No Monetization, Mo’ Problems:How AI Can Drive Revenue for OTT Services

David Kulczar Sr. Offering Manager – Watson Media

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Please noteIBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion.

Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision.

The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract.

The development, release, and timing of any future features or functionality described for our products remains at our sole discretion.

Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming inthe user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

© 2017 IBM Corporation

Cognitive is the result, Watson is the fuel…

Personality Insights

NLU

Conversation DocumentConversion

Language Translator

Natural Language Classifier

Retrieve & Rank

Tone Analyzer

Language

Speech to Text

Text to Speech

Speech

Visual Recognition

Vision

Discovery

Data Insights

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Since Jeopardy, Watson has become a set of cognitive services

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Knowyourcontent Knowyourcustomer Knowyourworld

sothatyoucan:

METADATAConcepts&Entities

Taxonomy

Tone&Sentiment

Themes,Tropes

Relationships

ImageRecognition

Rights&Avail.

Interests&PassionsSocialChatterViewingHabitsPersonality

Age&Demographic News TrendsSocial Blogs

§ Personalizetheuserexperience§ Drivecontentloyalists&sub.revenue§ Deliverhighlytargetedads§ Seamlesslyadjusttospecificuserneeds§ Interactcognitivelyinnaturallanguage

§ Respondnimblytoworldevents§ Connectproducersandcustomersto

relevantcontent,inreal-time§ Understandcompetitivelandscape§ Ensurecontentstaysfresh,relevant

§ Eliminateconstantmanualtagging§ Tagmediawithprecisemetadata§ Providewritersandproducersarich,

searchablecontentlibrary§ Contextualizecontent,ensureoriginality

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How can Watson assist with Media & Entertainment challenges?

© 2017 IBM Corporation

Video Foundation and Services

Watson Media Capabilities ContentEnrichment

AudienceInsight

Personalization

Enrichment Metadata extraction, annotation and content insights• Automatic metadata tagging, Automatic Transcription, Visual recognition,

video scene detection and chaptering, Tone and Personality analysis

Ad / Mktg.Intelligence

Monetization and Optimized media activation• Anticipate the right audiences, optimizing engagement and

providing measurable results• Optimizing Ad solutions and marketing tools to proactively improve

results with cognitive technologies

CapabilityTooling New Capabilities to optimize internal and external experiences

• Compliance, Auditing, Disability Services, Media fidelity tools, Complex In Asset Discovery, Regionalization, Social Integration, etc.

Transcoding

SD-CDN

ContentProtection

MediaStorage

Players

Deep audience segmentation leveraging Weather technology• Micro segmentation, 360-degree consumer profiling, Engagement &

churn analytics, Forecasting and Optimization

Deep Video Analysis

Message Resonance

Concept Expansion

Face Detection

Natural Language Classifier

Speech to Text

Text to Speech

Language Translation

Language Detection

Sentiment Analysis

Dialog

Retrieve and Rank

Image Link Extraction

Tradeoff Analytics

Entity Extraction

Tone Analyzer

Personality Insights

Taxonomy

Author Extraction

Concept Tagging

Relationship Extraction

Concept Insights

Relationship Extraction

Question & Answer

Feed Detection

Keyword Extraction

Visual Recognition

Image Tagging

Text Extraction

Deep content, experience and Offers personalization• Automated content recommendation and personalization of user

experience based on Cognitive technologies• Targets issues that viewers face around content discovery• Personalize Offers, up sell and cross sell of packages

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Watson Media: Solving the Challenge of Monetizing OTT

© 2016 IBM Corporation Page 6

Key Watson Capabilities Used

Visual recognition allows us to understand the contents of an image or video frame, answering the question: “What is in this image?” Returns class, class description, face detection, and text recognition.

Enhanced and automated understanding of personalities

present in the frame, and objects

Tone Analyzer & Personality Insights provide additional features that document Emotional, Writing, and Social Tones of dialogue, as well as the overall personalities of characters based on their words.

