Last September, I sat down with two of my industry colleagues from Adobe and two industry participants to talk about the future of video — specifically, what it’s going to look like.
There were a lot of strong personalities in the room and not a lot of agreement — in fact, a few of our experts adamantly disagreed with each other. In the end, though, we managed to converge on three key characteristics that we all expect to see in television going forward.
Those three characteristics tell us a lot about what we need to prepare for in terms of TV strategy — and what kinds of specific tactics we can use to take advantage of these changes and succeed in delivering tomorrow’s mobile-video content.
Portability
First of all, TV is going to become a lot more portable in the very near future. When you check in to a hotel room, you’re not able to pull up your Netflix and Hulu subscriptions or your favorite local channels from home on the hotel TV. We’re all so used to this separation that we barely comment on it — but, that’s going to start changing soon. You’ll be able to bring all of your programming with you.
Right now, when you log on to a TV Everywhere app, for example, you have to enter your DirecTV credentials — except that nobody ever remembers their DirecTV credentials, which is problematic to say the least. That’s why we’re working on solutions to make these sign-ins and content more seamless and easier to bring with you on every screen — no matter where in the world you find yourself.
Engagement
In the near future, TV is going to be a lot more fun and much more engaging for individual users. We’re envisioning scenes like this: A kid is sitting on the couch with his father, watching a baseball game — and that kid can actually change the point of view of the camera so that he can be on the field with the pitcher who has a tiny camera in his hat. The father and son can experience the game from the same point of view as the players have.
Meanwhile, there’ll be personalized ads in the background — not plastered on top of the screen, but rather, seemingly in the actual stadium itself — that are targeted and rotated based on the profiles of each individual home user. For the people in the stadium, the ads won’t appear to change; but, they will change for viewers at home.
The technology to do these things exists right now — and some content providers are already delivering these kinds of experiences on an experimental scale. We want to help make experiences like these the standard.
Personalization
This brings us to the third characteristic of tomorrow’s mobile-video and TV experiences: personalization means that these experiences are going to adapt to the behaviors and preferences of each individual user.
As the situation stands today, there’s a simple exchange of value between the viewer and the pay-TV provider. Consumers are willing to pay and share information about themselves in exchange for content that better meets their needs. The problem is, content providers don’t always follow through on their end of that bargain.
That’s why we recently launched Adobe Primetime OTT — our new end-to-end offering that is designed to help media companies acquire new audiences and engage those audiences more effectively. We’ve also partnered with comScore — as we partnered with Nielsen about 18 months ago — to really help solve multi-device measurement and bridge the gap between the content and the fans.
We hope that Adobe Primetime OTT, along with our data partnerships with ComScore and Nielsen, will help media companies reduce the high churn rate they’re seeing — which is as high as 50 percent for some companies (like Hulu) — and begin building businesses around a committed, engaged user-base instead.
Whether your company is serving mobile videos, delivering satellite TV, or providing another kind of video experience, the characteristics of portability, engagement, and personalization are going to define your changing marketplace landscape over the next few years. I hope you’ll join us in being proactive about these changes and taking the initiative with the kinds of dynamic, personalized, multiscreen experiences your users are coming to expect. The rewards are obvious — you’ll see less churn, higher engagement, and more passionate commitment from your customers.
The post Deliver Personalized TV Experiences: Learn How to Succeed With Mobile Video appeared first on Digital Marketing Blog by Adobe.
from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/mobile/deliver-personalized-tv-experiences-learn-succeed-mobile-video/
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