The Rise of Streaming: The Future of Network TV

Analyzing the why and how of the streaming phenomenon

BY: SARI ARAMBULO

Netflix, Hulu, Amazon Video, HBOGo… the list of streaming services goes on and on. With more and more people “cutting the cord” in their households, networks are acknowledging now more than ever the huge impact streaming platforms have on viewership.

The New York Times explains, “It’s hard to keep up with the many devices and apps people now use to watch shows. And there is a host of material from Silicon Valley that is competing for viewers’ attention, including Google’s YouTube, Facebook and Netflix. It all adds up to a precarious situation for broadcast TV.” Clearly, network television is on the decline.

Why is this happening?

Well, let’s look at the facts. There’s a sort of generation gap occurring among viewers. For instance, network television shows are drawing older audiences. According to a Nielsen report, the top ten shows on network TV were bringing in audiences averaging 50 years of age. The Good Doctor, one of the most watched shows on ABC, attracted viewers with the oldest average age at 58. (Maheshwari, Koblin)

Another Neilsen report also furthered this notion of a generation gap, pointing out that older viewers spend more time watching TV, compared to their younger counterparts. For instance, those at age 50 and older age range consume an average of six to seven hours of TV per day, while those in the 18-34 age range only average 2 hours and 17 minutes.

Although some may argue that these numbers are due to the fact that older people have more time to spend watching TV, other research suggests that this is more related to the fact that younger viewers are just spending more time on their mobile devices and computers instead of in front of the television set.  

So Now What?

With all these streaming platforms, the next question to ask, is whether we are reaching a point of oversaturation. At what point will viewers say “enough” to the growing number of platforms that require a subscription to watch their programming? The answer is unclear, but here are a couple of points that could help lead us to a conclusion.

This topic touches upon three nuances:

SUBSTITUTE OR SUPPLEMENT:

It is interesting to note, that those who are true cord cutters, do not seem to mind paying for more subscription-based services.

On the other hand, for those who are still cable users, they are more unlikely to avoid spending more on a subscription service, which is an extra fee on top of their already pricey cable service, averaging $100 per month.

LOCATION:
Parrot Analytics also conducted an international study, asking for viewers’ willingness to pay for multiple streaming platforms. And the research shows that their answer varies based on geography, and potentially culture. For instance, whereas 49% of Americans said they would not pay for any subscription service, audiences in Italy, Brazil, and the UK were willing to pay for more than one subscription service. 82% of Italians were willing, and those in the UK scored the highest for being the most willing to subscribe to four or more services.

This could be due to the fact that international audiences are seeking more ways to watch american programming. As the US is the largest producer of entertainment content, it only makes sense that these international markets would spend on these streaming services to have more access to such content.

PRICE – INERTIA EFFECT

Lastly, Video Ad News points out the idea of the inertia effect – where viewers are actually unaware of how much they’re spending on these platforms. Reporter Tim Cross states, “Research shows this effect in action – a recent study by Waterstone Management Group found that 84 percent of consumers don’t even know how much they’re paying for Netflix. It seems people aren’t yet sitting down and calculating how much they’re paying overall on entertainment.”

So, final thoughts?

With these interesting aspects surrounding the question of oversaturation, all points seem to lead to the industry soon reaching this point of oversaturation. However, it does not seem to be an immediate threat. What seems to be a more imminent, is the changing climate for networks and streaming services alike. Networks seem to be losing more and more audiences. Simultaneously, existing streaming services such as a Netflix and Amazon Video will have more competition, with the launch of Apple TV, as well as Disney +.

Only time will tell what the future of our entertainment industry will look like. One thing is for sure, Hollywood will continue to diversify, making it more accessible for audiences far and wide to enjoy the art of television.

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Camp in the Film Industry

BY: CAITLIN BRUNNOCK

What is Camp?

On the first Monday in May, celebrities and fashion experts hold the Met Gala to raise money for the Metropolitan Museum of Art’s costume institute. Each year the theme is chosen by Anna Wintour. This year the theme was Camp: Notes on Fashion. The theme was inspired by Susan Sontag’s essay “Notes on Camp.” She defines camp as “love of the unnatural: of artifice and exaggeration…The hallmark of camp is the spirit of extravagance. Camp is a woman walking around in a dress made of 3 million feathers.” Lady Gaga is a prime example of someone that embodies camp. Her extravagant outfits and out of the ordinary performances make her a current leader in the theme of camp.

Camp in the Film Industry

Camp is not only present in the fashion industry. There are also elements of camp in the film industry. The first example that comes to mind is Wes Anderson. His films are out of the ordinary, and at times can be extravagant. The Grand Budapest hotel contains both the unique and extravagant elements that define camp. The hotel itself is considered extravagant. I have never seen anything quite like it before. The vintage designs and beautiful pink interior fully embody pink. Not only is the hotel an example of camp, but so are the characters in the film. The guests of the hotel are wealthy and wear fur coats and other items every day. The Grand Budapest Hotel is just one example of a Wes Anderson film that embodies camp. Fantastic Mr. Fox, Moonrise Kingdom, and Isle of Dogs are some other examples of Wes Anderson films that contain elements of camp.

Another example of camp in the film industry is the film Alice in Wonderland. Both the animated version and the live-action version contain camp. The Cheshire Cat lives an out of the ordinary life of smoking hookah in the trees of Wonderland. The Queen of Hearts is quick to give death sentences and wears extravagant make-up and wild dresses. The Mad Hatter wears a large top hat and speaks in riddles. The list continues on and on. There is no doubt that camp has been beneficial to the film industry, drawing in so many unique perspectives to this art form.

