By Logan Ketchum, director of North American sales, Veritone, Inc.
Contributor 2 hours ago
By Logan Ketchum, director of North American sales, Veritone, Inc.
target=_blank title=Share on LinkedIn class=share-linkedin> By Logan Ketchum, director of North American sales, Veritone, Inc.
https://www.tvbeurope.com/features/the-intersection-of-ai-ml-with-ratings-engagement-and-advertising title=Share via Email class=share-email>
The modern fragmentation of media distribution windows has opened up massive opportunity not only to create and distribute more content, but also to design programming and advertising content in such a way that audiences are more likely to engage. Of critical importance to a successful media strategy in today's industry is the careful consideration and exploitation of the codependent relationship between content and engagement, and their impact on subscriber metrics and advertising growth. As illustrated by the successful VoD natives, as well as forward-thinking traditional linear broadcasters, artificial intelligence (AI) can be a powerful toolset for acquiring the insight data needed to capitalise on what I call the learn then create model.
Netflix, which reportedly spent upwards of $8 billion on content in 2018, is said to be indexing every word spoken, image shown, theme presented, and emotion conveyed in every frame of content. The company leverages this rich content metadata in correlation with user interaction data - views, engagement duration, clicks, likes, and so forth - to understand the factors that engage viewers in specific content. With these insights, Netflix can pour production value into content with confidence that it will capture screen time and audience engagement. For Netflix the learn then create methodology helps to ensure ROI in the form of subscriber growth, the definition of VoD success.
In traditional linear broadcasting, the opportunity and the success metrics are different. For them success is dependent upon their ability to organise a strong enough programme schedule, drawing meaningful audiences and capitalising on the inherent advertising opportunities. Advertising salespeople weigh of highest importance a station's market rating and its rating within that market itself, operating under the assumption that there is a direct correlation between audience size and purchase volume. However, today's culture of second, third, and even fourth-screen viewership makes it increasingly hard to capture uninterrupted consumer mindshare, resulting in audience decay and tune-out.
While legacy means of measuring engagement, such as ratings based on popular audience segments, are still ubiquitously used, they don't empower advertisers to close the loop and truly understand what happened as a result of a specific ad or campaign. Broadcasters can confirm clearance and delivery of advertising today, but many still struggle to connect the ad campaign to its impact - if viewers reacted as the campaign intended - and, ultimately, the ROI for the advertiser. To understand ad engagement, or how viewers responded to advertisements, broadcasters need attribution.
The notion of attribution isn't new. Until recently, though, intensive manual work was required to correlate commercial spots (when and where they ran, the nature of the creative, and the intent of the campaign) with other data (website visits, app downloads, point of sale, etc.) suggesting the impact of the campaign. The associated time delay eliminates any opportunities to optimise a campaign mid-flight. Now, with the rise of AI, the opportunities around attribution are expanding and the workflows becoming automated.
Delivering capabilities such as language detection, translation and transcription, logo recognition, object detection, face recognition, and much more, new AI-powered attribution technology imitates human behaviour - meanwhile recognising and analysing patterns heretofore missed. It processes information faster and at higher volumes than the human brain. AI can automate the astounding indexing being done by Netflix, as well as shorten time to insights, and it is now at the disposal of broadcasters and their advertising clients.
Broadcasters should run AI and cognition against all content to understand who is appearing in the content, what topics and themes they are discussing, which logos are on screen, and the cadence at which ideas are presented. Using AI they can extract this level of detail from the media content itself, and they can more easily correlate that data with other data, including website analytics and app downloads.
Once they correlate all that data and take into consideration the success criteria of a particular advertising campaign, broadcasters can perform a more automated level of attribution by marrying all these data sets to better understand what ultimately happened as a result of the advertising campaign. This capability brings much greater transparency to the relationship between broadcasters and advertisers around the performance of ads and ad campaigns. The learn then create model should result in a win-win-win; the broadcaster can increase the value of its content, the advertiser can increase the value of its campaign, and viewers are presented advertisements that are much more aligned with their interests.
Leveraging AI to inform the creation and placement of ad spots and campaigns will be a vital capability as the advertising industry increasingly shifts toward native advertising and content marketing. Advertisers worldwide are in the process of moving a significant portion of their marketing budgets - some sources say 25 per cent - from traditional advertising to native advertising and content marketing.
Further research suggests that native advertising spend is expected to increase by 372 per cent from 2020 to 20
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
By Logan Ketchum, director of North American sales, Veritone, Inc.
