The next wave in target marketing -- meta-deta embedded along the timeline of video content. This has great implication for Search Engine Optimization and Marketing and for advertising as content is made richer with behind- the-scenes information that's index-able and searchable. Marketers can leverage metadata for product placement, and content providers may be able to gain more insight into developing content based on audience search patterns.
Although the technology and tools for embedding metadata into video currently exists, I think the more important enabler is in HOW these forms of data will be leveraged strategically in order to add value to the content. The key is to establish a process during the development of the intellectual property so that it's carried out during pre-production, production and the post-production process - it needs to embody a structured and executable methodology that will add additional layers of value for each of the major downstream participants in the exploitation of the intellectual property. For example, how will the audience use such data as they consume the product on various platforms? How should we structure the data so that distributors can exploit the content in different platforms and in different territories? The new "balanced producer" should consider all of the major participant categories to include the audience, distributors, retailers and licensed media participants, production talent, ancillary media and consumer brands, etc.
These are exciting times for content creators with a lot of possibilities for the exploitation of this technology in order to add valuable to each of the participants at very granular levels.
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