Why does the lineup at a video and content marketing trade and sales show matter to anyone outside of the business? Fullscreen, a major player in the video content creation game, joined BuzzFeed and Yahoo, all of whom are reportedly bailing from Newfronts, the annual online video industry show. For starters, it seems big companies in more and more industries are divesting in flashy, splashy events such as these. But more importantly here is what it signals for brands, and how they connect with clients.
Jocelyn Jones reports in VideoInk that video and content companies’ pullout from the Newfronts show and event continues to confirm the brand-story-client connection:
“NewFronts has been a success for us in the past — but as social video continues its relentless growth in demand from both consumers and advertisers, brands are moving away from leading with interruptive advertising, to adding value to the story.”
It’s a trend that has long been coming as more brands become publishers themselves, and as advertisers look for less interruptive ways to reach core audiences.
The bottom line here: great storytelling never falls out of fashion. Sure it may take on different shapes and sizes, adapt over time, medium, or delivery platform, but connecting client-to-content-to-brand matters more than ever.
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