Over the last five years there has been definite trend, with more and more projects outside of the traditional broadcast and media delivery market. For example, we recently underwent a project for Brazil’s cultural epicentre, Itau Cultural.

It is something we envisaged back when we started Cantemo and it is driving the need for a more evolved media asset management, something I discussed in my last blog post.

Rising Importance

Companies are realising the huge potential of video, whether that is for internal review processes, internal and customer training, or as a marketing tool, amongst many other valuable uses.

Indeed, there have been several statistics issued recently, all pointing to a growing trend for online video, something which is set to explode over the coming months and years. Nielsen claims that 64% of marketers expect video to dominate their strategies in the near future.

There is no doubt that video gives companies a better way to engage with their customers and potential customers, in a way that is simply not possible in any other way. Forrester even put this into stats, claiming that if a picture paints 1,000 words, then one minute of video is worth 1.8 million.

Rising to the Challenge

One of the biggest challenges for companies using online video is that in many cases, they are not video experts. They don’t have years of experience creating and delivery video and all that entails, which is not just about creating the video, it is about the editing, review, approval, and distribution process.

For a big organisation with a complicated review process, getting video files to the right place at the right time is not as easy as it sounds. The very nature of video files means they are extremely large in comparison to any other media file types, which makes moving and delivering those files much more complicated than with other files. At the same time of course, companies are striving to issue videos as quickly as possible, to ensure maximum exposure for their brand, or to fit alongside an announcement or event.

With so many potential distribution outlets, companies are having to publish their video files several times over. It used to be just a case of posting it to YouTube, but now other social media platforms are putting a great deal of effort into increasing the use of video on their platforms. Take the recent announcement from Twitter that users can share video directly into Twitter itself, a service it claims will complement its Vine service. Facebook has also taken some major strides in this arena, with videos being played directly in the newsfeeds, making it an attractive offering for marketers who can greatly increase eyeballs with very little effort.

When it comes to distribution, therefore, the more users can automate the process, the more efficient it will be, with simple rules determining exactly where a video needs to appear once the user hits “publish”.

The Future of Online Video

We are already witnessing the effects of this trend for online video, but it is likely to continue at a dramatic pace over the coming months, with more and more companies adopting online video as a part of their overall strategy. MAM systems will play a key role in helping those companies effectively manage those assets, but they need to evolve and be flexible enough to adapt to a vast difference in customer and requirements. If you want to read more about how they should do this, check out our last blog post.