AI如何帮助解决流媒体内容货币化问题
关于人工智能和流的许多讨论都涉及工作流的简化和自动化, but how content companies can leverage it to personalize their content and target ads more efficiently, 其他盈利策略, 这个行业正在密切关注的另一个问题是什么.
克里斯·普法夫，首席执行官， 克里斯·普法夫科技媒体, 美国制片人协会, VR - AR协会, 与Bethany Atchison一起探讨AI流媒体货币化问题, VP, 分销合作伙伴管理, VevoDaniel Trotta，内容参与产品经理 & 货币化, 华纳兄弟. 发现Alan Wolk，联合创始人/首席分析师 TVREVPaul Erickson，创始人兼校长， 埃里克森的策略 & 的见解 在这段视频中 流媒体连接2023.
普法夫说:“我只是很好奇，从你的角度来看，你认为人工智能在哪里发挥作用. 他请艾奇逊谈谈她对这种情况的看法.
“We generally use AI for combing through all of the mountains of data we have across our different channels and platforms,阿钦森说. “We definitely believe in the importance of the human element in creating our programs on our channels. 所以我们并没有利用它来创造内容, 但我们正在用它来确保一切都浮出水面, and that also enables us to surface new artists that might not be top of mind for everyone watching, 而是因为数据组织得非常清晰, we're able to find rising artists who are new in hip hop and put them on our Vevo hip hop channel and give them a platform and an opportunity to be seen in a CTV environment.”
普法夫对特罗塔说, “I'm sure you've got some homegrown AI that you use in addition to other major vendors. Talk about some of your war stories in trying to implement AI to ‘know thy audience’ better.”
“A lot of what you see on a streaming homepage is personalized to you and your past viewing behavior and what similar viewers to you have viewed in the past,特罗塔说. “The human element there that is still really vital is pointing the algorithm in the correct direction. So that's setting the key input and key output metrics and determining [if you] are going to optimize for the most active viewers you can get on your service in a given day? Are you going to optimize for the most viewing hours you can get on your service in a given day? 你是否会针对用户在一个月内的回访频率进行优化? These are all [elements] that get sped through the pipeline that ultimately becomes what the user sees. 但这是每次开始的基本问题.”
普法夫说, “我认为, 当然, 这会变得越来越好, 但你也必须为数百万的观众和设备做到这一点.他接着问沃克，他和TVREV如何看待人工智能，以及人工智能如何帮助服务提供商.
沃尔克说:“我认为人工智能将成为一个巨大的游戏规则改变者. “We’re already seeing it now…the thing that we always talk about is how nobody wants to run their funny commercial during the funeral scene of a show, and it's been very hard to identify that…and now they're able to do that to understand the emotions and even other things, 比如我是凯迪拉克，马修·麦康纳在一个场景里, 我也想在那里登广告, 所以它创造了一个很好的协同作用. And then even understanding what sorts of shows viewers like and being able to personalize their feeds. It's just such an exciting time, and the ability to do this is just going to be incredible.”
普法夫问埃里克森, “我只是好奇, in terms of things like ad frequency and ad fatigue…how that needs to be solved and what you're seeing in terms of solutions.”
“嗯, 当然，我认为人工智能在这方面会有所帮助, but my thoughts on ad overload and poor targeting…they're always going to be a net negative for engaging or retention, 这会随着时间的推移明显影响你的投资回报率吗,埃里克森说. “我的想法是，内容是任何视频运营的命脉, 无论是传统的广播, 流媒体服务, 免费的 Ad-Supported Television (FAST) channels…it can make or break the economics of your service. 合适的内容能吸引用户，让他们留在网站上，然后再把他们带回来. 但是内容的耗尽导致了他们的流失. Spending too much on that content, no matter how good and relevant will put you upside down ROI-wise. 所以今天, I think we're finally seeing serious judicious review of content spending when it comes to acquisitions and commissions to ensure that overall content budgets are being used efficiently and profitably.”
他指出，广告频率和糟糕的人口统计数据是FAST面临的特别问题. “希望它会得到改善，而且它 is 改善.他最后这么说, it remains very important “To make sure that you are spending your budget judiciously on the right kinds of content, whether that's an original commission or licensing it…I think that will still be fundamental to your service's success.”
看 完整的会议 来自流媒体连接2023年11月. 我们将于2024年5月20日至22日亲自回来参加纽约流媒体大会. 更多细节请点击这里.
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