The moving image moves both people and business
The new age of the moving image has been making its appearance for years. It can be summed up in two themes: the changing consumption of moving images and emerging technology. While technological developments are shaping the way people consume moving images, changing consumption patterns are driving technological developments in new directions. What emerges is a continuous cycle of evolution that helps marketers to find more effective solutions.
The latest figures from this autumn tell a clear story about changing consumer habits. A quarter of the viewing of the autumn's biggest phenomenon programmes, Vain Elämää and Amazing Race, comes via TV. Half of the viewing of Erikoisjoukot, which became a huge hit in the spring, already comes from Ruutu -streaming service.
This shows that it is important for everyone working in moving image marketing to be part of the shift towards device independence. The recently launched SpotOn measurement for the Finnish market couldn't come at a better time to be part of the toolkit from this perspective. With measurement, we will finally be able to prove how well moving image campaigns reach audiences - specifically in a platform-independent way.
Sanoma challenges international giants
The big screen has arguably and demonstrably the biggest impact on emotional impact and recall. But international giants are shaping the way we consume content. Where streaming services are viewed as long-form content, environments like TikTok bring a different kind of consumption to the table.
We at Sanoma have strongly developed our business to be able to compete with advertisers on a global level. I would argue that Sanoma is the media house in the Finnish market that is best placed to challenge the international giants. In addition to advertising on the big screen, we are constantly offering and developing solutions for the digital news environment. We want to be at the forefront of developments to provide opportunities for all moving image needs.
Creativity is the best weapon
Change brings with it not only opportunities but also challenges. I believe that the best weapon in the changing market is creativity. Creativity to make effective promotional videos, and creativity to design media campaigns using new technology - or familiar solutions in a new way. When you harness creativity to do all of this, you get impressive results.
The moving image has an extraordinary ability to leave a lasting impression, to evoke emotion, to make people laugh and to move them. Yes, a moving image does move. It moves both people and business. This is why we believe in the power of the moving image.
The author is responsible for the commercial development of moving image solutions in his role as Business Manager, Total TV & Video at Sanoma.
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