As sport fills the world’s TV screens once more, the battle to ensure that sports video piracy does not destroy revenues needs new anti-piracy strategies.
After a difficult few months where events were cancelled, leagues halted worldwide, and Pay-TV companies were even forced to temporarily suspend subscriptions, sports, and sports broadcasting has restarted.
Having shrunk to historic lows of a mere 3% of streaming viewing during the height of lockdown, it was back up to its more typical 30% share by mid-June. The first global sport, Formula One, restarted on 5 July, albeit on selected circuits and with no spectators. And while the Olympics has been postponed to a — hoped-for — date of July 2021, the summer schedules are full of leagues either debuting new formats or finishing off postponed matches.
There may still be no fans in attendance and the games may be taking place in unaccustomed silence, but the autumn will see sport back to its normal place in the TV schedules. And, unfortunately, the restreaming of sports by sophisticated piracy outfits is back too. A 10-country survey of more than 6000 sports fans published in June revealed that only 16% said they never watched sports using an illegal service.
A global problem
Illegal streaming is an issue around the world, no matter where the sport originates. On Friday 19 June, the Singapore High Court granted an order sought by BBC Studios, Discovery, England’s Premier League, Spain’s La Liga, and TVB for Singapore’s internet service providers to block access to 17 domains associated with popular piracy streaming sites and 41 domains associated with popular illicit streaming device (ISD) applications.
The importance of watermarking in tackling sports video piracy
Announcing the action, the Asia Video Industry Association (AVIA) also revealed the results of a survey that said that 17% of Singapore consumers, and 32% of 18 – 24-year-olds, access streaming piracy websites or torrent sites.
It is not a situation that stays still either. A Wired piece titled Twitch Has Become a Haven for Live Sports Piracy describes how the esports gaming service has been hijacked by pirates. 70,000 viewers watched a soccer match over three live streams in January, 86,000 watched a boxing bout in December, and three of the services’ Top 10 streams were devoted to a December 21 FIFA Club World Cup match with 100,000 viewers spread between them.
Taking action against live streaming is vital, now more so than ever as businesses start the long road to recovery from the loss of income during the pandemic period.
Time is of the essence
With live events now as vulnerable to hacking and streaming as movies and tentpole TV shows, so the ability to combat them has had to shift into a real-time mode as well. There is little advantage in sending takedown notices to the three Twitch streams that were streaming the FIFA Club World Cup the day after the match or even minutes after it.
This is why dynamic watermarking solutions such as Sigma Solutions are the best solution to combat modern sports piracy. Watermarking enables speedy detection as it is vital to identify the source of the illegal stream in the modern environment. Links can of course be taken down, but web cleaning on its own is not enough nowadays as links can proliferate again via bots on social media networks with astonishing rapidity.
Couple watermarking with our Eye on Piracy service and you have a full E2E solution that provides all the tools required to combat piracy for live events swiftly and reliably. Together they allow broadcasters and operators to protect their revenue by offering the following key features that need to be considered for any effective anti-piracy strategy:
Robustness: In this instance, resistance to collusion which is the main attack to remove the watermarking
Legacy support: An anti-piracy strategy must encompass as many devices as possible. As it is a software-based solution, supporting legacy devices is not an issue
Imperceptible: A watermarking solution needs to be transparent so that it does not impact the quality of the video and the video itself
Scalable: VO’s Watermarking as a Service features a cloud deployment so that it can swiftly scale to monitor a huge number of devices and users
Resolution independent: Not only must the solution be able to accommodate future increases in resolution, it must also be able to operate at low video resolutions to identify individual users as the source of piracy
All of this makes for an ideal solution to tackle live sports piracy. It is robust enough to withstand the pirates’ increasingly sophisticated attempts at obfuscation; it is software based so that it can reach the huge range of devices that sports fans watch games and matches on; it is undetectable to the viewer (and the unwitting pirate); it is cloud-based and so swiftly scalable, not to mention the possibilities for deployment on an ‘as you go’ basis; and it can extract watermarks even from poor quality pictures.
Watermarking and sports piracy
Watermarking is not a cure for sports piracy on its own. While a powerful tool and a key enabler for real-time action, it needs to be seen as part of an overall anti-piracy strategy. This is increasingly something that sports leagues and content owners are looking for; a quality of service that protects their valuable assets and can combine several technologies together to take the fight to the pirates.
