The Content ®evolution:
Written on the 13 of April, 2009, by Rob Bare
This is really an exciting time to be involved in the digital media industry, namely on the web development front. I’m not sure what has happened this year, whether its the financial crisis, the planets aligning or just that moment in time that is a catalyst to the future. It is like the penny has dropped for the real potential of the internet and it’s relationship with rich and interactive media. I know many have seen this coming however the culmination of technology advances such as the iphone, wider distribution and accessibility of broadband, Adobe Flash video player and the rapid scramble by Government, Media, Entertainment and Business at large to adapt has been extraordinary. Gen Y’s absolute devotion to the web medium has been the real testament to older generations that yes, web is here to stay and yes if you want to talk to us and future generations you better get with it, now.
A real roadblock to mass media, entertainment and business embracing the future is that the playing field and rules are so different. To use the playing field analogy further; Some have been on the side line studying the new rules trying to figure out how to become a winner again. Others have walked off cursing in defeat, while some sticklers have protested the change and brought a letter from their mum supporting their case. Most, for the love of the game have just got back out there and did their best. Now, I think is that point where everyone has excepted the new playing field and rules and it’s time to play hard and champion the game to new heights. (This has however meant a massive paradigm shift for industries and the rebuilding of now debunked business models for others.)
The direction I really wanted to blog was in regard to web video. I am not so much talking about YouTube although this has definitely been instrumental in the web revolution thus far. With data slowly become cheaper, bandwidth broader for more people and more web video opportunities arriving such as the Apple TV, IPTV, ABC’s iView, Vodcasts, PC monitors/TVs, iPods and so on the internet is becoming the new ‘hyper channel’ of choice. Goodbye broadcast, hello narrowcast! The seeds of convergence are coming to the internet platform and the environment is ripe.
Why would people sit there being fed low budget and low brow TV shows heavily laced with mind numbing commercials when they can get video on demand of what they want when they want? They won’t. Advertising agencies and their clients alike have been scrambling to change their business models into the digital realm and then figure out how they can do their old job in the new game. The funny thing is video holds the answer on two fronts.
Firstly with video, Ad agencies can do the job they are used to doing, making commercials – phew! (though the brief is now different) Secondly the ‘uselessness’ of web banners as an advertising method online can be declared, I mean who doesn’t block these out when browsing 95% of the time? Video is the new advertising weapon of choice online for those in the know. We are all familiar with the viral video, and yes these have there place and can work. However just branded content whether viral, commercial, short film or feature is the new way. It is as easy as topping and tailing a headline news video with a commercial and again we have a measurable and powerful advertising medium. The grey area is that now consumers may not really know when they are being ‘persuaded’ to buy something, though some may say have we ever?
Video is the modern day consumer persuading medium of choice. It’s so easy and so fun when its done well. They get colour, sound, motion, graphics, music and images all at once, stimulating almost every sense while communicating rapidly at many levels. Now that browsers and bandwidth all support the medium and we have a universally accepted Flash video player what are we waiting for? Nothing more than a context to put it in.
Now some reading this may think this direction is bad and will become the scourge of the internet as it is commercialised. Well this is sort of true however the internet is as big as we make it and you ‘should’ always have a choice on what you watch. The benefit of all this is that it gives the internet a new currency by which to operate. An advertising medium that works, which is measurable and that has more creative, interactive and social possibilities than ever before.
Video however will now need evolve to the next level away from it’s traditional linear delivery as seen on TV. Interactive and even tailored video on demand is the future so what you are watching has been cut together on the fly to suit you based on whatever information is known at that time, whether it be your language, sex or search term you used to get you to that page. You can read a little more on this angle here
The real power is that every web address is a channel to serve up rich media to hungry viewers who love nothing better than being spoken to in their medium of choice. Hopefully soon, business at large will wake up to this opportunity and we will start seeing video content used to increase conversions and enhance user experiences on every web site.
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Rob Bare
Digital Director
Director and co-founder of R&B, Rob Bare has worked with technology and design, with a focus on the internet for 10 years. Combined with a proven entrepreneurial record and marketing degree, this makes Rob a leader in the digital services industry.
