[ad_1]
Nested VFX, a Dubai-born and Dubai-based post-production and visual effects studio, says media and advertising will return to basics as they address smarter, more informed audiences that cheap promotional videos can’t sway.
Nested VFX identifies five trends that will shape media and advertising in 2023:
Trend 1: Returning to basics of traditional advertising
In the post-pandemic era, a return to high-end premium commercials and programming is starting to take shape in the region, and according to Nested VFX’s forecast, it can be expected to fully take shape by 2023. Both are long gone with masks (hopefully), cutting corners and production budgets.
Today’s brands understand that they are now dealing with a smarter, more informed audience that cheap promotional videos can’t sway. To gain their attention and ultimately their loyalty, brands need to provide their audience with a compelling story without insulting their intelligence. This trend can only reach its full potential when experienced production partners and creative teams work together for the brand.
Trend 2: AI-generated content, copyright ambiguity, and stocks
AI-generated content is booming, but there are still many copyright ambiguities surrounding them. If any media creator or advertiser is serious about monetizing their content or promoting their brand, they should be used with caution.
By 2023, expect brands and creators to increasingly opt for soundtracks and shot productions to make videos stand out, rather than stock shots and library music, a trend that dominated the early days of the pandemic.
Trend 3: Customize, customize, customize!
One trend the studio personally supports in 2023 is for brands to opt for a bespoke approach. Just before the new year, Nested VFX ran a global telco branding campaign where they delivered different videos for each social media platform, carefully broken down into awareness, consideration, sales conversion and calls to action. A line that is popular in Western markets but not yet established in the Mena region.
2022 has seen how cutting the main video into shorter clips and then crudely adapting the horizontally displayed video footage to various new formats has proven to be ineffective and – dare we say it – detrimental to brands. Each platform requires a different style of storytelling and needs videos that are clearly curated for their intended format.
Today, each medium requires a different approach. It may have a higher up-front cost, but if it’s carefully tailored content for each individual, the payoff offline is much greater.
“We’re dealing with an ever-changing audience, and if you can’t keep them happy, you’re just one click away. With the ever-changing media and advertising industry, brands are in a life-or-death situation. Thinking outside the box is no longer an option, it’s a necessity. To survive in this game of survival, the brand must understand where the world is going and stay one step ahead,” says CEO and executive Samer Asfour. Partner of Nested VFX.
Trend 4: Stay away from social media
Taking a look at the latest earnings reviews from Twitter and Meta, expect international brands and their regional affiliates, as well as studios and content creators, to slowly move away from social media and start investing in free-to-play TV through the ad-supported tier of Shahid, YouTube and Netflix over the coming year and platform advertising, etc.
The region can also expect more product placement and sponsored content videos brewing in the coming year.
Trend 5: HDR – Looking forward to the colorful climax in 2023
While a bit of wishful thinking, the studio is optimistic that broadcasters and brands will seize the opportunity to use full video mastering tools and take a step toward creating media in high dynamic range rather than standard definition as is the status quo.
The West may be headed for a recession, which will affect all industries, including media and advertising. However, the region, especially the Gulf, has proven resilient and is indeed growing rapidly. Agencies and production companies in the region are confident and excited about the year ahead and the opportunities that come with it. — trade arab news agency
[ad_2]
Source link