In theory, digital presents an incredible opportunity for media companies and publishers — for the first time in history they have access to infinite amounts of data and technology to create great stories.
As the world moves beyond the safe confines of TV, finding the balance between translating these stories on multiple digital platforms is proving to be a difficult challenge. Publishers have unlimited global audiences and data but it’s difficult to create enough compelling content. And it is not enough to simply take long-form content from other channels.
So how can publishers marketers achieve the holy grail - delighting consumers while serving brands - with the use of all the tech and wizardry available?
At a fireside chat this week with The Drum's deputy editor, Cameron Clarke, Framestore’s co-founder Mike McGee will talk about how data, technology and creativity is spearheading the art of storytelling. He will also discuss how to make the transition to short-form content designed for mobile, the small screen and vertical formats.
Speaking about the event to help unlock new forms of storytelling, JW Player's CEO Dave Ottenfrom said: “The way we tell stories is changing and it means putting the viewer in the center of those stories, and therefore it is no longer news when we say video continues to present a huge opportunity.
“But we need to be asking ourselves some critical questions — how do brands or media companies account for the fact that most of their users are coming from mobile devices? What choices are savvy publishers making to create optimal video inventory that meets the requirements of today’s premium advertisers? To help capture the attention of your consumer, brands and media owners will have to start thinking about embracing short-form visual storytelling to drive engagement and content interactions.”
The fireside chat takes place at 6:15pm on Wednesday 29 November at BAFTA – 195 Piccadilly.