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BUILDING TRUST: INFLUENCER MARKETING IN THE ADVERTISING LANDSCAPE

BY: SARI ARAMBULO

So, What is “Influencer Marketing”?

With the rise of social media platforms, “Influencer Marketing” has become a buzzword in the advertising landscape. Scrolling through your instagram feed, you’ll come across an actor or content creator posing with a new teeth whitening tool, or facemask scrub, claiming their loyalty or love for the brand. Companies compensate these influencers for such posts. And it works. According to Mediakix, 80% of brands deem their influencer marketing strategies successful. Let’s take a deeper dive into this marketing phenomenon.

Tell me about its history!

To understand Influencer Marketing, we must understand that this technique has been a part of our history long before modern advertising:

Marketing 1.0 – Early 20th Century

Characters / Fictional Personas were used with brands to connect with their consumers. Think Santa Clause for Coca Cola or Tony The Tiger for Frosted Flakes. Though they weren’t called “influencers” per say, they elicited similar feelings of trust and had the same function as they do today.

Marketing 2.0 – 2000’s

Marketing during this period is about creating an on-going dialogue with the consumer. This starts to come to the forefront with celebrities being used as a spokesperson, relating to the customer. Hello Brittney Spears in that Pepsi commercial!

Marketing 3.0 – Present Day

Marketing 3.0 takes Marketing 2.0 one step further, suggesting the customer must be focused on in its entirety, with an emphasis on values. This is when Influencers come into play. With an influencer, consumers have already established a sort of relationship with them.

Ok, so why is it effective?

The influencer has already built trust with their fans, thanks to the participatory nature of social media. Through comments, polls on instagrams, and Live Videos, now more than ever influencers have the ability to connect with their audience. This leads to a level of trust. So when an influencer posts something like this with that infamous “hashtag ad”:

The gap between consumer and product has intuitively come closer. If their favorite influencer is using this product, then it must be good. Creating positive if then phrases. If I trust this influencer, and they trust this brand, then I want the product too.

Wanna give a recap?

Clearly, this sort of marketing is making waves in the advertising landscape, pushing brands to collaborate more and more with influencers. Not only do consumers place their trust in the influencer, but brands entrust their product to them as well, giving the power to these content creators with huge followings. It will be interesting to see what this means for the future of advertising, and we’ll be here watching. In the meantime, go ahead and buy that face-mask as used by your favorite blogger. You know you want to.

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Level Up: Integration within the Video Game Industry

BY: SARI ARAMBULO

So what’s “Product Placement” all about?

We’ve all seen it. Even if you’re not familiar with the term, you can recognize it almost instantly. A character suddenly reveals a Coke label to the camera, another declares his love for Domino’s Pizza; the proclamation seems to stand out amongst the otherwise brandless dialogue. From its earliest form in films in the 1990s (Reese’s Pieces in E.T.) to the more evolved subtle placements within narratives in hit contemporary TV shows (P&G in Blackish), product placement has become a staple in American advertising and marketing, and it seems to be here to stay. These placements, or integrations, not only provide a level of authenticity to the narrative, but can also influence dramatic increases in revenue (i.e. a spike in the sales of Raybans sunglasses after the release of the film Risky Business), and thus impact the surrounding pop culture at the time.

As the entertainment landscape continues to change with the prevalence of streaming and social media platforms, advertisers are now more than ever seeking innovative ways to make their brand stand out utilizing product placements. With this, brands have interestingly taken to the rising video game industry as a new site of integration excavation, creating branded entertainment.

What do you mean?

Take the video game phenomenon of Fortnite: Battle Royal. Founded by Epic Games in 2017, this online game has drawn in more than 200 million players worldwide. From memes, sub-reddits, and twitter accounts dedicated to all things Fortnite, the game has become a cultural phenomenon. Gamers (such as Ninja) have rose to fame streaming the game on Twitch, earning millions in ad revenue, as well as sponsorships and donations via the site. With this huge platform, it certainly has grabbed the attention of brands looking for new innovative ways to market their product.

I want concrete examples!

Ok, here are two unique instances of brand integrations within the online game.

  1. Fortnite x Marvel Avengers: Infinity War

To market the release of the film Marvel Avengers: Infinity War, Fortnite launched a new “limited time mode” featuring major key points from the film’s narrative. The “Infinity Gauntlet,” which serves as a significant aspect in the movie, plays an equally large role in the game, as it crashed into the Fortnite map. Forbes explains, “ The first person to grab the gauntlet … transform[ed] into [the film’s villain] Thanos, wielding awesome new powers to take out enemies,” from mighty punches to super jumps.

Epic Games recounts, “this collaboration started as “a simple phone conversation between Epic and Marvel over a mutual appreciation for Fortnite and Avengers.” Here, it is important to note that brands are conscientious of their demographic, and will only seek placement in the video game industry if appropriate. In this instance, Marvel is quite on-brand with the Fortnite market, providing a perfect matrimony of two demographics heavily dominated by male teens. With Marvel having their own line of video games, Marvel entertainment used their similar demographics to leverage marketing for their latest Avengers film.

2.  Fortnite x DJ Marshmello

Internationally famous DJ Marshmello has taken integration to a whole new level. On February 2nd, the DJ broke the record for hosting the largest concert ever, with more than ten million people watching his virtual set. You can check it out here; the video itself already has over 31 million views.

