Anvato: “We must still work to better monetize content”
By Thomas Campbell September 8th, 2014
Matt Smith, Chief Evangelist, Anvato
Matt Smith,
Chief Evangelist,
Anvato
So what lies between us and TV 2.0? IP&TV News asked Matt Smith, Chief Evangelist, Anvato.
IP&TV News: What are the most stubborn obstacles currently impeding the march of true TV 2.0?
Matt Smith: One of the largest challenges we have in the shift to TV 2.0 is in monetization. While we have built platforms which now support ‘broadcast style’ ad insertion, where replacement ad units are stitched at the server and can be individualized per user – we must still work to better monetize content. Ad revenue is moving from broadcast to digital with increasing speed, but audience measurement and monetization must advance further to support this shift. Where ad revenue can ‘pay’ for the viewing of digital content (like broadcast), you will see a mix of options for access (free replacing some subscription and paid models).
And what have been the most striking advances in the last year?
Technological hurdles that stifled adoption are being removed. No longer do content creators and providers have to struggle to understand which digital media technology works on which screen. With the advent and increasing adoption of Apple’s HTTP Live Streaming (HLS) format, content plays across all screens – set-top, iOS, Android and more. MPEG-DASH may help with this too, and we will be watching adoption trends there.
What lifts Anvato’s platform above those of its competitors?
The ability to properly capture, process and transport television and the important data that travels with it are paramount. This is what we call ‘server to screen’. No other platform has the ability to guarantee the delivery and monetization of video on every connected device. From signal origination through distribution and playback, each function in the digital media supply chain is engineered by Anvato and offered in one streamlined cloud-managed platform. Other platforms claim this ability, using partners and third parties for some components. This introduces dependencies on APIs and custom scripting between platforms, which introduces weakness and complexity. When a platform is able to provide a pathway from the broadcast facility direct to the viewing screen, TV Everywhere works and flourishes.
As a TV viewer, what kind of experiences would you like to have but aren’t currently available?
We must make authentication easier. The ability for television cable/satellite/telco subscribers to access their channel lineups is growing exponentially, and we expect many more deployments in the months to come. However, today’s process of validating subscriptions and granting access isn’t the best it could be.
Subscribers often fail to remember the username and password for their cable companies, a requirement to view programmer content, and this leads to frustration and a lack of adoption.
Because of this, we are now seeing content owners and providers exploring new and innovative models to engage viewers that aren’t as comfortable yet with this process.
You’ll be attending this year’s TV Xperience. What’s the advantage of actually attending an event like this? What kinds of conversations are you looking forward to having there?
The real impact is in seeing these technologies at work. Reading a white paper or perusing a website can open one’s eyes to a new concept or approach, but nothing can replace an in-person introduction and the ability to get a personalized demo. When people see Anvato’s disruptive approach to enabling TV Everywhere, we see raised eyebrows and gaping mouths. This truly is a paradigm-shifting idea for delivering content to any screen and TV Experience affords us the venue to show the industry.
By Thomas Campbell September 8th, 2014
Matt Smith, Chief Evangelist, Anvato
Matt Smith,
Chief Evangelist,
Anvato
So what lies between us and TV 2.0? IP&TV News asked Matt Smith, Chief Evangelist, Anvato.
IP&TV News: What are the most stubborn obstacles currently impeding the march of true TV 2.0?
Matt Smith: One of the largest challenges we have in the shift to TV 2.0 is in monetization. While we have built platforms which now support ‘broadcast style’ ad insertion, where replacement ad units are stitched at the server and can be individualized per user – we must still work to better monetize content. Ad revenue is moving from broadcast to digital with increasing speed, but audience measurement and monetization must advance further to support this shift. Where ad revenue can ‘pay’ for the viewing of digital content (like broadcast), you will see a mix of options for access (free replacing some subscription and paid models).
And what have been the most striking advances in the last year?
Technological hurdles that stifled adoption are being removed. No longer do content creators and providers have to struggle to understand which digital media technology works on which screen. With the advent and increasing adoption of Apple’s HTTP Live Streaming (HLS) format, content plays across all screens – set-top, iOS, Android and more. MPEG-DASH may help with this too, and we will be watching adoption trends there.
What lifts Anvato’s platform above those of its competitors?
The ability to properly capture, process and transport television and the important data that travels with it are paramount. This is what we call ‘server to screen’. No other platform has the ability to guarantee the delivery and monetization of video on every connected device. From signal origination through distribution and playback, each function in the digital media supply chain is engineered by Anvato and offered in one streamlined cloud-managed platform. Other platforms claim this ability, using partners and third parties for some components. This introduces dependencies on APIs and custom scripting between platforms, which introduces weakness and complexity. When a platform is able to provide a pathway from the broadcast facility direct to the viewing screen, TV Everywhere works and flourishes.
As a TV viewer, what kind of experiences would you like to have but aren’t currently available?
We must make authentication easier. The ability for television cable/satellite/telco subscribers to access their channel lineups is growing exponentially, and we expect many more deployments in the months to come. However, today’s process of validating subscriptions and granting access isn’t the best it could be.
Subscribers often fail to remember the username and password for their cable companies, a requirement to view programmer content, and this leads to frustration and a lack of adoption.
Because of this, we are now seeing content owners and providers exploring new and innovative models to engage viewers that aren’t as comfortable yet with this process.
You’ll be attending this year’s TV Xperience. What’s the advantage of actually attending an event like this? What kinds of conversations are you looking forward to having there?
The real impact is in seeing these technologies at work. Reading a white paper or perusing a website can open one’s eyes to a new concept or approach, but nothing can replace an in-person introduction and the ability to get a personalized demo. When people see Anvato’s disruptive approach to enabling TV Everywhere, we see raised eyebrows and gaping mouths. This truly is a paradigm-shifting idea for delivering content to any screen and TV Experience affords us the venue to show the industry.