As the metadata evolution continues, we are revisiting how video content providers are handling expanding consumption models and the challenge of responding to direct and immediate feedback from viewers.
Video providers are realizing metadata is the key to enabling this consumer-driven evolution and an important link in the overall distribution chain. Roger Franklin, CEO of Crystal, focused on the importance of metadata in the April issue of Satellite Evolution EMEA.
How companies can use metadata today:
- Social Networks: Metadata can uncover important patterns and behaviors in social networks, as with Facebook’s Graph Search metadata network. The purpose behind Graph Search is to use metadata, for example “likes” of friends, to provide more directed answers to requests.
- Viewing Experience: Metadata makes it possible to deliver content and advertising based on individual preferences to any viewer on a mobile device. Metadata from Google AdWords and DoubleClick provides companies with well-defined information, specific to how they want to market themselves to their customers online. Consumers have an enhanced viewing experience, without seeing the same ads over and over again.
- Live Streams: Metadata allows live streaming services to tailor content based on where the audience is located. By effectively tracking consumer habits, metadata ensures processes can react in real time.
- New Revenue: Metadata can be a source of extra revenue through targeted advertisements, product placement, and product endorsements. Companies like Twitter, Netflix and Amazon have exclusive metadata they utilize for personalized advertising and marketing.
Metadata is no new concept. This business model is about 90 years old, but updating the current implementation can be costly and involve combatting legacy systems. There is no question about the future of content distribution. The past two years have clearly demonstrated the need for video distributers to implement metadata standards, allowing companies to add more value to their content today in order to market more efficiently and effectively in the future.