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We’re still watching. Actually, we’re watching more than ever. The three-screen audience for video content has never been larger or more active, that is, if you define ‘active’ as sitting still and watching other people do things.
For advertisers, that’s terrific news. But candidly, it’s even better news for traditional ad agencies that long specialized in television production. Because despite the flurry of new formats and technologies, the fundamental consumer desire to watch video thrives unabated in a platform agnostic manner. Clients who ran to new media shops based on the strength of their technical prowess alone may want to reconsider; the viewers are there, but you can’t assume they’re an eager advertising audience. It takes compelling content to earn an audience, and that starts with story.