2017 trends in video and marketing
The big trends in video for 2017
Every year technologist tell us that it’s going to be different. Usually we’re let down as things move slower than expected. As soon as the iPhone came out 10 years ago, the experts were telling us that mobile video was the next big thing. We think we can now say that mobile video has established its self as a big thing but it certainly hasn’t topped the big screen in the living room.
So what do we think are going to be the big trends in video to watch this year?
Over-the-top video grows in importance: Video delivered to via set-top box is gaining market share and becoming more innovative every month. All major entertainment companies now have apps on Chromcast, Amazon Fire, Roku and Apple TV. With the spread of fiber optics and hardware improvements, expect this trend to continue.
Definitions of TV and web video will blur: Netflix was the first company to offer very high-quality original programing via streaming. Now Amazon, HBO, Hulu, YouTube and a plethora of others offering quality programing via streaming. Add to that, Direct TV Now and Sling, which are basically cable content services via streaming, and we can start re-defining TV now.
Feature films become less important: We think this trend has been going on for awhile. As home theaters become more immersive, with more available content, there are fewer reasons to leave the house for $10 popcorn. With exceptions of course, viewers usually have better options available via streaming.
Virtually Reality: With 72% of Americans walking around with a VR device in the pocket (smart phone) and production and delivery technology rapidly advancing, expect to see incremental adoption of this technology this year.
VR is not going to be like the 3-D fad of a few years ago. The content is going to come slowly. VR is not going to work for a lot of entertainment vehicles but it’s going to be profoundly effective for some uses. Examples would be gaming, experiential entertainment and live experiences (backstage at a concert or sidelines of a football game). Narrative story telling is going to be more difficult and will seem novel at first, like the first 3-d movies of the 50s.
Ad dollars will continue to chase eyeballs with bad metrics: Stories like this will persist as technology advances more quickly than the systems to prevent abuse. Marketers can only watch their dollars closely and diversify to protect themselves.
Well, that’s the trends in video we see coming down the pike for 2017. Let us know if you agree or disagree.