With online video, there’s lots to criticize. It’s not a hate or love thing. For many in this industry, it’s about shaking up the comfortable convention of a video stuck on some Web site, with no regard for interactivity.
As online technology evolves, the line between the moving picture and interaction will blur. But will the ad industry maintain its child-like habit of slapping a video online and forgetting it? Or will it grow to adulthood, taking some responsibility for its offspring? Better yet, will it act like a carefree teen and experiment?
Some new functions and formats speak to the evolution we’re going through, as interactive crashes with online video much like a big comet striking Earth:
There are at least another dozen online video trends, and every day a new idea breaks the mold a bit more. But this isn’t intended to be a pep talk about online video. It’s a recognition that despite ongoing challenges, there are creative ways to make online video less stale and more interesting to users.
Video is still in its adolescence. It’s in a dark, cozy corner trying to impress someone, and its voice is cracking.
For video to reach adulthood, we must continue to experiment. Ten years ago, programmers and art directors devised rich media format ideas, many of which are still in use. In the coming months, we’ll see more interactive video advances, specifically in-video experiences. This form of integral interactivity has been around for many years, but a new generation of users is willing to accept it. And that’s a good thing.
That’s why our medium is so exciting. It hasn’t yet become an adult, nor has it become settled in its ways. For now, let’s hang out at the vast online video party and have some fun until the parents get home.
While ad fraud has become part of every marketer’s vocabulary, attribution fraud—the practice of gaming outdated attribution models to justify self-serving means—has ... read more
On Monday, Netflix reported that it added 370,000 new subscribers in the U.S. in the third quarter, 20% more than the 300,000 it ... read more
Snapchat Discover has been a hit with publishers that want access to the popular messaging app’s highly-desirable audience, and some reports even ... read more
Spotify, the popular digital music service, is getting into the video ad game with a new ad offering called “branded moments.” Currently, ... read more