Industry Insights: AI’s impact on personalization, monetization and advertising
In this second installment of the Industry Insights roundtable on AI and emerging tech, technology vendors examine how artificial intelligence changes content personalization and monetization in broadcasting.
The discussion explores AI’s role in analyzing viewer behavior, optimizing advertising placement, and enhancing content recommendations. Industry experts address the balance between personalization and privacy while examining how predictive analytics help broadcasters maximize revenue through targeted advertising and subscription models.
The conversation also delves into AI applications for rights management and compliance monitoring, highlighting the technology’s impact on operational efficiency and revenue generation.
Key takeaways from this Industry Insights roundtable
- Personalization: AI-driven content recommendation systems analyze viewing habits to deliver customized programming, resulting in increased viewer engagement and retention.
- Monetization: Broadcasters utilize AI to optimize advertising placement, develop subscription models, and create targeted content packages that generate new revenue streams.
- Analytics: Predictive modeling helps determine optimal ad placement by analyzing peak engagement periods and viewer behavior patterns.
- Rights Management: AI automates content tracking and compliance monitoring across platforms while ensuring adherence to licensing agreements and regional regulations.
- Ethics: Implementation of AI-driven personalization requires careful consideration of data privacy, transparency, and potential algorithmic bias.
How can AI help broadcasters tailor content to individual viewer preferences?
Dave Dembowski, SVP of global sales, Operative: AI can help broadcasters tailor viewer experiences by analyzing data and using insights to deliver more relevant content — on streaming this can be done at the household level by analyzing viewer history, something Netflix and Amazon do very well. For linear programming, large language models or LLMs like ChatGPT can be used to search the internet for ratings, reviews, searches, and more to see what kinds of content viewers like. AI can also help layer these viewer insights with other data such as location or demographic data so broadcasters can create smart forecasts of viewership to help with more tailored content schedules to specific audiences.