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Advertising on Connected TV

Alex Holtz — Wed, 29 Mar 2023 04:00:00 GMT

This IDC Perspective focuses on advertising on CTV. Advertising revenue across local U.S. media will decline by 0.5% in the coming year, projects the latest forecast from BIA Advisory Services. In addition, buyers estimate spending less on traditional cable and broadcast ad channels, with the IAB projecting a decrease of 6.3% for linear TV. As traditional TV ads and retransmission fees hit flat or negative growth rates in 2023, broadcasters are challenged to lower operating expenses and seek growth opportunities such as CTV. CTV provides traditional linear TV the opportunity to salvage its business as more and more consumers make the switch to streaming services.

"CTV streaming is opening up tremendous opportunities for traditional TV broadcasters seeking alternative revenue sources. Integration with major CTV OS platforms such as Roku, Amazon Fire TV, and others, including smart TV manufacturers, provides broadcasters with exposure to not only "cord-cutters" as their former viewing audience but also "cord nevers" that did not subscribe to cable or satellite services. Focusing on CTV and not just on digital video, in general, provides new ways to leverage both network and local TV ad inventory," said Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies at IDC. "As audiences continue to move toward streaming channels, advertisers can engage with TV content to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase."

Cloud Migration Success: Key Strategies for Avoiding Three Common Pitfalls

Philip Bues — Wed, 29 Mar 2023 04:00:00 GMT

This IDC perspective seeks to assist organizations as they move to the cloud by providing some stability in the process as it explores three common pitfalls to avoid: applying traditional security approaches to your cloud deployment model, neglecting to reengineer SecOps for hybrid cloud environments, and failing to remove legacy business processes.

As businesses map out their cloud journeys, they experience benefits including ease of use, technology infrastructure cost savings, faster application deployments, enhanced user productivity, near-limitless scalability, and better access to trained security practitioners. Yet their greatest concern about cloud adoption is during the migration of workloads to the cloud.

"Part of your cloud security audit road map should be focused on reducing best-of-breed point solutions and moving to a platform approach, enabling multifactor authentication, implementing single sign-on where possible, and providing cloud security education and training at all levels of the organization to reduce organizational friction and improve your security posture," said Phil Bues, research manager, Cloud Security, IDC. "Cobbling this all together from multiple vendor solutions ultimately leads to customized environments that must be maintained, often at a high cost."

Customer Data Platforms: Foundation for the Future of Customer Experience

David Wallace — Wed, 29 Mar 2023 04:00:00 GMT

This IDC Perspective analyzes the primary role of customer data platforms (CDPs) in delivering better customer-centered outcomes. The analysis is based on IDC's Future Enterprise Resiliency and Spending (FERS) Survey and other IDC research. Technology buyers can use this research to benchmark their CDP adoption and learn about new developments in the market. Technology vendors can use this research to advise their customers on the value of accelerating implementation of CDP technology to obtain significant business outcomes faster.

"CDP adoption has continued to increase in the past few years as global enterprise brands and other firms have found that unified customer profiles and other CDP technologies can deliver significant business outcomes and most importantly raise the bar on customer experience," said David Wallace, research director, Customer Data and Analytics at IDC. "In challenging economic times, brands must stay even closer to their customers' needs to preserve relationships and continue to grow revenue by delivering empathic experiences that create trust and loyalty. CDPs are the foundation on which to build a common set of customer orchestration operating services that cut across all customer-facing teams enabling them to work from a unified and constantly updated data repository."

IDC Innovators: AI for Parametric Climate Insurance, 2023

Ritu Jyoti, Andrew Gens — Wed, 29 Mar 2023 04:00:00 GMT

IDC Innovators are emerging vendors with revenue <$100 million that have demonstrated either a groundbreaking business model or an innovative new technology — or both. This IDC Innovators study profiles five vendors in the AI for parametric climate insurance market: Understory, FloodBase, Arbol, Descartes Underwriting, and Kettle. Solutions offered by these companies add valuable insight for climate risk and allow users to develop a parametric insurance policy that fits their needs more directly than traditional insurance products.

AI for parametric climate insurance is an emerging industry with players both old and new. While the aims of this industry are largely aligned, there are large differences in the breadth of solutions and the scale of their deployment that has led to a wide range of capabilities between offerings. The two primary categories of specialized parametric climate insurers and wholistic parametric climate insurers are the starkest divide currently in this industry. Specialized offerings face challenges of maintaining growth within their specialization or choosing to expand, whereas the wholistic offerings face the challenge of ensuring the depth of their insights while maintaining broad coverage of a wide range of weather and climate potentials.

"Unlike traditional insurance, which compensates policyholders for actual losses incurred, parametric insurance automatically pays out a certain amount upon the occurrence of a predefined event such as a fire or storm," says Ritu Jyoti, group VP, Artificial Intelligence and Automation Research at IDC. "The AI-powered parametric model is disruptive and makes insurance more automated, data-driven, and transparent, with faster and more certain payouts."

IDC Innovators: Integration and API Management Tools and Technologies, 2023

Shari Lava, Andrew Gens — Wed, 29 Mar 2023 04:00:00 GMT

IDC Innovators are emerging vendors with revenue <$100 million that have demonstrated either a groundbreaking business model or an innovative new technology — or both. This IDC Innovators study profiles five emerging integration and API management tools and technologies vendors that are offering a differentiated approach to a rapidly changing market that is also set to grow dramatically over the next five years. It discusses why IDC sees each vendor as an innovator and outlines the strengths and challenges of each vendor.

According to Shari Lava, research director, Automation, IDC, "The integration and API management market has many large players that are innovating quickly. But there are also many new entrants that are disrupting the market by providing both additional capabilities such as embedded event-driven API capabilities and platform pricing flexibility that can support the needs of additional types of customers."