The concert was teased for days, not only on Marshmello’s real-life tour schedule, but advertised on posters within the game’s world as well. Additionally, Epic created custom Marshmello “skins,” or outfits, that users could purchase and let their characters wear. His management also released real life Fortnite x Marshmello merchandise.

So, why are these integrations so successful?

We can break down these two integrations’ success in two ways: consumer satisfaction and overall reach. First, Thanos in Fortnite added another element to the gaming experience. Seth Barton from The Verge explains, “For skilled players Thanos was a thrill to play as, while for everyone else he added an element of horror to the experience.” It not only gave beginners confidence, but also made expert players rethink their strategies. Clearly, consumers were satisfied with this crossover. Secondly, Fortnite has exemplified its extensive platform, reaching over 10 million unique users with its Marshmello concert.

The interactive nature of the gaming world seems to be the driving force behind these integration success stories. In TV, viewers take a passive approach, watching or listening to a brand being presented to them via a narrative. But with the video game industry, users take a more active approach to the integration process. As players interacting in the game, they take a participatory role within branded content. While television writers strive to conceal the brands within the narrative, using certain dialogue or creating plot points revolving around the various products, video game designers subvert this idea. Instead, the gaming world highlights the brand, with the intention of making the product stand out. This technique on their specific platform seems to work well, garnering positive feedback from users. Hence, these newfound methods of integration are opening doors for marketers.

Final Thoughts?

E-sports writer Jack Risdale sums it up well, “With games as a service being the new normal when it comes to multiplayer gaming, it only makes sense for brands to capitalise on their fluid nature. This could well be the start of a new trend of in-game content, especially when it comes to monetising free to play or early access games. With the youth drifting away from the cinema to the dynamic world of gaming…the opportunities for brands even beyond the world of film are nearly infinite.”

Epic Games is setting the tone for advertisers, pushing themselves beyond the standard integrations of TV. They’re showcasing the endless possibilities that the video game industry can provide. With virtual concerts, skins, and limited time modes, the video game world can be your oyster as an advertiser. Move over TV, there’s a new sheriff in town.

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Filmmaking in the Age of #MeToo

BY: CAITLIN BRUNNOCK

The phrase “Me Too” was coined by Tarana Burke–a victim of sexual assault–in 2006 to give voices to women and girls who are survivors of sexual assault. The phrase gained popularity again in 2017 when Ashley Judd accused Harvey Weinstein of sexual assault. The case against Weinstein led women in Hollywood to not only tell their stories involving Weinstein, but also tell stories involving other high profile men in Hollywood such as Matt Lauer, Kevin Spacey, R. Kelly, and many more. The end 2017, “The Silence Breakers” were named Time’s Person of the Year. In a society that continually denied women’s claims, people were finally starting to listen. While some of the industry’s biggest male icons began to fall from their thrones, women began to gain control and receive the credit they deserved.

While there is still an immense amount of work to be done, Hollywood has experienced a monumental shift in the industry in the past two years. This shift has occurred particularly within the content of films and commercials. One of the greatest ways for the world to hear important stories is through filmmaking. In the past two years,Ruth Baider Ginsberg was honored with the documentary RBG and On the Basis of Sex, The Favourite (Co-written and co-directed by a woman) was nominated for many Oscars and Golden Globes, Can You Ever Forgive Me? (written and directed by a woman) received national praise, and Birdbox (directed by a woman) sent the internet into a frenzy. In addition to the rise in female empowerment in films, many brands are focusing their marketing campaigns on empowering women. Bumble’s SuperBowl commercial featuring Serena Williams, Nike’s Dream Crazier commercial featuring female athletes, and the rise in the celebration of International Women’s Day are just a few examples of the way advertising has changed to reflect the #MeToo movement.

One film in particular stands out as the greatest shift in this movement: the short film “Period. End of Sentence.” This documentary was directed by a woman and won Best Documentary Short at this year’s Oscars. The #MeToo movement created a path which made it possible for a film about periods to win an Oscar. Throughout this film, audience members see women in a small town 60km outside of New Delhi, India learn more about their periods and the steps they can take to change their habits surrounding this subject. This film gives people, especially Americans, a view of what many women struggle with daily in regards to their periods. These women do not have access to proper hygiene products, they are not allowed to attend church with their periods, and men have little to no knowledge about periods. This film highlights the women’s journey to creating their own business of period hygiene products. It instills a sense of purpose and confidence in these women that would otherwise be absent without this new business. With a film such as “Period. End of Sentence.” people around the world are learning about the benefits of encouraging women to participate in the job field and empowering women to open up about difficult topics. The film “Period. End of Sentence” allows for a view into these benefits, as well as many other female empowerment films that were released in the wake of the #MeToo era.

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Keep it Going in 2019!

We’re already 3 months into 2019 and we’re excited about our progress thus far! We love telling stories, we love seeing our clients win and we’ll love being creative along with them.

This year, we have been recognized as a top Ad Agency on DesignRush! We’re looking forward to several more months of working strategically with companies and brands to help share their stories in 2019.

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Luminoustudios Recognized as a Top Creative & Design Firm in LA and NYC

Here at Luminoustudios, we are a bicoastal production company focused on creating video content for growth companies and brands, particularly tech and lifestyle. We began as indie filmmakers, so our approach is to bring together cinematic style storytelling and branded content to create a high-quality and affordable product. As a whole, we are passionate about developing the legacy and vision that you have for your company and we understand that a cohesive visual presentation is a key to building a strong brand. 

