Digital Advertising Production Defined

A special feature on advertising production was run on http://www.creativity-online.com recently. Production pros from across the media spectrum were asked on where the role of production companies is today and where is it heading.

There were some comments made by these pros which are particularly relevant to the digital space. Here’s some:

• Lack of understanding—a friend of mine (who was a traditional art director) said that he thought interactive was cheap and quick. [In reality, it's] expensive and time-consuming. Many people lack a decent understanding of what it takes to do interactive work. Level of complexity—interactive production is often more complex - Rei Inamoto, Global CD, AKQA
• There still is a huge misconception that because the production is going to be on the web, it is going to be cheaper. In fact, the cost will most likely increase because in addition, you now need to make that content interactive! - Christine Beardsell, CD, Digitas/Third Act
• Budgets are obviously shifting to emerging media. But there is still a perception that virals cost 50k to make. Or that because it is online, the value should be less. In most cases that is the wrong thinking. Because in the digital space, you have to make something great, spend the money to do it right and invite people in. - Jason Harris, President, Mekanism

So the next time you (brand owner or agency) decide to embark on interactive media like all your other competitors and think you probably will spend much lesser than traditional media in production, or is ‘unpleasantly’ surprised that interactive production needs the same amount of time or even longer than that of traditional media, think again.

Source: http://creativity-online.com/?action=news:article&newsId=130138&sectionId=special_report