Latin America. USSI Global has created a research and development program that will provide audience analytics to its streaming customers providing NEXTGENTV services. The essential technology component will be developed through its new partnership with AdMobilize, one of the world's leading audience intelligence companies.
USSI Global's development platform will leverage the native IP backbone of ATSC 3.0, the streaming industry's next-generation wireless television standard, to support real-time analytics during live NEXTGENTV streams using AdMobilize software.
AdMobilize powers digital networks away from home (DOOH) around the world with real-time, fully anonymous, AI-based software. The partnership between USSI Global and AdMobilize was established in January to implement computer vision-based audience analytics across all USSI Global digital signage projects. USSI Global is a turnkey project management specialist for large DOOH projects around the world, including multi-site retail networks and outdoor digital menu boards.
"USSI Global sees the partnership with AdMobilize as a way to drive closer integration and new business opportunities between USSI Global's leading network and transmission, digital signage, and consumer and e-commerce solutions," said Anthony Morelli, Chief Operating Officer, USSI Global. "The intrinsic IP network capabilities of the ATSC 3.0 standard can support the two-way interactivity requirements for personalized and personalized content such as targeted advertising, which in turn is based on in-depth audience analysis. While these real-time audience intelligence strategies are common in digital signage and DOOH, broadcasters have been limited to integrated analytics platforms that provide only basic audience insights."
USSI Global will offer options to broadcasters who create AdMobilize analytics within live over-the-air broadcasts. AdMobilize measures audience impressions, providing valuable feedback on the audience experience on any new NEXTGENTV features, content, or advertising. This will further complement the native audience measurement capabilities of the ATSC 3.0 standard.
Public places displaying over-the-air content would represent the first phase of the launch. The workflow would be similar to a DOOH or digital signage network that dynamically extracts media from a content management system, but instead uses components and workflow systems familiar to broadcasters.
"The ATSC 3.0 standard is essentially a content delivery model that merges streaming and broadband, and that element of broadband opens a path for broadcasters to provide a combination of interactive and multimedia services that were not previously available to them," said Ted Korte, vice president of programs and Innovation Lab. USSI Global. "Through our partnership with AdMobilize and the power of artificial intelligence, we can collect a richer set of viewer analytics by combining what the viewer is seeing or experiencing, along with their emotional reaction to what they were seeing. Broadcasters can dynamically adjust advertising content and various features to optimize viewer engagement based on audience analytics correlated with the content."
NEXTGENTV continues to gain momentum through an acceleration of U.S. deployments. Up to 62 market launches are expected through the first quarter of 2022, bringing the benefits of NEXTGENTV including advanced 4K UHD video, surround sound audio, and optimized media capabilities for more consumers across the country. International interest in the standard also continues to rise, with NEXTGENTV signals now available to approximately 70 percent of South Korean viewers.
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