With that said, we are very proud to announce our most recent award from Clutch as a leader  in the Creative & Design industry in Los Angeles. Clutch is a B2B service provider and reviews platform that connects firms with the solution providers that they need in order to continue focusing on their core operations. Clutch profiles various companies, but only the best firms are eligible to receive an award such as ours. 

We would like to express our gratitude to be given this award and to be named one of the top video production companies for 2019. Here’s a sample of some valuable client feedback:

“They handled a crazy startup timeline well thanks to their flexibility.” – Founder, Ori 

“Luminoustudios’ professionalism, skill, and generosity set them apart.” – The Associate, Oral History Nonprofit

“They care about their client’s story as if it were their own.” – Senior Producer, The Future Project

We would also like to highlight our recent feature on The Manifest, a sister site of Clutch that provides how-to-guides for companies in need of help finding solutions to their business problems.  We are listed among the top video production services firms in Southern California in addition to being listed as one of the top ad agencies on Visual Objects. Our features on these two sites will help us raise brand awareness and reach new customers.

Overall, we are very excited that our work has been recognized by a firm as great as Clutch and we only hope to continue helping our clients improve the strength of their brands by providing high-quality video production services moving forward.

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Luminoustudios Makes Storytelling a Good Business Decision→

By NAWBO Publications

If you’re like most people out there, you probably describe yourself as a “visual learner.” You learn, engage, communicate and appreciate things more naturally when they are visually shown to you. That’s at the crux of how Reema Dutt and her team at Luminoustudios are helping businesses to market themselves—through high quality, strategic video production for clients across the world.

With a background in the film industry, Reema and her co-founder Sania Jhankar both started to recognize a gap that needed to be filled. “We saw all these startups that didn’t really understand video marketing,” she says. “Given our indie film background, we thought we could help those people leverage video marketing with a smaller video production, and smaller budget, but maintain that high quality. It also allowed us to do more projects and be more creative on an ongoing basis.”

After a brief trial period, they officially launched Luminoustudios as a one-stop shop for all creative video production needs. Their team of talented contractors handles end-to-end video production, including creative development, script writing, casting, filming and post-production. While Luminoustudios specializes in the technology, lifestyle and non-profit sectors, their focus in every video is simple: to tell a business’ story well. After nearly four years in operation, that focus is proving to pay off. “We’ve evolved from working with startups to mid-stage brands in tech, lifestyle and non-profit sectors. Now we work with funded startups who are doing really well (i.e. Fiver) all the way to bigger companies like Polaroid and Kodak, who are trying to turn out more digital content and live online,” Reema explains.

Reema was recently selected for the Sharapova Women’s Entrepreneur Program and is looking forward to taking this opportunity to find ways to scale her business and bring it to the next level. “We have built a strong business and we’re at this point where we have a lot of questions about growth and scaling,” she says. “How do we try to focus and make what we’re doing more of a product, so we can scale it a little more effectively? We see this as a great way to get external experience on what we should be doing now.”

As a new member of NAWBO-Los Angeles, Reema is also excited to connect with other women business owners in a supportive setting. “NAWBO is a great band of women who can be resources to help with business development. In a recent meeting, I liked hearing about the connective ends where founders can coordinate our own events, talks or webinars. It will help us to elevate our brand, our business and us as founders.”

For more information about Reema and Luminoustudios, visit www.luminoustudios.com.

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The Power of Short Form Content in the Storytelling Arena

By: Jessica Crandall

User interaction with video content has been revolutionized in the age of the internet, as viewers are increasing their screen time, but decreasing time spent on a single program, website, or social media platform. Users’ attention spans are rapidly shrinking, and the power to navigate the online mediascape quickly and easily is becoming extremely valuable.

Video content has been rapidly adapting to meet the changing needs of users, and we can see a trend towards short form video content that packs a punch and delivers a resonant message in a short amount of time. Advertisers are incentivized to invest in short form video content to reach consumers who are spending more and more time online browsing. For example, Twitter released that more than 50% of its ad revenue is video ad revenue, which, for reference, means that Twitter’s video ad revenue was over $287 million, just in the final quarter earnings for 2017. (Source). Sure, sites like Twitter, Facebook, and Instagram are making more and more money off of video advertisement views, but what does that mean in terms of the quality of these video ads, or short form content in general?

First off, if sites and advertisers are seeing a growth in revenue as a result of effective video ads, it would follow that these sites and advertisers would invest more money in the production of video ads. It thus follows that the demand for higher quality production in video ads has increased, and creators have in turn been incentivized to produce more innovative and high quality content.

This has extended outside the arena of just video advertising, and recent trends have shown that more and more creators are using the short form video model for non-commercial artistic content as well. Short form video content has become a very powerful voice in today’s media conversation. A recent case study would be Donald Glover’s music video for his latest single, “This is America”, which has garnered the attention of media scholars and the general public alike, and fostered a powerful discussion about the intersections of social justice and artistic expression. World renowned film directors such as Paul Thomas Anderson have jumped on the short form bandwagon, and his series of music video collaborations with the band HAIM (“Right Now”) have garnered plenty of attention from the artistic community as well as critical praise. Acclaimed indie film directors Jay and Mark Duplass also recently created a video to advocate against the defunding of Planned Parenthood, in a 5 minute documentary-style format.

Short form content is rapidly becoming one of the most powerful channels for artists to convey political or social messages, and for advertisers to increase revenues. Its popularity arises from its ability to reach a wide audience, as it is both very accessible, and short enough to attract and maintain the attention of viewers. Short videos are becoming a critical product for media producers, and it is likely that the popularity and influence of these videos will only increase in the coming years.

