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Further Monetising Content Through an Omni-Platform Approach
Leading up to Switch Media’s presence at the SMPTE Conference in Sydney on 18 – 21 JULY 2017, CEO Christopher Stenhouse shared his views and expertise around the adaptation required for the effective monetisation in OTT.
READ PRESS RELEASE BELOW (source: Further Monetising Content Through an Omni-Platform Approach, Posted by Phil Sandberg on July 19, 2017).
Video content creators and broadcasters need to rethink their over-the-top (OTT) streaming strategy and the technologies they use to attract and successfully monetise audiences, according to a leader in streaming technology.
At the start of SMPTE17, CEO of Switch Media Christopher Stenhouse said while OTT streaming has exploded in recent years, many existing players will fall by the way-side unless they adapt to the rapid changes in technology and audience behaviours.
“It is no longer good enough to create apps that only show content on one or both of the mobile device platforms and TV,” Mr Stenhouse said. “Today’s audiences want to be able to view content on any device, anywhere and at any time, seamlessly and without interruption.
“Content should be delivered in a high-quality format not only for mobile devices, but also for platforms such as Chromecast, PlayStation, Xbox, Smart TVs and the various IPTV streaming devices such as Telstra TV. What’s more, content owners and broadcasters must accept that if viewers can avoid advertising, they will, particularly if there is a time lag or buffering.
“Yet many are failing to adopt solutions that not only address ad-blocking technology but also improves the ad experience for viewers through seamless and targeted ad insertion in the delivery of content to the multitude of platforms Australian audiences have embraced.”
As an OTT service provider, Switch Media developed and delivered Foxtel Now.
Mr Stenhouse said the recent rollout of the new streaming service is one example of a major broadcaster adapting to the changes in technology and consumer behaviours around media consumption.
“In the initial stages of development Foxtel acknowledged the changing dynamics of how people are consuming media. This resulted in the product being rolled out across multiple platforms including PCs, Macs, iOS and Android mobiles and tablets, and the fast-growing Chromecast and Telstra TV platforms at launch.
“It has also only last week been made available on PlayStation, and in the near future will be further enhanced to be readily available on even more devices including Xbox and select Smart TVs.
“The omni-platform approach enables Foxtel to grow their audience significant and through Switch Media’s server-side ad insertion technology, AdEase, they will be able to better monetise their content and deliver better outcomes for advertisers.”
Key points:
- Many current industry players will fall by the way-side unless they adapt to the rapid changes in technology and audience behaviours.
- The industry must accept that if viewers can avoid advertising, they will, particularly if there is a time lag or buffering.
- An omni-platform approach enables broadcasters to grow their audience significantly and through Switch Media’s server-side ad insertion technology, AdEase, they will be able to better monetise their content and deliver better outcomes for advertisers.
Switch Media is showcasing its OTT solutions – including AdEase, Switch Live2VOD and MediaManager – at SMPTE 2017 at the International Convention Centre, Sydney on booth G-40.
At 5.30pm tonight (19/07/2017), Switch Media will host a presentation by Foxtel’s Director of Product, Michael Ivanchenko, Mr Stenhouse, Switch Media’s Lead Solutions Architect for Foxtel Karthik Sivaram and Switch Media’s AdEase expert, Tim Armstrong. This presentation will discuss the technology approach, challenges and key learning’s for the development of Foxtel Now, as well as insights around server-side ad insertion technology to support enhanced user experience and revenue optimisation.
Visitors to SMPTE can scan their conference pass at the Switch Media stand for the chance to WIN a 12-month full subscription to Foxtel Now.