Traditional linear television has been around for more than 80 years, and in that time audiences have got used to its look and feel. They appreciate a lot of what it gives them: there are values in linear television that appeal.
Programs are shown at appropriate times. There are regulations around the amount of advertising and the way it can be presented.
The linear advertising experience is the result of all those years of striving to deliver for both audiences and advertisers. It is in everyone’s best interests if spots are not repeated too often as audiences will disengage. Choosing the right commercials for the program ensures that audiences are likely to be receptive.
Scheduling and commercial campaign placements have become core skills in running a successful linear channel. We tend to call this superior experience the “broadcast premium.”
But new entrants to the market, like the digital-first providers, now see the broadcast premium as something they aspire to. They want to give audiences the convenience of watching when and where they like, but still with the qualities associated with linear channels.
In simple terms, digital and linear media services are converging. This is an inevitable, inexorable process. But it does throw up three big issues that need to be addressed.
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As pay-TV operators and service providers look to boost their monetization, targeted TV advertising is gaining significant traction. Even Netflix has surrendered to the trend, joining the rest of the other streaming giants in the AVOD world by launching its own advertising tier.
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With recessions taking their toll and subscription income flatlining, scouting out new monetisation options to boost balance sheets has never been more critical for the media and entertainment industry.
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The two basic premises of broadcasting haven’t changed for the last 100 years or so. One, give viewers compelling programming and they’ll watch. Two, effective monetisation is critical for supporting all that programming.
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Video streaming is growing at a rapid pace, gaining more and more viewers from legacy broadcast. To keep up with their growing investment in content, video service providers need to find effective methods to boost content monetization, and targeted advertising is one way to do that. Enabled by ABR streaming, targeted advertising allows service providers to seamlessly deliver video ads into streamed content to create additional revenues.
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Aviator is a cloud-native platform that enables broadcasters, MVPDs and digital-first providers to plan, make and monetize premium-quality, ad-supported linear and Connected TV (CTV) content from a single, unified platform. This ground-breaking platform draws on Imagine’s broad experience in ad tech, video infrastructure and playout automation to create an entirely new approach to setting up, running and monetizing channels simply, quickly and cost-effectively.
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Highlights: The significant growth of streaming platforms has accelerated the adoption of different technology business models in distribution while hitting legacy revenues.
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