Page 33 - index
P. 33
COMPANIES & CAMPAIGNS
Selfies are a good example: People has now become fashion again on patient and want to consume
think of selfies as something you the small screen, as the personal something instantaneously. It takes
are doing in your spare time, espe- mobile device lets the consumers milliseconds to engage with pic-
cially the younger generation. immerse themselves more - with tures, whereas you have to invest
bright images and Technicolor im- time in a video, even if it is only 30
But within a year, Getty has seen a ages coming back, as they look seconds.
42,000% increase in search for im- amazing on these screens.
ages which were selfies – and this Therefore images and videos will
on a stock site! That is the reason Another trend is that the millennials always only work in partnership.
why brands are using the selfie to value novelty, personalization, and The best brands have already
connect with the consumer market. shareability, which is why Getty learned to do that very well by
It has become a commercial view came out with the “embed” model. bringing stills and videos together.
point, as well as being relevant on This allows for Getty images to be Of course, Getty wants to cater to
social media. This in turn means shared for free online on blogs and the video business and contributors
that we have to embrace the mobile social media posts. that provide both formats, too. Es-
for stock image use, as well as on “It allows the younger and older pecially, since the technology de-
Getty’s own sites, which have to be generations to share images, velopment like 5D cameras and HD
mobile ready. whereby the authorship of the im- video makes it possible to extract
ages is still being referenced this high resolution stills from video.
“There is now a community which way. Because the millennials are However, video can’t beat the still
only shoots on mobile, therefore “right clickers”, they often do not images for now, according to Re-
also producing images which are understand the legalities of copy- becca.
ideal to use on mobile”, Rebecca right, so this way the safeguards
told us, which in turn lead to the fact are put in place for them. This is So, as we have learned from this
that Getty had to change their li- important as the current generation enlightening interview with Rebec-
censing models, as many custom- is visually more literate than those ca Swift, the future of stock photog-
ers by now often are doing digital in the past. They have photo- raphy seems to be brighter than
only campaigns. graphed and been photographed ever, with a new generation coming
since they could use their thumbs. to the fore that interacts heavily
Consequently, the old pricing guide- They share images in numbers with and more thoroughly through
lines for print are no longer relevant: which are mind boggling, with a imagery, Not to mention that social
Stock imagery in the past was pre- forecast for this year of over one trends will be the key driver for
dominantly landscape format, which trillion images taken, fueled mostly which type of imagery will be rele-
for mobile is not necessarily any by this younger generation. This vant in marketing over the next
longer the case. “You have to offer new generation can read images years – and which not. ◊
licenses for pictures with only 72dpi, quickly, as they are more visually
which is going to be a lot cheaper sophisticated. They appreciate the By Roger Stadler
than 300dpi that on the other hand art and craft of photography, which
substantially affects the revenue in turn leads to more interest for
stream. This brings Getty’s iStock stock images, more exhibitions,
brand into play, as customers look- more books being published, with a
ing for that particular size tend to go new, expansive market for the art
for a lower price point”, Rebecca form developing, which is quite en-
explained. couraging”, Rebecca excitedly told
us.
Creativity on mobile devices Video on the other hand has been
hailed as being the next frontier,
But as images are by far more com- replacing the stock images. Or as
pelling than text on mobile devices, Rebecca so eloquently put it:
this field has been growing substan- “Every year we hear ‘this is the
tially. Research revealed that imag- year of the video’ and ‘video is go-
es are 94% more likely to engage ing to expand’.” There are all these
than text on a mobile device. The statistics showing how more people
trend here is that a lot more creative will engage via video and that video
imagery is being produced for the is more engaging than pictures.
slammer screen, but also that the Though that might be the case, she
screens on smart phones are no observes that people are quite im-
longer so small. Macrophotography
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Selfies are a good example: People has now become fashion again on patient and want to consume
think of selfies as something you the small screen, as the personal something instantaneously. It takes
are doing in your spare time, espe- mobile device lets the consumers milliseconds to engage with pic-
cially the younger generation. immerse themselves more - with tures, whereas you have to invest
bright images and Technicolor im- time in a video, even if it is only 30
But within a year, Getty has seen a ages coming back, as they look seconds.
42,000% increase in search for im- amazing on these screens.
ages which were selfies – and this Therefore images and videos will
on a stock site! That is the reason Another trend is that the millennials always only work in partnership.
why brands are using the selfie to value novelty, personalization, and The best brands have already
connect with the consumer market. shareability, which is why Getty learned to do that very well by
It has become a commercial view came out with the “embed” model. bringing stills and videos together.
point, as well as being relevant on This allows for Getty images to be Of course, Getty wants to cater to
social media. This in turn means shared for free online on blogs and the video business and contributors
that we have to embrace the mobile social media posts. that provide both formats, too. Es-
for stock image use, as well as on “It allows the younger and older pecially, since the technology de-
Getty’s own sites, which have to be generations to share images, velopment like 5D cameras and HD
mobile ready. whereby the authorship of the im- video makes it possible to extract
ages is still being referenced this high resolution stills from video.
“There is now a community which way. Because the millennials are However, video can’t beat the still
only shoots on mobile, therefore “right clickers”, they often do not images for now, according to Re-
also producing images which are understand the legalities of copy- becca.
ideal to use on mobile”, Rebecca right, so this way the safeguards
told us, which in turn lead to the fact are put in place for them. This is So, as we have learned from this
that Getty had to change their li- important as the current generation enlightening interview with Rebec-
censing models, as many custom- is visually more literate than those ca Swift, the future of stock photog-
ers by now often are doing digital in the past. They have photo- raphy seems to be brighter than
only campaigns. graphed and been photographed ever, with a new generation coming
since they could use their thumbs. to the fore that interacts heavily
Consequently, the old pricing guide- They share images in numbers with and more thoroughly through
lines for print are no longer relevant: which are mind boggling, with a imagery, Not to mention that social
Stock imagery in the past was pre- forecast for this year of over one trends will be the key driver for
dominantly landscape format, which trillion images taken, fueled mostly which type of imagery will be rele-
for mobile is not necessarily any by this younger generation. This vant in marketing over the next
longer the case. “You have to offer new generation can read images years – and which not. ◊
licenses for pictures with only 72dpi, quickly, as they are more visually
which is going to be a lot cheaper sophisticated. They appreciate the By Roger Stadler
than 300dpi that on the other hand art and craft of photography, which
substantially affects the revenue in turn leads to more interest for
stream. This brings Getty’s iStock stock images, more exhibitions,
brand into play, as customers look- more books being published, with a
ing for that particular size tend to go new, expansive market for the art
for a lower price point”, Rebecca form developing, which is quite en-
explained. couraging”, Rebecca excitedly told
us.
Creativity on mobile devices Video on the other hand has been
hailed as being the next frontier,
But as images are by far more com- replacing the stock images. Or as
pelling than text on mobile devices, Rebecca so eloquently put it:
this field has been growing substan- “Every year we hear ‘this is the
tially. Research revealed that imag- year of the video’ and ‘video is go-
es are 94% more likely to engage ing to expand’.” There are all these
than text on a mobile device. The statistics showing how more people
trend here is that a lot more creative will engage via video and that video
imagery is being produced for the is more engaging than pictures.
slammer screen, but also that the Though that might be the case, she
screens on smart phones are no observes that people are quite im-
longer so small. Macrophotography
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