Furthermore, watermarking can be automated with web crawler solutions to manage anti-piracy in real-time. And real-time action is just what is needed. As sport returns to our screens experience says that piracy is not far behind it.
How can targeted advertising make time-shifted viewing a revenue source for TV operators and broadcasters?
In recent years, more people have been changing the way they watch TV. They’re using something called time-shifted TV (TSTV). This means they watch TV shows at their own time using services like catch-up and network recording. This way of watching TV is becoming more popular all around the world.
For example, in the UK, people spend an average of 30 minutes each day watching time-shifted TV, which is about 15.6% of their total TV time. In the United States, people watch about 3 hours and 27 minutes of time-shifted TV every week, while they spend 26 hours and 5 minutes watching live TV. In France, in 2019, 7.8 million French people used catch-up services to watch shows, which is 13% more than in 2017. These numbers have likely gone up even more because of the Covid-19 pandemic.
As more people use time-shifted TV, the technology behind it has also improved. It started with things like VHS tapes, then came PVRs (Personal Video Recorders), and now we have cloud PVR solutions like the one made by Broadpeak. But one thing that hasn’t changed is that people still don’t like watching commercials, and this causes broadcasters to lose money.
New way to deal with this problem
Instead of just fast-forwarding through ads, we can use something called targeted advertising. This helps broadcasters make money without annoying viewers.
By using the right targeted advertising technology and a mix of client and server-side ad replacement and insertion, TV operators can show time-shifted TV with fewer ads or even no ads at all, and they don’t need to change the content. This lets operators offer different pricing options, like paying for an ad-free service or watching some ads to make the service cheaper. This is something a lot of people are okay with, as a recent survey showed that 53% of people are willing to watch ads to lower the service price.
The best part is that this solution doesn’t depend on the regular ad slots in TV shows. Ads can be put into recorded content without changing it. The usual pre-roll ads are still there, so there are more ads available overall. Event-based advertising, where ads show up when viewers do things like fast-forwarding or pausing, is another way to target ads. Advertisers like this because they know viewers are paying attention when these ads show up.
A winning formula
The introduction of targeted advertising in time-shifted television is a win-win scenario for various stakeholders in the broadcasting ecosystem.
Time is Money: the hidden revenue potential of time-shifted viewing
For broadcasters, it presents an opportunity to monetize content beyond its initial transmission, while also offering advertisers a highly rewarding means of audience segmentation. This is a significant attraction gaining momentum across the industry.
Operators, on the other hand, benefit from increased ad inventory and can extend valuable advertising slots to advertisers, opening up the potential for further revenue growth without alienating viewers with low ad tolerances. This approach is cost-effective, as it doesn’t require investments in costly on-premises or domestic equipment for subscribers. Instead, it can be implemented as part of operational expenditure (opex). This additional revenue stream allows operators to offer viewers more features and services at the same price or even lower their tier pricing, enhancing the overall value proposition.
For advertisers, this development provides access to a growing segment of viewers who engage in time-shifted television. Targeted advertising for time-shifted viewing, whether as pre-roll or conventional mid-roll slots, extends the reach of their advertisements. Advertisers can ensure their ads are actually watched, particularly pre-roll, which is often designed as “unskippable” by major SVOD providers and has gained consumer acceptance. Event-based advertising offers additional certainty that the viewer is actively engaged with the content during ad placement, further enhancing the effectiveness of campaigns.
Extending campaigns into the catch-up window offers advertisers flexibility for real-time campaign optimization, maximizing revenue growth.
As for viewers, they are likely to approve of this development. With fewer ads, thanks to targeted advertising, viewers are more engaged with the ads they do see, as the content is more relevant to their interests. This improvement in user experience and a reduction in ad load can lead to higher retention rates.
Furthermore, the ability to access ad-free services through a paid subscription, along with various options in between, adds value to the offering. This can increase viewer retention and reduce churn, as well as contribute to improved GDPR opt-in rates, as viewers appreciate the control and customization offered by these services.
