The Changing Face of Ad-Tech: Prioritising The Direct Consumer Approach
The world of ad-tech is rapidly changing. What worked a decade (or even a few years) ago is starting to slip off the radar as cost-conscious consumers choose where and how they get their content. Advertising has always been the best way to monetise content, and that is not changing any time soon. What is changing is how video service providers, brands, and broadcasters need to deliver a personalised ad experience to maximise return on investment.
Taking The Direct-To-Consumer Approach
One of the many issues and pressures that advertisers are facing right now is the ever-changing nature of consumer habits. Cost-conscious consumers are gradually moving towards ad-funded services, which is seeing a significant increase in the success of accurately marketed personalised ads. While more traditional methods of advertising are still present, such as TV and linear, AVOD and FAST channels are co-existing alongside them. With the unprecedented shift in consumer habits over the past couple of years, the smartest thing advertisers (and content delivery organisations alike) can do is take a direct-to-consumer approach.
Recognising the growing demand for personalised advertising, Amazon Web Services (AWS) launched a highly targeted ad-tech solution a few years ago. AWS Elemental MediaTailor is a content personalisation and monetisation service that allows video providers to serve video with targeted ads to end users while maintaining broadcast quality-of-service in multiscreen video applications.
The Power of Personalisation
As it has become increasingly vital to prioritise the direct-to-consumer approach when it comes to ad-tech in the content market, we added support for AWS Elemental MediaTailor to our cloud playout platform, Veset Nimbus. Users build their channels in Nimbus as usual, Nimbus inserts SCTE-35 markers from the schedule or the API, and MediaTailor uses them downstream to insert personalised ads based on rules the user sets, entirely in the cloud, making the non-stop mission that is content delivery and monetisation much simpler.
This integration addresses the ongoing and evolving issues that content creators are experiencing with changing consumer habits. By combining playout in Veset Nimbus with ad insertion in MediaTailor, providers and advertisers can monetise, manage, and maintain their channels in the cloud.
The Future of Advertising
It’s safe to say that the future of advertising rests heavily in the hands of consumers. With consumer habits and behaviours constantly evolving that present constant challenges to content providers and advertisers, who knows what advertising will look like in a decade’s time?
What is certain, however, is that integrated solutions such as Veset Nimbus and AWS Elemental MediaTailor provide a promising insight into the future of monetisation for AVOD and FAST channels, alongside the more traditional linear TV route. Ad-tech is already taking the necessary steps to take advertising into an age of contemporary content, ensuring that the future of advertising is ideal for both providers and consumers.
To find out more about how Veset’s all-in-one cloud playout platform, Veset Nimbus, can help you get the most out of personalised ads, monetisation and the ever-changing face of advertising, get in touch.