Way back when, Pete Townsend of the English rock group The Who wrote a song titled “Going Mobile”, which was included on their 1971 album Who’s Next. Back then, mobility came in the form of automobiles, but times change, innovation takes its course, and the new revolution in mobility is video. Today’s audience is tired of bowing to the tyranny of the fixed location television, they want to take it to other rooms, buildings, towns, cities, countries, “Out in the woods, Or in the city, It’s all the same to me” as The Who would say.
Accenture released a report as part of their series on Bringing TV to Life. In it, they detail how smart phones and tablets are becoming the preferred method for content delivery, with a combined 2015 growth rate of 18% over 2014 as television declined. Mobile devices even outpaced laptops and desktop computers, which themselves have been transforming into mobile devices since the advent of products like the Apple iPad Pro and Microsoft’s Surface Pro, as preferred means to view online video. Although the TV still reigns supreme, this “sick man” of content delivery is steadily losing its dominance as the market for content consumption diversifies across devices.
As that market continues to diversify, CMO’s and CIO’s will cross paths more often as adopting data driven decision making (DDDM) practices will be instrumental in designing multiple networks, supporting consumers, developing content, selling ad space, and so forth as managing content across devices becomes a more and more pressing matter. As long as Apple’s iOS is battling for dominance against archival Alphabet’s Android operating system, device variability will yield content incapability, which pose a problem for DDDM to solve. As streamingmedia.com reports:
“…two iPhone 6 models don’t share a common screen resolution, but the larger screen is about 1.4 times the size of its smaller sibling’s. Thus content creation is simplified due to a simple scale change rather than [a more complex change to] a different aspect ratio.
Similarly, content consumption is more consistent between these devices since a video created for one will display the same on the other without the need for any letterboxing.
The same can’t be said for Android phones. With the proliferation of multitier manufacturers serving different markets and audiences around the world has come a mind-boggling number of screen sizes and resolutions.”
Because Android devices are manufactured by multiple firms, unlike their standardized iOS counterparts produced and sold exclusively by Apple, a great deal of hardware variability exists across makes and models – they may use the same OS but are of different hardware – which is reflected in how content is displayed. To keep audiences satisfied, quality content must be assured across all devices regardless of hardware or software.
Accenture reports that this problem will be solved through a fusion of “science and art”, and it is the data provided by services like NPAW’s YOUBORA platform which link these two historical “opposites”. With the real time insights provided by YOUBORA, as Accenture notes, companies can “allow their data to permeate the organization, creating a new kind of supply chain that is automated wherever it needs to be and adds creativity where it will have the greatest impact. Successful digital service and content creation depends on the richness of the underlying data.” We couldn’t say it better ourselves.
Just another thing to think about from us here at NPAW.
Image Courtesy of Shutterstock
James Noeker on May 09th 2016
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