The Growing Importance of Video Content

On September 25th, Ad Age reported, "Digital Agency Definition 6 Acquires NewsMarket Parent Company for $25 Million."  Synaptic Digital, a video content producer and distributor, was acquired by Definition 6 as more and more industry attention is given to the value of interactive content.  Definition 6 "has had success getting so-called 'earned media' for its clients on blogs and social networks. But TheNewsMarket.com and other Synaptic products will now let Definition 6 distribute the video content it creates for brands to thousands of what he referred to as 'true journalists' or mainstream news outlets."

This acquisition demonstrates the growing need for business to business companies that produce and manage video content. The demand for these services is due to industries' acceptance that such content can be a powerful way to reach the customer, and is becoming more and more necessary to compete.  In fact, the article mentions that video content is "something that brands are asking for as more and more think of themselves as publishers..."  It is also interesting that the trend is moving towards traditional news outlets and not just social platforms.  Its seems boring text ads aren't just a thing of the past for traditional newspapers but also for those papers' 21st Century websites.