What’s in store for digital video in 2015? The online video industry is like a supercar on a stretch of perfectly straight road without any speed limits.
As fast moving and exciting to contemplate, video continues to zoom ahead as the default communication medium. Adobe’s senior manager, Strategic Relations, EMEA, Matthew Gyves, explores some of the emerging global trends that continue to drive video as a major growth area in both the international and local arena.
Ultra HD gains momentum
Ultra High Definition is the next big step in HDTV resolution. This 4K, 6K or even 8K content offers four, six and eight times the resolution of standard 1080p HDTVs. And it is not only the world of TV and cinema that is affected by this technology. Cameras, smartphones, tablets, computer monitors and PC games – in fact, almost anything that displays images or records video – will be dramatically altered by these advances. So what does this mean in terms of potential image clarity? It speaks of enhanced fine detail, deep colour, high frame rates and much richer texture.
Ultra HD allows for image capture in higher frame rates, adding crispness to the picture and allowing wonderful slow motion effects that are particularly effective when covering live sport. The tools that we use to shoot, edit and distribute these images are more important than ever. Content creators and digital marketers are getting themselves comfortable with the handling of massive files to develop campaigns that are vibrant, customizable and fundamentally human.
The network is becoming the platform
There has been an exponential rise in the number of people who are capturing images. This has resulted in a large investment into the analysis of what people are doing with this content. As it is pushed into various places, marketing gurus are furiously examining how this information can be used to drive campaigns and get their message out there.
The explosion of capture (on the full gamut of devices) and the consequent upsurge in people delivering masses of content means that the ability to capture, deliver and analyse is fast becoming a vital part of the marketing cycle. This places the network smack bang in the middle of the entire process. As the network gains recognition as the conduit, apps and services that are able to deliver into the social environment and connect across the network, such as Adobe’s Creative Cloud, become the obvious technology choice for clients who need flexible, integrated workflows.
The rise of online channels has broadened the general public’s accessibility to video content.
Mobile means business
It is estimated that more than 20% of video views take place from a mobile device. With the growing popularity of mobile devices, consumers are increasingly demanding access to high-quality multimedia wherever they may be.
According to Facebook representative’s, video content on mobile in SA has seen a phenomenal 400% surge in the last year. This growth has forced marketers to rethink their strategy in terms of length and quality of content. It is imperative that output matches the needs of a data sensitive market. Shorter, snackable video has become more popular as drop off rates on all video content is high after 1 ½ minutes.
Mobile content needs to be easily manipulated and instantly publishable directly to a social environment. However, it is not only essential to have these tools readily available, it is also key to have the ability to connect mobile devices to create an effective workflow. A comprehensive backend that ties all of the individual elements together is rapidly emerging as an important driver of mobile-inclusive innovation.
It’s all about collaboration
Real collaboration in real time – it’s all about overcoming the barriers of time and location.
The progress that is taking place within the digital video space is only relative if genuine and comprehensive collaboration is in place. People working together on content across vast distances are creating magical video from all over the globe. The script can be written in one country, the editor can be in another and the sound engineer in yet another.
Thanks to revolutionary technologies from Adobe, all contributors are able to share reports, content, assets and feedback in real time. This inclusive attitude towards solution production is having a profound effect on the facilitation of workflows. In a connected, collaborative world, technology partners are now being recognised as an integral part of the success of many organisations.
South Africa is particularly affected by these developments. We are currently experiencing a wave of home-grown talent making its mark on the international market. South African producers and editors are gaining recognition thanks to the technology that allows this transcontinental collaboration.
Making it interactive
The pattern of consumption is no longer strictly controlled by the broadcaster. Thanks to a variety of publishing options – previously limited to film and television – the consumer has a much greater influence over the narrative.
Netflix’s announcement of its imminent expansion into South Africa earlier this year confirms the ripeness of the local market for consumer-based broadcasting.
Certainly in the mobile, connected world video content in 2015 needs to be short, punchy, appealing to a wide audience and easy-to-digest. Online, the days of formal video presentations and mindless consumption are long gone.
