How does the shift in Content Delivery Models Affect the Advertisers? Will They Sink or Swim?
Today’s age is the age of the internet. It serves as the primary medium of getting any kind of information anytime, anywhere. Whenever we try to fetch information from the internet, the most important factor that we consider is – how fast we are getting the required information?
The internet is flooded with hell lot of information and the possibilities of individuals accessing the same information at the same time from different parts of the world are very high and ensuring an optimal user experience in such scenarios may become difficult for the content providers. This is where a Content Delivery Network comes into existence. It replicates the content on several different locations over the internet and enables the users to access the information from that particular location that is the most nearer to its geographical location.
“Content Delivery Networks (CDN) are an essential element of any business plan whose main goal is to deliver excellent user experience by ensuring a rapid content delivery.”
Why is there a shift in Content Delivery Models?
Consuming content has become an indispensable part of the daily routine of millions of individuals of which more than 70% use mobile devices to fulfil the purpose.
With the consistent introduction of new technologies, new applications as well as new devices, the audience now has more alternatives on what they want to view, how they want to view, and using which device they want to view. Consequently, the online consumption of the content keeps on rising with each passing day. The introduction of applications like Netflix, Hotstar, Amazon Prime, and other apps like them have excessively contributed to boosting the per day consumption of the content over the internet.
These applications have kept the cable televisions aside and strongly gained the attraction of millions of viewers by providing on-demand content delivery.
Using the traditional content delivery systems in such scenarios may not serve the purpose of providing a high-quality and excellent user-experience and likely to diminish the interest of the viewers towards the content. Due to this, organizations may end up losing their viewers that will ultimately harm their business.
The upcoming generation of content delivery and applications is demanding a shift from a traditional model to modern architecture and a new business model. As the way in which the videos are consumed has altered, content delivery is also required to be changed with it. New content delivery models are expected to provide extensive peak capacity, low latency as well as high bandwidth.
Hence, organizations are taking a shift from regular content delivery models to advanced, more user-focused models.
Impact on the advertisers
The career of advertisers actually started with just six broadcasting channels and television used to be the primary medium utilized to accomplish the task. Then came the internet and opened the opportunities for the advertisers to reach the audience by means of different channels. However, it also incorporated the overhead of measuring the audience across each separate channel and planning the advertising strategies accordingly.
Today, we have entered an entirely new world where the devices utilized for accessing the content are not limited to desktops and mobiles but we have a number of IoT devices such as headable and smart speakers, and the numbers keep on rising. The behaviour of consumers is also changing as a result. This change in the behaviour of consumers and the availability of multiple platforms for delivering the content are giving new opportunities to the advertisers to help their brands in connecting with their audiences by using a variety of different channels. The constantly rising number of devices for consuming the content as well as the increasing number of OOT services are providing chances to the brands to shape their advertising in an entirely new form.
However, with the advancement in content delivery models, the advertising brands have to compete in an entirely new and video-dominant landscape. They are required to use such data and analytics and target the video content that is capable of attracting a frequently changing and tough audience. This is surely going to be more challenging for the advertisers than it was ever before.
Advertisers – Whether they will sink or swim?
Of course, a lot of opportunities are waiting for the advertisers as a result of the changes being introduced in the content delivery models as well as in the way the content is delivered to the audience. However, at the same time, these changes are carrying an ample number of challenges for them as well which are not so easy to tackle.
The biggest question that arises here is – will advertisers survive with all the drastic changes happening around the Content Delivery Models or they will fall?
Well, we are not in a position to forecast the state of the advertisers as of now. Who will sink and who will swim in such a scenario is yet to see.
Let us keep our fingers crossed, hope for the best, wait and watch how these shifts are going to impact the advertisers.
Meanwhile, if you have any opinions to share on this, the comment section is waiting for you!