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What trends can we expect to see in commercial production in the future?


By The Drum Team, Editorial

February 8, 2012 | 4 min read

From industry-wide belt-tightening to advancing technologies, the dwindling importance of TV and the growth of online, commercial production has changed a lot of late.

In a series of articles featuring the questions surrounding commercial production, The Drum catches up with low budget TV and digital ad specialists STV Creative, creative audio company Kalua, video guide producers Flixity, TV and radio commercial production specialists The JMS Group and animators Flaunt Productions to take stock of the industry and find out what we can expect to see going forward.Today’s first question is: What major trends can we expect to see in commercial production moving forward? Will the 'celebrity ad' continue apace? Will we see more CGI, 3D, etc?Stephen O’Donnell, head of STV Creative, STVIt’s an amazing time to be part of the media and advertising industry as things are changing so quickly. I don’t think anyone really knows exactly what direction things will take over the next few years. The big buzz word of the last few years has been ‘convergence’ and that’s pretty much taken place. At STV, we no longer have separate digital and broadcast departments; they are now one. I fully expect the lines between traditional TV advertising and production to blur and flex. It will become increasingly important to make better, more creative, more entertaining advertising messages that customers enjoy, using new techniques and tools to tell compelling stories about brands. Online removes many of the constraints of broadcast media compliance and allows deeper engagement and relationships with customers. The growth of data strategies will also provide advertisers with incredible insights into consumers and the opportunity to create bespoke adverts. But what’s most important is that we continue to see creativity and innovation.Francesca de Lacey, head of TV, The JMS GroupRecently we’ve been taking advantage of the ever expanding number of budget-friendly large sensor cameras such as the Sony F3 and even DSLRs, which have allowed us to deliver a quality image on even the most cost conscious shoot. This need to reduce costs on live shoots may become a significant driver in the percentage of live action we see on air. As celebrities can range from Kevin Spacey on his plane to George Clooney and his coffee to Barbara Windsor and her Bingo, as long as the concept calls for a celeb and the budget can afford them they’ll have a role. But there’s a whole load more clever uses of motion graphics and non-celebrity productions which, in my opinion, carry-over far more effectively to use on other platforms.Paula Lacerda, executive producer, FlauntI think with 3D TVs now being widely available we may see an increase in commercials or content being generated to cover 2D TVs but having an exclusive 'bonus' 3D version. Gav Matthews, MD, KaluaWith many commercial production companies, they tend to be held at arm’s length from the advertiser and their agency – viewed more as a facility, rather than a partner in the campaign. We try not to work like this, and thankfully the sector is moving that way too. Production companies have to get more involved in a client’s campaign and commercial strategy. By understanding the client’s history, needs and commercial issues, you can get a far better view of how a commercial needs to be positioned. Jack Garrow, director, FlixityCelebrities sell; always have and always will. Audiences trust the people they already know and like. CGI & 3D are here to stay, but at a minor level.Sponsored by:

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