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Lights, Camera.. State of the Video

Video ads are split: user-initiated and auto-play, with agencies in the middle. We will see more disruptive tension, as technology innovates and agencies steer both brands and their technology partners.

Mobile-video-traffic is skyrocketing. No Mobile CDN solution today successfully addresses inconsistent quality issues caused by tower-to-device bottlenecks. The brewing battle: CDNs position for control with LTE Multicast, while operators become CDNs.

Enriching business data with video and audio is going to become mandatory for evaluating customer experience and operational effectiveness. Businesses need to see the full context behind every customer interaction.

Video technology is integrating into project management software Slack. This move to take on Skype shows how much more comfortable users are with video now.

It’s clear that the use of 3D and VR video will become more widely adopted by marketers. Its ability to create immersive experiences opens up a world of opportunities.

Video is finally getting its day with Apple TV & Roku as this becomes the laid-back web surfing platform of the future..

Perceptual video optimization technology will provide more efficient packing of video data on the network. This is required to balance consumer demand for video quality and user experience.

I see video technology becoming more personalized — there’s already technology that allows brands to include the viewer’s name on something like a cake or a card during the video.

We will see a proliferation in the way that the enterprise engages employees in asynchronous video communication. As millennials enter the workforce in droves, their habits of sharing content on social media will begin to enhance the way they communicate at work.

Video is instrumental in moving TV viewers online and people expect quality content to be delivered over-the-top. In their eyes, video quality will be defined by exclusivity, accessibility and consistency.

People are interested in fewer and fewer things, therefore niche communities are back. Video tech companies will develop tech to enable safe and small communities to blossom, where people can be themselves without haters and trolls disrupting their experience.

Video is getting shorter and shapes are changing. With Instagram, Snapchat and Facebook now taking aim at the medium, you’re seeing more squares, vertical shots and fewer traditional 16×9 formats.

Video consumption is moving from desktop to mobile and big brands acknowledge it. For video and video platforms that means evolving players in two key factors: mobile and viewability.

YouTube has been the leader for small time video publishing but video publishing industry will open up to smaller players who are using custom Apple TV channels and niche web networks to poke through and actually drive revenue.

Low cost VR & 360 video will be hot – think Google Cardboard & YouTube – which are easy & accessible to everyone (not just the rich).

More videos will be powered by data and advanced analytics to deliver personalised and targeted content to the audiences. It will be like watching a video which speaks to you personally.

Video is going to get even more interactive. Touch-responsive tech will allow viewers to shop what they see and also choose the how the plot of a story will go.

Creative that is built for mobile devices first and not repurposed TV ads. A fundamental change in the creative process, with brands delivering effective stories, but within a consumer’s 5 second mobile attention span.