by Rey Beltran | ExecutiveChronicles.com
Digital technology has slowly crept in the local advertising industry. From the usual hand drawn compres to its final negative output during the 80s, Mac has conquered the artists’ hearts and the print production people. Heidelberg printers and other printing equipment are now digital, minimizing the errors in color proofing. Printing of billboards is now the norm, compared to when they were all hand-painted…
Clients go for cost efficiency that is being offered by technology. And the local advertising industry is not spared from this reality. The sooner these advancements are adapted, the chance for the local ad agencies to survive the digital age increases.
Brands Are Getting Into Online Video Publishing
One classic example of a global brand that went viral is Dove’s Real Beauty campaign. Published on April 14, 2013, the campaign struck a chord in the hearts of their target market, and the general internet population. It has now more than 65 million views. One who is well-versed in video production would note that the material itself is not expensive to produce.
Imagine 65 million views when it translates to sales! The success of this campaign reinforced Unilever to utilize online media further. Axe and Rexona have their own viral videos online. Local brands are now seeing the cost efficiency of online media. So don’t be surprised if a lot of product launches and events start off with videos that go viral.
Proliferation of Digital Video
Speaking of videos going viral, almost all of the videos you see online are shot digitally. Digital videos are inexpensive to produce. There are already advertising video materials produced using cell phones. Aside from the cost not being prohibitive, digital video is easily edited using digital equipment. So why would the client be content with static ads when digital video is readily accessible?
Keep in mind that people would rather watch than stare at a billboard or a newspaper ad. And with video streaming on mobile devices, advertisers big and small will seize this opportunity to talk about their product rather than just flash their ad banners and or static ads.
Just to illustrate the value of digital video online, check out The New York Times, Buzzfeed, and the like. They are into producing their own digital videos with the hopes of getting it viral. Advertisers now place their ads that accompany these videos at a premium, letting these news channels earn.
It is noteworthy to mention that the future of digital video in the U.S. alone has been projected by a digital forecaster, eMarketer, to increase from $4.18 billion in 2013 to a staggering $12.27 billion in 2018. Staggering numbers indeed which only shows that digital video is the sensible way to go.
to be continued