We’re all familiar with the phrase “upwardly mobile.” Now, thanks to technology innovations, we’re all becoming more “outwardly mobile,” too. The lines between devices are blurring, as both mobile and stationary devices offer ever-increasing capabilities. This year broad-scale upgrades and brand-new technology will include a number of video innovations.
Look for a colossal increase in online video traffic.
Industry watchers predict at least a 50% increase per year over the next several years. This trend is creating consternation for providers, as they scramble for access to enough additional bandwidth to support this dramatic increase in online video.
Providers will also have to meet rising consumer expectations regarding video quality – reliable, uninterrupted delivery and higher resolution. Introduction of the adaptive bitrate process will support this need and also enable smartphones and tablets to benefit from new video technology. Providers will even be able to embed tracking capability, to provide the user behavior data so important to content creators and advertisers.
We’ll see more real-time and interactive video, and a continued emphasis on short-length video, despite users’ ability to watch TV and movies online. Average video length is about 5.5 minutes.
The TV takes on a new role.
Video programming will go “unplugged,” offering delivery anywhere, any time, to any device. Television manufacturers are working to counter this with smarter TVs that interface with search, apps and web video functions.
Young males are turning to computers as their go-to electronic device, not just for email but social networking, games, watching TV programs and other video programming. This growing trend away from the television set has serious implications for advertisers and content creators.
Augmented reality expands user options.
Whereas virtual reality is entirely simulated, augmented reality overlays a real-world visual (for instance, a live or captured photo) with computer-generated video, graphics, sound or GPS data. Smartphones and tablets will offer increased power, speed and dual cameras to support this technology.
Online video advertising gains traction.
More options and better quality will undoubtedly result in stronger user engagement, making online video a more attractive to advertisers. Adaptive bitrate streaming will enable advertising to be incorporated into the video stream, much like watching television. And ever-increasing smartphone and tablet usage will further enhance the potential audience. In fact, this is the year smartphone sales are expected to outsell standard phones.
New technology and usage patterns may well make 2012 the Year of the Video.
