CinebodyEvent Engagement A Brief History of Commercial Production

A Brief History of Commercial Production

The Golden Age of Advertising is Now

A Brief History of Commercial Production
The Golden Age of Advertising is Now

A Brief History of Commercial Production
Commercial production used to always require a lot of moving pieces. Cameras and film used to be expensive, and an entire team to operate them was the way things had to be done. Sets and actors were almost always used, and commercials were written like movies. Once the content was made, audiences used to be easy to find because people would sit down at home and watch television. They’d actually pay attention to the carefully crafted pieces of video that spread a brand message.

As camera technology advanced, things gave way to MTV’s “The Real World.” Digital tape revolutionized production, allowing for an affordable way to capture huge amounts of video and craft stories in a more authentic way. At the same time, satellite television introduced more channels than anyone could have ever imagined. There was, and still is, content running on hundreds of channels, 24 hours a day, 7 days a week, for audiences to consume.

Then came the rise of social media, turning the traditional rules of production and content consumption on its head. YouTube, Facebook, and Instagram created yet another new and inexpensive platform to deliver short-form brand messages, peeling eyes away from television screens. At the same time, the price of digital cameras plummeted as the quality skyrocketed and became readily available. The iPhone introduced 4K video to everyone’s pocket, empowering anyone to make their own high-quality content.
Commercial production used to always require a lot of moving pieces. Cameras and film used to be expensive, and an entire team to operate them was the way things had to be done. Sets and actors were almost always used, and commercials were written like movies. Once the content was made, audiences used to be easy to find because people would sit down at home and watch television. They’d actually pay attention to the carefully crafted pieces of video that spread a brand message.

As camera technology advanced, things gave way to MTV’s “The Real World.” Digital tape revolutionized production, allowing for an affordable way to capture huge amounts of video and craft stories in a more authentic way. At the same time, satellite television introduced more channels than anyone could have ever imagined. There was, and still is, content running on hundreds of channels, 24 hours a day, 7 days a week, for audiences to consume.
Then came the rise of social media, turning the traditional rules of production and content consumption on its head. YouTube, Facebook, and Instagram created yet another new and inexpensive platform to deliver short-form brand messages, peeling eyes away from television screens. At the same time, the price of digital cameras plummeted as the quality skyrocketed and became readily available. The iPhone introduced 4K video to everyone’s pocket, empowering anyone to make their own high-quality content.
Now, 300 hours of video are uploaded to YouTube every minute & 5 billion videos are watched on the platform everyday. Video clips that are 5 seconds long, filmed by one person, generate more attention than million dollar commercials with enormous crews. Yet with all of these advancements & changes, commercial production continues to follow the age-old process it followed decades ago.

We’ve come a long way since advertising started and we’ve certainly changed the way we consume it. Shouldn’t we continue to change the way we create it?
Now, 300 hours of video are uploaded to YouTube every minute & 5 billion videos are watched on the platform everyday. Video clips that are 5 seconds long, filmed by one person, generate more attention than million dollar commercials with enormous crews. Yet with all of these advancements & changes, commercial production continues to follow the age-old process it followed decades ago.

We’ve come a long way since commercial advertising started and we’ve certainly changed the way we consume it. Shouldn’t we continue to change the way we create it?