14/08/2017
Metadata management is much more crucial in Digital Video than what you might think of it?
Amazing and a very simple article on importance of Metadata in Digital Video for solving multiple use cases than just providing an identity to a Video asset. My take on this, for long now Metadata has played a critical role for Video Editors and Post Production teams, and surprisingly has been ignored by Marketers. One reason for that is Product guys and Marketers in Media have not realized the potential of tying up Metadata with their efforts of providing amazing personalized experiences, monetization, growing viewership, etc. Summarizing my understanding in five key use cases for Metadata in modern Digital Video/OTT services-
1. Automating Metadata for Live/Linear to VOD creation and DRM policy management (hence creating operational efficiencies).
2. Time coding metadata for Inserting/replacing Digital advertisements. (hence resulting in effective monetization).
3. Enriching and Time-coding metadata in VOD and Linear feeds for inserting Personalized content. (hence resulting in higher engagement).
However, there with several hundreds of OVPs and OTT Video CMS alternatives, there are limited options in market which are robust and scalable enough to provide support for all the three above use cases, in such case, OTT services need to invest in technologies for Metadata management. This is going to become much more relevant with the advent of localization, and Voice based technologies advancements with devices like Alexa and Echo making big leaps in the OTT industry.
http://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=119691
Metadata can do far more than help publishers manage assets and customers find content. Employed the right way, it can help deliver a personalized viewing experience that improves ROI.
