The Ever Changing Media Ecosystem – Part 2 – Knowing your audience

When it comes to providing an excellent resource for capturing viewers for your IP programming, you need to know what they’re watching. The way this is done is through data-analytics.

The data guys say its simple, but in actuality its not. There are massive amounts of data captured every day in the media landscape. Some call it Big Data, others use behavior analytics, others viewership and on and on. One thing is for certain – we now know everything you do when you do it, feed to you what you want when you want it, consequently helping you consume continuously.

This is all good really.

We have such involved lives that to help navigate through the bajillion amounts of programming and ‘apps’ available, just having a bit of an accelerator in carving through all of the miscellaneous stacks of junk is very helpful.

In fact, just this week this was identified by the two largest ad agencies in the world who decided to join ranks so they could combat the likes of Google and Facebook.

Omnicom and Publicis with a combined revenues of $23 billion dollars came together. As said in the WSJ on Monday the 29th of July:

“Advertisers use data to better aim their ads at certain demographic groups, taking into account people’s Internet surfing behavior or purchasing habits. To do this efficiently requires access to huge amounts of data, where Google has a head start.

“It’s trillions of data that we have to crunch down in order to go down to very small segments or clusters of the population to deliver some single messages to very small groups of individuals,” Mr. Lévy said in an interview. “For that we need scale.”

In a statement disclosing the deal, the Publicis CEO noted that “the communication and marketing landscape has undergone dramatic changes in recent years, including the exponential development of new media giants, the explosion of Big Data, blurring of the roles of all players and profound changes in consumer behavior.

Data analysis is even playing a role in shaping of ads themselves. Last year, Samsung Electronics Co. mined Twitter for critical comments about the launch of Apple Inc.’s AAPL +1.23% new iPhone and used them to shape its ads.

All the major ad-agency holding companies in recent years have been snapping up data scientists and engineers.

“There has been a huge shift in the way we do business,” said Jon Nelson, chief executive of Omnicom, in a recent interview. “We are borrowing black-box trading techniques out of Wall Street; we are looking at genetic algorithms; we are looking at artificial intelligence; we are looking at predictive models; we are looking for anything that might give marketers an edge.”

And that’s just it…giving one an edge. We now call it data, it used to be called intelligence. To keep pace in today’s world it is required to have access to algorithms that help each and every one of us to just keep up.

In the business of media, it is required to help make sure that we provide the best product possible as the attention span of the “audience” is ever fleeting.

More soon…..

The Ever Changing Media Ecosystem

There’s a lot of talk about how the market is changing due to OTT (Over the Top) and Second Screen offerings. Yes, both of these are impacting the entertainment and media landscape. But really are they any different then what has already taken place over decades of consumer media consumption?

Not really.

OTT services are basically just new channels much as what we experienced when the cable industry started have niche programming….just a bit broader. Second screens are what we used to call TV Guides – now being delivered at a faster pace.

In fact, there has always been an appetite by the viewer/consumer for new stories, new entertainment, and the stories behind those stories. Now we have available to us select programming that allows us to have what we want, when we want it.

No longer are we held to an old model of “I’ll provide you what you want and you’ll watch it when I tell you.” No, it’s now “I’ll tell you what I want, and watch it when I want or when we want to.”

It used to be a pretty simple media model of free programming if you watch the commercials…well, yes I guess that still exists. Oh, and now you can watch really interesting movies and shows when you want them too, they’re just cost a little bit more. My time’s worth it, right?

This was proven with Netflix’s original offering. Lot’s of great DVD’s, just send me the next one I want after I return the one I just watched. The next one in my cue.

What’s different is the media technology ecosystem. Something that most individuals don’t even look at, do not even recognize. This is key and something that Netflix is capitalizing on. A viewer will put up with low quality viewing if they get what they want, when ever they want it, and especially on whatever device they want. This is especially true when looking at the age of the viewer.

Now, if the viewing is of higher quality, they’ll even pay a bit more for it.

As we move forward we will be discussing how the new technologies will have impact on what you watch, when you want.

We will discuss ACR data analytics – understanding what is being watched so more can be served up and consumed.

We will review technology platforms – cable, IPTV, satellite and IP. How these really work and why Netflix is reliant on them to work.

Perhaps more importantly we’ll explore what is the next big solution in delivering media inexpensively, securely and efficiently that will truly disrupt, yet advance our global entertainment and education video and TV marketplace.

More coming……