls (can you tell I grew up in
the '80s?). I'm referring to a totally
new and content-relevant linear
experience that's dynamically created,
based on countless pieces of data that
the content owner has collected about
you over time.
This type of viewing experience
could manifest itself in many different
ways. A streaming service with a large
back catalogue of '80s sitcoms could
spin up multiple episodes of your
favourites shows, back to back. This
would allow you to kick up your feet,
relax and simply watch the experience
- all while the content owner serves
up dynamic ads - where broadcast ads
used to be - to drive up the value of
the CPM.
In a nutshell, the future of OTT
is the delivery of a seamless,
personalised streaming experience
for each individual media consumer.
With programming, advertising and
even delivery tailored to the habits
and preferences of each individual
consumer, OTT's future promises an
engaging viewing experience unlike
anything we know today.
Personal Profile
With the advances we are seeing in

data aggregation and analysis tools,
content owners are empowered to
capture key viewing statistics and to
create insights on everything from
content popularity - what viewers
watch, when, where and for how
long - to the devices used. Think
about it. Real-time data on device
type and network conditions can be
combined with information from
customer relationship management
systems to generate a detailed and
accurate profile of every viewer on an
individual level. This knowledge is the
foundation for ensuring consistent,
TV-like experiences for every viewer
on any device.
In this world of 1 to 1 engagement,
each press of "play" can automatically
generate a custom experience that
delivers a compelling lineup of content
and advertising at the optimal bitrate
and in the ideal format for a viewer's
device.
In another example of the scenario
laid out above, if I subscribed to
a financial news network's OTT
service, it could compare the content
I watch to my investment portfolio
to dynamically generate a virtual
linear channel of stock news on the
companies I invest in, along with ads
relevant to my interests.
At the streaming level, factors
ranging from IP address, device and
operating system to viewing rights
and internet speed will also guide the
creation and updating of the manifest.
The OTT system can continually adjust

the manifest in real time in response
to the viewer's actions and choices,
all while ensuring that the quality
of the stream remains exceptional.
Decisions about quality will be made
at the individual stream level and
delivered from the closest CDN
edge node. The integration of realtime health status and alerts with
monitoring, management and failover
tools will guarantee the quality and
continuity of this personalized viewing
experience.
Technical Feat
Creating this one to one connection
with every viewer is no simple task;
at scale, it represents a tremendous
technical undertaking. For larger
content providers, it could mean
streaming tens of millions of
concurrent streams and handling tens
of thousands of session starts per
second. Cloud-based processing plays
a central role in content generation
and
distribution,
effectively
eliminating the need for content
owners to worry about creating
numerous profiles and delivering
the appropriate content. Automated
segmentation of both linear feeds
and video on demand (VOD) assets
into smaller chunks for adaptive
bitrate (ABR) playback combine with
automated transcoding of these
content segments in the cloud, making
it possible to stitch together the right
content at the right bitrate for the
target device, delivering content

similar to the consistency of linear
broadcast television.
Dynamic Content
The basis for all this functionality
stems from the technology behind
dynamic server-side ad insertion. If
content owners can use the right tools
to generate dynamic ad experience,
why aren't they using those tools to
generate dynamic content experiences
as well? This same technology makes
it possible to replace specific content,
such as sports highlights for which the
provider does not have OTT rights,
with other content, such as a slate,
VOD asset or a different live linear
feed all together - with no additional
costs.
Creating and maintaining a one to
one relationship with every viewer
demands remarkable agility and a
lot of experimentation and iteration,
but it will also pay big dividends for
all parties: the viewer, the content
provider and advertisers. This is not
some futuristic dream scenario, the
tech exists today and consumers are
just waiting for content owners to
begin to experiment with personalised
linear services in a big way. Who is
going to be the first content owner
to really embrace the next phase of
TV viewing and revolutionise the way
we think of linear TV and start to
offer this type of personalised linear
experience to their end users, at
scale?
www.verizon.com
Data is the key component


http://www.inbroadcast.com http://verizondigitalmedia.com http://www.verizon.com

Table of Contents for the Digital Edition of In Broadcast - CABSAT 2017

In Broadcast - CABSAT 2017 - Intro
In Broadcast - CABSAT 2017 - Cover1
In Broadcast - CABSAT 2017 - Cover2
In Broadcast - CABSAT 2017 - 3
In Broadcast - CABSAT 2017 - 4
In Broadcast - CABSAT 2017 - 5
In Broadcast - CABSAT 2017 - 6
In Broadcast - CABSAT 2017 - 7
In Broadcast - CABSAT 2017 - 8
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In Broadcast - CABSAT 2017 - Cover3
In Broadcast - CABSAT 2017 - Cover4
In Broadcast - CABSAT 2017 - S1
In Broadcast - CABSAT 2017 - S2
In Broadcast - CABSAT 2017 - S3
In Broadcast - CABSAT 2017 - S4
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