Video is Becoming THE Digital Medium for Ad Agencies and Marketers Alike

Over the last few months, we’ve seen some major deals being inked between advertising agencies and tech companies – more signs pointing to the fact that old media is dying and budgets are moving to digital media campaigns.

Traditional media spend has been on a decline over the last several years with the proliferation of social networking sites, increase in video consumption and less traditional TV viewing. However, last week’s Publicis and Facebook partnership, worth $500M and the Instagram/Omnicom deal back in March, has sparked further conversations among ad agencies and industry watchers who continue to ask, “is old media finally dead?”

This new breed of partnership is focused on video advertising, visual storytelling, data and targeting, but most importantly, as perfectly stated by CEO of Omnicom, “this is another example of the media becoming the message.”

At uStudio, we see this shift happening in large enterprise companies as well. Marketing strategies and allocated budgets are aggressively moving to digital media. Video is now a critical element of content marketing and has become the medium to drive brand awareness and sales leads – not banner ads or TV spots.

Advertising and digital media agencies will continue to reinvent themselves and some already have, by focusing on digital media to help their clients deliver more personalized customer experiences.  The industry will continue to respond with Mad Men infographics and decry the end of TV watching. For us, it’s further validation that digital marketing and advanced data analytics are reshaping the very foundation that most agencies were founded on. We look forward to partnering with these agencies to help them raise their client’s content profile with video. It’s a whole new world where video viewing is happening outside of YouTube and tracking and measuring who specifically is watching your videos, for how long and when, is now possible.

These deals certainly have us excited that the future of digital media is here and technology is taking center stage. It will be interesting to see what happens next as more mega deals are inked.  Will those still living in the Don Draper era catch up?