Broadcast Beat Magazine 2018 NAB Show Edition | Page 67
dinators, technical and graphics
specialists, audio mixers and
quality control operators must
have the tools to work together
seamlessly. A single platform
can ensure that a multinational
client base receives the highest
quality content and service in a
time-sensitive window of mar-
keting opportunity.
the game. A holistic approach
to this process, backed by the
appropriate expertise, systems
and technology is the way to
get there. While still in its infan-
cy for even the largest brands,
there’s one industry that’s been
at this for a while and has paved
the way: Hollywood.
Adopting the
Hollywood model
Brands are increasingly look-
ing to the model used by
Hollywood film studios. Digital
marketing techniques are fun-
damental to build awareness
for new film releases. They are
part and parcel of any film mar-
keting campaign today. They
work to create a groundswell
of excitement, build word-of-
mouth awareness, drive ticket
sales, and even help raise the
level of critical discourse within
the film community.
put enormous strain on the con-
tent creation and distribution
process. Studios and produc-
tion companies are finding that
localizing and delivering con-
tent globally from one central-
ized location brings the neces-
sary efficiency as well as mes-
sage and branding consistency
to promotional activity around
the world.
Companies that specialize in pro-
ducing content for Hollywood
have the infrastructure and
resources in place to scale, as
they often work on multiple
major releases simultaneously.
In-house asset management
and distribution platforms are
designed and optimized specif-
ically for fast-turnaround, high-
quality and localized content.
Video and digital production
experts, customer service coor-
Meanwhile the majority of
brands still approach digi-
tal marketing much the same
way as traditional campaigns,
through regional offices and
separate agencies, which is a
costly model that can be dis-
jointed and often doesn’t reflect
a unified brand message.
Speaking the right language
Whether a global brand is dis-
tributing assets for a broad dig-
ital strategy or a film studio is
promoting a new release, the
content challenge is much more
complex than simple language
translation. What resonates in
Barcelona might not in Brisbane
or Boston. There are linguistic
and cultural nuances that must
be addressed. Study after study
has shown the importance of
authenticity to viewers when
consuming all types of content.
No matter how inspired the
content, if it doesn’t strike the
But the delivery of digital mar-
keting assets to support film
releases is complex. The abun-
dance of digital platforms on
which content is consumed,
along with country-specific reg-
ulations and the need to keep
assets secure from piracy all
Broadcast Beat Magazine • www.broadcastbeat.com • 67