How Aura is moving OTT streaming into hyper-contextualisation

In an article on SportsPro Media, Aura CEO, Antony Arena (you can just call him Ant) shared our approach to hyper-contextualisation, moving away from a linear user flow and reducing OTT piracy.

Antony explains hyper-contextualisation and how it creates a better user flow that’s different to most apps.

“Most typical app environments are quite linear in their flow – you’re not really encouraged to explore the full suite of features – in essence, they’re for viewing.

Aura is for doing.

The way Aura works, we take that linear flow and place it in a circular architecture. So now when I bring in a certain element, we call it the ‘contextual environment’, then the platform will reconfigure itself visually to what it is contextual to create further engagement within other areas of the environment – which is exactly what you need to do if you want to explore and grow new revenue streams.”

See how hyper-contextualisation works in this Aura Golf example

Ant goes on to reveal how hyper-contextualisation feeds into how brands can monetize their audience.

“We want to build community and session time – it’s a big part of what we do. If you want to monetise these opportunities, you can’t just grab attention, you’ve got to hold attention. The more you make the platform sticky, the better chance you’ve got of generating revenue so we try to contextualise and personalise the environment to keep the user really engaged in the things that they’re interested in to create more of those opportunities to allow transactions to happen or the ability for them to be able to continue to grow the community, which helps to create more transactions down the line.”

“The goal of it is to grab attention with cool new features that they didn’t know they wanted or maybe that they’re currently getting from somewhere else. I watched the stream on TV, but I’m on my computer looking at the stats – we want to put it all together.”

Discussing piracy, Ant broke down one of the key differences in our platform.

“We use a completely different set of protocols to protect the content and data that is more difficult to decompile than a usual stream. These come from the video game world and they’re not perfect, but certainly perform a lot better than most streaming apps. Another way is looking to use alternate video file types that are not as easy to locate as an HLS stream.”

Make sure you head over to SportsPro to read the full article for more details.

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