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Video Marketing for Startups

By: Nikita Patel

Explainer videos, marketing videos and commercials have proved successful for all companies, from small startups to huge corporations. Here are some reasons to include video in your marketing platform for your startup!

1.     Videos help build trust and credibility

If you are a startup, you are most likely in search of funds from various investors. In order to capture the attention of potential customers and investors it is important to provide evidence you have a successful company. Video can provide tangible evidence that your company is doing well. A good quality video can also demonstrate you have the resources and funding to spend on marketing.

2.     Insight into your startup culture and CEO

Every company is different and video marketing allows companies to share their uniqueness. The tone or theme of you video can really help your audience get a sense of not only what your company stands for but also you.

3.     Allows you to control the message of your company

What does your company stand for? Video marketing is the perfect place to answer this question because you are in charge of how your company is perceived.

4.     Engaging many types of customers

Video marketing can help attract many customers because it is such a universal platform. Not only can babies watch and be engaged with video but it also allows those “lazy” customers to watch and learn what your company has to offer.

5.     Online visibility and social shares

Video and online video have become synonymous; all video can now be shared via the Internet at the touch of a finger. Having online presence cannot only attract more customers but also increases the amount of people engaging with your company.

Video marketing and advertising has become accessible and affordable and can greatly impact your company’s success. These are only 5 reasons why you should prioritize video marketing in your business!

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Digitizing the Market: How Blockchain Technology is Revolutionizing the Video Advertising Industry

By: Jessica Crandall

“Blockchain” has become a flashy buzzword in the modern global vocabulary, especially in the financial sector. Most will recognize the word “blockchain” from discussions about the rise of cryptocurrency markets such as Bitcoin and the like. However, trends in the global market are indicating that blockchain technology will become relevant in a wide array of fields, including the massively influential video advertising field. In February of 2018, the Interactive Advertising Bureau released a Whitepaper about the market effects of blockchain technology in digital advertising, and the possible future benefits it offers to the video advertising market, primarily increasing efficiency for both ad agencies and content creators. Blockchain will be an intriguing trend to follow in the video advertising industry, and its usage signals an important development in the industry toward more efficient markets, which will have global ramifications.

What Is Blockchain?

Before I go any further in examining blockchain technology’s role in video advertising, it is necessary to explain what blockchain actually is and provide a basic outline of how it functions. Blockchain is a network-based ledger of transactions between users, who have permission to enter data, which permanently becomes a part of the blockchain. The network is a decentralized database of information entered by its users, and all of the data can be made visible for each user. Below is a handy graphic that walks through the basic steps of the technology (Source).

Blockchain in Video Advertising: What We’ve Seen So Far

One of the first signifiers of this growing trend occurred in July of 2017 when DECENT, a blockchain-based content distribution platform launched PUBLIQ, a free application that is built onto DECENT’s existing blockchain network, which allows content creators to post their work onto the blockchain, and develop a “reputation score” based off the number of views and viewer feedback. DECENT claims that this will give ad agencies “frictionless access” to uncensored content, and the “reputation score” ensures that content creators will be more fairly compensated for their work.The network claims to facilitate free and safe distribution between the artist and the buyer. The lexical repository of the brand launch statement includes many buzzwords that often enter into the blockchain conversation, i.e. its efficiency, ease of use, and its safeguarded transaction ledger. Other corporations seeking to take advantage of these same conveniences have rolled out services of a similar model, most notably, Comcast’s advanced advertising group has developed a blockchain method for brands to buy ad space on broadcast or OTT television. This means that marketing agencies and programmers receive data from content publishers that will instruct them on how to target their ad buys, without revealing to them all of the content publisher’s actual data. (Source).

While this service unites global media brands including Comcast, Disney, and Altice, even larger global networks are being formed to integrate such services. 2018 will see the launch of New York Interactive Advertising Exchange, which, in partnership with Nasdaq, will become a marketplace for the buying and selling of future ad inventory by automated contracts for digital ad buys. (Source).

Forecasting the Future

While it seems certain that blockchain technology will be a growing part of the video advertising conversation in the years to come, there remain some stumbling blocks in the way of its large scale usage. There will be some time before ad agencies get on board, and the whole industry can be streamlined. Issues also exist in terms of scale and adaptability to the premium video market, however most professionals in the industry seem to be optimistic about the future efficacy of the blockchain model. Content creators and ad agencies alike should be on the watch for shifting trends in the video content market, especially the effects of the blockchain phenomena that has already taken the financial world by storm, and is showing promise in a diverse array of industries.

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5 Tips For Creating Effective Social Media Content

By: Liana Saidai

It’s no secret that social media has become increasingly popular over the past few years. Using social media as a marketing platform allows brands to engage and communicate with their audiences on a more personal level. It’s crucial for companies to build relationships with their target markets in order to gain trust and brand loyalty. In order to build these relationships, brands must create consistent and high quality content. There are several factors that go into making effective and successful content.

Here are some tips to keep in mind when creating content for social media:

1. Visualize Your Message

In today’s day and age, audiences are more attracted to aesthetics and design based advertisements rather than ads dominated with text. Users are less likely to ignore posts that are visually striking and straight to the point. A picture is worth a thousand words so when creating a post, choose an image that is cohesive and relevant to the message you are trying to convey. Visually engaging content tends to receive more likes and comments which has a higher chance of getting shared on other platforms.

