Categories: Articles

Digital Videos Is The New 3D

No, don’t worry… you don’t need glasses or anything like that.

For marketers trying to navigate digital marketing in a more effective manner, they are faced with both an opportunity and massive challenge. Yes, advertisers are still producing 30-second spots, but with that comes digital video – an entirely new and evolving landscape. Sadly, we still see advertisers just pumping their 30-second spots into pre-rolls on YouTube, but that’s not the win. For years, I’ve been pushing a new ethos out into the advertising ether. I want brands to not just “sell” on YouTube, but to think about the audience and try to become a “part of the YouTube community.” The thing is this: it doesn’t end at YouTube. Vine, Buzzfeed, Periscope, Vice and more offer a myriad of video options that is both the challenge and the opportunity. There are ads, there is native advertising, there is content marketing and there is more. The opportunity: for brands to produce and distribute video content in a very different way from channel to channel. The challenge: it’s laborious, time intensive, a lot of videos can’t be repurposed across channel, and each channel offers its viewers a very different kind of engagement and experience.

The tapestry makes digital video a very three-dimensional experience for brands.

So, how do the senior-most creative people approach this new way of creating video content (which looks and feels a whole lot different than television ads)? I’ve been a fan of Sal Masekela since we first met at a Google event many years ago. He’s a great host, and has really embraced digital video. In this quick, five minute, conversation, Sal sits down with famed creative director David Droga from Droga5 and Emily Anderson from Ogilvy. They look back on ten-plus years of YouTube, and what video strategies really mean in a world where people say, “we want viral” as if that is some kind of reasonable strategy.

So, what makes creative minds tick in the age of online video? Watch this:

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.