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Home Blogs D2C의 부상이 라이브 스포츠 광고에 미치는 영향

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D2C의 부상이 라이브 스포츠 광고에 미치는 영향

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About The Author

Eric Black

Eric joined Edgio in 2023 to lead the company’s Media business. A 20+-year veteran of the digital video/live streaming industry, Eric leads the company’s growth in delivering the highest quality linear, live, and on-demand video experiences. Prior to joining Edgio, Black led NBC Universal’s media technology strategy across a host of digital properties during pivotal moments in the evolution of live streaming. He managed the first-ever live stream of a Super Bowl in 2010, delivered six Olympic Games (including the Rio 2016 Olympic Games, the largest digital event in history at the time), the 2018 FIFA World Cup, and Presidential debates. He also guided the team that launched NBC Universal’s Peacock in 2020. The systems built by Eric have focused on both high concurrent traffic and scale, and now deliver more than 20,000 events per year, resulting in billions of consumed minutes. His enormous contribution to the success of live event streaming has been recognized with nine Emmy awards. He is also a two-time winner of the IOC Gold Ring for Best Olympic Digital Service for the 2016 Summer Olympics and the 2018 Winter Olympics, and the recipient of the Edward R. Murrow Award for 9/11 coverage in 2004. In addition, he was honored with the 2013-2014 Technology and Engineering Emmy Award for Pioneering the Delivery of Pay TV Linear Video to Consumers Owned and Managed Devices Over an IP Connection.

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이 블로그는 소비자 직접 스트리밍이 미디어 환경을 어떻게 재구성하는지에 대한 두 부분으로 구성된 시리즈 중 두 번째 블로그입니다. 1부 읽기 여기. 라이브 스포츠 스트리밍 시장은 새로운 플레이어가 전통적인 방송 모델에 도전함에 따라 빠르게 진화하고 있습니다. 최근의 UEFA 챔피언스 리그 권리 분포는 아마존, TNT 스포츠 및 BBC가 2024 년부터 권리를 공유하면서 처음으로 3 개의 조직으로 나뉘어 있음을 보여줍니다. 스포츠 권리 보유자는 경쟁이 치열한 환경에서 값비싼 스포츠 자산에 대한 ROI를 극대화해야 한다는 압박에 직면해 있습니다. 그 결과, 방탄 시장 출시 전략을 수립하는 것이 그 어느 때보다 중요했습니다. 오늘날 스트리밍 기술의 경제성과 품질은 새로운 수익 창출 흐름을 활용하고자 하는 조직에 D2C(Direct-to-Consumer) 전략의 채택을 가속화하고 있습니다. 하지만 스포츠 라이브 콘텐츠를 프리미엄 품질과 글로벌 규모로 전송하는 것은 특히 효과적이고 신뢰할 수 있는 광고 워크플로우를 구현하는 데 있어 복잡한 작업입니다.

온라인 비디오 광고의 새로운 기회

광고 경험은 과도한 반복과 품질 문제로 인해 시청자를 실망시키는 경우가 많습니다. 많은 권리자들은 개인화와 측정이 부족하여 더 높은 CPM을 달성하는 것을 놓치고 있다. 응집력 있는 D2C 전략을 통해 스포츠 조직은 상호 작용 및 소비 습관에 대한 데이터를 수집하여 시청자를 포괄적으로 이해할 수 있습니다. 이 데이터는 타겟 광고를 전달하고 특정 제품을 효과적으로 홍보하고 추가 수익을 창출하는 데 활용할 수 있습니다. 목표는 보관된 자료, 실시간 통계, 소셜 미디어 통합, 라이브 게임 내 채팅 등 원하는 콘텐츠를 팬들에게 더 많은 자유와 선택권, 유연성을 제공하는 것입니다. 그 결과, 맞춤형 팬 에코시스템은 팬 중심의 맞춤형 경험을 통해 수익을 극대화하는 데 도움이 됩니다.

D2C 환경에서 광고 복잡성 해결

D2C 부문에서 긍정적인 모멘텀이 형성되었음에도 불구하고, 기업들은 광고의 복잡성을 과소평가해서는 안 된다. 브랜드는 고품질 광고를 통해 D2C 제품을 구축할 기회를 잡을 수 있지만, 퍼스트파티 및 써드파티 판매의 혼합을 고려하면 엄청난 복잡성과 여러 광고 네트워크와의 통합이 가중됩니다. 또한 콘텐츠 소유자는 광고 콘텐츠 준비, 브랜드 안전 및 실시간 측정을 고려해야 합니다. D2C 전략을 효과적으로 실행하기 위해서는 동급 최고의 기술 인프라가 필요합니다. 방송급 복원력과 분석 통합을 통해 컨텐츠 및 디지털 자산을 관리할 수 있는 플랫폼이 필요합니다. 인프라는 시장 진화에 적응하고 새로운 기술이 등장할 때 통합할 수 있을 만큼 유연해야 합니다.

구축, 구매 또는 파트너?

탄력성과 유연성은 광고 통화가 동시에 발생하는 라이브 환경에서 대규모로 복잡성을 관리하는 데 필수적입니다. 올바른 기술 접근 방식을 선택하는 것은 비용 나선형 시대에 권리 소유자가 재고 가치를 극대화하는 데 중요합니다. 전통적으로 조직은 자본을 투자하기 위해 기술을 사내에 유지해 왔습니다. 그러나 미디어 기업들은 이제 모든 비즈니스 모델을 지원하고 변화하는 수익 전략에 적응할 수 있는 동급 최강의 솔루션을 타사 벤더로 전환하는 추세입니다. 경쟁과 복잡성은 둘 다 증가하고 있습니다. 그럼에도 불구하고 D2C 제공업체는 적절한 전략과 이를 구현할 수 있는 적절한 파트너를 통해 현장 안팎에서 지속적인 성공을 거둘 수 있는 모든 기회를 얻게 됩니다.

Uplynk는 스트리밍 비즈니스를 강화하기 위해 단순하고 확장 가능한 워크플로우를 제공합니다.

주니퍼는 복잡성을 줄이고 미디어 기업이 신속하고 비용 효율적으로 서비스를 출시할 수 있도록 지원하는 신뢰할 수 있고 유연한 솔루션을 제공하여 브랜드가 비즈니스 차별화 요소, 고객 성장 및 콘텐츠 전략에 집중할 수 있도록 지원합니다. Uplynk는 모든 글로벌 시청자에게 최고 품질의 리니어, 라이브 및 온디맨드 비디오 경험을 스트리밍하는 동시에 수익화 전략을 활용하고 최소한의 리소스로 확장할 수 있는 핵심 기반을 제공합니다. Uplynk는 수십만 건의 라이브 이벤트를 처리했으며 2022년에는 24억 건의 이벤트 뷰, 33억 시간의 스트리밍 비디오, 2억 2천만 시간의 광고를 생성했습니다.