2. Use High-Quality Images

The quality of the images you post represents the quality of your brand. Posting pixelated or blurry images will lead audiences to believe your brand is not professional or legitimate. Posting high quality images will generate traffic, garner more profile visits, and promote user engagement which will ultimately increase sales and business opportunities.

3. Use Hashtags

Hashtags play a large role in social media as they help users find relevant content and allows them to connect with similar users or brands. Including hashtags in your posts will increase your click through rate as well as generate likes and shares. When creating hashtags, always remember to keep them relevant to the content, straight forward, and simple.

4. Create Intriguing Captions

When creating captions, it is essential for the text to compliment the image. If your captions are not related to your visuals, confusion will arise and your message will not be received. In addition, adding humor will make your brand stand out and leave a memorable impression.

Not only do captions give your brand an opportunity to go more in depth, it allows you to establish a call to action.

5. Tag Relevant Brands and Influencers

If you post content that relates to other brands or certain influencers, be sure to tag them in order to expand your reach and opportunities. Other brands and influencers are more likely to interact with your content if they are directly tagged. This is an efficient way to engage with their followers as well as create potential relationships.

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Sending Messages with Colors!

By: Liana Saidai

Think of your favorite movie…

Now, think about why it’s your favorite. Is it the storyline and characters you favor? Or is it the striking imagery that accompanies the plot? These elements along with dialogue and sound have the power to influence our opinions about movies. Movies have the ability to tell visual stories and every creative decision made in a film is done with a specific purpose. For example, the way in which a scene is shot, the pace of the music, and the use of color in a film, all communicate subtle messages to the audience.

The significance and use of color however, is an element that is frequently overlooked. We may not be aware of it, but we’re subconsciously attracted to different colors as they evoke certain emotions especially in film.

Here’s a quick guide to what each color signifies:


RED — LOVE, PASSION, VIOLENCE, DANGER, ANGER, POWER, AND RAGE.

PINK — INNOCENCE, SWEETNESS, FEMININITY, PLAYFUL, EMPATHY, AND BEAUTY.

ORANGE — WARMTH, SOCIABILITY, FRIENDLY, HAPPINESS, EXOTIC, AND YOUTH.

YELLOW — MADNESS, SICKNESS, INSECURITY, OBSESSIVE, IDYLLIC, AND NAIVE.

GREEN — NATURE, IMMATURITY, CORRUPTION, OMINOUS, DARKNESS, AND DANGER.

BLUE — COLD, ISOLATION, CEREBRAL, MELANCHOLY, PASSIVITY, AND CALM.

PURPLE — FANTASY, ETHEREAL, EROTICISM, ILLUSORY, MYSTICAL, AND OMINOUS.

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Just Photoshop it.

BY: NIKITA PATEL

GIRL 1: MY CHIN LOOKS SOOO BIG IN THIS PICTURE.

GIRL 2: WHO CARES? JUST PHOTOSHOP IT. IT’S SO EASY YOU CAN DO IT ON THIS APP.

We have become accustomed to a world of filters and editing that it is now second nature to alter the way we look.

Everything from political campaigns to product packaging has been altered somehow. There are three main positions people take on the digital enhancing debate.

1) Digital enhancing of any published image should not be allowed.

2) Digitally enhancing published images should be allowed

3) Digitally enhancing published images should be allowed if they come with a warning label.

Those against the issue say photoshopping and enhancing photos can cause unrealistic expectations that can ultimately lead to eating disorders and problems with self-esteem. Multiple celebrities have shown their distaste with digital enhancing including Kate Winslet, Brad Pitt and Gigi Hadid, who have opted to not be retouched in any way.

While some say digitally enhancing photos cause unrealistic body images others argue there is no correlation between enhancing photos and mental and physical well-being. Multiple eating disorder specialists and doctors have commented on the subject and have even written books discussing the lack of correlation. Some go as so far as to say using this newfound technology should not be thrown away, but utilized.

Finally, some people believe that digitally altering photos can be allowed, but with a warning message—“Retouched photograph aimed at changing a person’s physical appearance.” This idea was first suggested by a French Parliament member, but did not go over easy with the French government. The government took it as taking away creative power – not as a simple informative warning message.

Whatever side you take on the issue, it is important to discuss and inform your thoughts. In a society ruled by blemish removal and cropping, knowing all sides of the issues at stake can educate society on the impact of digital enhancing published images.

So…what side do you take?

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Look Behind-the-Scenes with Luminoustudios and Fiverr Pro!

We had an amazing time working with Fiverr and MeshCanvas! Learn more about our experience and how video production works by watching the video below. 

Luminoustudios, aka Luminous123 on Fiverr Pro, is a one-stop-shop video production company creating content for small businesses and startups, mostly in tech and lifestyle.

What’s a typical day in the life of a doer? We went behind the scenes with Video & Animation Fiverr Pros Sania Jhankar and Reema Dutt of Luminoustudios, aka Luminous123 on Fiverr, on a Short Video Ad shoot in Brooklyn. Watch the video to see their creative team in action, then check out the interview below to learn more about how Sania and Reema use Fiverr Pro to take the friction out of working with clients all around the world so they can focus on what they really love doing: storytelling through video.

Tell us a little about yourself. Who you are, where you’re from, what you do on Fiverr.

We are the co-founders of Luminoustudios, a short-form video production company that specializes in creating engaging visual content for brands of all sizes. We produce video content on Fiverr for companies, brands, and people who are looking to tell their story in an effective and affordable way!

