iPhone 6 Is Coming: Is Your Media Ready?
The iPhone 6 is coming, and the rumors include two new screen sizes and new screen resolutions. Are your digital assets ready? And what about other new form factors, such as the iWatch, Google Glass, and digital billboards? Will your images and video display properly on Day 1? How soon after the final announcement of the new screen specifications will your content be ready? Do you know what to do to get it ready?
The stakes are high. If you are not prepared for a new form factor your content may be cropped in odd and unpredictable ways. If the content is not at a high enough resolution or pixel density for the screen display then it might become soft and fuzzy, ruining your brand’s impact on a potential customer. Are you going to face these same questions and challenges every time a new device is released to the public?
You might be thinking, “I have a responsive design site, or an adaptive mobile site, so I am all set.” But it’s not that simple. Digital images and videos still need to be reformatted to display optimally for each device’s screen size and resolution.
It is all about how your site is achieving its responsiveness. Many sites download large images to mobile devices and rely on the Cascading Style Sheets to downsize it, forcing the mobile device to go through the logic and do the calculations to provide the right-sized media. And if customers are viewing mobile sites from low-bandwidth networks, this can significantly slow down mobile site performance, even on a responsive site.
For instance, a recent report states that Radware’s annual benchmark shows the median time to load a webpage is 9.3 seconds and has slowed by 21 percent over the last 12 months (Source: “CDNs Extend To Web Performance Optimization And End-To-End Cloud Services,” Forrester Research, Inc., July 31, 2014). This slowdown is mainly due to inefficient use of right-sized media. Page performance directly impacts conversion. Will your customers wait that long?
Some marketers will not be worrying about this. These marketers are using intelligent rich media publishing technology to deliver responsive images to their digital properties. Dynamic media refers to media that is created on demand instead of in advance, and delivered to the device ready to view. A dynamic media publishing platform such as Adobe Scene7 detects the responsive page breakpoint for the device requesting the content, and delivers the right-sized image format on demand. This can save a lot of up-front creative production time and costs, because the right-sized images do not need to be created in advance.
Below is an example from the Audi website. The automobile images in each case are delivered dynamically from the same master, properly sized in each instance before being downloaded to the end device.
iPhone 6 Is Coming: Is Your Media Ready?
The same intelligent technology systems also automate the resizing of video players and encoding of video over multiple file formats. They already can handle all of the existing codecs, file formats, and screen sizes. The iPhone 6 is just another number and these systems will automatically generate a version suitable for this new device as soon as it is detected.
For a marketer using this technology, the only task is to get the specs of the new device when they are released and perhaps make a few simple adjustments. The ability to handle a new device with this ease requires a three-step process to plan, manage, and optimize your rich media experiences.
Best practices with dynamic, rich media publishing require that you design and produce a single high-resolution master, once. After that, the dynamic media management system will take care of resizing and other changes needed so that your content can be delivered to any device that connects to your website, including devices that haven’t been released yet. Your planning will include knowing the trends, understanding how user behavior changes on different form factors, and knowing what you want the user experience to be. You can focus your efforts on these strategic questions, confident that the technology will take care of the details in delivering this master content to any device.
Think of this as creating recipes that allow you to specify how the content will look on different screen sizes. This gives you the control to customize cropping, sharpening, templates, color effects, video encoding profiles, and more. Most importantly, you can define auto scaling, which will read the breakpoints and deliver media that is perfectly sized for each platform. When a new device is released, you may have to tweak one of these recipes or create a new one. This fairly simple action will apply to all of your media on any end device. You can be confident that your content will display well on any new device with only a few minor adjustments.
A good rich media publishing solution will be integrated with analytics, allowing you to monitor, test, and improve your content. Despite your best efforts, mistakes or problems may arise. Perhaps you will detect that the new larger mobile screen has led to different user behavior, such as watching video for longer durations. You could then run an A/B test using a version of the video that was running on tablets. Strong analytics enable you to respond to any problems or opportunities with agility, based on solid knowledge and performance data.
What will the next new screen be? Big? Small? Round? Maybe spherical or 3D. The right technology lets you take advantage of new channels quickly, and respond with optimized experiences no matter what comes next.
This article was syndicated from Business 2 Community: iPhone 6 Is Coming: Is Your Media Ready?
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