Analytics to Augment TV Industry Marketing and Branding Strategies with Improved Customer Experience

Introduction

On account of rapid digitalization, the TV industry is facing disruption, owing to varying preferences of TV audiences. Thus, to satisfy customer demands, the content developers are embracing new solutions such as real-time decision making to attract viewers, which provides possible growth opportunities for TV Analytics Market. Additionally, the growing competition among the enterprises to offer improved analytical solutions for marketing and branding strategies are projected to offer potential growth opportunities for the TV analytics market during the forecast period. For instance, in May 2018, 605­ – a media company providing advanced data and analytics services focusing on media & entertainment, launched ‘The 605 Impact Index’ a scientific approach for measuring the impact of TV advertising on branding and sales. Whereas, with the emergence of technologies such as BigData, Artificial Intelligence (AI), voice-based systems, and others would offer an opportunistic approach towards the TV analytics market.

Conclusion

The competitive scenario in the market portrays that the companies are focusing on partnerships, product developments, and investments & spending, among others, utilizing analytical tools to better understand customer behavior and thereby improve the decision-making strategies. This ascribes to attract customers and increase viewership. Thus, various leading online businesses such as Amazon, Google, and Trivago, among others are increasingly focusing on investing in TV advertising to strengthen its presence and market share, despite economic challenges. Moreover, with the companies entering into partnerships leverages the user-level viewing and exposure to data by enhancing the digital creative capabilities offered to viewers. Therefore, such factors result to influence the market growth for the TV analytics market.

Competitive Players

1. Admo.TV
2. Alphonso Inc
3. Amobee INC.
4. AnalyticOwl
5. BLIX
6. BrightLine
7. Clarivoy
8. Conviva
9. DC Analytics
10. Edgeware AB
11. FourthWall Media
12. Google
13. H-Tech
14. IBM Corporation
15. iQ Media
16. iSpot.tv
17. Parrot Analytics
18. Realytics
19. SambaTV
20. Sorenson Media
21. The Nielsen Company
22. TVbeat
23. TVSQUARED
24. Zapr Media Labs.

Recent Developments

• March 2022, The Nielsen Company is getting acquired for USD 16 billion by Evergreen Coast Capital Corporation
• June 2022, LG Ad Solutions announced a multi-year deal with Magnite, an omnichannel sell-side advertising platform, to enable data-driven planning and advanced analytics for media buyers.

Segmentation

1. By Component
   1. Software
   2. Services
2. By Deployment Mode
   1. On-premise
   2. Cloud
3. By Application
   1. Competitive Intelligence
   2. Customer Lifetime Management
   3. Content Development
   4. Audience Forecasting
   5. Campaign Management
   6. Churn Prevention and Behavior Analysis
   7. Others
4. By Transmission Type
   1. OTT
   2. Cable TV
   3. IPTV
   4. Satellite