H O W N E W V I D E O A N A LY T I C S D R I V E C O N T E N T R E V E N U E

The Metadata Goldmine:

If you spend money on video content, the pressure is on

S E C T I O N 0 1

Metadata for video is

late to the analytics party

S E C T I O N 0 2

Without Metadata, your content is half-blind

S E C T I O N 0 3

What you can do about Metadata

S E C T I O N 0 4

Why Metadata Matters

W E B I N A R

"Metadata is the key to enabling this consumer-driven evolution and an important role for the content provider in the overall distribution chain."- ROGER FRANKLIN, CEO, CRYSTAL

Crystal’s VMAL E A R N M O R E

H O W N E W V I D E O A N A LY T I C S D R I V E C O N T E N T R E V E N U E

The Metadata Goldmine:

If you spend money on video content, the pressure is on

B A C K T O T A B L E O F C O N T E N T S

H O W N E W V I D E O A N A LY T I C S D R I V E C O N T E N T R E V E N U E

The Metadata Goldmine:

It’s a challenge to maximize the value of sponsored programming and advertising today.

• Does it reach its targeted and fragmented audience?

• Where, when, and how is it being consumed?

• How (in)accurate are conventional ratings?

• For live and recorded content, which formats are

cost-effective?

Now that the era of limited delivery platforms is past,

agency and corporate executives must find new ways to

(1) track distribution, (2) measure viewership, (3) deliver

more-relevant content, and (4) justify major production

and advertising budgets.

One vital tool is Metadata.

SCTE-35, from the Society of Cable

Telecommunications Engineers, is laying

down the operational specs. As a

marketer, you don’t need to dive into the

intricacies of a standard for “digital

transport stream packet headers,” but it

is essential that you understand what is

possible, and what you can do from the

content side to make the most of your

marketing spend.

B A C K T O T A B L E O F C O N T E N T S

Metadata for video is

late to the analytics party

B A C K T O T A B L E O F C O N T E N T S

Specialized technologies for managing massive datasets have transformed every area of modern business, from retailing and healthcare to sports and security.

Internet search, email, and ecommerce activity drives

detailed analyses of behavioral patterns, preferences,

and perceptions. Companies like Google and Amazon

uses metadata warehouses to predict the content,

products, and search results that an individual user

will find relevant and useful.

In contrast, broadcast, cable, and satellite

data overlays remain primitive, with simple

cues for inserting local spots, or enforcing

live-event regional blackouts. As consumers

rapidly shift their video viewing patterns

and platforms, traditional TV business

models have been left behind.

With SCTE-35, the availability of rich

video metadata is about to increase.

Are you ready?

H O W N E W V I D E O A N A LY T I C S D R I V E C O N T E N T R E V E N U E

The Metadata Goldmine:

B A C K T O T A B L E O F C O N T E N T S

Without Metadata,

your content is half-blind

B A C K T O T A B L E O F C O N T E N T S

Think of all the variants that affect video content delivery today:

SCTE-35 enables content producers to:

• Specify triggers down to the

scene-within-a-segment level

• Identify the players in a live game,

or the actors in a sitcom

• Edit a film from PG to G depending

on its broadcast time

• Update sales promos for later

re-transmission times

• Control, monitor and inform video

content like never before

As Metadata instructions increase control

from creation to consumption, advertisers

have solid ways to measure content

effectiveness and determine future spend.

L O C AT I O N

Time zone, region, ZIP, neighborhood, home, restaurant, automobile, airplane, airportD E V I C E

Television, computer, tablet, smartphone, internet of things

A U D I E N C E

Demographics, rating restrictions, live vs. recorded, episodic vs. binge, individual and family viewing history, solo vs. social group

H O W N E W V I D E O A N A LY T I C S D R I V E C O N T E N T R E V E N U E

The Metadata Goldmine:

B A C K T O T A B L E O F C O N T E N T S

What you can do about Metadata?

To be clear: Leveraging Metadata requires a strategic approach, not tactical. It will increasingly define competitive advantage in the video ecosystem in the years ahead.

However, engineers, IT staff, and other technologists see metadata simply as a way to improve reliability, efficiency, tracking, and error-recovery. That’s tactical, and necessary. That’s what they’ve done for years. But it’s inadequate now.

H O W N E W V I D E O A N A LY T I C S D R I V E C O N T E N T R E V E N U E

The Metadata Goldmine:

B A C K T O T A B L E O F C O N T E N T S

Your job is to explain and evangelize the business case for Metadata.

• Insist producers embed tags throughout the production

process, from camera capture to final editing

• Convince in-house technologists that expertise in

SCTE-35’s potential and implementation make them

more valuable to the organization

• Let your distribution partners know that their

infrastructure must support Metadata to the fullest

extent, and that your content will increasingly take

advantage of every delivery option, coupled with rich

analytical feedback.

In your hands, if you deploy it

creatively and aggressively, Metadata

is a weapon to re-assert control and gain

accountability in a fragmented, global

media marketplace. The more you enrich

your content during production, the

more measurement and analysis can

occur downstream.

Don’t miss the opportunity.

B A C K T O T A B L E O F C O N T E N T S

Why Metadata Matters

What You Need to Know About SCTE 35

Video content providers, from traditional broadcasters to Internet streaming platforms, face expanding consumption

models and the challenge of responding to direct and immediate feedback from viewers. Metadata is the key to

enabling this consumer-driven evolution and important in the overall distribution chain.

This webinar, produced in partnership with SatNews, provides an overview of the importance and use of metadata within

the broadcast ecosystem and a primer on the mechanics of incorporating metadata into the content stream.

Watch webinar

B A C K T O T A B L E O F C O N T E N T S

Crystal’s Video Metadata Analyzer (VMA) product checks for the

presence of metadata, assures it is properly formatted, ensures

compliance with business rules, and reports actionable analysis.

Click here to learn more

B A C K T O T A B L E O F C O N T E N T S

+1.770.932.0970 | www.crystalcc.com

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