InBroadcast Magazine: Merchandising Plays Key Role
InBroadcast Magazine | news.
Ron Downey, CEO, Massive Interactive, examines the emergence of the video merchandising platform and why it matters…
The concept of a multiscreen video UX merchandising platform is a relatively new idea. The tools used by internal schedulers and editors to create dynamic user interfaces and customer experiences are more important than ever for OTT operators as they furiously compete for audiences and revenue. Our tier 1 clients now demand a robust software platform on which to predicate their UI and apps, which – in essence – is the basis of their product.
While it’s not an industry standard term, we think the term ‘video merchandising’ sheds light on the kind of UI platform service providers actually need. Fundamentally, it’s the process of arranging the most relevant pieces of video content, within an optimised UI, to targeted audience segments, based on incoming user data and analytics, on a specific device or devices, in real time.
In a busy supermarket, getting goods to the right locations on their shelves – at the right time and right price – based on which products are moving quickly or slowly etc. is critical. It’s also important to stock ends of aisles with special promotions and check-out registers with impulse items. All of these tactics create optimised returns for brands and retailers alike. So why should video services be any different?
Clearly a major distinction between video merchandising and bricks-and-mortar shop merchandising is the incomparable levels of personalisation and targeted audience segmentation that is made possible by data/analytics and other new customer experience software products. As more of the app function and logic moves from the device to the server, as is the case with our product, Massive AXIS, the potential for personalisation of UX is endless.
It‘s a given that OTT operators will need to procure the heavy-lifting back-end pieces of their product platform from the many qualified vendors of CDN, storage, transcoding/encoding, CMS, streaming and player technologies. However, the focus and aspiration of our clients and prospects has moved to the daily, hourly, control and management of the UI that their customers use to engage with content.
Yesterday’s solution of building disparate, static apps for multiple devices without centralised merchandising and downstream integration with other 3rd party services just doesn’t cut it anymore – especially at the top end of town. So more than ever, companies in the business of selling video entertainment need a robust UI merchandising platform in order to compete.