Deeper understanding of the emotional overtones of a scene and

character personalities

Unstructured Analytical Value

Deeply EnrichedContent

The End Goal

Speech to text lets us transcribe audio into text by leveraging machine intelligence to combine information about grammar and language structure with knowledge of the composition of the audio signal.

Activate decade-old material by running it through the STT API and then performing deeper analytics

Deeper understanding of concepts, recognized entities, keywords, and

relationships

Natural Language Understanding delivers tools that allow us to distill text and dialogue into fundamental components like: Concepts, Document-Level Emotions Sentiment, Entities, Keywords, Language, & Taxonomy.

Content Enrichment: The Importance of Metadata

© 2015 IBM Corporation© 2015 IBM Corporation 7Page

Content Enrichment Automatic tagging of metadata attributes based on the visual cues within the content as well as the key language attributes in the audio of the asset in order to provide deeper meaning / more valuable attributes to a customer’s content inventory.

Key Problems Solved

• Increase the Value of Content – Automatically enrich content assets by extracting metadata, developing semantic and cognitive insights that help exploit new monetization opportunities, match audience preferences and provide new distribution channels

• Maximize Consumer Monetization – Grow viewership and improve customer satisfaction by uncovering greater insights about how viewers interact with assets. Having a deeper understanding of assets allows for better modeling of viewer behavior and improved business decisions around content creation, content acquisition, marketing and advertising

• Optimize Content Performance – Match content to viewers in dynamic new ways by understanding similarities and differences between assets and offering them to consumers based on asset affinities. Positioning the right content for the right audience is critical to driving consumers to relevant content in the face of increasing entertainment options

• Expand Service Revenue Opportunities - Media companies are being asked by advertisers for ever increasing amounts of data to maximize advertising spend. Improve ability to drive advertisers to specific content based on new and highly relevant attributes targeted to specific high value audiences

• Improve Understanding of Content – Unlock the potential to search and index assets in entirely unique ways and provide viewers the ability to find highly relevant material with ease and flexibility based on extremely detailed and relevant attributes

© 2016 IBM Corporation Page 8

Audience Insights

Combining Cognitive Analytics, Social Media Insights and Marketing Cloud to understand and grow audience.

Watson.TED.com

Using Watson to create a playlist of videos based on the interests and personality of the user.

Morgan Trailer

Using Watson to dynamically build a motion picture trailer based on analyzing traits of long form content.

US Open

Solution using Watson Speech to Text against live or on demand content and allows for dynamic transcript correction.

Watson Media Accelerator

Shows how multimedia content can be consumed and enriched by Watson. Enriched metadata is generated that can be used to support variety of uses.

Watson Adobe Premier Pro

Shows how metadata generated from Content can help make Content Extraction and Editing more powerful and efficient.

Watson News Explorer

Quickly analyze and associate current events and news with relevant connections and relationships about People, Groups, Organizations, etc.

Roland

Real time Social and Speech to text integration against live event content.

Solutions Driven by Watson

© 2016 IBM Corporation Page 9

Personality Insights https://personality-insights-livedemo.mybluemix.net/Natural Language Classifier http://natural-language-classifier-demo.mybluemix.net/Visual Recognition http://visual-recognition-demo.mybluemix.net/Natural Language API http://www.alchemyapi.com/products/demo/alchemylanguageTED Talks Demo http://watson.ted.com/Chef Watson Demo https://recipes-demo.ibmchefwatson.com/communityNews Explorer Demo http://news-explorer.mybluemix.net/Dialog Demo http://dialog-demo.mybluemix.net/Visual Insights Demo http://visual-insights-demo.mybluemix.net/Speech to Text Demo https://speech-to-text-demo.mybluemix.net/Text to Speech Demo https://text-to-speech-demo.mybluemix.net/Relationship Extraction http://ibmlaser.mybluemix.net/siredemo.htmlRetrieve and Rank Demo http://retrieve-and-rank-demo.mybluemix.net/rnr-demo/dist/#/Tone Analyzer Demo https://tone-analyzer-demo.mybluemix.net/

Additional Watson Demos – Explore at Home

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HITS:Spring 2017

Thank You and Q&A

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Demoshttp://www.ibm.com/cloud-computing/bluemix/watson/

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