When does an abundance of choices become overwhelming? Nowadays, with an almost boundless array of content options, the problem is no longer “there’s nothing to watch right now”; it’s more like “there’s too much to watch, how do I decide?”
For decades, TV channels followed a set schedule, broadcasting specific shows at specific times. However, the advent of Over-The-Top (OTT) services has given consumers the freedom to choose when, how, and on which device to watch.
In this fiercely competitive environment, TV service providers face the challenge of attracting and retaining viewers. Among various strategies, offering a personalized TV experience has proven to be effective. Consumers have grown accustomed to a high degree of personalization in various aspects of their lives. For instance, streaming music apps like Spotify and Pandora provide a personalized experience, recognizing users, making tailored recommendations, and allowing users to seamlessly resume a podcast, song, or playlist where they left off. These apps also curate custom playlists based on a user’s listening history and downloads.
Navigation apps such as Waze empower users to create profiles, input home and work addresses, and even earn rewards for reporting heavy traffic and accidents. Online shopping platforms cater to individual preferences, presenting each shopper with a personalized page showcasing previous purchases, product recommendations, and various other customized elements.
From the household to the individual
However, many TV packages are still geared to all users in their household and not to the individual. Most consumers find this approach dated. They expect a custom experience, with their own profile and standard features such as their name and profile picture at the start. They presume that the service will remember what they watched and enable ‘continue watching’ so that they can pick up where they left off.
They also expect appropriate recommendations based on their viewing habits; beyond suggesting content, they are looking for a service that really ‘knows them.’ This means that the service understands that they watch specific types of shows or movies and directs them to similar content at the right time. For example, someone who watches an action flick every weekend would appreciate knowing that a new action flick with their favorite actor will be available this upcoming weekend. However, someone who watches historical series nightly may appreciate daily updates about upcoming episodes.
Personalization, to be relevant, needs to go well beyond the content; to be implemented successfully, it must also consider the context.
AI and machine learning are advancing personalization
AI and machine learning are revolutionizing the realm of personalization, enabling more precise and scalable customization. These technologies excel in processing vast datasets, analyzing audience behavioral patterns, and producing insights at speeds and volumes previously unimaginable. With advanced machine learning and deep learning systems, personalization reaches a new level, as these systems can make predictions and decisions that enhance the personalization experience. They continually adapt as customer profiles and interactions evolve.
AI-driven technology leverages image recognition and natural language processing to scrutinize scenes in pre-recorded content, as demonstrated by initiatives like Channel 4’s “Contextual Moments” in the UK. This technology identifies “positive moments” within the content, which can then be aligned with specific brands for advertising purposes. The resulting ads are tailored for particular viewing audiences, offering a more engaging and relevant advertising experience.
Loyalty and Unified Experiences
How to Optimize Your TV Services With Personalization
Earning viewer loyalty hinges on various factors, and among them, trust plays a paramount role. According to Gartner, the crucial determinant for fostering customer loyalty isn’t solely how customers perceive a particular product or service, but rather “the level of trust they have in the organization as a whole and their likely intent to remain loyal.” Gartner also forecasts that “by 2020, more than 40 percent of all data analytics projects will relate to an aspect of customer experience.”
Providing a seamless and consistent experience across all devices and locations has become an expectation, extending beyond merely delivering high-quality video on TVs, phones, and other connected devices. Viewers now anticipate that their TV service will recognize them in various scenarios and maintain a consistent experience. Whether they’re halfway around the world or signing in from a different device in their own home, the TV service should readily identify their profile, remember where they left off watching a show, and offer the same familiar interactions that viewers have come to expect. This level of personalization and consistency is instrumental in nurturing trust and loyalty.
Monetization through Personalization
For TV service providers, personalization not only enhances the viewer experience but also unlocks monetization opportunities, particularly in the realm of targeted advertising. By leveraging data-centric strategies, TV service providers can seamlessly integrate advertisements that resonate with the viewer’s interests.
The growing popularity of digital advertising in television is attributed to three key factors. Firstly, advertisers can precisely target their messages to individual viewers, ensuring that people only see ads that are relevant to their preferences. Secondly, ad buyers pay for impressions that are measurable and precisely targeted, optimizing their return on investment. Lastly, the entire advertising value chain is streamlined and automated, reducing inefficiencies and enhancing cost-effectiveness.
