The Digital Content Transition: Bog Down or Fly?

    OTA Productions is embedded deep into an ever-changing landscape of logistics, event production, and digital content. As we wade forward into 2019, and reflect back on the last two years, we’ve noticed an obvious and major industry transition. A massive shift from localized, community-orientated brand building events towards a jockey for position in the digital content world. As it was just two years ago, it is no longer satisfactory to have your brand recognized by 30,000 people in one community. Your brand needs to be seen by millions of people all over the world.

    Brand building companies across the world could be compared to the beginning of a sailboat race before any of the boats cross the line. It’s a hectic, pressurized, and constant jockey for position. Who can get the momentum and the wind? There’s a hundred boats in one small area and they’re all trying to cross the starting line in the exact same spot. Not every boat is going to get the wind. Not every brand is going to get the views. Watching it unfold and being immensely involved has become thrilling as each company tries diligently to stand on top of the globe. As a result, the media content we are now seeing is astonishing. Whether it’s the Discovery Channel showing you the day to day life of an obscure animal that lives in an underwater cave or it’s Tesla sending a mannequin through space in an orbiting car or it’s Red Bull hooking up Felix Baumgartner so he can free fall 128,100 feet….the push for progress is fascinating and quite unbelievable.

    Not secluded to this industry alone, the transformation to digital content is widespread and worldwide. Are you even a player without multiple social media platforms? A YouTube channel? Or, as our biggest client has done, its own TV network streaming its own digital content 24 hours a day, seven days a week, 365 days a year?

    Much of today’s content is unadvertised as it’s happening. The majority of the money is wrapped up in projects that the general public is not yet aware are taking place. Ten years ago, if any company was to spend money on an event or an athlete project, colossal dollars went towards local advertising for the event. It was the only way to make an impression on the public. Today, it is likely that a major production may spend absolutely zero dollars on local advertising. Opting instead to push all the funds towards marketing to an audience far removed from the filming location. Get the shot, get it online, and watch the views pile up. That’s the objective.

    This insane ability to instantly reach everyone in the world with an internet connection has drastically separated the rich from the poor in the event industry. Those still clamoring away one local audience at a time will lose the fight. Years ago, a motivated company may be content with a single impression on the general public (meaning one person) for each dollar spent. In terms of impressions, the value of the dollar shot up faster than Tesla’s rocket.  A million dollars reaches much further than it did ten years ago. In addition, revenue streams flow as advertisers desire to cuddle up with viral digital content. In turn, the money making train rolls on for those companies who have successfully made the transition to digital content. Bogged down in the mud, somewhere way back there, are the companies who didn’t.