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cast operations struggling with 4K/8K
workflows and virtual production that
demand real-time access to massive files
across distributed teams. What’s really
driving conversations is how to eliminate
these technical bottlenecks without com-
promising on quality or security.”
The intersection of performance and
security represents a challenge, as teams
need speed and protection when handling
valuable media assets.
“We’re closely watching the industry’s
shift toward more flexible and scalable
infrastructure solutions that can support
both traditional and cloud-based work-
flows,” Pyle added. “We’re also seeing in-
creased focus on technologies that enable
real-time collaboration across global teams
while maintaining the highest security stan-
dards.”
The security of cloud storage infrastruc-
ture will be another key focus as it increas-
ingly forms the backbone of modern media
workflows.
“While embracing innovation, we’ll also
see tools that are fortifying fundamental
workflow needs: security, high-perfor-
mance reliability, scalability, and cost effi-
ciency,” said Laquie TN Campbell, product
marketing manager for media and enter-
tainment at Backblaze.
“Cloud storage will be foundational for
these emerging workflows because it en-
ables seamless collaboration between
global teams and increased monetization
with content that is more accessible,” said
Campbell.
As broadcasters head to Las Vegas this
April, the conversations around security
will likely reflect an industry grappling with
digital transformation while working to
maintain the trust of audiences and content
partners alike.
extension, ad-funded broadcasters and
streaming platforms,” Davies said.
Davies also highlighted ongoing work on
industry standards to address measure-
ment challenges.
“We’ve been working closely on the new
Common Media Client Data v2 standard,
which will ensure ad measurement data is
‘built-in’ to the stream wherever a player is
compliant with CMCDv2,” said Davies.
Redefining inventory value
The industry appears to be shifting away
from treating all ad inventory equally, with a
renewed emphasis on context and content
quality.
“We’ve seen the pendulum swing toward
an impression-based model, where every
ad placement was treated as interchange-
able, leading to a race to the lowest price.
But now, the industry is shifting back, rec-
ognizing the importance of advertising in
context and the value of premium program-
ming,” said Steve Reynolds, chief executive
officer of Imagine Communications.
This recalibration of value prioritizes pre-
mium content environments over raw im-
pression numbers.
“Advertisers and content owners are
rediscovering that where an ad appears
matters — not just who sees it. Brand safe-
ty, audience engagement and the impact of
premium content environments are once
again being prioritized,” Reynolds said.
“One key trend is the merging of linear and
digital strengths — what we at Imagine Com-
munications call ‘re-linearization.’ Digital
platforms are now enabling mass audience
reach while offering data-driven insights
and attribution, creating a hybrid approach
that blends the best of both worlds,” said
Reynolds on an emerging trend blending
traditional and digital strengths.
Looking ahead
The convergence of traditional and dig-
ital advertising models continues to shape
the future of broadcast monetization.
“One of the most exciting trends is the
need for vendors to facilitate the delivery of
the blend of monetization, personalization
and streaming-at-scale strategies that cus-
tomers need, all underpinned by advanced
security,” Le Mancq said.
As the 2025 NAB Show unfolds, the in-
dustry will examine how these technolo-
gies and strategies can help media com-
panies navigate the evolving advertising
landscape across both traditional broad-
cast and digital environments.
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CYBERSECURITY
dustry is flipping on its head to produce
more interactive and engaging media ex-
periences,” said Hoffman.
This evolution creates opportunities for
content creators willing to embrace new
technologies.
“I’m looking forward to seeing how we
as an industry will, and already are, em-
bracing the next phase of content con-
sumption and the concept of transporting
viewers to the center of the action in new
ways,” Hoffman added.
Esports and gaming continue
mainstream integration
“Esports, creator content and live
streaming are all born from similar roots,
promoting a new and innovative approach
to the creator economy,” noted Shirley.
“With esports being so dynamic, high speed
and competitive by nature, the possibility
for monetization is particularly noticeable.”
The esports sector continues its trajec-
tory from niche interest to mainstream
entertainment, bringing with it unique con-
sumption patterns and monetization op-
portunities.
The convergence of esports, stream-
ing and creator content supports “a future
where the monetization and gamification
of content is almost guaranteed, especially
supporting contextual and even AI adver-
tising possibilities,” according to Shirley.
As the industry converges on Las Vegas,
the NAB Show provides a crucial forum
for exploring these evolving consumption
models and their implications.
“NAB provides an environment in which
we can really dig deep with our customers,
face to face, to identify the specific tech-
nologies and workflows that are needed to
bring their audiences a deeper sense of en-
gagement, realism and immersion, with the
lowest barrier to entry,” said Hoffman.
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SHORTFORM