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What’s the Best Way to Build a Targeted TV Solution?

As we discussed in this previous post, building a Targeted TV (TTV) solution in-house isn’t necessarily the best way to achieving a TTV experience. One of the most difficult parts of creating a successful TTV solution is the backend, where complex issues such as the business logic, infrastructure for data analytics, and processing, to name a few, will need to be addressed before you can build a really cool frontend.

The same can be said on the API side; if you build using a platform that’s generic and applicable to multiple customers, you’ll have a lot of APIs from which to choose to create the solution that you want. These are APIs that are broadly used across multiple users, which makes the them flexible and helps avoid the need to invest time in developing them on your platform.

The Inside-Out View

The Inside-Out View is that the market is moving fast, and competition is moving even faster; every customer now has many more competitors than they did a year ago and expects to have even more a year from now. Speed and agility have become a critical requirement, so that part of the reason for saying “I won’t build everything myself” is not just because of cost but also agility, to be able to move quickly, something a company can’t always do when trying to build in-house.

Another important issue to consider is operations. An in-house solution not only costs to build and requires time-to-market, but also needs to take into account the cost and expertise required for running the solution operations. Even large media and telco companies that have the existing equipment are looking to move to a cloud-based platform, one that can grow with the company’s growth. By using an external solution, operators can take advantage of solution providers who are already experts at handling operations for others and can grow as the service grows (scale). This allows the operator to focus on the important stuff – their business!

So How Should Operators Build a Targeted TV Solution?

The way to think about this is this: if I’m a media company or service provider and I want to launch a service and am thinking about building my own, which pillars do I need? When considering generic versus non-generic, which of the following makes the most sense:

  • Infrastructure: Do I have one in place? Is it scalable?
  • Operations: Do I have the operations? Are they flexible and scalable?

Taking into account these two very large considerations, decide whether it’s critical to own them, or whether it makes sense to use another, existing solution? Now consider that a company that develops this for multiple customers (like Kaltura does), has already spend a lot of energy on how this model scales, not on a one-time basis but as part of its on-going roadmap. If, however, you decide to build it yourself, in some cases, you’re going to find that every upgrade and change is painful. Indeed, in this new era of cloud TV, with its focus on new functionalities, requires continuous development and deployment.

Additional TTV Considerations

Additional considerations to take into account when deciding whether to build your TTV solution in-house or not are related to functionality. These include your content strategy; user experience (do you have an experience management tool); user interface (ideally one that provides a highly flexible experience and not hard coded applications), customization and more.

These are all areas that, like operations and infrastructure, can be provided a solution like Kaltura’s TTV solution, which offers a highly flexible experience management and template that can be grown to be fully customized, providing your company with a customized solution that provides the most agility at the least cost.

Ultimately, the decision not to build a solution in-house comes from the understanding that companies are willing to give away full control to gain a better time-to-market and better cost to achieve their business outcomes.

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