Broadcast Beat Magazine 2018 NAB Show Edition | Page 66
Brands take cues from
Hollywood for digital
marketing campaigns
By simon briggs,
managing director, dms
C
ontent consumption
and distribution pat-
terns have changed
radically in recent
years. The meteoric digitization
of media and evolving consum-
er viewing habits have upend-
ed the media value chain. As
everyday life has become more
mobile so too has our content.
Consumers want their content
when and where it suits them
– on their laptops, cell phones
and other connected devices.
Along with a more on-the-go,
as-we-want-it reality—or per-
haps because of it—attention
spans have shortened. In the
age of Twitter and Snapchat,
we want our content bite-sized.
Shorter, snappier and more
easily digestible content grabs
attention and garners better
results. We’re in a new age of
mobile media and entertain-
ment, and along with it, increas-
ingly sophisticated digital mar-
keting assets.
In light of this sea change, brands
are scrambling to adjust their
marketing strategies, budgets
and workflows to compete for
attention. Effectively and effi-
ciently creating and distributing
digital marketing assets brings
enormous challenges. But with
challenge comes opportunity.
Consumers worldwide have an
insatiable appetite for content,
but it must be created, execut-
ed and distributed correctly. It
needs to be in the right format,
served up the correct way, and
reflect the cultural and demo-
graphic nuances of its intended
audience.
Updated distribution
To meet today’s marketing
needs, brands are re-think-
ing staffing and departments.
Companies are recruiting mar-
keters savvy in digital content
creation, distribution and mon-
etization, and beefing up cre-
ative staffs. The digital market-
ing landscape is no longer for-
66 • Broadcast Beat Magazine • www.broadcastbeat.com
eign to forward-looking brands.
But executing high-volume,
fast-turnaround, video content
requires a different distribution
infrastructure.
Legacy models based on print
and television aren’t designed
for
today’s
wide-ranging,
time-sensitive digital market-
ing opportunities. The shift in
media dollars from traditional
platforms to online advertis-
ing is increasing the volume
of video production, which
requires numerous formats and
deliverables coming out of post
production. The ability to scale
becomes paramount. And for
international brands, content
across regions becomes even
more complex and fraught with
challenges.
Efficiently creating compelling
content to support broadcast
and digital marketing cam-
paigns with cohesive and con-
sistent messages across multi-
ple channels is the new name of