Just about everything is changing in the video business, including the ways advertisers do video content and messaging. As video on demand is a reflection of increased demand for video wherever people are, using whatever devices are available, so video advertising now is changing to reflect the increased ability consumers have to simply ignore the messages.
Advertising and public relations are two different ways of accomplishing the business goal of communicating value to external constituencies, prospects and potential buyers. Owned media, content marketing or custom publishing are other ways to achieve many of the same objectives. So it might be revealing that practitioners from the "advertising" start talking about an "absolute explosion of new types of content from brands."
So says Chris Schreiber, director of marketing at social video advertising company Sharethrough. A leading expert on social content strategy, Chris recently presented a two-hour workshop on viral video at the Cannes Lions festival.
Simply, more "storytelling" is going to happen, with much more investment in content creation. In advertising as well as elsewhere, pushing messages at people doesn't work as well as it used to. These days, people have to be enticed to come check something out, hang around and then share.
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