Evaluating the high implementation costs for unique ad formats in gaming, sports, and film

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Technology has made it possible to adventure through medieval worlds via a phone screen, stream hundreds of sports plays at home, and watch movies in 3D. These digital integrations bring portability to a once static experience. As audiences move online and new features constantly roll out, the bar is placed high for advertisers to follow suit. Billboards, newspaper ads, and door-to-door sales now seem like the practices of yesteryear. Virtual reality and video manipulation have brought the purely imagined into existence.

Nevertheless, high costs, production needs, and physical dependencies are barriers that many content creators face. Industry-specific requirements have caused silos in ad integration technologies. In the following, we look into esports, traditional sports, and film/broadcasting to review challenges that can be solved with 4D Sight’s AI-enabled monetization technology.


Using AI to create a delightful video monetization experience built to scale across content mediums

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“Buy this” — the phrase all advertisers want to say, but can’t say without an explanation. Only after multiple testimonials, demonstrations, celebrity endorsements, and rows of HD pictures can this simple message truly be understood and enacted on by consumers.

After all, advertising relies on building connections and guiding audiences to realize a demand. Much more than a measure to increase the bottom line, advertising is a means of communication and in itself requires mutual understanding and respect to function. The current situation has put consumers and brands at an impasse. Consumers are annoyed with being spammed with content, but also require multiple exposures before considering a purchase. Brands must innovate from the classic display-ad model as ad revenue growth starts to plateau, but the cost and implementation restrictions have greatly limited efforts. …


Finding touchpoints between esports and traditional sports for new sponsorship opportunities

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Key Insights:

With the onslaught of the COVID-19 pandemic, new shelter-in-place constraints, and social distancing measures, many industries have taken losses these past 6 months. Throughout sports, the pandemic’s effect is seen in all branches of the industry: from ticket sales, media relations, sponsorships, television networks, and even the game itself. Major league and minor league sporting events were forced to reschedule, or outright cancel, this year. The International Olympic Committee announced last March that they would be postponing the 2020 Tokyo Olympics until July 2021, a date that is subject to change as the coronavirus pandemic evolves. …


Maximizing ad impact during peak viewership with body movement detection

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5 seconds left. The crowd is silent as he scopes out a path from half-court. 3 seconds. Sprinting forward he dodges his opponents, twisting from their flailing arms. Ball in one hand and the hopes of his millions of viewers in the other, he prepares for the moment of the night. 1 second, he jumps — sweat dripping, heart beating, eyes gleaming. The buzzer sounds. Roars of applause and cheers thunder across the stadium as discussions disperse on social media.

He made it.

The sensations of tension and relief, ecstasy and despair, community and individuality are characteristic of a sports match. Condensed into those 5 brief seconds are the emotions and histories of people from all backgrounds and beliefs. We live for these unforgettable moments of surprise and they are the reason why sports culture and international gatherings occur. For brands, successes open a unique opportunity to bond, interact, and celebrate with consumers over a common experience. Recognizing the elevated feelings during such moments, 4D Sight seeks to maximize exposure of ads and place them when viewers are the most immersed by detecting key points in games. …


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With the onslaught and increased hype for big data and analytics, one might expect sports broadcasting, of all large entertainment industries, to be a frontrunner. In fact, in October 2019, global data analytics company Nielsen released new fan insights and marketing data for the sports broadcasting industry — to respond to the growing needs of sports marketing and the changing watch behaviors of the public.

Broadcasters, brands, and marketers are equipped to further their relationships and better what can enhance the broadcast experience and the effectiveness of consumer advertising with new insights. …


Identifying child predators and toxic behavior using natural language processing

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“Don’t talk to strangers.” For children who have heard this 30 years ago, it was easy to see who they knew and who they didn’t. Now with electronic devices aplenty, flexible online communications, and high rates of digital media consumption, the internet has given the powers of access and anonymity to anyone anywhere. A single username could represent multiple people behind screens who are drastically different than they describe. And as opportunities move online, so follow illicit activities. …


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The traditional sports industry is facing many challenges as COVID-19 continues to prolong the return of sports as we know it. With fans eager to attend live games and players itching to compete, it is plausible to assume the reopening of sports will trigger a surge in both attendance and online viewership. Since COVID-19 asserted itself in early 2020, the sports industry is estimated to lose 2.2 billion-dollars of national TV revenue, contributing to the overall revenue drop of 61.6 billion-dollars. …


Blending ads with content improves audience sentiment and connection

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At $336 billion, digital advertising spending is projected to account for over half of total ad spend in 2020. There’s no doubt that it’s an avenue in which everyone is trying to enter and master. As millions of people are confined indoors with limited social gatherings, knowledge about and fluency in the digital ecosystem is more important than ever for big and small brands alike. And for consumers, ways to maintain normalcy through online shopping and brand discovery have only increased.

Despite the postponement of the Olympics and cancellations of popular collegiate sports, the growth of streaming, esports, and gaming has presented new opportunities for brands to interact with consumers and create a common culture. Launching from these platforms, 4D Sight seeks to streamline the advertising experience for both sides: Providing ads that are integrated into viewing content, non-intrusive for all audiences, and capable of providing new performance insights. With these tools, advertisers can move toward the desired digital mastery that is necessary for catering to an increasingly online audience. …


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As COVID-19 continues to change the world as we know it, many thoughts and assumptions regarding the general outcome are often ever-changing. People constantly question how each industry will be impacted by this virus- typically with poor expectations. For esports, hopefully, this is not the case.

According to the Washington Post, there was a 50% viewership increase from March to April on the popular gaming platform, Twitch, resulting in almost 1.5 billion gaming hours. With rising hours of viewership and overall engagement, esports is capitalizing on opportunities that most traditional sports teams typically do not provide for fans. Newzoo even claims that the esports market will produce revenues of over 1059.3 …


Digital communities are the new campfires! Creating love and long term loyalty requires groundwork and authentic communication.

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Embedded Playstation ad in GTA5 using 4D Sight

Key takeaways:

If you’ve been following the 2020 season of the Overwatch League, you’re probably aware of “CRUNCH TIME.” This mockingly-quoted phrase refers to egregious misplays from Blizzard’s broadcast team, where they continually initiated sponsored breakaway segments in the middle of gameplay and completely obscured NYXL and London team-fights on Kings Row with a giant Cheez-It logo — all while the match audio continued to play behind the advertisement. …

About

Erhan Ciris

Founder and CEO of 4D Sight, working on deep video monetization across various mediums. To learn more please visit www.4dsight.com

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