Taking Big Data Analytics to new realms – Satellite TV Services & D2H.
The term Big Data emerged first on the horizon in 2001, strictly pertaining to the internet industry. In the next decade internet penetrated to an array of industries, Communication, being one of them. As a by- product of all the digital interaction we achieved massive insights as digital footprints. Now in 2016, we have sufficient technology to structure this data and predict collective trends in the real and virtual world.
The mobile app market and online industries are thriving on this data already. There are umpteen tools to track online user behaviour, predict buying trends, steer market strategy using behavioral analysis and track users. Digital media and advertising is absolutely data dependent and digital marketing has become more of a science than guess work. However, the conventional media remains a secondary beneficiary of the same.
Having worked with the STB application industry we realized the huge potential that lies within the conventional entertainment and communication industry. The viewing medium may have become smaller, the TV viewing time has perhaps reduced but owing to the disruptive new trends like IOT, Linear and OTT viewing will still go hand in hand. But to last this revolution most Satellite TV Services will need disruptive technology. Big Data Analytics tools such as mTraction can help broadcasters not only sustain but grow their revenue shares in the market, to know how, read on from here;
The Content to Commerce Model
The content to commerce model uses branded content to discover patterns and sell products accordingly. It is a popular means on the internet to boost product discovery and hence sales. The idea is to figure out data most consumed on various entertainment channels and then to float advertisements/banners/ under a multi channel or omni channel marketing strategy.
Implementing Content to Commerce on Television STBs:
The content to commerce model can be implemented for advertisement, upselling and monetization of added services to the client. If you can figure out user data you can decode the user profile and hence the user preferences.
Up-selling Channels and Services:
Let’s assume that a certain group of viewers followed the EPL closely, (you know that because you employed a tool that tracks viewership patterns and let’s you pool the users together based on similar events and behaviours). Next you know that La Liga is coming up and the broadcasting rights are with a different channel. You can send recommendations through previews on service channels or just send a reminder to the customer with the online memo. Rather than sending out blind notifications to every viewer, target the most likely viewers and hence save cost and optimize campaigns.
Similarly there are several services that can be sold to a dedicated user segment. STB Applications such as games and educational content, or entertainment programs aimed at certain groups can be sold with a more data centric approach. Interpreting viewership patterns by figuring out the consumed content or channel viewing patterns is one way. For example, you can pool together the viewership of channels focused on kid’s entertainment thus air the services aimed at young adult groups at specific times.
Creating Data Centric Advertising Platform for Brands:
The primary method of curating sellable products to consumers on the internet can be employed in the STB environment as well. You can use user data and profiling to pitch to advertisers to use your service channel space and help them sell more. Keeping stakes in the model will also help you earn more revenue.
This data can also be packaged further as structured data that can be sold to production houses for maximizing sponsors and sponsorship. This makes your broadcasting service a two way partner for reaping monetary benefits.
Similarly your service channels can also be employed for interactive campaigns that involve gamified advertising for brands, VR campaigns all aimed at specific user sets.
Data Around Data :
‘Content’, ‘Digital’, ‘Audience’ were reported as the most used words in pitches in 2016. Data features close enough if you look into the word cloud for 2016. Yes, we are making a case for data using data. As a Satellite TV service provider, staying relevant and competitive in the digital space is becoming a challenge. To predict patterns and individual behaviour is to have insight into the trends and to have insight is to have an edge over competition. Data isn’t only a means but a by product and product for better audience interaction throughout the digital space.
Stay tuned and learn more on how the communication industry can benefit from analytics tools. For a demonstrative consultancy around the same, contact us. We’ll be happy to respond to all your queries.