IBC 2018: Massive, ThinkAnalytics team for AI-powered OTT user experience | Infrastructure | News | Rapid TV News
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Specialist UX vendor Massive has announced a partnership with discovery and viewer lifecycle management software provider ThinkAnalytics, on the launch of a new user experience for pay-TV operators and over-the-top providers.
massive thinkanalytics 12Sep2018

The artificial intelligence-based solution pairs Massive’s AXIS platform with ThinkAnalytics’ machine learning capabilities to deliver a personalised experience for the viewer. By using machine learning to analyse audience behaviour in this way, the companies say that it becomes much easier for marketing and editorial teams to deliver personalised content, promotions and offers that ensure each viewer is always presented with something tailored to watch.

The machine learning techniques are used to more accurately identify what each viewer’s preferences are and then 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. This say the partners makes it much faster and easier to push editorial and personalised content recommendations to individual viewer for optimal engagement – keeping them subscribed and growing ARPU.

“Segmentation and targeting are now critical to OTT success,” explained Massive CTO Max Ramsay. “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.”

Peter Docherty, CTO at ThinkAnalytics, added: “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.”