The TV landscape is experiencing rapid change, with media consumption shifting from linear to TV everywhere and OTT platforms, and consumers are exhibiting different viewing preferences for non-linear platforms and traditional linear networks. Multiscreen viewers demand personalized content and a contextual advertising experience on connected devices. The customization of content and ad inventories on multiple devices is potentially driving TV operators and programmers to adopt broadcast management systems (BMSs), which offer real-time programming logs, in-depth audience analytics, and unified ad monetization workflows to enhance linear and non-linear operational efficiencies. In response to these shifts, SintecMedia recently launched OnBoard, which is designed to facilitate the management of ad placements and sales across linear, IP-enabled TV, and mobile.
A next-gen BMS should not only streamline workflows but also maximize multi-platform ad monetization
Broadcast management systems have traditionally been deployed in silos and lacked tight integration with rights and royalties (R&R) and media asset management (MAM) solutions. A recent Ovum survey revealed that poor integration of MAM with BMS (airtime sales, traffic, and scheduling) contributes to greater revenue leakage and hampers real-time content monetization. As linear and digital television segments converge, BMS vendors are being pushed toward streamlining their ad placements, sales, and monetization workflows on multiple screens. These changing market dynamics have paved the way for SintecMedia to focus on
- enhancing audience analytics
- supporting end-to-end ad placement and sales processes across linear, non-linear, and mobile channels
- expanding the cloud and hosted service portfolio, primarily targeted toward tier-2 and tier-3 customers
- improving the efficiency of real-time programming and log automation
- delivering tighter integration with multidimensional rights management solutions.
With audience and ad inventories migrating from linear to digital TV, BMS vendors must provide unified and cost-effective multi-platform ad monetization solutions. Audience analytics will play an increasingly vital role in improving contextual ad monetization and the personalization of programming logs for individual customers on a real-time basis. The exponential rise of diverse devices and screens utilized for TV consumption has increased the complexity of managing contextual ad placement processes. Recognizing the need to reduce multi-platform ad monetization uncertainties, SintecMedia introduced the OnBoard solution to streamline the digital and linear TV airtime sales function for media enterprises.
In 2015, most media technology vendors are moving toward offering a unified workflow to support linear and non-linear TV operations. The launch of the OnBoard solution reflects this emerging trend, encompassing an open API integrated with a series of third-party ad exchanges (including programmatic). As the monetization of every ad impression across multiple screens and devices becomes the primary focus, SintecMedia's three-pillar proposition (multifaceted programming, targeted ad placement and sales management, and real-time audience analytics) might assist in maximizing revenues for margin-pressed media enterprises.
Kedar Mohite, Senior Analyst, Media & Broadcast Technology Services