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THEOplayer: 2017 Online Video Industry Predictions

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At a time when VR and 360 dominate the "what’s hot" predictions, talk about advertising as a key trend in 2017 may seem a little passé. That would however be missing a major paradigm shift in our industry. Dynamic ad insertion (DAI) has emerged as an increasingly important revenue stream for content providers the world over. Despite this, the current client-based approach to ad insert is often haphazard and lacks the personalization synonymous with other areas of the industry (VR as a prime example). Fundamentally it also limits the monetization possibilities.

Server-side ad insertion (SSAI), where ad cues get ingested and stitched together with the content, represents an opportunity to avoid ad blockers and as a result personalize the advertising experience. This makes advertising more relevant to viewers, while increasing the overall value of the impression. Combining with a granular analytical capability creates the "perfect storm" for online video advertising.

THEOplayer provides a broadcast-grade solution to telecom operators, broadcasters, and content producers to deliver a world-class viewer experience in HTML5 for server-side dynamic ad

insertion (DAI-for-HTML5). This will not only improve the short-term revenue prospects but also result in a much more intimate relationship with end customers (leading to more accurate promotion and service positioning). Through our partnership with companies such as Yospace for server-side ad insertion technology; and Nielsen (ID3), Conviva, and Nice People At Work (NPAW) for granular analytics, we are able to offer a complete solution which is set to fundamentally change the industry dynamics. The next 12 months promise to be extremely exciting, so we look forward to riding the wave.

See the rest of the 2017 Streaming Media Executive Predictions in the related articles below, or download the entire batch here.

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