Having touched on automated video production last week, I’ve been thinking about disruptive technology and what it means for established online video content producers.
Ironically, we were the disrupters not so long ago, barging into TV territory and bagging the eyeball space.
The internet is a demanding mistress; she will be fed and she will find the clever developers to feed her.
Automated video with its programmatic trading equivalent has developed to service the apparently avaricious appetite of millions of online consumers.
But are appearances deceptive?
No-one really knows the true metrics around programmatic trading and whether people who see automated video are taking a blind bit of notice of them.
So now the race is on to develop clever software that can sift the data and to show how effective machine created video is at influencing behaviour.
Brands need to know whether this type of video keeps visitors on a website and drives them to a purchasing decision.
One thing we do have proof of is that engaging, high quality video, if it’s carefully crafted for specific online environments, will do the job.
Sure it’s more expensive, more time consuming to create, requiring more input from the in-house marketer, but it will have a greater chance of success in getting the consumer to think about the product, the brand and the purchase.