In Anytown, USA, a family of four is gathering in the living room to watch some TV, but they’re not all watching the same show. Mom and son are streaming Stranger Things on Netflix, Dad is catching the fifth inning of the Cubs game on his iPad, and their ‘tween daughter is glued to this week’s episode of The Great British Baking Show on her smartphone. And, as Mom heads to the gym and the kids leave to hang out with friends, each of them expects their mobile devices to pick back up right where they left off.
The TV experience has officially left the living room. In the US, 2016 was the first year in which digital ad sales outpaced live TV advertising — and that trend is predicted to sweep the globe in 2017, with total digital ad sales possibly reaching $77.37 billion, compared to linear television’s $72.01 billion. It’s not that TV is dead; it’s just that more delivery methods have sprung to life — and they’re personalized.
New, More Personalized, Multiscreen Delivery Options
Ad dollars go where the eyes go — to personalized, over-the-top (OTT) experiences across multiple screens, giving companies like Amazon and Netflix a head start in multiscreen TV delivery. With rich user data and analytics that traditional media companies lack, they are able to recognize, understand, and act upon new viewer behaviors — such as streaming a TV show on their iPad while at the gym — as they emerge.
Using these insights and capabilities, tech companies have the digital chops to personalize every step in the multiscreen experience. The good news for other companies is that no one has mastered the personalized multiscreen experience yet. Even companies that are leading the charge into OTT territory — HBO, for instance — are learning on the fly.
Multiscreen Personalization 101
Though HBO was smart enough to launch HBO GO two years ago, they still stumble with basic multiscreen personalization today. Start watching an episode of Veep on your iPad while at the gym, and when you get home, try finishing it on Roku — the experience breaks down, leaving you searching for where you left off.
This seamless streaming experience is multiscreen personalization 101. Mastery is knowing what someone wants to watch before he does, using technology to deliver that content the moment his iPad connects to his gym’s wireless network, and once he returns home, showing him an ad for new workout clothes based on his gender before the next episode starts.
To give your viewers the content that’s just right for them — across multiple screens, wherever and whenever they want it — you need a unified technology platform with a specific combination of capabilities. Look for a platform that allows you to stream video to any device, create flexible workflows, and view detailed insights and results.
Comcast’s Recipe for Multiscreen Success
We’ve already seen success with this formula — using a unified, multiscreen, TV-delivery platform, Comcast can not only deliver new, personalized, multiscreen TV experiences quickly and easily, but also access data that allows them to understand, engage, and capitalize on unique audiences more effectively.
If you’re planning to spend millions of dollars developing original content, advertising, and new experiences, you need to see results — and with a platform that enables advanced levels of multiscreen personalization, you get them. Major media companies that use the right technology are seeing a 385 percent, five-year ROI; a 24 percent increase in engagement rates; and a 59 percent decrease in the development time required to deliver an OTT service.
The 5G Effect on Mobile Video Delivery
This is just the beginning when it comes to future possibilities for personalizing the multiscreen TV, with the very near future promising new markets and experiences. Mastering personalization delivers results now and perfectly positions you to ride to the top of the next wave in multiscreen delivery and the biggest revolution in streaming video since video went mobile — the launch of the fifth-generation (5G) mobile standard.
The 5G standard — launching in about a dozen US pilot cities this year — will secure speeds 10 to 100 times faster than typical fourth-generation (4G) connections. We’re talking user download speeds of 100 mbps!
Beyond the mind-boggling possibilities within the Internet of Things and the implications for virtual reality (VR) entertainment — both entirely new realms of media personalization — these speeds do something very specific for mobile video delivery that’s never happened before. The 5G standard unlocks the live-event experience on mobile. Picture the impact of personalized mobile ads during a livestream of mega sporting events — billions of dollars are up for grabs in that space alone.
The Future of Personalized, Multiscreen Experiences Beyond Mobile
It’s also important to remember that the future of personalized multiscreen experiences isn’t locked up in mobile. Imagine using connected TV to enable viewers to zoom in on their favorite players during the big game, to watch their favorite teams through new VR headsets, or to see augmented-reality ads spring to life as they walk down a city street equipped with 5G — you won’t have to imagine these possibilities for much longer.
Multiscreen TV is still anyone’s game to win. However, the media companies that put themselves in winning positions by establishing multiscreen TV foundations now will definitely lead the media industry into the future. With the right technology, your company can achieve results in the next five years — and you can position yourself to create what comes next.
For another perspective on making every screen a TV, check out our infographic.