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PRODUCTION AND POST PICTURED RIGHT: Mike Caprio, chief growth officer at Sizmek

lack of standardisation of broadcast formats and codecs is somewhat of a minefield. For example, when we create a viewing copy for Clearcast, the codec and specification used is different to when we create a digital transmission copy to upload to Honeycomb/IMD or Adstream. We also still supply content directly to some channels, and many of these have their own particular flavour of codec, and with over 1000 to choose from, it’s not a guessing game that we can win.” DIFFERENT PLATFORMS Viewing on different platforms impacts on the company’s business. “Much of our content finds its way on to YouTube or our client’s own website, so there are many opportunities to embed sales messages and click-throughs at this point,” explains Thatcher. “We have created 16:9 vertical content for digital billboards which clearly has a creative impact on how we produce a multi-platform campaign. We were even once supplied with HD footage shot in portrait mode on an iPhone from one client, who wanted this made into a 16:9 landscape spot. We created a Dallas-like sequence with five vertical portrait shots sliding up and down to fill the landscape widescreen space! It actually did not look too bad. There is always a creative solution to a technical challenge!” Thatcher concludes: “This market has always been a challenging nut to crack, and this has been further exacerbated by the uncertainty of the economy, the erosion of the High Street caused by internet shopping and latterly, Brexit. However, we believe in essence that consumers still like to be sold to. Providing the featured product has a

PICTURED RIGHT: A screen grab from one of the commercials from the Smithfield agency

34 | TVBEUROPE APRIL 2019

wow factor and is demonstrable, then the audience is still out there – but they need to be presented with informing and engaging content. Also, we need to establish our content on several media platforms. We can no longer hitand-hope that we can throw a net out and hook viewers in whilst they are watching TV. We need to be far more proactive than that. That is exactly what we do!” n

Profile for Future PLC

TVB Europe 63 April 2019  

Get ready, coz here is come - 5G

TVB Europe 63 April 2019  

Get ready, coz here is come - 5G