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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.

3 Comments

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  1. Video advertising itself can be a bit intrusive, but also highly effective in the long run. Commercials on television were obviously how video ads got their start, but online activity and the rise of mobile networks have really driven the market. In the long run the best way to use video is in a presentation type of short movie using content as well as facts to get users more in the flow of whatever the content is.

    The future of most things online will be video as apps/websites such as Facebook will begin a transition towards video content using the platform companies such as SnapChat have now made famous.

  2. Video based marketing has been the root of all the marketing strategies since Televisions were launched, the bloom came in around 1985, since then advertisements via video have been the best source of information deployment about a certain product to the masses, it has come a long way since that, most of the advertisers have now shifted to online mode of communication as that gathers a lot more number of customers, since most of us own a PC and a smartphone, the delivery of the video based advertisements has seen a lot of bloom.

    But as mentioned in one of the comments by Claude Seyrat, the proper deployment has still not been achieved due to the lack of proper connection between the mobile users and the CDNs ( Content Delivery Network), to optimize and achieve the full capacity of the video and personalized contents the CDNs need to work upon their network and delivery, yes videos do take a lot of data transfers but with proper compression techniques quality can still be provided, it still needs to be worked upon.

    That being said, even though there is a gap between the network professionals and personal device users it is something which can be easily eliminated with proper bit encryption and compression. Moving on to the future, touch responsive videos are not far from reach with interactive UI, n number of products can be deployed over a same ad, the base advantage of this would be proper interation of the consumer with the product and the company, it won’t be simply watch and save for later, this would increase the number of buyouts by an unimaginable quantity.

    One of the comments also mentions personalized contents and data driven videos for each consumer and speaking from personal experience it is already in motion, I have seen promotional videos of the products (in-app promotions) I intend to buy from an e-commerce portal and also the games/apps I have looked over at the playstore. Most of the videos have been successful in making me buy those products out and that is just me, imagine the millions of user who receive the same personalized feed and have also bought the products, this is one mode which has successfully delivered the results and in coming future data analytics is going to affect the product showcasing heavily.

    But the biggest player among all of the video mode advertisements has been YouTube itself. The number of ads showcased based on cookie analytics of a consumer’s previous search domain has increased the delivery quality to it’s maximum threshold.

    In Conclusion, Video Ads are tough and personalizing them is tougher, but the toughest part is the proper deployment because of bandwidth and data connectivity issues, but once these hurdles have been eliminated, this mode will cater to the masses and with maximum efficiency. Video Ads have a bright future ahead.

  3. Innovation of devices to support the evolving pace of video advertising technology which is approved by the consumers and easy accessibility to the mass.

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