On the same day I was writing about what the future can hold with Google’s acquisition of Motorola Mobility and its set-top box business, MediaMind announced a partnership with Impossible Software in a new form of video versioning that could assist in making what I wrote about a reality. The partnership will enable advertisers to change features within videos based on where the person is viewing the ad, what time it is, exact demographic and more.
The press release goes into the details a little bit with versioning ability seen in text, images, sound and video at run-time. While this technology is a step up from what MediaMind and other rich media companies were offering in just standard online ad placement – since it can affect the video and its contents to make it more specific to its audience – it is certainly a solid step toward dynamic placement of directed content in commercial pods on television. It actually provides another option I didn’t present. That new option with this technology could allow for everyone to see the same ad on a national scale, yet see local information appear dynamically upon airing.
There are definitely technical considerations that would need to be ironed out as online video is handled differently from broadcast and cable video, but the possibilities for the future are exciting. It is a chance for advertisers to combine the personal and the emotional. Of course, they will still have to create ads that build the emotional connection, but this provides a solid seed for enhancing that relationship.