When it comes to content, the past 2 years have changed all our typical patterns. It is no exaggeration to say that video was the most prominent application of this period. Whether short, long, broadcast or shared, we rely on video to fill our lives.
Our self-optimized, algorithmically tuned content libraries reflect years of unbridled curiosity, skill development, passion, and interests. Today, they are like worlds built from what we like.
What excites or excites us may be a day or a decade old
Rendering the conventional wisdom of the TV-dominated ig database era obsolete. For example, the most-watched TV show among American Gen Zers is “The Office,” even though it ended in 2013. We’re interested not only in what’s new, but also in what captures our imagination, whether it’s iconic concert footage or old videos that teach us something, like how to make compost or how to use a chainsaw without losing a finger.
We’re fascinated by these moments of attunement because they drive radical digital transformation across all industries. For the industry, they represent a call to the more popular these design creative that not only speaks to people, but resonates with them in some way.As creative teams navigate a landscape transformed by viewers’ endless choice, here are three critical things to keep in mind.
►Creativity is king, regardless of the format
Today, advertising creative is firmly established as the dominant driver of ROI. As increasing privacy protections eliminate legacy data sources and media automation frees up marketing budgets, producing standout creative is becoming a key driver in cyprus business directory terms of strategic differentiation.Being able to decipher what drives performance within a video, as well as across campaigns, is becoming increasingly important. New data, tools and methodologies provide us with huge, rapid increases in value that are measurable, require no new skills and can be scaled immediately. Yet they are not being fully leveraged.
At the macro level, we have seen streaming explode
People are watching long, studio-produced movies that require high investment values on connected TVs. At the same time, they are also watching super-short videos designed to be projected on small screens.
The fact that two diametrically opposed media types have simultaneously grown in popularity tells us that what viewers care about is not format or production quality, but quality as measured by relevance, intellectual stimulation, sensory experience, and emotional resonance.
