The last step in this five-part blog series is all about monetizing your content. When selecting the right video streaming technology partner, choose one that will support next-generation advertising, subscriptions, rentals and purchases.
Broadcasters like you have traditionally relied on advertising to offset production and distribution costs. As a Broadcaster of Tomorrow, you recognize that advertising will continue to grow, and you will need to provide a great ad-viewing experience, but not without experimenting with a few emerging business models.
Verizon Digital Media Services’ Uplynk Video Streaming service product can reduce complexity in your online advertising systems while providing a TV-like experience for your viewers. It leverages server-side advertising rather than client-side insertion, which is an important evolution in advertising technology.
Why is this important? With client-side ad insertion, when a user comes to an ad break, the code pauses playback, goes and talks with a third-party ad server, downloads those ads locally to the device, fires up a new video player to present those new ads to the user, and resumes playback on the original player when (or if) the ad is finished. All of these moving pieces introduce multiple points of failure and result in a poor viewing experience.
If you’ve ever watched online video, and you’ve been stuck in an ad break forever or you’ve been stuck looking at a countdown timer with nothing present on the screen or you’ve had a long delay between content and ads, you’re likely watching a client-side ad integration.
With server-side, on the other hand, all of that back and forth happens between the back end and the ad server. As a user, you’re just watching a stream of video that just happens to have ads in it. That way, there’s never any buffering. There’s a consistent quality experience across the ads. There’s no option for it to fail and have you stuck in an ad break forever. Much like the normal ad-viewing experience on a TV set.
The second main benefit of server-side advertising is from an app development perspective. In a client-side model, all of that code has to be written for each and every client or platform. If you wrote all of that code in your Flash player and then decided to release an iPad app, your developers have to rewrite all of that integration with the ad server.
Not only is it a poor user experience, it’s also more expensive for you, as a broadcaster, to get your apps out there. As new devices and platforms are released, that’s additional development resources that you have to throw at the content just to monetize it. With server-side ad insertion, it just works.
In addition to preserving existing advertising revenue, online broadcasting opens up new opportunities to have a direct relationship with viewers like you’ve never had before. For example, CBS, HBO and Nickelodeon have started experimenting with new over-the-top (OTT) direct-to-consumer offerings, including monthly subscriptions, show rentals and digital downloads.
Our Broadcast/OTT Solution powers viewer management, payment collection, pricing, merchandising, ordering, authentication and entitlements – the building blocks for your future subscription or rental business. It’s all available from Verizon Digital Media Services, in one simplified, pre-integrated workflow, ready to help you become the Broadcaster of Tomorrow.
So, how about it? Are you ready to take over the broadcasting world of tomorrow? Verizon Digital Media Services will be right there beside you every step of the way!