ottexec.com/magazine Fall 2018 Riding the Big Data and Analytics Wave Surfing New Opportunities with Customer and QoE Insights Nothing to See Here Executive Q&A Using Metadata to Fuel Discoverability Nick Buzzell, CEO Trial and Error NBTV OTT Subscription vs. Ad-Supported Services Ryan Chanatry, General Manager By the Numbers First Look Media What Can Data Tell Us About OTT QoE? Ariff Sidi, Chief Product Officer Herding Cats Verizon Digital Media Services Content Options Have Exploded—Big Data is the Lasso The Great Escape Can Big Data and Addressable Advertising Stop the Viewer Exodus? Big Social How to Tap Into Social Networks to Understand Customers For more information: [email protected] June 2019 • NYC Past Sponsors Past Speakers Inside this Issue Case Studies 18 Qligent Quad-Play Case Study by Ted Korte Executive Q&A 9 NBTV’s Nick Buzzell, CEO 20 First Look Media Topic.com’s Ryan Chanatry, General Manager 23 Verizon Digital Media Services’ Ariff Sidi, Chief Product Officer For more information: [email protected] Trends & Analysis 5 Ad Supported TV: Yesterday, Today, and Tomorrow by Michael Smith June 2019 • NYC 10 Big Data Accelerates the Great Escape from Advertising by Mark M. Myslinski 16 Big Data Grows in the IP and OTT Landscape by Ted Korte Executive Insights 4 Big Data is Boring, But Necessary by Brian Mahony 7 Android TV Operator Tier and the Future of the Set Top Box by Bruno Pereira 14 8 Reasons to Be Excited About the Impact IMF Will Have on Content Localisation by Dom Bourne 26 Is Everything Old, New Again or is Everything New, Old Again? by Scott Calka Best Practices 24 Using Metadata to Fuel Discoverability by Rhodes Mason 28 Picking a Technology Partner for Your OTT Challenge is Critical by Scott Puopolo 30 Using Data and Analytics to Understand the “Why” Behind TV Content Viewership by Cory Sher OTT Executive Magazine Volume 7, Issue 4 - Fall 2018 Published by: Trender Research Inc., 24 Village View Road, Westford, MA 01886 [email protected] TAFF Copyright 2018 by Trender Research, Inc. S The contents of this magazine may not be reproduced in whole or in part without the BRIAN MAHONY CEO, Trender Research expressed written consent of Trender Research, Inc. Founder, OTT Executive Magazine Subscriptions: www.OTTexec.com/magazine • Yearly printed/mailed subscription in Editor-in-Chief the U.S.: $39.95 NICHOLE JANOWSKY Publications Manager OTT Executive Magazine Editor Advertising: [email protected] Disclaimer: Some submitters may be charged an editing fee to ensure articles are well-written and not overly promotional. ANDREA NELSON Director of Operations Printed in the USA OTT Executive 3 Fall 2018 Magazine Executive Insights Big Data is Boring, But Necessary By: Brian Mahony ou know an industry has grown up when day. And I think this is in large part due to you are writing about boring things the growing use of big data and analytics Brian Mahony is the Y CEO and Principal like big data and analytics. I say this half tools. One could argue that this is in fact Analyst of Trender in jest. In these pages we’ve covered lots one of the major reasons WHY the OTT Research. He is also of important topics. Content is king. User industry has life and purpose— to break out President of the 45,000 member OTT Executive experience fragmentation. Monetization. App of the impersonal, linear, broadcast mindset Community— a vibrant integration. Social TV. Quality of experience. and to get to know the viewer a lot better. and growing network You name it. We’ve looked at larger trends To provide a more personalized content of TV and video pro- and strategies and business models, and have library. To serve up more relevant ads. To fessionals engaged through social media, taken deep dives on the technology as well. better tailor bundles to willingness to pay. publications, and All the while, the industry has continued To deliver an entertainment experience to events. Brian has 25 years experience with consum- to mature. To the point now where we are niche communities with long-tail content that er-oriented technology products and companies. approaching the 30% cord-cutting threshold speaks to them. All of these things. and the vast majority of households use at So this issue of the magazine is all about quality of experience to customers. least one OTT service every day. how we use data—about the viewer, the But somehow it always goes back to But you haven’t really “made it” as an content, and the network—to provide a better the emotional value of content. TV Time’s industry until you start to be interested in video service. And we look at the tools and Cory Sher takes us there by defining the the less shiny objects. When you start to platforms that help us analyze the data. connection between data