NAB Show Preview: Streaming as the new normal for broadcasting

As the media and entertainment industry converges on Las Vegas for the annual NAB Show, one of the dominant themes is the rapid rise and growing importance of streaming, particularly the rise of free ad-supported streaming television (FAST) channels.

With consumers increasingly turning to streaming for their entertainment needs, content providers and video services are focusing on optimizing their offerings to improve reach, engagement and revenue.

Monetization and ad tech innovation
Monetization is a key concern for media companies navigating the shifting streaming landscape.

“Broadcasters have more ways to get their content in front of consumers than ever and those distribution opportunities are expanding rapidly, but it is important they can monetize them as effectively as broadcast TV or streamed linear channels, catch-up TV and boxsets in their own BVOD,” said Paul Davies of YoSpace.

There is a growing focus on ad tech innovation to address this challenge, including in-video ad insertion and server-side advertising insertion (SSAI) capabilities.

“The broadcasters’ point of differentiation is their ability to deliver the same high-quality user experience in FAST as found on their flagship linear channels (streamed and broadcast), allowing them to maintain their CPM rates. That points to them extending their server-side advertising insertion (SSAI) capabilities to this new distribution type, ensuring seamless, frame accurate ad insertion regardless of device,” Davies added.

Lelde Ardava, sales and account manager at Veset, also highlighted the importance of ad tech innovation: “I’m especially looking forward to seeing first-hand the latest innovations in ad tech, including in-video ad insertion and exploring how the technology will help providers increase engagement and ad revenue.”

The rise of ad-supported streaming models is a response to changing viewer preferences and the need for media companies to diversify their revenue streams. NewscastStudio