Sania and I (Reema Dutt) met in undergrad at NYU. She was studying film and I aspired to join the entertainment and media world, though I wasn’t formally in film school. When we met, we realized over time that we had similar aspirations and complementary skill sets. We did nearly a dozen small videos together in school and shortly after graduation, we began producing feature films. While features were amazing and taught us nearly everything we know about the nuances of production, we realized the life of producing an actual film, until it reaches the market, was long and slow. We wanted to tell more stories, more often, so we could hone our craft further and share it with the world.

This was around the time when entertainment, media and tech were intersecting in a very unique way. We saw a gap in short-form content creation. Video had proliferated the market for some time then, but it never felt like an approachable marketing tool for younger companies to leverage because of budget constraints and resource limitations. Most people felt they had to spend millions to produce an Apple-esque commercial and there were no alternatives. Since we started as indie filmmakers, we were all too familiar with creating high-quality and engaging content with limited resources, so this was how we built our niche and expertise. We serve a very specific market and we know how to create effective video content for that market – whether it be an early stage startup or a midstage enterprise company.

As a global and female-run production company, we offer a unique perspective to the tech world, which shines visibly through our work. Our clientele includes names such as Google andPolaroid, as well as a diverse range of startups like Splacer and PHIND, with a unanimous focus on growth products and brands.

Sania’s from Pune, India and has a BFA from NYU in Film/TV. Reema is from Chicago, IL. She has a BA from NYU in Economics and Journalism; MSc from the London School of Economics and an MA from USC in Global Media and Communications.

How did you get your start? Is Fiverr your full-time Gig, or more of a side hustle?

Producing video content is our full-time focus as Luminoustudios and Fiverr offers us the opportunity to have a wider reach in the market and rev up our business. We’re able to access more clients and strike more partnerships through our work with Fiverr.

So, what exactly are Short Video Ads? Who needs them, and who watches them?

Short Video Ads are 15, 30, 60 or 90-second spots that are primarily produced for online/digital purposes. These ads range in style, but they help convey information or a brand/company’s mission. They either highlight how something works (explainer) or why something exists (commercial). They’re best for early to mid-stage companies that are trying to increase their ROI, build brand awareness and easily communicate to their audience. The best part with short video ads is they can serve many marketing purposes and can be re-cut to serve a larger marketing strategy –  so the same video can be used for social ads, website, trade shows or crowdfunding depending on how efficiently it’s scripted and cut.

Walk us through your video ad creation process. What information do you need from a buyer to set them up for success?

Our focus is to be as strategic and cohesive as possible with our clients to ensure that we’re on-brand when we’re producing video content for them. Our first step is to understand the goal of the video and the key points that they want to convey in the video. Along with that, we always ask for access or product samples so we can inherently understand how it works and how best to creatively convey our client’s story. We also always ask for clients to send us reference videos of styles, moods, and tones that they like so we can develop a concept that is in line with their preferences.

From there, we jump into 4 phases: creative development, prep, production, and post.

How long does the process take, from start to finish? How should a buyer determine their budget?

On average, we ask for about 4-6 weeks to produce quality content. A lot of the timeline depends on how quickly clients get back to us with feedback, as well as how complex the production is. If it requires animation or motion graphics, we sometimes need more time in post.

What are the key elements of a good short-video ad?

1) High-quality footage and audio.

2) A clear and cohesive structure so the information is digestible.

3) An engaging pace so it’s not too slow or too fast.

4) A clear call to action.

5) A consistent aesthetic that matches a brand’s voice.

Tell us a little bit more about working with Mesh Canvas. How did you construct the ad that we see in the behind-the-scenes video?

Mesh Canvas was a lot of fun for us, especially because the client gave us creative freedom to explore engaging and upbeat options, but they were also super collaborative. The process was similar to what we described above. They shared some samples of what they liked with us, but they also clearly articulated their goals. We were able to suggest some clever takes and ways to make the video effective for the channels they were using to distribute the content. Simultaneously, they sent us samples of the photos themselves and we were able to see first-hand how valuable and useful the product was – this made it easy for us to write a sincere script and a relatable concept. Once the script was finalized, we jumped into prep and a 1-day shoot schedule.

How have your skills grown since joining Fiverr? What are some of your favorite projects or buyers you’ve worked with?

We definitely get more variety when it comes to the type of content we’re producing so this keeps our skills fresh and let’s us perfect them further. Mesh Canvas was certainly a favorite because it was creatively unique for us so we were able to try something new and because we were probably the target market! Haha Both Sania and I could totally see ourselves using the product. We’ve also done a lot of testimonial content on Fiverr that we really enjoy because we’re able to meet some really cool innovators and learn about their journey. It’s very inspiring!

Has working on Fiverr changed the way you think about your profession and/or freelancing?

I don’t think it’s changed the way we think about our profession but it definitely has created more opportunity and an easy avenue to reach our market more deeply and widely. It cuts out a lot of the frustrations that occur in traditional business development.

What are your goals for 2018—and what can we expect next from you?

We definitely hope to keep producing more visual content on Fiverr! Our goal is to delve into the narrative video ad space further where we’re producing ad films, as well as supporting mission and socially-driven entrepreneurs to help them share their stories more broadly.

Read more: https://blog.fiverr.com/behind-the-scenes-with-fiverr-pro-luminoustudios-fiverr/

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Luminoustudios Featured Among Top Video Production Companies

N

It’s hard to imagine a day without video. Whether on a smartphone, a computer, or walking around in the “real world”, consumers are constantly faced with informative, entertaining or promotional videos. This engaging marketing channel has started to replace the traditional copy and still images.

