Viaccess-Orca - Audience Segmentation Service (VO Segmenter)
Category Artificial intelligence AI - Machine learning ML
Viaccess-Orca’s Audience Segmentation Service (VO Segmenter) allows video service providers to identify and target subgroups within their audience, harnessing their full monetization potential.
The solution offers accurate segmentation of viewers based on personal interests and preferences — as well as geographic, demographic, and behavioral criteria — changing the game for personalizing advertising content. The solution helps video service providers boost revenue through targeted advertising, marketing campaigns, and proactive viewer retention strategies.
Bringing AI Innovation to Personalized Advertising:
Utilizing advanced AI and ML algorithms, along with intuitive rule-based queries, the VO Segmenter allows video service providers to segment viewers based on personal interests (such as sports or drama); individual viewing preferences; and other geographic, demographic, and behavioral parameters (i.e., whether they are late-night viewers or binge watchers).
The VO Segmenter aggregates vast amounts of first-party data from various points within the video delivery chain, along with any available third-party data. Ecosystem-wide data mastery is another distinguishing feature of VO’s offering. The solution collects and analyzes data from backend servers and databases, to set-top boxes, player apps, content metadata, and user interactions. Once data is collected, the solution analyzes and processes queries combined with AI/ ML algorithms tailored for specific needs. The goal is to identify the users that meet the sophisticated criteria and create highly defined audience segments.
The VO Segmenter also provides business analytics on each segment. Video service providers are then given data on how to approach these segments, including the most impactful ads to insert, the best marketing upsell offerings for campaigns and promotions, and strategies for customer retention associated with churn reduction.
The solution’s user interface combines a simple, intuitive, rule-based query builder with generative AI capabilities that allow customers to create more fine-tuned, sophisticated segments, making the platform accessible and user friendly. Service providers can use natural language to describe exactly what they need and achieve precise segments. This blend allows for the granular and high-resolution segmentation of audiences based on a multitude of criteria.
With its data mastery, computational capabilities, and user-friendly interface, the VO Segmenter enables video service providers to make informed decisions about how to deliver targeted ads based on a holistic understanding of their audience and market dynamics, leading to more successful targeted ad campaigns, increased viewer engagement, and higher monetization.
Unlocking Monetization With Audience Segmentation:
The ultra-competitive nature of the video streaming industry has created a need for innovative monetization methods. Subscribers have endless video streaming offerings to choose from, putting service providers’ revenues at risk. Targeted advertising has emerged as a solution, enabling video service providers to maximize their revenues while prioritizing — and improving — viewer engagement. Yet, to effectively deliver targeted advertising, video service providers need to obtain accurate data about their audience and understand how to maximize it.
Leveraging the VO Segmenter, video service providers can harness the power of AI and generative AI to drive revenue growth across multiple fronts: optimizing advertising ROI, creating efficient ad campaigns and driving impression-based revenues, tailoring marketing campaigns, and addressing churn risks.
Based on its holistic data collection, and the precise segment-creation capabilities, the VO Segmenter deserves to win the award for enabling video service providers to unlock their full advertising and monetization potential through audience segmentation.
