It’s Video Time

ArabAd - - FROM THE EDITOR - Ghada W. Azzi

This month's is­sue in­tends to shed light on the rapidly grow­ing dy­namic video in­dus­try. Five years ago, video was mostly high-end video pro­duc­tions or user-gen­er­ated con­tent (UGC). Now, video has quickly evolved into the main­stream in na­tive con­tent and has be­come brands’ most ef­fec­tive com­mu­ni­ca­tion tool. One-third of on­line ac­tiv­ity is spent watch­ing just video. ONE-THIRD! That’s stag­ger­ing.

It has got­ten to the point to­day that if it is not a video, it is not “thumb-stop” wor­thy… and most likely won’t be seen.

We cur­rently have a new gen­er­a­tion that is grow­ing with the no­tion that video is the main, if not the only, way to con­sume in­for­ma­tion. Older gen­er­a­tions are rapidly adapt­ing to con­sume mostly videos as well. The de­mand from the con­sumer side con­tin­ues to grow-- with the de­crease in its at­ten­tion span, ris­ing in­ter­net pen­e­tra­tion, con­nec­tion speed, and de­vice own­er­ship-- en­abling more var­ied view­ing. Whilst de­liv­er­ing con­ve­nience for con­sumers, this is adding com­plex­ity and tech­no­log­i­cal chal­lenges for mar­keters as the me­dia land­scape is be­ing dis­rupted.

The im­por­tance of video is not re­liant on just it­self, but its de­liv­ery as well. The dif­fer­ent types of for­mats and num­ber of de­liv­er­ables have also ex­ploded ex­po­nen­tially. Dig­i­tal tech­nolo­gies have made new forms of sto­ry­telling pos­si­ble. It has en­abled more peo­ple to be­come film di­rec­tors and cre­ate new styles of sto­ry­telling with­out the con­fines of any film­mak­ing tra­di­tions. This has been a greatly in­flu­en­tial evo­lu­tion, which is on­go­ing.

Although right now there is a lot of over­lap and blur­ring of tra­di­tional dis­ci­plines. Me­dia agen­cies of­fer­ing con­tent ideas, ad­ver­tis­ing agen­cies cre­at­ing their own con­tent with their own in-house pro­duc­tions; pro­duc­tion com­pa­nies and their di­rec­tors cre­at­ing ad­ver­tis­ing ideas and scripts for on­line con­tent. All try­ing to re­de­fine them­selves. And it's been evolv­ing out of the "tra­di­tional model" for some time now, in the same way ad­ver­tis­ing agen­cies and clients have.

What does this all mean? This all means that the pro­duc­tion busi­ness is more com­pli­cated than ever, yet more ex­cit­ing than ever it seems too.

'You can learn more about a com­pany in a ten-sec­ond video than you can read in ten sec­onds of print,' we are be­ing told. In to­day’s world of so­cial me­dia, ev­ery­one is look­ing for that in­stant grat­i­fi­ca­tion and the NEXT! If the viewer is not in­trigued within five sec­onds, they will likely just skip your story and zap you with it.

Peo­ple NEED to hear your story. And to­day, video has be­come the most cap­ti­vat­ing of all creative out­lets for that mat­ter. This is your time. The world is wait­ing. This is video time. But the rules of the game have changed.

We hope you find this cover story an in­for­ma­tive read and en­joy the rest of the is­sue.

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