Online Media
more_horiz
close

on 14th December 2018 / by webmaster
Search faster through video files with added intelligence. With the number of households adopting connected TV’s in their living room, the demand for video content has exploded. Online video is well poised to disrupt and woo away a large share of marketers who depended solely on television ads, to connect with their audience. To capitalize on this massive opportunity, publishers are now – subscribing to premium video feeds, rehashing old videos, mixing it with new videos, and presenting them in a way that that is relevant to the audience in their present context. Publishers have huge video content repositories that are stored locally or now part of a cloud storage solution. They are typically sorted based on the file naming structures – since searching video content is not as easy as text search. Identifying a better way to overcome this challenge, publishers resorted to cloud-based video intelligence platforms that could tag these videos – enabling ease of searching, classifying and sorting them when needed. Some of the common video solutions for publishers based on video intelligence platforms are: Adding Tags to Videos, based on the Content - Video tags are added based on the content detected within the video. For example, if a video contains the shot of a train, the video analysis returns tags such as "train", "transportation" etc. Each tag is then marked with a corresponding video frame timestamp for convenience and subsequent audit. Adding Tags to Videos, based on the region – When video content is available in huge number, to sort them according to the region is a cumbersome task. Using the metadata parameter that comes along with a video, the cloud platform can analyze the video and appropriate region tags. If no region is specified in the metadata of the video, the region is determined based on the video file location. Adding Tags to Videos, based on presence of Adult Content - detects content appropriate for adults of 18 years of age and older. Each tag is marked with a corresponding video frame timestamp for convenience and subsequent audit. Adding Transcription of Video Content - transcribes the spoken words in audio format within a video into text. The transcription can be set with profanity filter option to be replaced by asterisks. When multiple speakers are present in the video, each recognized word is identified against the speaker and attributed accordingly in the transcription. Based on these insights, publishers can roll out new content faster, that was not possible earlier. Additional References Cloudinary is a software provider for a cloud-based image and video management, headquartered in Sunnyvale, California, in the United States. https://cloudinary.com/ Data Language is a software provider in machine learning and semantic technologies, headquartered in Fetcham, Leatherhead, in the United Kingdom. https://datalanguage.com/tagmatic Google Cloud Video Intelligence - makes videos searchable, and discoverable, by extracting metadata with an easy to use REST API. https://cloud.google.com/video-intelligence/ Microsoft Video Indexer - Search within videos and find the exact moments by advanced cognitive indexing. https://vi.microsoft.com/en-us/ With contextual information at the level of the entire video, per segment, per shot, and per frame. The API supports common video formats, including .MOV, .MPEG4, .MP4, and .AVI. Online Media Leave a reply Your email address will not be published. Required fields are marker *
more_horiz
close

on 03rd December 2018 / by webmaster
Eighty percent of the internet website audience already watch some form of video, but mainly in short-form; the average length of an Internet video stream today is only about three minutes. This is changing rapidly and the long-form video, streamed, real-time or batched, will soon become the dominant form of content. Delivering long-form video content is bandwidth intensive. While most low-end websites have resorted to posting video content on YouTube, this might not be a good option for those media who wish to monetize the content exclusively on their website. In the media business, latency in content or user-perceived slow response time is of huge concern. Slow response is the single greatest contributor to website audience abandoning them. Audiences will move on to another site, after waiting for a certain amount of time if they experience freezing in video playback. Quality of content is of little value unless delivered intact to the user. Content delivery networks have come as an answer to this issue and empower the media companies to stream bandwidth-intensive heavy media files across the Internet. A content delivery network replicates the content from the original server to cache servers - also called as replica servers, that are spread across the globe. Content requests are then redirected to the cache server, that is closest to the user, and that server delivers the requested content. This is the reason why visitors get greater speed and higher quality. The integration of content delivery network also solved the common problem of flash crowds, where thousands of visitors come to the website and try to get the same content at the time. This can happen, for example, during webcasts of popular shows or sports events, or when the news is spreading about a natural disaster or man-made catastrophe. The integration of content delivery network added the ability of a network to adapt to increasing demands. It can act as a shock absorber for network traffic by automatically providing capacity-on-demand to meet flash crowd requirements. This capability will significantly increase the experience of the audience and the content provider’s reputation, resulting in additional revenue. Additional References Dom Robinson, Content Delivery Networks: Fundamentals, Design, and Evolution, pp 18-86 Content Distribution Network, Akamai, https://www.akamai.com/us/en/resources/content-distribution-network.jsp Why use a Content Delivery Network (CDN)? Gtmetrix - https://gtmetrix.com/why-use-a-cdn.html What is a CDN? KeyCDN https://www.keycdn.com/what-is-a-cdn Optimized to Improve Website Performance, Sucuri - https://sucuri.net/website-performance/ Intro to CDNs (Content Delivery Networks) & How They Speed Up Your Site, Machmetrics - https://www.machmetrics.com/speed-blog/intro-cdns-content-delivery-networks-speed-site/ Online Media Leave a reply Your email address will not be published. Required fields are marker *
more_horiz
close

