Rid­ing the Dig­i­tal Con­tent Rev­o­lu­tion

ArabAd - - COVER STORY -

Two years ago, a group of young and highly-mo­ti­vated in­di­vid­u­als set out to of­fer the pub­lish­ing sec­tor an in­no­va­tive way to dis­trib­ute con­tent dig­i­tally. The sys­tem would al­low pub­lish­ers and ad­ver­tis­ers to take their busi­ness to the next level by of­fer­ing their users a more rel­e­vant ex­pe­ri­ence. Dis­cussing this change, Arabad talked with Wis­sam Sab­bagh, Group CEO of DOT­COM MENA and Founder of Man­go­molo who high­lighted the many ways con­tent could be cus­tomised.

CHANG­ING VIEW­ING HABITS

With the evo­lu­tion of TV, Tar­geted Ad­ver­tis­ing, Big Data, and most im­por­tantly Re­search, it be­came ev­i­dent that me­dia is chang­ing and medi­ums must adapt quickly to be­come more per­son­alised and avail­able across dif­fer­ent chan­nels else risk los­ing on all fronts. The big ques­tion that has been cir­cu­lat­ing is whether or not to cut the cord. The way I see it, we should re­place that cord with an In­ter­net cable. TV will al­ways be there. It’s how we watch TV that will change and keep chang­ing. Our ac­cess to con­tent will change and our pa­tience for con­tent will de­crease. To­day's TV'S have mu­tated into com­put­ers with ac­cess to so­cial net­works and op­tions to video on de­mand. The num­ber of peo­ple who still sit and wait to watch their favourite shows is de­creas­ing while the num­ber of de­vices that al­low im­me­di­ate ac­cess to con­tent is in­creas­ing. This ush­ers us into a new era where broad­cast­ers are work­ing on be­com­ing part of this on-de­mand dig­i­tal con­tent rev­o­lu­tion. It’s es­pe­cially sig­nif­i­cant in light of the rapid in­crease of ad bud­gets al­lo­cated to this new ve­hi­cle and the rise of plat­forms with premium con­tent for the ad­ver­tis­ers and agen­cies. In­vest­ing in a Video on De­mand (VOD) so­lu­tion that works on all de­vices and op­er­at­ing sys­tems re­quires a lot of time and in­vest­ment. That is why we launched Man­go­molo, which is the re­sult of solid en­gi­neer­ing, au­to­mated work­flow, and ut­most sim­plic­ity. It pro­vides broad­cast­ers with a turnkey so­lu­tion com­bin­ing au­to­mated con­tent in­ges­tion, con­tent anal­y­sis, a mon­eti­sa­tion tool, and a full video on de­mand so­lu­tion for their users ac­quirable in less than a week and with very lit­tle up­front in­vest­ment. The plat­form launched six months ago dur­ing which time we got many broad­cast­ers to join and that num­ber keeps in­creas­ing.

THE DIS­TINCT AP­PROACH

I can­not count the com­pet­ing providers in the VOD game. How­ever, the rea­son why Man­go­molo was able to stand out and gain mar­ket share in a very ag­gres­sive industry is be­cause we put our­selves in the broad­cast­ers', users', and ad­ver­tis­ers' shoes. Most im­por­tantly, we put our­selves in the shoes of the spe­cial­ists who spend end­less hours and en­ergy man­u­ally up­load­ing and ingest­ing ev­ery piece of con­tent to make it ac­ces­si­ble to their au­di­ence. You wouldn't know how frus­trat­ing this process is un­less you ac­tu­ally try it... This was the foundation and main drive to in­no­vate in an industry that has been mo­nop­o­lised by the tra­di­tional big play­ers for some time be­cause the mar­ket was not of­fer­ing some­thing dif­fer­ent.

The key was to keep it sim­ple 'beauty' yet ex­tremely pow­er­ful 'beast' to make sure it can han­dle thou­sands and mil­lions of me­dia as­sets with­out any per­for­mance set­backs, which is a great op­por­tu­nity for ev­ery tech en­thu­si­ast- en­trepreneur in this part of the world. We live in an era where the cloud is for ev­ery­one. You can be based out of the Mid­dle East or the GCC and build a lo­cal so­lu­tion with a global im­pact us­ing the big­gest cloud provider in the US or in Lon­don. So, scal­a­bil­ity and per­for­mance is no longer lim­ited by the in­fras­truc­ture of the coun­try you live in. The cloud is for ev­ery­one and you can now scale in­fin­itely in very lit­tle time and serve cus­tomers from all over the globe.

We are still at the be­gin­ning of this jour­ney, yet our pas­sion to in­no­vate and think dif­fer­ent has never been this high. We will con­tinue to push and stretch the lim­its of in­no­va­tion with new fea­tures and func­tion­al­ity that help pub­lish­ers serve bet­ter per­son­alised con­tent.

We are still at the be­gin­ning of this jour­ney, yet our pas­sion to in­no­vate and think dif­fer­ent has never been this high.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.