Key trends for the media industry from the 2016 NAB Show
A view from Gavin Mann

Key trends for the media industry from the 2016 NAB Show

As the broadcast industry gathers in Las Vegas this week for the National Association of Broadcasters Show, Gavin Mann, the global broadcast industry lead at Accenture,...

From ad blockers, to data analytics and digital content, catering to the digital media consumer will 
be key.

Keeping pace with consumer demand for digital content

Consumers are more engaged and technologically literate than ever before, which means expectations are accelerating faster than ever when it comes to digital content. Nowhere is this felt more quickly and broadly than the world of sports where broadcasters are investing millions in exclusive deals to ensure that they, rather than competitive over-the-top providers, remain the only outlet for delivering video on a TV or mobile device. 

We can therefore expect this to be a top story at the NAB, where broadcasters will be thinking about how they can keep pace. In particular, we predict a rapid expansion of sports content online and on mobile devices as providers bolster their digital strategies and investments. Cloud technology will be a primary enabler of this as sports broadcasters use the cloud to manage bandwidth requirements for livestreams and cut production costs. Whereas before, they gave that content away for free online, they are now looking for ways to monetise that content.

Becoming a data-driven broadcast business

Consumers are increasingly willing to share their personal data in return for better experiences and  broadcasters must embrace data-driven decisions, in the same way super-platforms do to remain appealing and profitable. 

Data and analytics are key to offering a personalised and engaging experience across multiple screens, and can power product innovation, marketing, advertising, content creation and operations. This means not just ‘more reporting,’ but making actionable business insights available in real-time, to predict behavior and preferences and help to adapt propositions.

Broadcast and video platforms must converge data from disparate sources, both traditional and digital, and measure feedback to power a continuously evolving and relevant consumer experience. Top of mind among NAB attendees will be, from a business perspective, promoting use of data-driven processes that support rather than hinder creative and editorial programs.

Ad-blockers invade and threaten digital advertising

The flipside of this demand for increasingly personalised experiences, is growing consumer frustration with poorly targeted digital advertisements and a growing interest in using ad blockers. 

The majority of consumers think digital ads are too frequent and do not address their personal interests. Ad blockers are becoming a required application for these viewers, and the growing sophistication of these tools threatens to undermine the revenue of major media companies. 

These challenges affect not just advertisers but broadcasters, cable providers, Internet service providers, content creators networks, and consumers. They must look at what can be done to  personalize advertising content to consumers and create a monetary system that works for everyone - programmatic advertising that can travel across devices for a consistent ad experience. 

In an industry that’s more dynamic than ever, the need for broadcasters to adapt and keep up with consumers who are more demanding and sophisticated online than ever before will undoubtedly be an interesting story to watch at this year’s NAB Show.