Have you ever watched a sad movie on TV that was suddenly interrupted by an upbeat, loud ad? How did it make you feel? Did you suddenly find yourself switching gears emotionally? Did the ad seem jarring and inappropriate? Did you wind up resenting the advertiser?
There’s ample evidence to back up the belief that video advertising performs better when it aligns with the consumer’s mood. A 2015 report from Oxford University, for instance, showed that upbeat, cheerful ads that ran during a moment of tension during a movie made far less of an impact with consumers, leading to diminished brand recall and shorter viewing times. The swing in emotions causes viewers to enter a state of “deactiviation,” marked by lower physical and cognitive activity.
Unfortunately, few advertisers are taking context into account. But they have the power to, using contextual video advertising that is enhanced by artificial intelligence capabilities. AI tools and precision targeting are allowing advertisers to better sync their ads with the surrounding content—and the viewer’s mood. Read on to get a sense of where this market is and could be headed. Also, be sure to check out the Outsmart your Video Competition with Watson white paper too for an idea on how IBM’s Watson will start to change this landscape.
Looking for some tips to perfect your video content? How about 15 streaming tips for live and on-demand content?
This article covers 15 different pieces of advice to help along your live broadcast or improve on-demand content. There is a larger emphasis for live streaming on this list, as more preparation is involved, although some of this advice is universal or covers aspects after the stream is done that fall into on-demand territory.
If you are a bit more interested in the on-demand studio side of things, it’s recommended to also check out our Video Studio Recommendations white paper. This guide lists not just techniques to use in your studio, but also gives specific gear recommendations from microphones to lighting systems.
- Familiarize yourself with your equipment
- Test early
- Plan around lighting
- Don’t downplay your audio
- Know your upload speed
- Secure a stable connection
- Backup Internet source
- Stay organized
- Promote your live event
- Start your stream early
- Make the live stream interactive
- Utilize a CDN or CDNs to deliver your video
- Prepare for an on-demand version
- Record a local copy
- Create post event highlight clips
Think about today’s video viewing experience. Thanks to HD video, stereo sound, and high-pixel displays like the iPhone’s Retina feature — not to mention ever-higher bandwidth — entertainment and news video and audio is exceptionally clear, even for the lowliest smartphone or tablet.
Now, take that audience of viewers, accustomed to the very best HD video and deep stereo sound, and place them in front of a live streaming event that doesn’t have the same production values. Dark, blurry video and muffled audio won’t hold their attention, especially when you consider that online video drop off rates can run as high as 20 percent in the first 10 second of a video.
The good news for creators of live video is that even without a team of directors or a state-of-the-art video studio, it’s possible for organizations to up their game in terms of production quality. According to Jeff Irwin, customer success manager for IBM Watson Media, a few simple fixes and some strategic and affordable equipment purchases can make any live stream look and sound better. So read on to learn how to make a live video look professional with these 4 proven methods. If you find this article useful too, be sure to check out our 5 Pro Tips for Live Video Production guide as well.
Looking for fast video upload speeds? Need a bulk video uploader? IBM Watson Media has recently added an Aspera Connect integration. This works over IBM’s video streaming and enterprise video streaming services.
The new integration brings with it a host of benefits that will aid those managing their video assets. These benefits include not just a faster upload speed, but a way to do so without harming other Internet activities like email and web. It also offers a more secure upload process, while taking advantage of being able to upload large file sizes or bulk upload numerous videos.
People are watching more and more streaming content, with year-over-year time spent watching streams growing almost 22% on desktops and 48% on mobiles as outlined in our Video Trends to Look for in 2017 webinar. Viewers like to watch more of a good thing too. This can be for education purposes, entertainment or discovering more about a product or topic. Organizing your video assets into easy-to-find video playlists can aid in more content being consumed, and take advantage of this growth in time devoted to streaming content.
To help in navigating video assets, IBM Watson Media has added a playlist feature. This enables content owners to create numerous playlists associated with on-demand videos. These videos can range from professionally edited assets to auto archives of earlier live streams.
Verizon could be the latest to enter the fray in the well-populated streaming media services market. This summer, the telecommunications giant has potential plans to launch a new Netflix competitor. But there’s a problem: according to Derek O’Donnell, senior research analyst at Gartner, the average limit for subscriptions to online streaming services is three, and between Netflix, Hulu and Amazon, that leaves little room for another behemoth.
So how do streaming media services compete? The instinctive answer: get more data on your customers. But that’s not quite sufficient.
“There’s no one on the planet that has more data than the streaming services other than Google and Apple,” says Dan Rayburn, a consultant and speaker on the streaming video business. Essentially, Netflix and friends are already drowning in the same quantity of data as one another. “They obviously all know what their customers are watching and then use that data on the content they feature. It’s not like one has more data than the other.”
For streaming media services, finding a competitive advantage when they have the same data as their competitors means getting creative with that data—and using it to make smart decisions that will benefit their bottom line. While there are many ways to do this, here are a few top tips. For those looking to get an idea of how the market might change, though, and give themselves an edge, be sure to check out Outsmart your Video Competition with Watson white paper as well.
Looking to increase your audience? Want more eyeballs on your product launch? Larger viewership on your live event? Inline video playback on social networks, like Twitter and Facebook, can be a way to bolster your audience size.
This article describes what is inline playback on social networks, the advantages of using it, how to do inline video and the end user experience while including demos.
A lot of the use cases for inline video playback are relevant to marketing. Not all types of video marketing will want to use inline playback, though. In particular, those that are directed at lead generation. Watch our webinar on 9 Mistakes to Avoid in Your Video Marketing Strategy to get some ideas on if your content is brand awareness focused, and would benefit from inline playback, or if it’s more directed toward lead gen.
There are many jobs that didn’t exist a decade ago. Chief listening officer, social media manager and app developer were all unknown titles until recently. Streaming video jobs are another set to add to that list.
As the use of streaming video grows, more brands need a dedicated full-time employee to oversee its production. At the time of composing this article, job search sites Indeed, PBS Digital Studios and Allstate were all looking for video streaming specialists.
So what’s contributing to the position’s rise? As Business Insider noted, “While the concept of live streaming has been around for years, mobile-first video platforms with user-generated content have just recently begun to make serious waves thanks to improved video quality, faster broadband speeds, and enhanced mobile technology.” This increase in live streaming also has a trickle down effect for video on-demand as well. In fact, 19% of organizations are adding 25 hours of video content or more to their corporate libraries each month. This is in 2013, according to a joint IBM and Wainhouse Research report.
As the need for this role grows, workers who are adept at video production and can keep a cool head when the inevitable disruptions occur during live events will find a new outlet for their talents. Video integration into social and business platforms continue to fuel the growth of this industry, meaning the long-term outlook for such streaming video jobs is solid.