Media Companies Show Signs of Technical Progress
As streaming continues to quickly grow, media companies are dealing with a major surge in operational complexity that demands immediate solutions.
Media companies need to distribute content across an increasingly complex network of partners, help advertisers reach fragmented audiences to achieve their KPIs. Deliver cross-channel optimization with transparent reporting that drives profitable growth.
After mostly “kicking AI tires” over the last 18 months, media executives are ready to commit and are looking for solutions that can help them find efficiencies, reduce manual work and automate some of the more labor-intensive processes that are causing a drag on their operation. Current gaps in data and technology, along with recent RIFs at a lot of major media companies left many stretched thin and in urgent need for ready-to-deploy solutions to help them keep up with the workload.
The pivot towards realistic technological advancements signals that media companies are serious about adapting to the new reality of streaming, AI, and automation.
Where Media Companies Face the Greatest Strains
Media companies are dealing with several technology innovations at once, pulling them in many directions. Most critically, streaming has reached a tipping point that forces nearly every media company to reassess their entire business model – from how they distribute content to how they reach audiences and how they sell and deliver advertising.
After years of tech companies urging media companies to prepare for a fractured multichannel future, that reality is finally coming true. Media companies are facing a market where audiences have migrated to streaming channels, advertisers are asking for buying simplicity and seamless delivery across channels, and their current legacy processes and technology simply don’t hold up.
Simply throwing bodies at the problem does not work. Streaming is an addressable channel, which can support a huge variety of personalized content for audiences and audience targeting for advertisers. Add to that the enormous amount of data that is used to manage streaming, and it becomes clear that a team of people simply can’t keep up with the real time requirements of delivering relevant content and advertising to millions of people while also reporting and optimizing it at the same time.
In parallel, many media companies are seeing new competition and are experiencing decreased viewership on legacy channels. This has required many companies to reduce headcount in different parts of their business and shift their focus to emerging business segments.