It’s no secret that the video content pipeline today is highly fragmented and dysfunctional.
A big part of the problem is that content management and distribution workflows have traditionally been developed in disparate silos. The rich metadata from online content also gets siloed on the distribution side. Without information about the content management systems, streaming apps, ad monetization and analytics platforms, teams handling production may not know where their content goes, how it’s being used, how it’s performing, who’s watching it, and ultimately its true value. This results in operational inefficiencies, poor insights, additional production costs and content launching delays.
To bring production up-to-date with how video content is managed, distributed and syndicated, a more integrated end-to-end solution is necessary—a Content Intelligence System (CIS), as we call it here at Verizon Digital Media Services.
There are three core functions a CIS must have to be successful.
- Integrate metadata and analytics into the media production and distribution cycle.
Today, metadata usually isn’t added to a content asset until the final cut is finished, but by recording metadata and integrating analytics at the asset level, you can create a master data record for all content as the source of truth. This allows content publishers to view detailed performance and engagement analytics—not just for a particular asset, but also for any and all derivatives from that asset, however used or wherever viewed. Importantly, metadata and analytics from any derivatives tie back to the original asset.
- Streamline and automate workflows.
A streamlined, integrated workflow engine brings additional gains in efficiency by automating labor-intensive tasks that are often handled manually. Workflow integration also helps content creators plan out and prepare for video content production ahead of time.
- Incorporate modular solutions that work for many different types of content creators.
A comprehensive, end-to-end CIS must be flexible and modular enough to serve the different needs of both large media providers with massive libraries of existing content and young, agile content creators and upstarts producing new videos on a shoestring. A key feature for a truly modular CIS is having the flexibility to integrate fully with a content provider’s existing OTT infrastructure, whatever it may be.
The Verizon Media Xperience Studio service is our Content Intelligence System.
The enormous gains and efficiencies a CIS provides can lead to more informed decisions about how content is made, where it goes and who’s watching it. The Verizon Media Xperience Studio simply helps content creators run their services more intelligently.
Find out more about the Verizon Media Xperience Studio service at www.verizondigitalmedia.com/platform/content-intelligence-system-main-page.
Tad Ro is director of product at Verizon Digital Media Services.