IBC2022: As the appetite for content grows, it has become clear that consumers are enjoying a mix of subscription video, pay-TV and advertising-supported experiences. This represents a major opportunity for network service providers (NSPs). Moreover, the looming end of third-party “cookies” creates a new opportunity for NSPs to revisit and revamp their connection with subscribers while establishing new partnerships with the advertising community.
There are many ways to introduce advertising into a subscription service. Simply replacing existing advertising with targeted ads is unlikely to elevate the customer experience or drive engagement. A piecemeal ad offering is also unlikely to yield significant revenue. That is why it’s imperative for PayTV operators to consider what a wholistic and competitive advertising offering looks like for them and to develop productive and innovative partnerships to help accelerate ad revenue growth.
In this session, we will walk through some strategies to consider when introducing an ad offering to ensure a positive outcome for key stakeholders (viewer, advertiser and operator)