Vaporware evaporates at NAB 2024, reports DPP

The DPP has published its annual report from NAB, and found vendors intensely focused on the real world business problems of their customers.

The DPP report, NAB 2024: Demand vs Supply, explores the state of supply in four key areas of customer need: Co-Pilot AI; Next Generation AdTech; Content Integrity; and Increasing Accessibility. The report was made possible by support from DPP member companies Prime Focus Technologies, XR Extreme Reach, and Red Bee Media.

Ahead of the show the DPP spoke to representatives from 25 different media organisations from Europe, New Zealand and North America about what they require from vendors in these four important areas. The DPP's Technology Strategist, David Thompson, then analysed how well solutions offered at the show responded to these needs.

"Vendors are very focused on what they can do for customers right now, rather than what they might be able to do in the future," reports Thompson. "Even though many of the technologies themselves are still nascent, and face challenges, vendors are providing a starting point for their customers in most areas."

After assessing each of the four areas, Thompson assigned each a maturity score between one and five.

"I found the solutions in accessibility to be the most mature — gaining real benefits from developments in AI," said Thompson. "Solutions that support content integrity are the least mature. But this is a complex area, and some of the innovations are genuinely exciting."

In describing their needs, customers had placed emphasis on their preference for evolving solutions in close partnership with vendors, rather than attempting revolutionary change. Many commented that they had been stung by their experiences in the adoption of cloud. Early cloud adopters sometimes came to regret their decisions. And now, in difficult economic times, customers cannot afford investment mistakes.

The report provides specific, actionable guidance for both customers with requirements in any of the four areas, and for vendors seeking to offer solutions.

The report is available to DPP members for download here.