A Quote by Jay Samit
To effectively reach consumers in the new social environment, brand managers need to learn how to translate their budgets into the digital realm, which also means understanding the advantages that digital can provide over television advertising.
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Digital media are biased toward replication and storage. Our digital photos practically upload and post themselves on Facebook, and our most deleted e-mails tend to resurface when we least expect it. Yes, everything you do in the digital realm may as well be broadcast on prime-time television and chiseled on the side of the Parthenon.
The advertising marketplace is moving rapidly into digital videos. We know that by 2018 it is estimated that it will be a $12.2 billion business. We've been seeing the agencies combine their digital video spend with television spend and put it under one spend and just calling it "video." The pool of money is becoming much bigger. The comparisons between television and digital video are being made much more often because you can account for who's watching, you can't fast-forward through the commercials. There's a much more intimate relationship with someone watching digital video.
Once the image was in the digital environment, one of the problems was, we had no means to reproduce the color spectrum, grey scale, and contrast that film produces, without converting the digital file to film, evaluating it, then going back and changing the digital image.
Over the years, people have asked me, 'Do you think there should be a separate category for acting in the digital realm? Or hybrid sort of awards for digital characters?' and so on. And I've always really maintained that I don't believe so.
In every part of the world with which I am familiar, young people are completely immersed in the digital world - so much so, that it is inconceivable to them that they can, for long, be separated from their devices. Indeed, many of us who are not young, who are 'digital immigrants' rather than 'digital natives,' are also wedded to, if not dependent on, our digital devices.
Everybody at Axa has understood that digital is there, that digital changes our business, and also that digital can create an opportunity.
We believe that the next generation of powerful mobile companies have a deep understanding of the world as a unified whole, where digital and analog experiences affect each other rather than transporting analog experiences into the digital realm.
At Verizon, we've been strategically investing in emerging technology, including Verizon Digital Media Services and OTT, that taps into the market shift to digital content and advertising. AOL's advertising model aligns with this approach, and the advertising platform provides a key tool for us to develop future revenue streams.
Animated films are so precisely engineered - right down to forming lines of dialogue with words pulled from several different takes - how do you translate that spontaneity from the live-action to the digital realm?
A digital camera does have many advantages and I was a believer that digital video would be a big influence on film-making.
Overnight the digital age had changed the course of history for our company. Everything that we thought was in our control no longer was. But within a year we had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.
If you need to strap a camera to you or get in a small space, then it makes sense to use digital.I do think it is possible to use a digital camera artistically, but it can only be good if you are using film technique. Film has grain, and digital has pixels, and there is not that much of a difference, but digital does not replace the need to create a scene and light it properly and spend time considering the shot.
When CNN launched in the early 1980s, everybody said: A 24-hour news network won't work. They launched, they did ok, CNN went almost bankrupt because of the risks they had taken, they got bailed out, and 25 years later CNN is a huge global brand. I think the same is going to happen in digital. If you look at the younger generation, there is a huge consumption of digital media and almost no consumption of print or traditional television. Eventually money will follow that. It is just a question of which companies win, how long it takes to get there and what kind of model you need to apply.
Governments don't want to be the last ones in the digital sphere if their people and businesses are already there. We have to make clear that the free movement of services in the E.U. also applies in the digital sphere. The shortcut is to create a digital union.
We now live in an amazing digital world, and television is firmly part of that brave new world. Television is still the way to reach the most citizens and talk to them – and with them - about how the EU affects their lives. It's still the way to bring people together – to laugh, to debate, to learn. In a world that takes a faster and faster pace, it is nice to know you can slow down once in a while with a good TV programme.
As social is where consumers' eyeballs are, businesses must take ownership of their online company profiles. By providing their customers with a place to share content, social media managers can monitor and track content which directly relates to their brand.
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