Shifting Focus to a Smaller Screen: Brands are Increasing Investments in Online Video Content, Spending Less on Traditional TV Ads
Summary
It appears that this shift to digital video ads has introduced a number of different challenges, including decreased budgets from brands, a surge in the amount of content that needs to be produced and questions about the best ways to leverage emerging technologies. With the influx of new content channels and tech trends, marketing and advertising professionals are struggling to adjust while learning how to navigate the rapidly evolving landscape. What we found is that the content arms race continues to escalate and is being fueled by the proliferation of digital platforms and screens coupled with more sophisticated targeting techniques and technologies," said David Mason, StudioNow chairman, co-founder, and CEO. At StudioNow, were leveraging technology to provide more transparency, efficiency, scale and flexibility in the content production process, which delivers better economics and outcomes for all involved parties." StudioNow works directly with top-tier brands including Coca-Cola, McDonalds, P&G, Walgreens and Humana to deliver high-quality video at scale through a curated global network of producers combined with a cloud-based bidding and project management software platform.