Why The Video & TVC Production Industry Needs An Overhaul In The Approach To Content

Behind the scenes of making a movie and TV commercial. Camera of movie and video production. Film Crew. B-roll, and crew team in outdoor nature background.
SHARE
THIS



In this guest post, 90 Seconds VP of global revenue Daniel Littlepage talks to why the video and TV production industry is in desperate need of an overhaul when it comes to creating content…

We need to address the elephant in the room. The high cost to brands, advertisers and broadcasters due to archaic models of content creation, which lack efficiencies for the modern age of video.

Let’s break it down.

Creating content for brands has never been an easy task even for broadcasters, with in-house  production teams often acting as an internal agency to facilitate the creation of TVC’s for many advertisers. This has always been a manual process that has ultimately meant the implementation of large internal production teams with its own, often expensive, headcount costs that can’t easily be scaled up or down.

This has created a flow-on effect, with networks being forced to charge brands and advertisers a premium price for the creation of TVC’s in order to cover their own overheads, all whilst the media landscape continues to fragment further increasing the challenges for linear broadcasters to maintain their current market share.

This has put many advertisers who have a limited budget or don’t know how to produce broadcast-quality content in an awkward position. For many SME’s, when adding the media spend to the cost of production, makes television advertising unattainable and therefore their focus has shifted to other channels including social where not only the success of campaigns can be easily measured, they are generally more affordable as assets can be easily repurposed to spec and be more targeted to the audience they ideally would like to reach.

Things were challenging enough for television networks when they had one linear broadcast channel to work with before networks needed to evolve to multi-channel and on-demand services. However, the shift to digital and online channels, streaming services and catch-up television has created additional pressure for internal production teams to produce a larger volume of content that can stand on its own and compete, no matter the channel.

There is no doubt this is an increasingly big issue for brands with smaller budgets who need to scrutinise every cent spent as well as ensuring an adequate ROI can be achieved from these campaigns. It has become an even bigger challenge for networks who are under an extreme amount of pressure to produce a high volume of good quality content on a shoestring budget with increasing overheads attached to the production process.

How are networks and broadcasters expected to compete when production budgets are the same or even shrinking, and the expected outputs are substantially larger?

There is a need for networks and publishers to address this industry-wide challenge and think creatively to solve the issues of high production costs, scalability of both the team and production, inconsistency in the quality of content creation and clunky workflows.

For broadcasters who adopt a more efficient content model, such as Nine and their new 9Voyager platform, the ability to reduce operating costs whilst creating high quality broadcast assets become very real.  However, media broadcasters do need to look outside the square and be prepared to change their traditional ways if they are really going to get to the core of the issue.  Utilising creator marketplaces like 90 Seconds, who combine cutting edge workflow technology with a global professional creator community, is a great way to revolutionise content production, reduce costs and maximise efficiencies for leaner more profitable organisations. Leveraging an API integration into a broadcaster’s infrastructure means a seamless workflow and customer journey that makes the process faster, higher quality and more scalable both in volumes and geographical locations.

In Australia alone there are over 2 million SME’s who can potentially benefit from linear and multi channel broadcast advertising if the entry price is lowered. Using technology solutions including workflow tools dramatically reduces the cost for both the network and advertiser whilst offering increased value and faster creation of video assets for brands to capitalise on video content trends, including stories. In addition, this technology unlocks a brand-new market of advertisers ready and willing to work with broadcasters who have never before been able to create top-quality content cost effectively.

For the networks who aren’t able to invest in a platform such as 9Voyager there are a number of solutions that can still be implemented to support this industry-wide change. Broadcasters can explore the option of building an internal workflow tool to streamline their processes, or simply partner with technology players who are already facilitating these services both in Australia and around the world.  There’s a reason why the world’s tech giants Facebook, Google, AWS and Microsoft are all investigating content workflows and looking more and more to creator marketplaces to scale their video delivery to their platforms.

With more competition than ever before to claim a piece of the advertising pie, broadcasters who don’t innovate and change the way they create content will run the risk of being left behind by those companies who make the advertising process more efficient and cost-effective for brands big and small.

 

Please login with linkedin to comment

TVC Video Content

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]