It’s no wonder that businesses are relying on video production companies to help them get their messages across. At Luminoustudios, we’re lucky to work with some amazing clients on their narrative, explainer, crowdfunding, testimonial, and animation videos. Recently, our hard work has started to pay off!

Showcasing Dreams

We’re grateful to have had the opportunity to work with a nonprofit that helps young people across the country discover their ambition. When this nonprofit ran their summer IT camp for technology and coding, they decided to produce a video that showcased the student experience.

“We wanted a studio production team that could provide a lot of those resources and do a lot of the leg work, but they also needed to work with us in understanding our narrative.”

We were thrilled that we could fit their needs.

Making Voices Heard

We helped our partner develop storyboards and scripts that would share their narrative. Focusing on a single student, we identified several moments in the camp that we wanted to capture, and we walked our partner through our vision.

Spreading the Message

We’re excited to report that the video was a highlight for our client, our client’s partner, and the students. In the words of our client:

“One of the things [our partner] talked about was how happy they were with our choice of focusing on one student and their progress throughout the program, rather than just day-to-day activities. They were impressed with being able to really hear that student’s voice because it was important to them that they could communicate at large and with their internal colleagues about the value of their work.”

Working Together:

For our team, it’s about more than the end result. We love to keep our partners happy throughout our work together, and it seems we achieved that:

 “There’s a baseline in any production studio that hiring a good team is important. The camera people need to be creative, dedicated, and really focused on their work. Luminoustudios provides all of this, and they also have all the foundational elements needed to succeed.”

It was a thrill to work with such a purposeful client, and we couldn’t be more grateful of their kind words about our work. These comments and more are a part of our Clutch.

Clutch is a ratings and reviews platform that covers thousands of advertising agencies, marketing agencies, and video production companies. We’re proud to be included in their research, and we can’t wait to see where our clients’ comments take us moving forward.

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From Cardboard to Pornography: How VR is Shaping the Future

By: Janine Kim

If you go onto Google and search up the term “Virtual Reality”, you will see piles of articles about this new keyword that are literally published just hours apart. You will also most likely see buzzwords like SXSW (South by Southwest Interactive Conference) and GDC(Game Developer Conference), which are basically the two biggest festivals for video game and interactive digital media geeks. Usually there is one product that steals the limelight. This year, that product, or world is the more accurate term, was virtual reality.

Forget for a moment the constantly predicted trends of automation and artificial intelligence taking away jobs – VR looks like it’s here a lot sooner than that. Oculus Rift, recently acquired by Facebook, launched its 30 VR games today, on March 28th. HTC’s Vive will be launched in April. Sony’s Playstation is planning to launch their new VR series in October, and even that move was described as slow by critics, saying there was a possibility that competitors might swallow up the market by then.

However, Sony’s VR will be able to hook up to the Playstation, eliminating the extra cost of purchasing a computer sophisticated enough to accommodate gear like the Oculus Rift. The overall Virtual Reality market, including VR-compatible PCs, gaming consoles, headsets, and other related devices, is predicted to be worth “$30 billion over the next five years”, as AMD Chief Executive Lisa Su proclaims.

What if I don’t play computer games? You might ask. However, there was something slightly different about the craze surrounding this year’s favored trend, unlike when the Wii came out. As one experiential user summed it up, “VR is the way people will want to experience the world, not just video games. It’s inevitable – VR is the future.

Once you experience it, there’s no going back. It’s a level of immersion that once you get used to, you won’t want it any other way. We’re just on the tip of the iceberg.” Imagine your future children, without needing any knowledge of coding, being able to create their own virtual world through this technology. Interestingly enough, this new technology has the potential to widen economic and educational disparity in user technology, narrow it, or do both.

Depending on how quickly VR can become affordable and accessible for the middle to lower economic classes, it can become a breakthrough tool for them to create and change the world. An example of something similar already happening is the Google cardboardproduct.

Of course, its quality isn’t the best and its functions are limited compared to the much more expensive VR headsets. However, it is easy-to-use, fun, and most importantly, dirt cheap ($15). Even McDonald’s has caught on by transforming their Happy Meal boxes into VR cardboard goggles.

As with all future-forward technology, there are drawbacks – important, almost sinister drawbacks. As much as VR proves to be an exciting new development in user technology, it also takes cyber bullying to a whole new level. Whereas before users could only chat obscene and offensive words to each other while playing, they can now sexually harass or even attack other users. It is also rather discouraging that virtual reality porn and virtual reality sex are two of the top 10 keywords searched in regards to VR online.

However, even with some scrutiny surrounding VR, it cannot be denied that it opens up many exciting doors into the future. Just which path it will take us into the future, however, critically depends on the next few years of its early and fast development.

Keep an eye out for not only the three hyped-up products all coming out this year (Oculus Rift, HTC Vive, and Sony’s Playstation VR), but also take note of how major corporations like Facebook, Apple, and Google move to integrate this new technology into their products.

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How Reed Hastings Started Netflix!

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Check out VentureBeat‘s latest ‪#‎startupstory‬ about Netflix! It takes you through how Reed Hastings turned his aspirations into on of the greatest companies around today.  It’s so interested to hear how he began and evolved the company through the years.  Inspiring!  
‪#‎netflix‬ ‪#‎reedhastings‬ ‪#‎startups‬ ‪#‎venturebeat‬

http://bit.ly/1Ik37ds

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