As technology has evolved, the way that consumers are exposed to advertising—and the way they make purchasing decisions—has also evolved.
Where we used to see commercials on television, in print, and maybe out and about in the world, now we see all of that with one major difference—the internet. Now we see paid advertisements or sponsored content on Instagram, YouTube, Facebook, and more.
As a result, commercials and digital advertising has evolved. Consider these statistics from the Interactive Advertising Bureau:
Digital ad revenue exceeded $1 billion for the first time in 2018.
Mobile and video advertising was up 40% from 2017.
Ad revenue from digital video increased from $11.9 billion in 2017 to $16.3 billion in 2018.
The annual CMO survey in 2017 found that marketers expect social media spending to increase by 89% by 2022, accounting for 18.5% of their budget.
Also according to the CMO survey, social media advertising budgets are predicted to increase by 32 percent in 2018, and almost double by 2023.
According to Hootsuite, as of 2018, there were 3.196 billion people using social media, an increase of 13% from 2017 and 42% of them are
Phew! We threw a lot at you there. But we wanted to illustrate how social media and digital advertising has changed the game and, in particular, the way commercial production is handled.
What’s not changed is that the short format is an art unto itself. Because they are so short, every shot takes on an importance not seen in longer format videos. These require a huge amount of pre-production planning to be sure that every second is used effectively—because along with all of the changes to the way we consume media is the way our attention spans have changed. Now, scrolling is the name of the game and businesses have to work harder than ever to get people to stop and pay attention.
At Studio B, we love the challenge of capturing an audience’s attention and telling a compelling story efficiently, especially when that attention is being viewed by thousands of potential customers. There is a real opportunity, through outstanding commercial production, to capture a brand, highlight a product, and leave them wanting more with a compelling call to action.
Contact us today to learn more about our training video production services and how
we can help you create outstanding educational content!
Grammarly engaged Studio B at a pivotal moment. They needed to create awareness at the consumer level and position their offering as a lifestyle/everyday use product. Their plan was to create a spot meant for broad, paid, digital media distribution. The target audience was just as broad as the distribution plan, and therein lay the challenge. How do we engage a broad audience and get them to think of Grammarly as an everyday tool to empower better writing?
It’s great when our client is a hands-on, creative collaborator that enjoys the process as much as we do! Through an iterative process we developed a story around Lily, our main character. Her first-day-on-the-job story created an empathetic connection people could relate to. We wove in UX elements to show the product in action, in a high pressure situation, creating a sense of tension and a desire to root for our heroine.
Apparently our story connected, with nearly 125 million views on YouTube! And Grammarly liked it. We followed this with five more spots.
Studio B Films Inc
2121 Bonar St
Berkeley, CA 94702