Posted by Patrick Donovan on Thu, Apr 23, 2009 @ 11:14 AM
Last week, we released our latest whitepaper, entitled “Content is King, But Metadata Rules: Three Reasons Why Premium Metadata Delivers Premium Returns“. A must-read for digital media executives, it examines how the broadband platform and the user’s viewing behaviors demand specific strategies to drive the largest return. For those of you who want just the summary, here it is:
Summary
Because broadband viewing is very different from television viewing, publishers must not treat the “programming” of the two platforms the same. Delivering the best performance on the broadband platform requires solving the three key challenges: 1) driving a larger audience to the content, 2) delivering greater viewer engagement and longer session times, and 3) implementing an ad strategy that delivers the required revenue without harming the user experience.
Premium, scene-level metadata is the key that unlocks the full value of video libraries and solves these three challenges. By understanding the content down to the smallest usable element - the scene - the needs of the viewer, programmer, and advertiser are more effectively met. The viewer is able to personalize their viewing experience and easily get to what they want to watch, the advertiser can target their message down to most appropriate content, and the programmer realizes a larger audience that watches more video and generates more revenue. This is the roadmap to success for video on the broadband platform.
Figure 2: Gotuit-enabled advertising wheel
To give you one more incentive to read the full whitepaper, here is one of the diagrams showing how scene-level metadata transforms how publishers can serve in-stream video ads within their content.
Scene-Level Metadata Transforms Advertising For Broadband Video