Targeted advertising is an integral component of a comprehensive approach that thoroughly understands the viewer and personalizes the experience from the moment they sign in, throughout their viewing journey, including the ads presented to them. This level of personalization not only enhances the viewer’s engagement but also creates a more lucrative advertising ecosystem for TV service providers.
Promoting engagement by getting there first
Viewers who value their personalized TV experience are more likely to remain loyal to their current service. They understand that it takes time for the system to understand their preferences, and they are often reluctant to start anew with another service. Therefore, it’s paramount for TV service providers to be at the forefront of this new wave in order to attract new viewers and maintain their engagement. Given the high cost associated with acquiring new customers, businesses are well-advised to prioritize customer retention. Estimates suggest that acquiring a single new customer can be anywhere from 5 to 25 times more expensive than retaining an existing one.
In today’s fiercely competitive TV industry, viewer choices are heavily influenced by having a service that has established and sustained a warm and intelligent connection with them. TV service providers must empower their organizations to harness their data resources to the fullest and foster a strong, personalized relationship with viewers, ensuring continued loyalty and satisfaction.
On October 13, Thudo Multimedia had the honor of being one of the pioneering enterprises to receive a memorandum of cooperation within the framework of the Project for Enhancing the Competitive Capacity of the Private Sector in Vietnam (IPSC). This recognition occurred at the “Pioneering Entrepreneurial Spirit, Sustainable Innovation in Vietnam” forum, organized by the Ministry of Planning and Investment with the support of the United States Agency for International Development (USAID).
Thu Do Multimedia’s exhibition area at the forum According to the results announced on October 7, 2022, Thudo Multimedia was one of the first 6 businesses to receive the Premium Support Package from the USAID IPSC project. This project aims to select pioneering enterprises (PEs) with innovative Vietnamese products, enabling them to compete in international markets. Among the selected businesses, there were technology-focused companies like Thudo Multimedia, Mismart…
The USAID IPSC project provides support for these enterprises to develop a business strategy for the next 3-5 years, enhancing their internal capabilities and effectively leveraging external resources to adapt and grow in a rapidly changing and increasingly risky business environment.
Over the next two years, the promised support package is expected to be a significant resource for Thudo Multimedia, facilitating the active implementation of strategic activities, enhancing core management and operational capabilities, conducting research and development for international market strategies in regions such as Europe and North America, and establishing and developing high-quality human resources through international partnerships with companies like Google and Amazon. The support will also include certification consultation for international standards such as FDA, ISO, and BSI.
Thudo Multimedia has been recognized as a pioneering company in the research and production of OTT television, TV Technology Solutions, Digital Rights Management (DRM) content protection, and Low Latency Streaming.
Over the past 13 years, with a workforce from various universities such as Hanoi University of Science and Technology, Hanoi University of Science and Technology, Posts and Telecommunications Institute of Technology, Foreign Trade University, National Economics University, etc., Multimedia has consistently strived to become a strong player in the information technology sector in general and the digital content sector in particular.
In December 2019: Thudo’s Sigma DRM digital content protection solution passed the security certification by Cartesian’s Farncombe. Thudo Multimedia takes pride in being the first and only Vietnamese company to achieve this certification, as well as the sole company in Southeast Asia and one of only six companies in Asia to attain this recognition.
Thudo made it into the list of 20 global companies possessing SigmaDRM (Digital Rights Management) content protection solutions, and they confidently aim to take Vietnamese intellectual property worldwide.
Thudo have numerous technological innovations in the television sector, including livestreaming, interactive television, internet television, and Content Delivery Network (CDN).
Thudo Multimedia has implemented their solutions for many major partners in Vietnam, the United States, India, and the Middle East, including Akamai, Nuance, VTVCab, Viettel, Vinaphone, Mobifone, and MCV.
The “Made by Vietnam” solutions from Thudo Multimedia have made a notable creative impact in recent years, particularly in the OTT (Over-The-Top) field, with a strong focus on two main product lines.
