As the results of the 36th Annual Telly Awards are being finalized, companies are rejoicing, and trophies are being engraved, the Telly Awards have come out with a report that gives a snapshot of industry trends and technologies based on the 12,000 submissions received during 2015.
Now, in case you’re a little hazy on exactly what a Telly Award is, the description states: “The Telly Awards honors the very best film & video productions, groundbreaking online video content, and outstanding local, regional, & cable tv commercials and programs.”
Although the Tellys are not like traditional competitions such as the Tony Awards, The Emmy Awards, The Grammy’s and the Oscars where one person in a category wins and everyone else loses, a Telly winner (awarded in Silver or Bronze), is awarded on its own creative merit.
Currently, the Telly Awards have a Film/Video category, a Commercials category, an Online Video category and a People’s Choice category. Within each category, there are multiple classifications.
In the recently-released 2015 Telly Trend Report, the following six distinct trends were identfied:
- Aerial Technology – 82% of Telly Award respondents indicated they anticipate using remote-controlled drones to capture footage via mounted GoPro or DSLR. The challenges cited with this technology are concerns over privacy, lack of governmental approval and the learning curve necessary to use drones effectively.
- Use of DSLR Cameras – The use of DSLRs is on a dramatic upswing. In spite of some reservations, 82% of respondents indicate using a DSLR as part of their tool kit and 44% use them exclusively.
- 4K Video Production – There is mixed sentiment with regard to the use of 4K Video. A full 89% of respondents felt 4K is a permanent fixture, yet a good portion of those – 72% – felt full integration is still 2 to 3 years off. Users identified a significant number of obstacles, including the fact that broadcasters cannot yet handle it, production equipment is not yet 4K ready, and the fact that, with 1080 still viable, the cost to upgrade to 4K doesn’t seem justifiable. The author of the report predicts that 4K may become obsolete even before it goes mainstream because of the advent of 8K technology.
- Multi-screen Reach -Most respondents anticipate their viewers will access content on diverse screens, from computer and tablets, to mobile devices. Those who are using video as part of their marketing strategy (89%) use the following platforms for distribution: Vimeo (38%), Website (26%), Facebook (17%), Youtube (13%) and Other (6%).
- Budget Shifts in Reach – Companies are shifting their budgets to reflect viewers’ broader access options; 84% of respondents indicated they are seeing that budgets are shifting away from traditional TV and toward the web, and 76% indicate they expect an upswing in use of mobile technology in the coming year.
- Storytelling is King – Online video audiences are expected to double by 2016, and companies are expected to rely more and more on video to share their branded message. They will be wise to keep in mind that a full 98% of respondents feel storytelling is vital to effective content creation. They went on to share a number of tips that included keeping the message authentic to the teller and relevant to the demographic receiving it. They indicated that fast, smart, targeted messaging is key.
The above points were excerpted from the 2014 Telly Trends Report. To download and read the entire report, click here.