M&E Specifications and Analytics
CPG companies usually have a product information management system (PIM) paired with their DAM to deliver a wealth of product specs along with digital assets. These specs (such as measurements, color, or nutritional information) often drive buying decisions, as they serve to enable shoppers to compare products or ensure they meet their specific needs.
Increasingly, similar levels of data are desired by M&E consumers. Steve Bevilacqua, Client Development Lead with ICP who has worked with many large media companies, sees the need to present show and movie data more as a set of product specifications.
“Viewers expect to see all the people in the show, the series or episode summary, social media rating... anything that would be on the IMDB or Rotten Tomatoes,” he explains. “Presenting the show information as more of a consumer product allows streaming subscribers to make a more informed decision on what they want to watch and enables to service to make better recommendations...this all hooks subscribers into engaging more and increasing their repertoire."
Bevilacqua also points out the importance of M&E companies using analytics from their channels – understanding how many people watched, clicked, also viewed “the making of” or “behind the scenes” – showing how deep the viewers went into the content and where to invest finite marketing content dollars. “Using analytics well means we can understand what is happening when a certain image, text, or video is put in front of a customer or cohort and then use those learnings to inform how, where, when, and what we communicate in the best possible way, to help existing subscribers discover new content that they didn’t necessarily know about. It’s important that customers feel the content is resonant with them, so they become stickier and get more value out of their monthly subscription. They want to be in control of the experience.”
Client Development Lead | ICP
"Presenting the show information a consumer product allows streaming subscribers to make an informed decision on what they want to watch and enables to service to make better recommendations."
To achieve such a personalized experience, the M&E digital shelf needs to be flexible in how and where content can be displayed, and even allow subscribers to build different flavors of collections or see content tailored to them in the form of recommendations, curations, or even paused sessions (much like the cart has become a massive engagement center for CPG.) Internally, creatives need to be assured of the quality, veracity, and utility of imagery, video, and text and ensure the assets have the proper rights clearance.
Much like the CPG digital shelf is very different based on the retailer, the M&E subscriber-curated experience will differ from channel to channel. How these experiences show up across streaming services and devices should be fully thought through, and specialists should shape these experiences and understand the data schemes well in advance.
Proper strategy, process, and change management are all vital to success, as enablement of the full supply chain is very hard to achieve. But with the right level of asset awareness, content curation, channel-specific planning, and asset creation enablement and management, an optimal M&E digital shelf is just a click of the remote control away.
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