Advertising Age Poll Considers the Future of Digital Production

Advertising Age asked readers recently to consider the future of digital production – particularly, if small digital production shops working directly with clients will turn large digital agencies into antiquated and unnecessary middlemen. A strong 64% of respondents voted “yes.” Interestingly, but not really much of a surprise, the comments on the poll from both producers and consumers of digital production work seemed quite divided, with the majority of those involved in larger agencies defending the need for the bigger houses to continue to exist. Other respondents seemed in favor of the big, bloated studios with their lack of client engagement going the way of the dinosaurs. One thing is crystal clear, however – the demand for quality digital production will continue to grow at an exponential rate as more and more companies seek innovative and effective methods to communicate their value to core audiences. And although rough and cheaply produced “viral” videos will continue to pop up to entertain and surprise us from time to time, most companies will still want to make good impressions on their audiences with high production values in their Internet videos. At Fathom, our Instant Replay Internet video production team has been doing just that – working directly with clients to produce high-quality, informative Web videos that market their products and services – at affordable prices hard to resist in a tough economy. Visit our site and learn about our offerings. See for yourself what Internet video production and marketing can do. And read the entire Advertising Age poll.

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  • Colleen says:

    Over the past 15 years we have been focused on the large guys, but in this economy people have started going back to the little guys. The benefit of belonging to a large firm use to be for expertise and knowing that your program was being handled by the best. Now, I am seeing those once big guys really aren’t the experts anymore and don’t take the time to get to know you and what you do. They give you their process and let some inexperienced employee take it from there.

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