What is the future of data-driven content?
I deal with data-driven riven content every day, with advanced connections to APIs and databases that populate everything from simple directories to complex employee metric screens. I’m fascinated by content strategy that we can achieve with live data, including the ability to change real-time rendered video motion graphics.
Everyone’s seen the techniques where ads might change on screen based on the weather forecast. The classic demo is the umbrella ad that shows up right before it’s going to rain. Data-driven content solutions require very special teams who understand programming, visual design and video, so not an everyday graphics person. But once a solution is up and running, advanced content rarely needs manual updates.
The “future” is already here. It’s time for agencies and content shops to embrace the capabilities that already exist and create solutions built on real-time data instead of static graphics.