The Director’s Cut
For most of us around the world, gone are the days where “watching TV” means sitting in front of the screen in your living room, waiting for a favourite programme to come on at a set time. Today, the growth of video-on-demand (VOD) programming options (via download or stream) gives consumers greater control over what they watch, when they watch and how they watch. And the number of self-reported VOD viewers is significant. In fact, nearly two-thirds of global respondents (65%) in a Nielsen online survey in 61 countries say they watch some form of VOD programming, which includes long-and short-form content.
But viewing habits aren’t the only things changing, and as such, viewers aren’t the Where We Stand
The atmosphere we are working in is becoming increasingly challenging. The political instability and the price drop in oil are negatively impacting marketing budgets, which in turn creates a fiercely competitive environment. However, we remain optimistic about the future of the audio-visual industry because we already started working on diversifying our type of productions and are continuously innovating in our production methods.
The 30' sec format will not disappear anytime soon in our region. However, the demand for alternative formats is showing high demand. Those alternative formats require new storytelling skills from a director’s perspective and new production methods that we are already offering our clients.
The Latest and Greatest
Among the successful projects we recently undertook are: Banque LibanoFrancaise, Home Loan TVC; Nido 'One Plus' TVC campaign; touch 'My Plan' TVC, which was the most awarded commercial
REMOTE CONTROL: VOD PUTS GLOBAL CONSUMERS IN THE VIEWING DRIVER'S SEAT
only ones who stand to benefit from this new landscape. Traditional advertising models are changing as innovative technologies such as programmatic and addressable ads allow advertisers to reach consumers in new and creative ways. Many traditional TV providers, including networks and multichannel videoprogramming distributors (MVPDS), are reevaluating their business models in order to adapt better to consumers’ evolving habits. While it’s clear that business-as-usual methods won’t work in a landscape that is changing so rapidly, the field is wide open, as all players are looking to expand share.
“Today’s media landscape is complex, but the growth of video-on-demand programming services at Dubai Lynx; Laure & Joseph Moghayzel’s animated documentary; a corporate documentary for Tanmia Food; a portrait documentary on Rafic Hariri; and two feature films, ‘Go Home’ and ‘Holiday Inn’. can create opportunities for all players in the media ecosystem,” said president, Nielsen Product Leadership. “For audiences, advertisers and content providers alike, advantage will be gained with an in-depth and keen understanding of not just how consumer viewing dynamics are changing, but why they are changing. Two things were never truer than they are today: Content will always be king, and consumers will continue to demand greater control and customisation of the viewing experience. Providers who exceed standards on both fronts will have an advantage.”
touch 'My Plan'
Rafic Hariri documentary