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In the broadcast and media industry, video content continues to be an essential asset, ranging from news clips to sports highlights, documentaries, promotional content, archival materials, and many other genres. However, to ensure significant returns on the investment in the videos we produce, it is crucial to adopt effective strategies to maximize their ROI (return on investment).

VSN, one of the leading companies in media management solutions, presents a comprehensive approach to optimizing the ROI of videos, addressing the various stages of the content life cycle — from creation and management to distribution and analysis.

Key Strategies to Maximize ROI

1. Set specific goals for each type of content: Not all videos serve the same purpose. While a promotional clip may aim to generate brand awareness, a documentary may focus on credibility. Setting clear, measurable goals for each piece of content is the first step in aligning production efforts with expected outcomes.

2. Use advanced analytics: Data analysis is a powerful tool to optimize video performance. By tailoring analytical approaches to the type of content, valuable insights can be gained about audience behavior and which formats generate greater engagement. For example, promotional videos tend to perform better on social media platforms, while documentaries are more successful on OTT platforms.

3. Optimize workflows: Each type of video requires a specific workflow. Advanced systems, such as Media Asset Management (MAM), are crucial to speeding up production and distribution processes, reaching the target audience faster and reducing resources during the process.

4. Personalize content: Tailoring content to audience preferences is essential for maximizing impact. Regardless of the type of content, personalization helps extend the longevity and relevance of videos for the intended audience.

5. Monetize content beyond the initial use: Explore ways to monetize videos beyond their initial purpose, for example, by allowing third parties to use the content in other productions, such as advertisements, or making it exclusive to a platform to attract subscribers or integrate sponsorships.

6. Continuously evaluate and adjust strategies: In a constantly evolving media industry, what works today may not be effective tomorrow. Continuous evaluation of metrics and strategy adjustments are essential to maintaining relevance and maximizing long-term ROI.

Success Stories in Maximizing ROI

VSN highlights practical examples of how broadcasters have benefited from MAM systems to optimize their processes.

Case 1: A news channel that wanted to stay competitive on social media decided to adopt the system. This allowed them to reduce the time to publish clips on social platforms from 30 minutes to just 5, resulting in a 50% increase in audience engagement and a 15% increase in new followers shortly after acquiring the system.

Case 2: A TV broadcaster, with decades of archived content, wanted to know how to repurpose that content. After implementing advanced analytics tools and a MAM system, they were able to identify consumption patterns in their archives, leading them to develop documentaries based on the most popular content. These were promoted on OTT platforms, resulting in a 20% increase in subscriptions to those platforms within just six months.

Case 3: A sports broadcaster had a large amount of content that needed to be repurposed for publication on various other platforms. Due to fragmented workflows and a lack of integration between teams, this opportunity to expand the monetization of their content was limited. By implementing a MAM system with integrated Artificial Intelligence (AI), they were able to automate the creation of highlights and personalized videos through the automatic selection of key moments in sports events, such as goals, player reactions, and other key moments. As a result, they were able to transform hours of broadcast into short videos for social media or game summaries for other platforms. This led to a 40% increase in engagement on their social media, as well as a 25% increase in views of sports content on OTT platforms.

Conclusion

Maximizing the ROI of a video is not a generic task. It requires a strategic approach that considers the diversity of formats and goals. By setting clear objectives, optimizing workflows, and exploring new monetization opportunities, media teams can ensure that each video produced generates the maximum value.

If you feel the need to improve how you manage your content, we can explain in detail how, in partnership with VSN, you can maximize their profitability. Contact us at geral@pantalha.pt or by phone at +351 21 754 36 40.

February, 2025