Video technology has seen giant strides in response to accelerating web innovation and personalised web advertising. It is only the advertisers’ budgets that are holding back the floodgates.
The ability to create multiple videos with mechanistic software, serve it online via programmatic and send it to profiled users through data selection is well documented.
Interactivity between the video and user has been in development for over a decade, with click-on interfaces and information appearing in screens. Burberry is the latest brand to do a deal with Apple TV to sell directly from a live stream of its latest catwalk collection
So ‘dynamic’ video should come as no surprise
This is defined as
1.serving the video using HTML5 to automatically change video dependent on viewer information
2. choosing the most appropropriate video in real time from a finite number of unchanging videos.
The reason that ‘dynamic’ video examples are far and few between is probably because whilst brands are very keen on personalisation, the idea of creating a stash of videos that will appeal to a subject based on his/her preferences at the time of seeing the video is far beyond the budgets of most.