TV Of Tomorrow Reveals Future
The jam-packed day covered advancements in TV Everywhere, enhanced advertising, Big Data, ACR, smart TV and even UI design. According to Tracy Swedlow, CEO of Interactive TV Today and conference programmer one of the big changes from last year is that “the broadcasters are doing more exploration into interactive content platforms. They are heavily involved in TV Everywhere.”
The conference addressed the following issues: Where is the industry headed programmatically? What is holding back the business model? Where are the business opportunities? And this year, according to Swedlow, the conference included a “focus on Big Data because it is of critical importance to everybody in this community.
But the Wild West atmosphere of groundbreaking interactive, addressable and analytical companies that give TVOT its unique energy was also evident. Companies includes Jinni, which offers a personalize-able remote control via an app, and Lingospot, which provides a sync companion that pushes additional content to viewers as they watch TV. See the videos here.
Here are the top five big takeaways from the conference:
TV Everywhere is alive, well and embedded into the corporate strategy. According to Comcast’s Matt Strauss, "TV Everywhere is one facet of our overall strategy. We want to give our customers what they want when they want it." But he adds that TVE has to work for everyone involved, whether it is with rights, research, programming, devices. “We are now seeing the pieces come into place.”
Standardization facilitates scale. There is a pressing need for standardization in such areas as metrics before true scalable growth can occur. Jeff Siegel of Rovi believes that “advanced platforms will not scale until consumers use the devices and agencies can access the data easily. Right now there are no standards across devices.” And ABC’s Pooja Midha said that the industry has “got to make it easier to buy across platforms.” Panelists agreed that advertising has to go beyond just the pre-roll and should facilitate interactivity across platforms.
It’s all video, just different screens. It’s official: Television is no longer defined as the hardware of the box. It has transcended to a more universal concept of video without borders. Tal Chalozin of Innovid saw the media landscape as “all video, just different screens. Consumers don't care what device it is. They know they are watching a [specific program.]”
Break down all silos, including metrics. Whether it is the media companies themselves or the agencies, selling, buying and stewarding media by platform is labor-intensive and inefficient. Alex Terpstra of Civolution sees that the “work is on the organizational side to make the package easily stewardable for the agency. We need to stick to traditional TV metrics and make it work for the Web.” Christopher Gillett of Adap.tv advised that we “need a data management platform. Everyone has their own datasets and we need to join these sets together.”
Big data is more important than ever – but we need interpreters! Panelists agreed that age and gender has been a proxy. Now we can target consumers using big data. But analyzing Big Data is as much of an art as it is a science. Jane Clarke of CIMM explained, “The research community has always had access to data. But today we have all of this new census data coming from digital servers and set top boxes, and the analytics that go along with that data require a new set of skills in order to apply it in smart ways for business purposes.”