The growth of online video consumption continues and accordingly choosing the right methodology for video publishing, distribution, and marketing campaigns has become more critical than ever. With our attention turning away from the traditional advertising, domains of TV and print and towards the electronic devices, the emphasis on video content marketing and advertising multiplies. In a research by New York Times, there were 7.2 trillion cross-platform video views in March 2017. A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce. Time span, in human terms, is measured by the pleasure, pain, and productivity of whatever task we are doing at the time. The attention span of a user on digital media is eight seconds, according to New York Times

With new innovative technology available on all fronts, consumers now want more control over their viewing experience. Smart videos solve multiple root issues, which the advertising industry is facing currently. The recent innovations in the technology allow the viewers to watch that segment of the advertisement, which they are interested to watch, skipping the rest of the information. This ensures to sustain the interest of the viewer and shares significant insights about consumer behavior and choices. Today, there is only one way for the viewers to watch your content. It is a 30-minute program or an hour and a half movie meant to be watched from end to end. With the falling attention spans, this leads to the vast majority of viewers dropping off within the first few minutes. Smart videos contain multiple levels of interactivity designed to give viewers a holistic

experience. They can test their knowledge by answering questions, get their voice heard by taking polls, and submit information all on the video itself.

The whole concept of content marketing is based on trust and creating long-term relationships. It allows people be interested by providing them interesting and useful information

According to Wyzowl statistics, 76 percent of businesses say that video provides good return on investment. Even though video production is not yet the easiest nor cheapest task, it surely brings great returns. Besides, online video editing tools are constantly improving and becoming more affordable. Advertisers are making great use of such technologies. Whether it is social media platforms or micro-blogging website, by placing ads on the content available, has established itself as a significant advertising platform in the last decade. But innovative technologies which are now entering the market are going to be a game changer. In case of a 30-second advertisement, a company will be able to use the tool to not only allow selective viewing, but each part of the ad can be further utilized to show details or benefits of the product or the part of a product. Gradually, publishers/advertisers/enterprises will have the edge to unleash the potential of their existing linear video libraries to deliver an interactive smart video experience for their target audiences who are looking for hyper personalization& customization. I believe that trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. It allows people be interested by providing them interesting and useful information. For marketers, smart and interactive videos are a boon. This segmentation is enabled with a design room which offers these categories or bi-products.

The interactive video on demand function engages the user for a longer period of time. Soft placements in videos by content creators with a link on the video, leading directly to a decision –making platform is a great tool, empowering marketing industry. For a personalized experience, smart videos lead the viewer from one section to another, within the same video, on consumer’s demand. This is enabled with the help of design room, which compiles the desired sections of the video in real time. Using the design room, any video, either TV soap or even an advertisement, can be modified using this cloud based software. Other personalization functions include face recognition and voice recognition, which provides an exclusive experience, captivating the viewer’s attention. Control over your viewing experience. Get directly to the content you enjoy. No Streaming Service can deliver to this promise today. Overall, the concept of smart and interactive videos will continue to amuse the marketing and advertising world, offering in-depth and powerful insights and data into the lifestyle of a consumer, showcasing the emerging trends and patterns of consumer behavior in real time.