Shutterstock, Inc. has introduced Asset Assurance, a new product that offers brands and businesses guaranteed protection when licensing editorial content for commercial use.
Shutterstock Editorial is a premier source for the latest news, sports, entertainment, and royal imagery that enables the world’s media to visually amplify their stories. For the first time, Shutterstock is empowering brand storytellers with worry-free use of its library of editorial and archival images and video in advertisements and other commercial projects. Shutterstock’s team of editorial and legal experts will work with clients to review the potential commercial use of the content and ensure they have secured the necessary indemnification against any potential claims.
The global pandemic has changed the way brands and businesses engage their audiences by acknowledging the ongoing global crisis and showing their support. An IAB survey conducted in March 2020 revealed that more than 37 per cent of US marketers planned to increase their brand equity messaging due to the coronavirus and 40 per cent of US marketers planned to increase their mission-based and cause-related marketing.
Additionally, a study conducted by Smartly.io among 800 US adults in the first week of April showed that 83 per cent of respondents said they wanted brands to address the pandemic directly in their social media advertising, which reflects the need for a product like Asset Assurance, providing brands with a safe solution for using more timely, real-life authentic imagery in their brand campaigns.
“As brands and agencies rallied to create ad campaigns over the last two months that show empathy and reflect the current climate, we have seen an increase in demand from clients needing visual content that is relatable and connected to real-life events,” said Shutterstock CEO Stan Pavlovsky.
“By making our collection of more than 50 million editorial images and footage available for commercial use, our clients can create more empathetic and contextually relevant visual campaigns with protection guaranteed.”
Until now, Shutterstock’s editorial collection was only available for publishers and media to use in an editorial context or for clients who secured third-party approvals from our rights clearance partner Greenlight.