AI:快速频道在拥挤市场中竞争的秘密武器
人工智能用例
免费的风景, Ad-Supported Streaming Television (FAST) channels has significantly shifted in the last 12 months. 曾经由小众内容提供商主导, the market has witnessed a surge in activity from major studios 和 broadcasters. This influx of premium programming has brought a new level of competition, forcing FAST channels to adapt 和 optimize their offerings to stay afloat.
来源:3Vision FAST Tracker(2023年12月)
在美国各大电视台的1600多个独立频道中.S. 2023年3月, 此后，超过40%的人至少失去了一个职位, 而16%的游戏不再在任何平台上运行. This increased channel churn suggests that the FAST market is maturing quickly 和 moving into a new phase where data-driven efficiencies will be key to the survival of any channel.
来源:3Vision FAST Tracker(2024年3月)
This is where Artificial Intelligence (AI) steps in as a game-changer. 通过利用数据和机器学习算法, FAST频道可以获得有关观众行为的宝贵见解, 个性化内容交付, 增加用户粘性和广告收入.
Here's how AI can be the secret weapon for FAST channels competing against the content powerhouses in a saturated market.
频道调度自动化
传统上, 频道调度一直是一个手动过程, 依靠过去的表现数据和直觉. 更多的 recently, companies have utilized software to automate scheduling 和 distribution. The next evolution is applying AI to analyze vast amounts of viewer data, 包括一天中的时间, 人口统计资料, 内容偏好, allowing for the creation of dynamic schedules that cater to viewers in real time.
根据…的研究 Parks Associates 和SymphonyAI, almost 70% of content executives report that they evaluate data for each distribution service separately. 人工智能可以组合数据集, such as peak viewing hours for specific 人口统计资料 on various platforms, 并相应地安排内容. This data-driven approach ensures that viewers are presented with content they are most likely to engage with, 最终带来更高的观众留存率.
广告是FAST的主要收入来源, so viewing hours will remain one of the most important KPIs for evaluating channel performance. 在与大型电影公司和广播公司竞争时, channel owners must look to maximize audience retention using these innovative technologies.
优化广告投放位置
人工智能也可以成为广告的有力工具，而广告是FAST的命脉. Analyzing viewer behavior patterns can determine the optimal placement of ads within a program, 内容类型等影响因素, 广告长度, 和频率.
Specific applications can also strategically place ads within the programming during natural pauses, resulting in higher ad completion rates 和 increased revenue for the channel. When competing against large media companies that already have strong relationships within ad markets, 渠道优化其广告效果是不可或缺的.
This leads to other potential use cases, such as AI-matched contextual advertising. Machine learning algorithms can dynamically assess the genre 和 mood of content preceding an ad break, 允许放置主题一致的广告. Think of showing a car ad just after a car chase scene or an ad for chocolates during a romantic movie.
The resulting efficiency gains in ad placement 和 engagement hold significant potential to enhance the overall effectiveness of channels. Ads placed using AI-assisted technology can improve the matching process by more than 92% 和 even improve ad recall by up to 22% compared to more manual approaches[1].
预测流性能
Predicting the performance of newly acquired content can be a gamble for FAST channels, 尤其是在与来自 nbc环球, 华纳兄弟. 发现 和 米高梅. AI can mitigate this risk by analyzing viewing data 和 identifying trends. This allows FAST channels to forecast the viewership 和 potential ad revenue for new content before it's even aired.
有了这些信息, channels can make informed decisions about content acquisition strategies, 专注于具有最高潜在投资回报的项目. 此外, AI can inform content strategies by predicting 和 comparing its linear 和 VOD performance 和 estimating its success on certain FAST channels 和 platforms.
目前FAST市场的经济状况难以预测, 渠道必须明智地选择机会. AI allows players to create effective targeted distribution strategies 和 remain successful in a crowded market amongst giants.
FAST频道的未来
The integration of AI represents a significant leap forward for FAST channels. 通过利用数据和机器学习的力量, 快速频道可以在拥挤的市场中有效竞争, 优化收益流, 和 ultimately deliver a superior viewing experience for their audience. 随着人工智能技术的发展, we can expect even more innovative applications that further revolutionize the FAST channel l和scape.
While the logical hype around AI has dominated headlines over the last few years, 我们还没有看到FAST领域的大规模采用. 然而, this will only be a matter of time as underst和ing the possibilities of highly targeted AI solutions becomes more widespread.
[1] http://www.adweek.com/sponsored/why-contextual-ai-will-shape-the-future-of-advertising/; http://digiday.com/sponsored/what-the-future-of-contextual-advertising-looks-like-in-a-privacy-first-world/
[编者注:这是来自 SymphonyAI. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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