Where Does Actionable Streaming Data Come From?
What are some of the most effective ways to use streaming data? Nadine Krefetz, Consultant, Reality Software, Contributing Editor, Streaming Media, talks with Damian Pelliccione, CEO / Co-Founder, Revry, and Jeff Annison, Co-Founder and President, Legion M, about how their organizations gather and best apply streaming analytics.
Krefetz begins by asking Pelliccione if Revry gets much of its data from advertising sales.
“Absolutely,” Pelliccione says. “We have data and performance from our header bidder solution. We work with Springer and Publica…we stopped spending on social because social for us can be problematic. I'm sure folks know we have a lot of hate speech when we just post a general marketing ad on places like Facebook or Google…” They note that Revry has instead focused more on advertising analytics data to gain better audience insight. “We're taking seats on the demand side platforms (DSPs),” they say. “And we're spending our money there on the DSPs to market ourselves and then via that, matching it with the data that we have access to as a distributor. We can now see some correlation and patterning on how to better program and serve our audience.”
“So you're not necessarily data poorer; you just don't get some of the data you want,” Krefetz says.
“Exactly!” Pelliccione says. “Totally, yes, obviously we always want more data.”
Krefetz turns to Jeff Annison of Legion M and asks how his organization handles data. “Don’t you have a little bit of a different environment?” she says.
“100%,” Annison says. “Like you said, there's a lot of data that we would love to have that is very actionable. We'd love to know when somebody buys our movie on iTunes so that we can market against that and have that as a conversion event. But our relationship is with the human being on the other end, who's watching. And so we work hard to figure out ways to make it fun, to collect data from them. One of the advantages we think a company owned by a large, passionate group of fans has is harnessing the wisdom of the crowd to make decisions.”
Annison discusses the challenges of making data collection and surveys more engaging and enjoyable for their users. “We'll try and gamify it,” he says. “The best example is when we go to film festivals to pick up and acquire films and partner with films. We created a game called Film Scout that allows our community from around the world to help us evaluate all of the films that are playing at that festival so we can get an idea of what people are looking for. You get evaluated as a film scout for how good a job you do of predicting how the films will perform. So we're asking you, not just what do you think which of these films is most interesting, but what do you predict of all these films is going to do the best? And that second part, because we can grade it, it becomes a game. We can release a leaderboard at the end of the festival that tells you how you stood up against everybody else that's playing, including the professional people that literally are scouts for a living. The top 5% get invited to our Elite Scout program. Where then, we've got a screener, we've got a decision to make, and we now have identified a subset of our audience that has a demonstrated ability to predict what a larger audience will think. And so we bring them into the process when we're making decisions. So it's not just the other executives in the company and me, but we can bring the community in.”
Learn more about harnessing streaming data at Streaming Media East 2023.
Personalized data is critical to video content monetization, whether in a subscription-based environment or an ad-driven FAST channel. Coming at the topic from both angles, Starz' Rob Collins and Revry's LaShawn McGhee discuss their organizations' strategies for leveraging personalized data in this clip from their panel at Streaming Media Connect 2023.
How are studios leveraging scene-by-scene content analysis to improve ad specificity and targeting, and how effective are current implementations? WarnerMedia former VP Byron Saltysiak, Play Anywhere's Pete Scott, Qonset's Jesse Redniss, and MagellanTV's James Lauzun discuss in this clip from Streaming Media East 2023.
This article explores the topic of data rights versus technology capabilities as it impacts media companies' ability to leverage accrued data and analytics to target relevant audiences, expand their reach, and monetize their content offerings. If the intersection of data rights ownership and technology capabilities access were captured in a Venn diagram, the space in between would be very small for some media companies.
Quickplay's Naveen Narayan and Reality Software's Nadine Krefetz discuss how gathering the correct data can improve a streaming platform's understanding and knowledge of its audience, yielding enhanced user engagement and content monetization, in this talk from Streaming Media West 2022.
In this interview from the show floor at Streaming Media West 2022, David Van Arkel discusses what's new at Zixi.
How does better data impact the way that users react to ad-supported streaming tiers? Will having the impression of more options for personalized ad preferences lead to more acceptance of ad-supported streaming? Three industry experts discuss these questions and the future of heavily data-supported advertising and its impact on both the streaming industry and the web as a whole.
Roku Director of East Coast Sales Jessica Masters discusses how Roku has deployed OneView to help users leverage cross-channel streaming data since acquiring dataxu.