analytics and try to find ways to extract that extra 10% To get things started, we get a little viewer engagement. Rounding things off is in profitability. When your ads grow from history lesson from Michael Smith, former a treatise by IVA’s Rhodes Mason on using $15.37 CPM to $17.83 CPM. When your top brass with Scripps Networks Interactive. metadata to improve discoverability. video abandonment metrics improve just a Michael sets the stage by reviewing the three In addition to our Big Data theme- little. When your engagement metrics show major waves since the start of the television orientated articles, we have our usual faire a slight upward trend. In short, when all industry. My take-away? The industry likes of strategic insights, trends, and technical the little boring things reveal that you are to make money through advertising, but analysis. Thanks to TV App Agency’s Bruno now managing a healthy, growing, “real” before “big data” they pretty much only had Pereira for explaining how Android’s TV business. “learn from our mistakes” as a guide. Operator Tier will shape the future of the set- That is where the OTT industry is now As part of our ongoing “Executive Q&A” top box. And to add a little excitement, Take and it’s only becoming more “real” every series, we interviewed a few thought leaders. 1’s Dom Bourne gives us eight reasons to get NBTV’s Nick Buzzell pumped about the new global IMF standard shares his insights on big for content localization. Ever wonder what data’s role in addressable happened to Volicon? Verizon Digital Media advertising and how Services Ariff Sidi fills us in. Crossover social media data helps Media’s Scott Calka applies lessons from with content discovery. the legendary 1969 Woodstock concert to Ryan Chanatry, First today’s ad-supported OTT market. And Look Media’s GM for finally, and close-to-my-heart for a guy who Topic.com, chimes in works on vendor selection projects for OTT with his perspective video service providers, Telestream’s Scott on how social data Puopolo shares best practices for picking an informs his decisions on OTT technology partner. programming. All in all I feel pretty good about providing Mark Myslinski some compelling reading on what some may returns with another consider a “boring” topic. But if it’s boring to well-researched piece watch the bank account of your OTT service highlighting Big Data’s grow then this issue is for you. � power to differentiate consumers. I also really like Qligent COO Ted Korte’s article on ways Big Data is crucial for delivering a premium 4 Trends & Analysis Ad Supported TV: Yesterday, Today, and Tomorrow By: Michael Smith rom its early beginnings the television As early as 1931 major radio and TV set Michael Smith is the Findustry has experimented, failed, and manufacturer Zenith started investigating former SVP GM of succeeded, with both ad supported and the field of subscription television, believing Digital Video Channels subscription revenue models. There have that advertising revenues alone would not for Scripps Networks Interactive. He’s spent been periods when one or the other model be able to support an adequate number of his 30 year career at has been dominant, and times when both TV stations and the programs the public the intersection of have thrived together. Ad-free subscription would want. Zenith leadership thought that media, technology, and culture, applying (SVOD) services like Netflix and Amazon TV and the advertising industry were caught creative and strategic Prime are dominating the early innings of up in a “vicious triangle,” where advertisers acumen to launching, building, and repositioning the current OTT streaming era, but if history wouldn’t spend money without a large brands including Disney Channel, Food Network, is any guide, ad supported (AVOD) services audience, but large audiences wouldn’t watch Cooking Channel, and Genius Kitchen. He’s cur- rently committed to creating new video content will be a part of OTT’s future, and will likely without quality entertainment, and the private and brands that leverage the disruptive new ways be a dominant force. companies that owned stations didn’t have people consume content and the increasing diver- the money to pay for quality programming. sity of today’s audiences. He has a B.S. in Science, Technology, and Society from Stanford, and an MBA TV’s First Wave: Broadcast In 1951 CBS’s “Omnibus” debuted, one of from Berkeley. Modern electronic Television was invented commercial TV’s most honored cultural in the 1920s, but widespread television series, but was a financial failure. It took in adoption by the public was slowed by The $5.5 million in advertising revenues during during TV shows, allowing several Great Depression and World War II.