Broadcasters, networks, and content providers stand to gain immensely from the growth of online video.
They have the content, they have the relationships with advertisers, and they have the audiences. Extending their content to the online world lets them increase engagement with existing audiences and gain new market share. And online video is not just a new “pipe”: it presents profound opportunities not available in traditional TV.
1. Offer choice, audiences will come
A lot of people want to watch Modern Family on their HDTV on Wednesday at 8:00 pm. Then again, a lot of people want to watch it on their laptop on Thursday at 9:15pm, or on their iPad on Sunday morning. Online video makes true on-demand distribution easy as pie. Rent it, sell it, deliver targeted and relevant ads—just give audiences a choice of when to watch and they’ll reward you with eyeballs and dollars. Deliver content anywhere, anytime and you also reduce the need for ad-killing DVR recording.
2. Personalize it
Until now, TV has been a mass medium. The Internet is making TV more personal. Companies that deliver personalized viewing experiences will win the battle for consumer attention. Recommendation engines can draw from a user’s past viewing behavior or social graph to give them an electronic program guide that only displays content viewers are likely to watch. Social TV lets them watch with friends, even if those friends are on another continent. Mobile apps keep viewers connected to their content anywhere they go. Ad targeting makes ads more useful and watchable for consumers and more valuable for advertisers. Data-driven personalization gives viewers more reasons to watch, share, and buy content.
3. Make it beautiful
Nobody wants to watch a grainy movie on a postage-stamp-sized screen. And nobody has to. The amount of video watched on tablets is growing rapidly. HD screens are the new standard on smartphones. Instead of just slapping a stream up on your Web site, capitalize on these pixel-packed powerhouses by optimizing the content for each device
with adaptive bitrates and dynamic video delivery. When Internet TV looks and loads great, viewers will watch more.
4. Compete with data
The right analytics inform the right actions. They help you maximize revenue by optimizing the number, type, and duration of ads. Internet TV viewer data also helps target the right audiences, and demonstrates the value of your content to advertisers. Want to learn more about the power of analytics? Watch our free webinar: “Drive Your Business Goals with Ooyala Analytics.
There are a number of opportunities for networks, broadcasters and content providers to profit from the shift to Internet TV. But along with opportunities, come threats.