Video has long been a powerful storytelling tool. Now as the technology behind video content creation has become more readily available, everyone can become a publisher or a content creator, says Adam Shlachter, SVP of Media for DigitasLBi. We spoke to Shlachter in an interview with Beet.TV at the Digitas NewFront on Thursday.
“As technology has democratized the way that we can use it…it’s probably one of the most significant formats and mediums that we have for brands to connect with their consumers, to tell stories, to bring them great content,” he says.
When it comes to brands building community and maintaining relationships with their consumers via digital video across screens, there’s no textbook, he says.
“Brands have to be willing to embrace the unknown and experiment a little bit to figure out what works.”
For more information on the content rolled out during this year’s Digital Content NewFronts and on the new partnerships announced by Digitas at their NewFront, check out this New York Times article by Stuart Elliott.