OTT user experience specialist Massive has partnered with content discovery and viewer lifecycle management software provider ThinkAnalytics to launch of a new AI-powered UX solution for pay TV operators and OTT providers.
The solution pairs Massive’s Axis user experience and content management platform with ThinkAnalytics’ AI and machine learning capabilities to deliver a new dynamic personalised experience for the viewer, according to the pair. By using machine learning to analyse audience behaviour, marketing and editorial teams can deliver personalised content, promotions and offers that give each viewer something tailored to watch.
With the solution, machine learning techniques are used to more accurately identify what each viewer’s preferences are. Second, the solution reacts to user engagement on the fly, giving editorial teams the insights needed to adjust content promotions and the UX based on what’s resonating with different user demographics, in addition to automatically identifying new, personalised carousels for each viewer, according to the pair. This enables service providers to push editorial and personalised content recommendations to individual viewers.
“Segmentation and targeting are now critical to OTT success. Telecine recently increased its OTT traffic 75% using the personalisation capabilities already offered with AXIS. Partnering with ThinkAnalytics will help us drive that number higher for operators and OTT providers due to the deeper understanding of the audience possible through machine learning,” said Max Ramsay, CTO at Massive.
Peter Docherty, CTO at ThinkAnalytics, said: “Advanced AI and data analytics are at the core of our technology. Integrating with AXIS offers a route for joint customers to turn our data and insights into immediate results that will have a positive impact on the user experience and revenues – and deliver the full benefits of viewer lifecycle management.”
Massive will demonstrating its Axix user experience management platform, at IBC in hall 14, stand F06. ThinkAnalytics will demonstrate its technologies at IBC in hall 1, stand A74.