Here are the reasons video needs to be an important part of your digital marketing strategy. (See if you can spot Heidi Klum in the background of this interview.)
Is it web TV? Digital video? Premium video? The industry hasn't even settled, yet, on a single term to describe this shift from traditional TV to "video everywhere." But already audiences have embraced the ability to watch original video from multiple sources on multiple devices.
iMedia's Bethany Simpson spoke with Nick Buzzell, President & Executive Producer of NBTV Studios, about the trends defining this high-value marketplace.
1. Digital video has been embraced by audiences as "the new normal" in entertainment
"People are adapting to the idea that premium [video] can live on multiple channels."
- Nick Buzzell
2. There's major momentum with creators, advertisers, and distributors
"What you're seeing is a new ecosystem of content creation..."
3. Audiences don't just want TV online. New talent needs to step up.
"The ability to create linear TV is a great skill. But when it comes to digital and interactive content, it's really about creating an interactive experience that fosters communication and leverages all of the areas of technology."
(This is one of the clips with Heidi Klum in the background.)
4. Audiences will demand more video than currently exists
"We're underestimating how much content needs to be made, and how quickly it's going to need to be made and tailored to those specific audiences."
5. The rules have changed. Getting content made and seen is easier than ever.
"People need to look at content for both the entertainment value, as well as how it's leveraging social, second screen, and the living room."
Nick Buzzell is an entrepreneur with a passion to innovate, create and redefine the way stories are told, consumed and interacted with on any screen. He has extensive expertise in content development, media production, distribution and creative strategy for television, digital media and advertising. For the past 10 years, Nick has developed, produced, and managed multi-platform advertising campaigns and created television series' and interactive digital content that has entertained, engaged and informed millions of people around the world.
At NBTV Studios, Nick leads a global media & interactive studio that creates innovative, multi-platform, scalable solutions for television, film, web and mobile. Nick and his versatile team develop, produce & distribute visually stunning content experiences including: television shows, broadcast commercials, branded entertainment, feature films, music videos, live events and interactive media applications. Nick has developed more than 75 original properties designed for television, film, web and mobile, ranging from scripted to reality to interactive. NBTV's diverse client roster includes consumer brands, pharmaceutical & medical companies, television networks & advertising agencies.
Prior to creating NBTV Studios, Nick was VP & Executive Producer at Big Fuel, a social media agency specializing in multi-platform branded entertainment for Fortune 500 companies (acquired by Publicis). He produced successful campaigns such as AOL Music Sessions "Back Stage Pass," Neutrogena "One Less Stress," and AOL Latino "Fashionista" series.
Prior to Big Fuel, Nick managed a full-service digital studio at NBC Universal, where he oversaw pre- through post-production for various clients, including global brands, networks & cable television. While at NBCU he launched more than 100 multi-platform original series including the hit live web talk show, "Watch What Happens" for Bravo.
His credits also include: "Inside Edition," MTV Networks "True Life," MTV Films "Tupac Resurrection," "The Late Show with David Letterman"/World Wide Pants Inc. and the original comedy series "This One Guy."