Makers aren’t getting much under the OTT and Monetization Ecosystem and they wonder why the platform owners are making money and not them. Artificial Intelligence and Analytics is the solution, said Dr Arif Ansari, CEO and Founder of Intuition Intelligence, while speaking at the Over The Top Television (OTTV): Experience The Future event at Taj Lands End in Mumbai recently.
Dr Ansari made a presentation on how internet platforms can win the race of eyeballs using Artificial Intelligence and Advanced Analytics.
He started his presentation by referring to the phrase www (Wild Wild West), where the internet is basically in control of big western players such as Google, Facebook and YouTube, Netflix, Amazon Prime specifically in the OTT segment. He said while the answer for the makers lies in Artificial Intelligence and Analytics, it is important to recognize a few facts. We live in an eye candy generation where edgy content matters most. The content consumers have shifted from the writers, to the typers, the clickers and reached the present stage of flickers, where we just flick or swap around the content on our devices. But so much data is available in today’s times on every flick of the consumer that it is unimaginable. So the question is how do we capture that data?
The answer is Adaptive Artificial Intelligence (AI) which leverages tools such as the Relevance Engine and the Viral Prediction Engine which can help make the content rich and can also be leveraged to get content based placement of ads right on the money, said Dr Ansari. The Viral Prediction Engine can tell the virality of the content within the first 1000 views, which is a game changer feature. He cited the example of the PPAP (Pen-Pineapple-Apple-Pen) video and said that today, with their technology at Intuition Intelligence Inc., they can tell how much money the content is going to make and how long a life the content has. The original PPAP video got 120 million views, the next guy who copied it and made his own version got 48 million views and the next person who copied it got 19 million views. This is due to the long form content which lasts long due to relevance. Smart content is one which resonates with the audience.
With their technology, they could find out what content is viral in which city. He cited the example the Salman Khan’s forthcoming film TUBELIGHT, which gaining popularity in Pune, Mumbai and regions of North India, but losing a lot of money on the table in South India.
One very important fact he touched upon was that the subscribers are not to be owned by one body. They are to be owned by advertisers, OTT channels and delivery platforms and the demand of the time is shared intelligence and across field networking. The shared analytics are available and can be passed on to each concerned body.
In the end, “Content is the King”, he said. And, Content Creation should be fast, fresh and viral like the ZARA model which has completely changed the fashion industry with their innovative fast fashion.