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- Technologies such as AI, machine learning and VR have been gaining traction for what they are currently able to accomplish and what they will be able to do in the future.
- Within a video platform system, AI can be used to unlock unstructured data sets, making it easy for companies to inscribe the data.
- Before fully jumping on the AI train, companies must remember that humans first need to train and feed machines images of people, objects, and brands at different angles, so it can give quality recognition.
- AR has more potential for brands to leverage in terms of creating user experiences, but it will be a few years before it becomes a common business practice.
- CMOs should look for cloud-based solutions that have video management systems built in.
Over the last decade, many technological advancements have taken place, none more instrumental to changing businesses than the cloud. Once thought of as a mysterious concept, businesses across all industries use the cloud to store files and manage content.
In fact, LogicMonitor predicts that by 2023, 83% of enterprise workloads will operate from the cloud. For businesses that rely on video for both internal and external use cases, software designed to take advantage of the cloud is instrumental in efficiently storing, managing and distributing content.
Although the cloud has impacted how organizations leverage video content, and this concept is no longer “new,” they will need to prepare for other technologies that are set to change how videos are created, stored, distributed and consumed.
These technologies have the potential to provide a better user experience and help organizations more easily unlock data, but they have not hit the mainstream market – yet.
Before organizations start leveraging these technologies, they must lay the foundation (quite literally) by ensuring they have the proper infrastructure in place.
How new technologies will become mainstream
Renderforest reports that the average user spends more than 16 minutes watching online video ads each month. As more people consume information via video, it is important that CMOs are aware of the technologies that will impact – or are already impacting – their content strategies.
Like the cloud in its infancy stage, technologies such as artificial intelligence (AI), machine learning (ML) and virtual reality (VR) have been gaining traction for what they are currently able to accomplish and what they will be able to do in the future.
Though many business executives are aware of – or are currently using – one or more of these technologies, their full potential has not yet been realized.
AI is being used to describe the content in video, but there is a lot more to it. For instance, organizations can apply AI to predict what people might want to watch based on past searches.
By understanding what a consumer or customer has been viewing, companies can share more personalized, relevant content, which creates a better user experience. Within a video platform system, AI can also be used to unlock unstructured data sets, making it easy for companies to inscribe the data.
At the moment, though, there is still a lot of uncertainty around AI and ML, and their implementation in the workplace. A recent PointSource survey found that less than half of organizations are only in their discovery phase of implementing AI.
Before fully jumping on the AI train, companies must remember that humans first need to train and feed machines images of people, objects, and brands at different angles, so it can give quality recognition.
When this is taken into consideration, organizations will realize that there is still work to be done before there is a seamless AI experience in video.
Other technologies that are currently making waves for marketers include augmented and virtual realities (AR and VR, respectively). Though AR and VR promise more immersive experiences for consumers, they have not yet been fully integrated into everyday work.
AR has more potential for brands to leverage in terms of creating user experiences, but it will be a few years before it becomes a common business practice.
Exploiting cloud-based services makes it easier for companies to use AI, ML, AR and VR, so it is important that organizations continue to maintain and update their cloud strategy to make it easier to create, manage and distribute both videos and digital assets.
How to set yourself up for success with the right infrastructure
As the technologies mentioned above become more common business practices and used more frequently, it is important that CMOs have the infrastructure in place to ensure their video strategies reach the right audiences.
For business leaders in the media industry, they need to start getting into the mindset that content needs to be aggregated to be able to store and distribute content more easily.
Because the cloud is so frequently used – a practice not likely to end anytime soon – CMOs should look for cloud-based solutions that have video management systems built in.
Within the market for enterprise platforms, a lot of solutions are good at managing brand assets but are weak when it comes to video management. CMOs must ensure that their selected solution can manage the difficulties of video, such as being able to handle a large volume of video file formats.
Additionally, because branding is so important to CMOs, it is also necessary that they have complete flexibility and freedom to customize their video platform to reflect their brand and provide a greater user experience, while ensuring it will not interfere with IT teams’ resources and day-to-day procedures.
As technologies continue to evolve, so too will the way we create and consume content. As such, it is imperative that CMOs can keep pace. Producing and distributing content is only as good as the infrastructure and tools an organization uses to operate.
Tim Jobling is CTO of specialist video management company Imagen. As one of the company’s longest serving members of staff, he has played a significant role in driving the technology from a project based, turn-key solution to a globally recognised SaaS platform.