网络、出版商和平台指南
创作优秀的内容只是成功的一半。在当前媒体高度碎片化的时代，这可能还远远不够。对于广播公司、出版商和平台来说，真正的诀窍在于确保受众每次都能在正确的时间找到正确的内容。而内容发现的元数据是您最重要的资产。
无论出现多少新的媒体渠道，无论哪种观看格式最受欢迎，也无论内容库的规模有多大，细粒度的元数据都应成为内容分发战略的一部分。这对提高可发现性以及跨平台、跨语言和跨地域增强内容至关重要。
以下是建立可扩展、有弹性的视频内容分发战略的三种方法。
1.元数据标准化
As of June 2023, Gracenote video data notes there are just over 1 million video titles across linear and streaming channels in the U.S. alone. Now multiply that by the number of different countries and languages those platforms support. And then, while you’re at it, further multiply all of those titles by the metadata they generate: each movie or episode’s cast list, run time, plot, genre, crew, etc. It’s a staggering amount of information.
如果没有标准化，每个地区的平台都可以用自己独特的方式来组织这些数据，这就迫使国际发行商每次都要改变内容的标记、存储和共享方式，这样才能保持内容的可搜索性。这种繁琐的工作阻碍了内容发行商和提供商在不同语言和平台上扩展其内容的能力，限制了他们在基本内容之外增强元数据策略的能力，从而导致受众无法获得最佳的发现体验。
One way to achieve metadata standardization is to rely on universal content identifiers. These IDs are persistent tags that identify a piece of content in a way that works across all platforms and screens. They link basic metadata like titles, imagery descriptions and cast details, but they also can link to much more advanced data sets like content mood, theme, scenario or even personalized imagery tailored to the viewer’s interests.
标准化后，这些通用 ID 可以在整个娱乐生态系统中对内容进行分类、显示和上下文关联。有些公司，如 Gracenote，会为您标准化并丰富元数据。这种标准化和丰富化可确保互操作性，并自动改进元数据的标记和分类方式，有效提高内容的可发现性。
在评估元数据合作伙伴时，应注意以下几点：
- 跨平台内容可用性，确保您的内容在受众所在的任何地方都可被搜索到
- 具有本地覆盖范围的全球数据集，无论语言或地区如何，都能帮助您的内容具有相关性
- 通过应用程序接口提供近乎实时的元数据更新
- 统一的数据模式可简化不同合作伙伴之间的元数据入职工作
2.立足本地，放眼全球
We are living in an era of widespread globalization of media. Global media is nothing new, but it has taken on a different flavor in the past few years. For example, let’s say a show is gaining traction in Japan. It’s in Japanese and created for Japanese audiences. A fan of the show takes a snippet and turns that into a meme which then goes viral on social media. Suddenly, there are people around the world interested in watching the show. The content hasn’t changed, but the audiences’ context for why they’re interested has.
This has been happening for years on streaming services, and, as streaming and connected TV (CTV) viewership continues to rise, so will this trend. There will be a growing opportunity—and even expectation—around ensuring content promotion is globally accessible without losing out on local relevance. This concept is called “glocalization.” So, the way our aforementioned show is promoted in Japan would likely be much different than how it should be promoted in Sweden or Mexico.
创建可扩展的内容分发战略意味着，既要确保全球内容随时可用，又要在推广和发现过程中优先考虑地区的细微差别和偏好。
通用 ID 及其支持的元数据可让您从一开始就创建一致的元数据，从而将内容设置为多地区和多语言。这样，发现平台就可以专注于为受众打造引人注目的体验，而不是处理底层数据集。
3.优先考虑可移植性
Europe is forecasted to have over 4 billion IoT connections by 2025. The average U.S. household has about 22 connected devices, which is roughly six devices per person. By the end of 2023, nearly 90% of internet users in Southeast Asia will also be smartphone users. Clearly, audiences are hopping from screen to screen every day. That means, in 2023, a scalable distribution strategy should allow content to be discovered across any media type.
再次，通用 ID 和标准化元数据可让您通过做好三件事来充分利用多媒体机会：
- 跨平台无缝集成
- 在整个媒体生态系统中开展工作，加快发行过程
- 为任何平台量身定制的个性化图像和描述提供动力
例如，在移动设备或智能电视上搜索和发现视频内容的内容元数据同样可以在汽车上发现视频内容，因为后排和乘客座位上的触摸屏已成为新车型的标准配置。它甚至还适用于音频聆听。内容元数据为流媒体平台上的音乐和播客搜索和发现提供了动力，而智能电视、智能扬声器或联网汽车上的音乐聆听也都可以由相同的元数据提供动力。
归根结底，您的内容发布策略只有与元数据策略一样强大。当您对元数据进行标准化和提升时，就能确保您的内容更容易被更多人发现。
For more ways to improve your metadata strategy, get to know the Gracenote ID.
