Broadcasters are increasingly falling behind streaming services on targeted advertising due to hesitance around adopting Cloud technologies, according to ATEME.
The research found that 80 per cent of broadcasters are considering implementing ads tailored to the consumer, with 58 per cent investing up to 20 per cent of their budget in personalisation services.
“By using technology and the data available to them to tap into this trend, traditional broadcasters will be able to create a tailor-made viewing experience and potentially open up new revenue streams,” said ATEME CEO Remi Beaudouin.
Following in the footsteps of streaming platforms, 66 per cent of broadcasters said they would consider moving to the Cloud, while 28 per cent have already done so. However, 44 per cent cited a perceived lack of control over their content as their biggest concern about this development.
“Cloud has been surrounded by many misconceptions over the years which have deterred broadcasters from adopting it,” said Beaudouin. “However, as broadcasters get to grips with the potential impact of Cloud on their business and the services they are able to offer, we are seeing its adoption increase.
“Moving to the Cloud will allow broadcasters to adopt new technologies and make more effective use of their data so that they can begin to offer the level of personalisation more often associated with streaming platforms and their algorithms.”