Redefinition television Adobe Marketing Cloud – Customer Talk

 

Multiscreen and on-demand have forever changed the television industry. Broadcasters and make providers of pay television to consumers who want to receive content in a different way than traditional television. Viewers watch movies, TV shows, live sports and other content increasingly using Internet-connected devices and platforms. The public is looking for alternatives to cable and satellite, and have an increasing need for over-the-Top ‘TV (OTT TV) and film offered through each screen.

Personalized television

at the Adobe Summit presented the IT service extensions Adobe Primetime, so a larger audience can be achieved for each screen and platform. The new offering delivers more personalized TV and advertising experiences directly to consumers through mobile, laptop computers and Internet-connected devices such as Apple TV, Sony PlayStation, streaming device Roku and Microsoft Xbox. By integrating with tools for digital marketing to television networks and providers of pay-TV offer and sell far more effective on membership and ad-based OTT services, offer attractive experiences and expand their audience by providing more personalized content and advertising.

Comprehensive platform

“ Television Broadcasters and providers of pay TV would very much like to take advantage from OTT, but this requires a comprehensive platform for viewers in an effective way to bind, “said Jeremy Helfand, vice president of Adobe Primetime. “By integrating tools for advertising, analytics, data management, advertising and personalization with the video playback, ad placement and DRM capabilities, expanding media their offerings with more personalized and attractive audience experiences across screens.”

direct-to-consumer services

the new offering helps media companies in launching direct-to-consumer services by to address specific challenges such as:

•  

  Build an audience: tools for digital marketing ordinary viewers are converted to paying members. Tools and Analytics Audience Manager help customers identify specific audience segments based on current patterns of content consumption and allow these segments to grow by approaching a more varied audience. Media Optimizer and Target provide increased conversion trials to paid subscribers via automated purchasing advertising on search, display and social media. To develop consistent, effective marketing messages, Target also offers A / B and multivariate testing and content optimization for both in-app and on-site experiences.

   


 
• 
   

  Concerned public: The new tool for video personalization Primetime Recommendations uses big data to increase the involvement of the viewer and the viewing time. The tool collects information from mostly American households streaming television and movie content and retrieves this information from more than 200 billion video consumption points. Deep contextual knowledge, such as how many and what a viewer has watched for a content be transformed into attractive, personalized TV recommendations. To alert viewers to content from outside a video app, the Campaign tool can also email campaigns and setting up alerts that are based on consumer preferences. Support for always-on content delivery and dynamic ad integration using the tool Primetime offers viewers more personalized television and advertising experiences.

   


 
• 
   

  charge customers: billing options offered by Adobe Marketing Cloud, making it possible for television networks and providers of pay-TV to find the right balance between the different revenue models: monthly subscription, on rental basis, electronically sell and advertise. Audience Manager and Target supply with Primetime more relevant ads to viewers, achieving and measuring dynamic ad integration on each screen and platform and create targeted ads, based on the characteristics of identified target audience segments.

   


 
• 
   

  Measuring Impact: Analytics is the way the public watches television in a simple way clear. This includes the who, what, when, where, how, and especially why all around the viewing habits of consumers on various devices. This valuable insights with aggregated and anonymous data to improve the acquisition, engagement and sales opportunities in the public, where such data is used in the rest of the activation possibilities.

   


 

Source: Customer Talk