The Onslaught of Content Produced Will Require an Entrepreneurial Approach for Marketers
Advertising Production Resources [APR] has released its 18th annual advertising production trends. These trends are an amalgamation of APR insights and observations from around the world from their management of over $1 billion in annual marketing production spend by global brands. The trends reveal what APR has discovered from working with over 60 companies across many different industries and helps to provide insights for how to produce content efficiently and effectively in today’s modern marketing landscape.
The top trend is the immediate need for asset planning upstream, which will reach a tipping point this year as an unprecedented volume of content will be created by brands. Assessing the entire eco-system of creative production and determining which content is best produced by each provider (external agency, in-house agency, highend production company, a high-volume content engine, etc.); negotiating usage rights across mediums and/or geographies; developing a smarter and more efficient content production strategy for high-volume work, like e-commerce, social media, influencers, etc. A few critical outcomes of such asset planning include increased ROI, better connecting of the dots between creative, production and media, and higher marketer confidence in their content production decisions.
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“We have a collective opportunity to build, explore and question everything so that we revolutionize the advertising industry for the greater good,” said Jillian Gibbs, Founder and CEO of APR. “Let’s give ourselves [marketers] the room to fail fast, learn and evolve.”
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A global business, with headquarters in Denver, Colorado, Advertising Production Resources (APR) is a creative production optimization consultancy that helps marketers determine how to define a modern creative production eco-system. APR has 200 experts in 28 countries who partner with global brands, agencies, and suppliers across all content platforms, including TV commercials, online videos, social content, websites, banner ads, apps, mobile content, print and photography, experiential and events. APR is a privately-held woman-owned company made up of 62% women in its workforce and is fully certified by the Women’s Business Enterprise National Council (WBENC) as well as WEConnect International. APR is a faculty member of the Association of National Advertisers (ANA) on the subject of advertising production and an official strategic partner of the World Federation of Advertisers (WFA).
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