Data Driven Content Editorialization. Finding the hidden gems
Participants:
- Mauricio Almeida, Watch TV Co-founder
- Casper Hald, CEO Blockbuster Denmark
- Antonio Calderon – CTO & Co-Founder
- Moderator: Ian Gray, Head of Global Channel & Strategic Alliances – MPP Global
Even though media companies are making headlines for spending over $100 Billion in original content per year, their back catalog is their workhorse. Therefore, it is more important than ever to optimize your content library and optimize each ounce of value out of it. The Studios are struggling to get back to full production due to Covid and might be hit by skills logistics issues when they try to return fully – even more important to monetize your back catalogue and uncover the Hidden Gems.
In this session, you will learn how to use data to uncover new ways to classify your catalog, making your content more relevant than ever for your viewers and how ‘finding a hidden gem’ can unlock access to even greater customer satisfaction, retention, recommendation to friends & family and ultimately, higher revenues. We will also explore how ‘data driven content’ might extend to marketing the service via social and other promotional channels.
Our experts lineup will be answering the following questions at this panel discussion:
Data suggests that 50% of OTT customers are experiencing “subscription fatigue” from engaging with many video platforms. In his experience at WatchTV Brazil, Mauricio explains what are the key strategies that really have an impact on keeping the users engaged and watching your content, and not your competitors’ and gives his opinion about what are the most important KPI’s and metrics that video executives need to monitor on a daily and monthly basis.
Given Blockbuster is a TVOD service, it’s critical for them to understand data related to consumption habits – on a per user basis – to create personalised recommendations for repeat purchases.Casper helped us understand better how you use data to suggest content and to, ultimately, increase ARPU against your customer base.
Antonio, Streann recently launched a successful OTT for one of the biggest TV stations in LATAM, with over 50,000 hours and he explained how long does it take the implementation process and what are the best practices for catalog optimization and user engagement? He also explained how to go from “basic” content catalog classification, such as kids, comedy, and action, to creating original categories for each individual such as “Action movies from the 80’s” or “For fans of Tarantino”.
We operate subscription services across the Publishing Sector as well as TV/Broadcast/OTT & Sport. We see much more use of ‘First Party Data’ in Publishing to profile customers and serve the content they want to see from the first minute of service. In video we see ML technologies, Recommendation Engines etc ‘getting to know’ the viewing habits of subscribers over time. This webinar will also help you understand if there is a place for some or greater use of First Party Data in OTT at the customer acquisition stage and periodically during the customer relationship.
Do you agree or do you think this could ‘get in the way’ of acquisition and service? Join our slack channel and let us know your opinion!
