元数据和流媒体投资回报率之争
你的游戏是否快速, AVOD, SVOD, 混合动力, 或优质或长尾内容, leveraging metadata intelligently is a critical component of monetizing your offerings. Chris Pfaff，首席执行官， 克里斯·普法夫科技媒体, 美国制片人协会, VR - AR协会，与创始人兼校长Paul Erickson讨论了这个话题， 埃里克森的策略 & 的见解分销合作伙伴管理副总裁Bethany Atchison VevoDaniel Trotta，内容参与产品经理 & 货币化, 华纳兄弟探索频道，以及联合创始人兼首席分析师Alan Wolk， TVREV 在这段视频中 流媒体连接2023.
Pfaff notes that a major topic right now in the streaming industry is the importance of metadata for receiving the best possible ROI. “这是一个很大的, 现在作为主播的大话题, 大小公司都在努力寻找收入来源,他说. “以及他们将如何做到这一点?他问埃里克森对这种情况的看法.
“我认为元数据绝对是关键, 在我看来, 直接或间接与ROI相关的多个元素,埃里克森说. “所以当我们考虑持续参与时, 留存率和盈利的基础是什么, 它与个性化、搜索和推荐直接相关. If we think about how efficiently you can target and address specific audiences with your advertising, that specificity is aided tremendously by the metadata that helps advertisers understand the nuances of that audience they're trying to hit. There's a lot of value [that can be] reaped by those parties who can effectively enhance and enrich metadata, typically using AI…and particularly when it comes to equalizing the level of metadata quality and richness in diverse libraries that may be consistent or that may consist of new and legacy content perhaps from different sources such as what you might have in a FAST channel.”
Erickson also points out that metadata can help to better target the “specific nuances of portions of your content portfolio that are not performing well with your audience and give you some insight into why, 取决于元数据的丰富度和质量. 因此, it can help you optimize your existing content portfolio and inform your future content acquisition strategy.”
普法夫说:“基本上，你是在说元数据是真正的关键. 它是万物的DNA.”
埃里克森说，好的元数据是赌注, but “rich metadata is potentially a force multiplier for overall service ROI if you leverage it correctly.”
普法夫对艾奇逊说, “I think last year you were really responsible for creating the FAST Channel strategy for Vevo. 谈谈这一点，以及你如何使用数据来放大和提高投资回报率.”
“So for anyone who doesn't know,” Atchison says, “Vevo is the world's leading music video network. We have over 800,000 music videos in our catalog across a variety of decades across genres. 因此，组织我们的数据对于跟踪所有这些内容非常重要.” She emphasizes that clean metadata is essential in order to efficiently organize and optimize 信息. “We have a programming team that uses their expertise to program each of our individual fast channels, but they need to leverage AI and data to really comb through all of that and surface everything to them because there's just so much content to go through. 所以对我们来说，这真的等同于我们渠道的成功.”
普法夫对特罗塔说:“让我们和华纳兄弟探索频道谈谈频道的事吧. 谈谈你是如何通过筛选元数据来提高所有收益的.”
Trotta focuses on the “pause ad” feature available on many platforms as a good use case of metadata for exceptional ROI. “比如说你在看这样的东西 打破坏 你在其中一个瞬间停下来 打破坏 也许你不希望有人走进你的房间. 你也不希望广告客户的广告在上面弹出. I know streaming services are working towards this metadata that runs through the episode to show you when areas are safe and when they are not. It allows you to take this ad format and distribute it across more of your programming hours than you otherwise would have. 这就是ROI. 那是你口袋里的钱. 这比在不该放广告的地方放广告有更好的观看体验.”
普法夫问沃克, “What recently stands out to you in terms of the state of metadata where streamers are battling for engagement and retention?”
Wolk says that a major current issue for utilizing good metadata is the fact that when older popular shows were first digitized, 没有人真正考虑过如何始终如一地标记内容. “就像 宋飞 “喜剧”, 宋飞，滑稽表演.’有时全大写，有时小写，”他说. “这真的很难匹配. 所以我们做了很多工作. 有一些公司 虹膜.TV，他们创建了一个内容标签，试图将其标准化. But it's a huge problem with advertising because a lot of times they don't really know what's going on. 好消息是，每个人都意识到了这一点，并正在着手解决这个问题, 但它远远落后于数字版.”
看 完整的会议 来自流媒体连接2023年11月. 我们将于2024年5月20日至22日亲自回来参加纽约流媒体大会. 更多细节请点击这里.
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