As technology changes the way we receive and expect to receive information, there are no longer monopolies on distribution of video. This means there are only different platforms and increasingly those platforms are as important as one another in getting the consumer to view the message.
Platforms include
- TV
- Internet
- Mobile (an extension of the Internet)
- In-store video screens (used effectively in Lakeland stores at point of sale and checkout)
- Out-store video screens (shopping malls, the Tube)
The Internet (and by extension Mobile) has opened the content floodgates. It is a massive opportunity for business to take control of the information it wants its customers to view. Ten years ago TV was the only platform where business could talk at the customer via video. It was a highly regulated and very expensive monopoly on content distribution. The web has opened up the distribution of information.
Although they are different in their operation on the viewer, TV and the Internet are both viable locations for using video to sell to the consumer. If the format and message are tailored to the platform, video will be effective.
The surest way to build a strong, bold and memorable video archive is to align content, presentation and message across all platforms and control the roll-out of that content to support other marketing initiatives.