IDC MarketScape: Asia/Pacific Customer Data Platform 2023 Vendor Assessment

Lawrence Cheok, Cynthia Li, Lavanya Jindal, Daniel-Zoe Jimenez — Wed, 29 Mar 2023 04:00:00 GMT

This IDC MarketScape examines customer data platform (CDP) vendors with established Asia/Pacific (including Japan) (APJ) presence and aims to inform technology buyers on their purchase decisions.

Asia/Pacific organizations are transforming into digital businesses that compete based on digital products, services, and experiences. Along with this, the provisioning of digital-first customer experience (CX) has become essential and a source of competitive advantage. CDPs provide a way to refactor the data infrastructure built from the data and analytics layer without having to rip and replace a host of customer-facing systems across the front office, and they enable a customer data foundation that is scalable and agile in supporting business transformation through new apps, markets, and products and services.

"Organizations must approach CDP selection strategically to realize the espoused transformation and benefits. This includes selecting vendors that can become strategic partners with the right market fit and industry expertise to deliver faster time to value while acting as an advisor that democratizes data across the organization," says Lawrence Cheok, Associate Research Director for Digital Business Strategies, IDC Asia/Pacific.

"Organizations can drive contextualized customer outcomes at scale by leveraging CDP solutions that are easy to use by both front and back offices, provide strong out-of-the-box fundamental functionalities, and have flexible deployment options," adds Lavanya Jindal, Market Analyst for Future of Customer Experience, IDC Asia/Pacific.

IDC MaturityScape: Location and Geospatial Intelligence 1.0

Lynne Schneider — Wed, 29 Mar 2023 04:00:00 GMT

This IDC MaturityScape describes the organizational characteristics at five levels of location and geospatial intelligence maturity, from a completely ad hoc approach with limited awareness to one in which location and geospatial intelligence and innovation are integrated parts of intelligence, insight, and review of business success. This document is intended to help organizations evaluate current business transformation initiatives and identify the steps they need to take to advance to the next stage of maturity. Key stakeholders of location and geospatial intelligence–based transformation initiatives include executives; IT leadership; line-of-business (LOB) managers; legal, compliance, and security officers; employees; partners; and suppliers. This study will be followed by the IDC MaturityScape Benchmark for location and geospatial intelligence. That document will provide a quantified assessment of the current state of location and geospatial intelligence maturity based on end-user survey data.

"Location and geospatial intelligence is not just a "nice to have" but a necessary dimension of any intelligence program. These tools and techniques will drive better customer engagements and have accelerated rates of innovation, higher competitiveness, higher margins, and superior employee experiences," said Lynne Schneider, research director, Location and Geospatial Intelligence Research at IDC. "This isn't a capability that should be limited to specialists but can illuminate and improve decision making and process flows across the enterprise."

IDC TechBrief: Desktop as a Service

Shannon Kalvar — Wed, 29 Mar 2023 04:00:00 GMT

This IDC TechBrief describes how desktop as a service (DaaS) is currently seen as part of the hybrid virtualization workspace mix. Desktop as a service allows enterprises to purchase a preconfigured digital workspace for their employees for a set, repeatable price. It is one piece of a technical response to the rapid diversification of enterprises' talent strategies as they attempt to meet new and current employees where they are, in a way that is both secure and enhances employee engagement. Getting the best effect from a DaaS deployment requires matching the solution to the correct employee profiles and emphasizing the ways in which DaaS improves the quality, speed, and fidelity of endpoint computing decisions.

"Desktop as a service is an integral, if misunderstood, part of organization's end-user computing (EUC) and talent strategies," said Shannon Kalvar, research director, IT Service Management and Client Virtualization, IDC. "Correctly using DaaS in both a technical and a talent context is key to delivering hybrid work experiences, both now and going forward."

IDC TechBrief: Future of Digital Innovation — Subscription Management Solutions

Mark Thomason — Wed, 29 Mar 2023 04:00:00 GMT

This IDC TechBrief covers the needs, use cases, risks, and success factors associated with subscription management solutions in the future of digital innovation.

"As enterprises standardize on the recurring business model for their new XaaS offerings, they will need the robust and high-performance capabilities in subscription management applications," says Mark Thomason, research director for IDC's Digital Business Models and Monetization program. "These applications will increase your company's business model flexibility and revenue efficiency, which enable intelligent and automated quote-to-cash processes."

IDC TechBrief: Healthcare Metaverse

Mutaz Shegewi — Wed, 29 Mar 2023 04:00:00 GMT

This IDC TechBrief helps technology buyers come quickly up to speed on the healthcare metaverse. It introduces and describes the healthcare metaverse, offers adoption viewpoints when undertaking such initiatives, and covers the metrics that matter. This document also includes a technology risk profile, outlines critical success factors, and shares examples of product solutions.

"The metaverse is still in its early days across all industries, not just healthcare, but early adopters are actively exploring its benefits mostly through XR-related use cases," says Mutaz Shegewi, research director, Worldwide Healthcare Provider Digital Strategies at IDC Health Insights. " One might question how this new potential frontier for healthcare can take shape amid inflationary conditions and challenges ranging from worker shortages to razor-thin profit margins and a range of COVID-19 pandemic aftershocks. The answer lies in the potential that the vastness of the metaverse and its interconnected network of interactive 3D worlds can generate for healthcare through a modern, liberating, persistent, and dynamic digital experience unlike any other. The resulting remote realism can empower users to do things they cannot do in the physical world, making it highly disruptive and exciting because it can fuel the art of the impossible every hour, every day, and even from home."