The first is the Sigma DAI/SSAI solution, which enables online television and video service providers to insert advertisements into video content at the server level before it is delivered to viewers’ devices. This optimization ensures a smooth and uninterrupted viewing experience by delivering ads seamlessly within the original content. Additionally, Sigma DAI/SSAI by Thudo provides detailed ad performance monitoring capabilities, allowing advertisers and service providers to gain a deeper understanding of how viewers interact with advertisements.
The second solution is the Sigma DRM (Digital Rights Management). Statistically, copyright violations in Vietnam alone resulted in damages of up to $350 million in 2022, with thousands of websites involved in content theft and unauthorized broadcasting, all while the applicable sanctions were not clearly defined. Recognizing this significant issue, the talented team at Thudo Multimedia introduced the Sigma DRM solution, designed to safeguard intellectual property rights and prevent unauthorized duplication and distribution of digital content. This solution has been certified by Cartesian to meet international standards, and Thudo Multimedia takes pride in being the first and only Vietnamese company, the sole Southeast Asian company, and one of only six Asian companies to attain this certification.
Thu Do Multimedia’s exhibition area at the forum
The memorandum of understanding between the Department of Business Development and Thudo Multimedia serves as a significant source of motivation in Thudo’s journey, with a commitment to the mission of continuing to invest in research and development to provide more advanced technological solutions and support the sustainable development of the media and entertainment industry.
There are several ways but unfortunately none of them a very easy one especially if you want to stream it. If you really have videos that has high business value, I recommend you to encrypt videos and then host it.
Videos needs to be protected in two parts :
Videos at rest – when they are stored on your ftp or web-server to prevent hacking those sites and downloading those videos.
Streaming – when they are streamed on your site and people can get access to those links and download them.
How to Protect Your Videos from Being Downloaded?
To avoid it, there are few ways :
Simple way :
Encrypt those videos using tools like AES Crypt – Advanced File Encryption
People can download it but won’t be able to play it until unless you share the password/keys with them
Needs a developer to get this done :
Alternatively, if you wish to stream it through website and to block video downloader plugins, one of the ways would be to convert your Mp4 videos into HLS video segments using AES-128 encryption
But in above case, player that plays back the video needs to know get those pass keys via a secure mechanism.
In the fast-changing world of online ads, the goal is to show ads to the right people on a big scale. Advertisers always look for new ways to reach lots of people, make ads that fit well, and give everyone a good ad and content experience. That’s where Server-Side Ad Insertion (SSAI) comes in and changes the game. In this guide, we’ll explain what SSAI is and how it can help you show targeted ads to many people while making sure the ads are enjoyable. We’ll also share some successful strategies for showing lots of targeted ads.
Understanding the Power of SSAI
What Is SSAI?
Server-Side Ad Insertion (SSAI) plays a pivotal role in enabling the delivery of targeted ads at scale
Server-Side Ad Insertion (SSAI)is a cutting-edge technology that enables seamless ad insertion into digital content streams on the server side. Unlike Client-Side Ad Insertion (CSAI), which relies on the user’s device to insert ads, SSAI executes this process on the server before delivering the content to the viewer. This distinction is crucial for delivering targeted ads at scale efficiently.
The Advantages of SSAI
Reduced Ad Blockers: Since ads are seamlessly inserted on the server side, they are less likely to be blocked by ad-blocker extensions, ensuring a broader reach for your advertisements.
Enhanced User Experience: SSAI ensures a smooth transition between content and ads, eliminating buffering issues or abrupt interruptions, leading to a better quality of experience for viewers.
Detailed Analytics: SSAI provides comprehensive analytics, allowing advertisers to gather valuable insights into ad performance and viewer engagement.
Addressing Large Audiences with Targeted Ads
The Challenge of Scalability
One of the primary challenges in digital advertising is efficiently reaching a large and diverse audience while ensuring that the ads resonate with individual viewers. Traditional advertising methods often struggle to deliver targeted ads at scale due to limitations in ad insertion and tracking.
Leveraging SSAI for Scalability
SSAI enables advertisers to address large audiences with precision. Here’s how:
Real-time Decisioning: SSAI solutions can analyze viewer data in real-time, allowing advertisers to make data-driven decisions and select the most relevant ads for each viewer.
Dynamic Ad Stitching: SSAI dynamically stitches ads into the content stream, ensuring a seamless viewing experience. This capability is especially crucial for live content, where precise ad timing is essential.
