It’s no secret that AI has taken the industry by storm during the first half of 2024. The question is, has it made as much of an impact as we predicted? Many of the developments being made in our content workflows, particularly in cloud playout, suggest it is becoming more of a technological revolution rather than a trend.
As predicted, AI has continued to dominate the broadcast and media industry, including the automation of mundane tasks, but perhaps more excitingly, AI is opening many unforeseen opportunities in ad-tech and in-video ad insertion. Many broadcasters and content providers are beginning to explore the benefits and applications of generative AI in ad verification and analytics, providing advanced contextual and behavioural targeting without utilising user data. Not only this, but AI, automation and machine learning are quickly being used to better tackle and manage analytics and user data, especially with the rapid maturity of generative AI.
Unsurprisingly, the broadcast and media industry has already speedily advanced AI into the realms of sports streaming and broadcasting, with many content providers utilising AI in some way for the efficiency of sports content delivery. While the benefits of AI and automation for administration is not being over looked, this does not appear to be where industry focus lies, as we had predicted at the start of 2024. Rather, it seems that continued developments in AI for content workflow efficiency in cloud playout and delivery are allowing for speedier advancements and faster movement towards a full workflow re-hash.
There are, however, some limitations beginning to surface with AI implementation. AI, automation and machine learning are not features that come pre-packaged and ready to run in our workflows. AI needs to be trained, like any specialist, and as a result requires the extra talent and resources to make this happen. In practise, AI needs constant review in the initial stages to ensure that it can perform tasks efficiently and does not contain any errors. This is a foresight that was not overly predicted by many, but one that is becoming apparent in its widespread adoption.
2024 has been a somewhat underwhelming start for 5G in the broadcast and media industry, with many industry professionals in conflict on its role in our workflows. There are, however, some impressive and exciting movements being made with the incorporation of 5G into content delivery – with some vendors already seeing successful transmissions of live events.
5G has taken some steps towards being a successful player in the industry, but the outlooks for increased bandwidth and latency for content delivery and cloud playout leave a lot to be desired. For cloud playout, 5G has only recently found its way into private sectors, with much of the previous success seen in consumer cloud scenarios. It has been speculated by many in the industry that our current infrastructures are not yet ready to efficiently distribute 5G content, and that much is yet to be done in the realm of 5G adoption. While 5G integration has its place, it seems its growth and application is taking a little longer than previously predicted.
For content delivery and cloud playout, this can open a realm of new opportunities for private and public cloud sectors. With the unprecedented increase in consumer demand over the past few years, a spike in efficiency for content delivery would be a welcome addition for any broadcaster and content provider. However, whether the increase in 5G adoption and integration will greatly affect cloud playout, is yet to be determined.
Since February, Veset has been hot on the trail of ad-tech and in-video ad insertion in the industry with the release of our in-video ad insertion platform, Veset AdWise. 2024 has seen the evolution of ad-tech in a few different ways, particularly with the rise of AI and automation. It is becoming clear that younger consumers are on the hunt for personalised experiences and are more willing to share information in exchange for viewing benefits. As well as this, with the constant changes in ad subscription models demonstrated by big industry players, ad-tech, specifically in-video ad insertion, is evolving alongside it.
Personalisation in ad-tech, cloud playout and content delivery is arguably the biggest development so far in 2024, with many vendors implementing some form of personalisable ads. As predicted at the beginning of the year, shoppable TV has become a running trend, and content delivery workflows are starting to reflect this gradual shift. On a mission to implement more personalisation into our ad-tech and in-video ad insertion solutions, consumer behaviour has become a focus, resulting in more of a contextual and targeted approach. This has been made particularly difficult in some instances, however, with the changes to GDPR and third-party data regulations implemented this year.
Cloud playout has been no stranger to huge operational shifts this year, particularly with efficiency and quality taking priority for many content providers specialising in cloud playout. The popularity of streaming services and ad-based subscription models has undoubtably shifted the way consumers think about content, and ultimately, content delivery and cloud playout too. The golden approach for cloud playout is becoming less focussed on linear, and more on OTT platforms with the resurgence of popularity in on-demand content.
New revolutions in ad-tech and in-video ad insertion have set the ball rolling for a shift in cloud playout, in many ways pushing the already growing demand of OTT platforms and streaming services. Newer subscription models often host in-video ad insertion solutions, promoting a personalised and targeted approach to contextual-based advertising. As predicted, cloud playout has been one of the first to see this change implemented in 2024, with the possibility of further personalised experiences and regional preferences or dialects becoming standard in the years to come. There are, however, some developments still up in the air with the rise of AI implementation, potentially creating a space for automated content delivery methods in the future.
2024 has already proved to be a revolutionary year for broadcast and media, with the main standout being the possibilities presented by AI and automation. While the industry predicted AI to be a contributing factor to developments in 2024, no one quite realised how quickly and intricately it would happen. AI is without a doubt going to transform the way we see content delivery and cloud playout in the latter half of 2024.
In addition to AI, personalisation will continue to develop in every aspect of broadcast and media. Most notably so far, personalisation has made its mark in the way of contextual-based and targeted advertising. Going forward, it is likely that personalisation will gradually make its way into content delivery and cloud playout, opening opportunities for data analytics and regional preferences based on new additions to AI and automation. Content delivery workflows will continue to become more automated, prioritising efficiency and resolution with the rise of new and innovative broadcast technology.
At Veset, we’re excited to see what comes next for the broadcast and media industry, and we look forward to the prospects ahead of us for the rest of 2024 and beyond. To see what we’re working on in the meantime, keep up to date with our latest news and check out our brand new seamless in-video ad insertion solution, Veset AdWise, for our take on ad-tech.
