Is Text-To-Video Technology a Friend or Foe of Text? -- Cary Tilds, GroupM

This article is part of a series inspired by GroupM Whatamp8217s Next an annual event for marketing and media executives taking a forward look at media and advertising and what brands should be preparing for in order to succeedItamp8217s that time of year where we start seeing see top ten lists that reflect on the year past amp8211 best of best movies best music and best sports highlights Often these lists are in the form of video montages which many people like myself enjoy watching on morning televisionMore and more though consumers are watching these and other videos on other devices The screens of laptops tablets and mobile phones are biased toward video as text is difficult to read on the screen size To tell a good story video can simply deliver the story better In even more emerging screens such as Google Glass video will win over reading indepth stories in textSo we get it video is a big deal and will only continue to grow Cisco projects Internet video traffic will be 69 of all global consumer Internet traffic in 2017 But video isnamp8217t a big deal solely because of scale According to comScore 64 of viewers are more likely to make a purchase in an online store after viewing a video Even if viewers donamp8217t purchase after seeing a video sharing video is a big deal Data from Invodo shows 92 of mobile video viewers share videos with othersHereamp8217s the issue Marketers donamp8217t always have the proper video assets to capitalize on the trend Fortythree percent of marketers cite lack of available video content as their reason for not using video in email campaigns for example making it the top barrier to the practice according to eMarketer Text is a critical part of societies worldwide for sending and consuming information Whatamp8217s its futureFor now two companies are working to solve the lack of video assets issue Wibbitz and Guide Both companies focus on texttovideo translation and creation compiling the news into video with the proposition to make news more digestible as you multitask throughout your dayAds are an accepted part of the existing video and text news landscape The texttovideo channel will be no different This will open the aperture of video supply in more personally relevant spaces making the news much more personalTexttovideo isnamp8217t just for news This new technology can be applied to any textbased content This means that if a brand has libraries of interesting content available in text form texttovideo technology can be used Why not create a fun avatar and highlight some of the more interesting white papers to help tell stories in the B2B space Or brands can have their valuable brand ambassadors writing highlights about the brand that can be translated to multiple form factors including videoThere are challenges that lie ahead however for texttovideo There are challenges on the IP ownership of the technology coming from companies including Microsoft Additionally the industry is still determining the ad standards for native advertising let alone the blurred world of texttovideo where we will need to add native standards plus video standards to create a new set And in some areas bandwidth to deliver video rather than text will still continue to be a challengeStandards or not if an 800 growth in the last six years isnamp8217t a big enough signal video will continue to grow across all Internet users Contributing to that growth will be technologies like texttovideo making video more pervasive and personal than ever As Chief Innovation Officer for GroupM Cary Tilds is responsible for leading the companyamp8217s efforts in the identification evaluation and development of new and emerging digital platform technologies Appointed in January 2013 Cary works with all of GroupMamp8217s media agencies helping them to engage with established players and identify new game changers that will best enable them to powerfully employ amp8220tech stackamp8221 digital tools such as search social and mobile in the development of marketing strategies for clients Cary can be reached at carytildsgroupmcom or on Twitter at ctilds Check us out on Facebook at MediaBizBloggerscom Follow our Twitter updates at MediaBizBlogger The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Is Text-To-Video Technology a Friend or Foe of Text? -- Cary Tilds, GroupM

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