#IBC2023
HOW TO TURN DATA INTO REVENUE
Marty Roberts, SVP of Product Strategy & Marketing, Brightcove
For every video business operating within the market, it’s important to understand the full lifecycle of your audience numbers to gain insights into what type of content keeps them coming back. How do you acquire that number? How do you convert audiences into long-term users of your service and, perhaps most importantly, how do you keep them engaged and reconnect with them if they were at any point to jump ship?
At least in the past couple of years, Facebook lookalike campaigns have been the go-to method to drive long-term audience acquisition. As Apple introduced its ATT standard, how companies tracked conversations through these campaigns was slightly altered, and the effectiveness of the collected data somewhat diminished. Still, their ad effectiveness is now back at historically equivalent numbers.
Companies that leverage their internal data
can return to the same levels of effectiveness they were once at. There are two cohorts to watch here: long tenure and high engagement. By collating the data from your customers that show the highest levels of engagement, businesses can plug this into Facebook, Google, or Twitter and get a really effective acquisition campaign in the marketplace today.
The most effective form of audience acquisition is through win-backs. A lot of the time you already have your audiences engaged, but how do you keep bringing them back with that same level of interest? Creating a personalised outreach based on their favourite show or genre is the healthiest way to evaluate the content that is keeping them engaged.
“The most effective form of audience acquisition is through win-backs”
The best measure of health for any audience member is frequency of use. Businesses must identify key audience cohorts based on their engagement status. Let’s break it down. New audience members, whether that’s through a trial or not, need regular outreach over their first eight weeks.
Then you have engaged users who
frequently revisit your content at least once a month. Here, you don’t want to burn them out, so communication should drop off a level. Depending on how frequently they are revisiting, communication every 3-4 weeks will help to remind them of the great things your service offers.
For those users who are subscribed but
haven’t watched any content in three months, businesses should cut them off from their regular communication and treat them like a win-back. This way, you can tailor a more personalised outreach to your audience to win them back with your content. For businesses to create a platform that helps drive the highest audience engagement, it is essential to develop a system that pulls data from various sources. It is then critical to combine all of this data to understand what is working well for your business and what things you need to optimise. By creating a scalable product that allows you to piece together all this data, you can begin to invest in some pretty unique features, such as an attention index and net service share. Most importantly, once you have all this information, it is important to consider your actions. Are you making more effective licensing and production decisions? Is this increasing your engagement? Are you reducing churn?
Once businesses have their data and
carefully consider the steps mentioned above, they will be on the right path to creating and implementing a more innovative OTT platform to drive excellent revenue. 5.B90
31 OPINION
MOVIELABS SHARES 2023 VISION
MovieLabs delivers its ‘2030 Showcase: Principles and progress’ in Room E105 at 15:00 today. The MovieLabs 2030 Vision has begun to resonate well beyond Hollywood production, with implications for media companies in broadcast, distribution and across the global media supply chain. This ‘speed date’ session, hosted by MovieLabs Program
Director Mark Turner, will feature case studies that were selected for the MovieLabs Showcase initiative as real-world proof points that the 2030 Vision is providing significant benefits today.
Speakers include Rowan Warey, VP Pre-Sales, Prime Focus Technologies; George Kilpatrick, CEO, Overcast; Scott Levine, Senior Product Manager, Skywalker
Sound; Brian Glover, Strategy Senior Manager, Accenture; Simon Crownshaw, Worldwide Strategy Director Media & Entertainment, Microsoft; and Geoff Pangman, Senior Manager, Accenture. Mark Turner, Project Director, Production, Technology at MovieLabs, will moderate.
Simon Crownshaw, Microsoft
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96