on 03rd December 2018 / by webmaster
The success of ‘The New York Times’ shifting its focus from advertising to subscriptions first company has encouraged many other publishers like The Wall Street Journal, Bloomberg News, and the Financial Times to implement a paywall and moved beyond the free content. ‘The New York Times’ today, earns two-thirds of its revenue from subscriptions. New York Media, another digital media publication has now followed the footsteps and added paywall subscriptions at a cost of $5 a month or $50 annually. For $70 a year, the company will include a print edition onetime weekly. According to the management, the pay model will allow readers access to a certain number of stories before shutting off the access. While the recent paywall enrolments have been seen in a good light, the big media brands realize the increasing need for digital expertise rather than just publishing content. Moving past the initial success of the paywall acquisition strategy, the company will have to focus on retention in a big way. Retention of the audience that is culturally diverse is challenging and publishers are sure to be lost without clear readership insights. The only way to know what you are doing is right, is to measure it periodically and adapt them along the way. Additional References Our Path Forward, The New York Times - https://www.nytco.com/wp-content/uploads/Our-Path-Forward.pdf Charles Angelucci and Julia Cag, Newspapers in Times of Low Advertising Revenues, BerkeleyHaas, https://www.haas.berkeley.edu/groups/marketing/sics/pdf_2016/paper_ac.pdf Stop the presses, KPMG - https://home.kpmg.com/content/dam/kpmg/co/pdf/co-17-01-08-tmt-stop-the-presses.pdf Alexis C Madrigal, Prepare for the New Paywall Era, The Atlanic - https://www.theatlantic.com/technology/archive/2017/11/the-big-unanswered-questions-about-paywalls/547091/ Andrea Carson, Behind the newspaper paywall – lessons in charging for online content: a comparative analysis of why Australian newspapers are stuck in the purgatorial space between digital and print https://www.researchgate.net/profile/Andrea_Carson3/publication/281762017_Behind_the_newspaper_paywall_-_lessons_in_charging_for_online_content_a_comparative_analysis_of_why_Australian_newspapers_are_stuck_in_the_purgatorial_space_between_digital_and_print/links/56fd0d7908aea3275abb85f3/Behind-the-newspaper-paywall-lessons-in-charging-for-online-content-a-comparative-analysis-of-why-Australian-newspapers-are-stuck-in-the-purgatorial-space-between-digital-and-print.pdf Online Media Leave a reply Your email address will not be published. Required fields are marker *
more_horiz
close

on 03rd December 2018 / by webmaster
Imagine a visitor came to your site, two times a day. At the first instance, he found your media brand selling premium content through a Facebook advertisement in his newsfeed. He clicked on the advertisement and visited the media site. In the second instance, a few hours later during the day, after having gathered some more information he Googled the media brand name, he clicked the paid search results and landed on your site. In the second visit, imagine he subscribed to your premium content and made the necessary payment. While measuring the effectiveness of the campaigns, the campaign manager would find zero conversions against Facebook ads, while one conversion against Google paid ads. The conversion in the second instance would not have happened had he not seen the Facebook banner ad campaign. This would mislead the campaign manager who would now give less weightage to the first click that came through the Facebook campaign. Depending on the type of products or services for which you’re running campaigns, the time taken to decide would also vary. For e.g.: Long sales cycles are particularly common when the value of the service you have advertised is considerably high. Shorter sales cycles and impulsive purchases are common when the price is lower, and the risk associated with the purchase is lower. Highlighting the last click that resulted in the sale in the same session would not give the due weightage for the clicks that introduced the brand. All web analytics tools do not completely reveal the entire customer journey and hence advertised budgets are being wasted. An agency in their individual brand study collected feedback from buyers and realized that the high-value buyers had seen on an average at least seven campaigns of the brand. All buyers recall having seen at least three campaigns. While the last campaign results according to the campaign manager, showed only 50% of the audience reached resulted in a sale and rest is wasted. The metrics according to the agency would guide you to think that the rest of the ad exposure was wasted since they did not convert in the same session. This is the biggest trap of last click attribution that is widely practiced in free web analytics tools. Additional References Himanshu Sharma, Attribution Modelling in Google Analytics and Beyond, pp. 49-235. Tahir M. Nisar and Man Yeung, Attribution Modelling In Digital Advertising, Journal of Advertising Research Patrick Jordan, Mohammad Mahdian, Sergei Vassilvitskii and Erik Vee, The Multiple Attribution Problem in Pay-Per-Conversion Advertising, Stanford University - http://theory.stanford.edu/~sergei/papers/sagt11-multattr.pdf Attribution Whitepaper 2015, Internet Advertising Bureau - https://www.iabuk.com/sites/default/files/public_files/Attribution_White_Paper_0.pdf Last Click Attribution: A Simple Way to Misallocate Your Budget, Dataxu - https://www.dataxu.com/wp-content/uploads/MarketPulse-3.pdf Online Media Leave a reply Your email address will not be published. Required fields are marker *