Granular Targeting: SSAI systems can segment audiences based on various criteria, such as demographics, geography, and viewing history. This granular targeting ensures that ads are tailored to the preferences and interests of individual viewers.
Scalable Infrastructure: SSAI solutions are designed to handle large-scale ad delivery efficiently, ensuring that targeted ads reach millions of viewers without performance issues.
Deliver Targeted Ads at Scale by Increasing Ad Relevance for Live and On-Demand Content
The Importance of Ad Relevance
Irrelevant ads can be a major turn-off for viewers, leading to ad fatigue and decreased engagement. To combat this, advertisers must strive to deliver ads that align with the content and viewer preferences.
Leveraging SSAI for Ad Relevance
SSAI is a powerful tool for enhancing ad relevance. Here’s how SSAI can help:
Contextual Targeting: SSAI systems can analyze the content being viewed and select ads that are contextually relevant. For example, if a viewer is watching a sports event, SSAI can insert sports-related ads.
Viewer Profiling: By collecting data on viewer behavior and preferences, SSAI can build viewer profiles. These profiles enable advertisers to serve ads that align with each viewer’s interests.
Frequency Capping: SSAI solutions can implement frequency capping to ensure that viewers do not see the same ad repeatedly. This prevents ad fatigue and enhances the viewer’s experience.
A/B Testing: Advertisers can use SSAI to conduct A/B testing of different ad creatives, ensuring that only the most effective ads are delivered to viewers.
Delivering Engaging Quality of Experience for Ads and Content
Seamless Integration of Ads
A major concern for advertisers is delivering ads that seamlessly integrate with the content. Viewers are more likely to engage with ads that feel like a natural part of their viewing experience.
Leveraging SSAI for Quality Integration
Sigma DAI: Elegant solution for ad insertion
SSAI excels in delivering a high-quality experience for both ads and content:
Buffer-Free Transitions: SSAI ensures smooth transitions between content and ads, eliminating buffering delays or abrupt switches that can frustrate viewers.
Consistent Viewing Experience: With SSAI, the video quality and viewing experience remain consistent throughout the content, including ad breaks.
Interactive Ads: SSAI enables interactive ad formats, allowing viewers to engage with ads, such as choosing to watch a longer ad in exchange for an ad-free viewing experience.
Ad Personalization: SSAI can personalize ads based on viewer data, making the ads more engaging and relevant to individual viewers.
Winning Strategies with Field-Proven Large-Scale Targeted Ad Workflows
Strategy 1: Data-Driven Targeting
Embrace data-driven targeting by leveraging SSAI’s real-time decisioning capabilities. Analyze viewer data to understand preferences and behaviors, and use this information to select and serve targeted ads. Continuously refine your targeting strategies based on performance data.
Strategy 2: Contextual Advertising
Implement contextual advertising with SSAI by analyzing the content being viewed. Align ad creatives with the context of the content, ensuring that ads feel relevant and seamlessly integrated. This strategy is particularly effective for live events and news content.
Strategy 3: Viewer Profiling
Build detailed viewer profiles using SSAI. Collect data on viewing history, demographics, and interactions. Leverage these profiles to personalize ad delivery and ensure that each viewer receives ads tailored to their interests.
Strategy 4: A/B Testing
Constantly optimize your ad creatives by conducting A/B testing with SSAI. Test different ad variations to identify the most effective ones. Implement the winning ad creatives to improve engagement and conversion rates.
Strategy 5: Ad Quality Assurance
Prioritize ad quality by ensuring that ads are well-produced and optimized for various devices and screen sizes. SSAI can deliver high-quality ads, but it’s essential to create compelling ad content.
Conclusion
In the dynamic world of digital advertising, delivering targeted ads at scale is both a challenge and an opportunity. Server-Side Ad Insertion (SSAI) empowers advertisers to overcome scalability hurdles, enhance ad relevance, and provide a seamless viewing experience. By adopting innovative SSAI strategies and field-proven workflows, advertisers can maximize the impact of their ad campaigns, engage viewers effectively, and drive results in the competitive digital advertising landscape. Stay ahead of the curve and make SSAI an integral part of your advertising arsenal to deliver targeted ads at scale like never before.
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