To many, Digital Media has become a 'Dark Art', which ultimately is the transcendence of the familiar and traditional offline space to online. However Digital Media is an essential tool for broadcasting brand messages, it enables brands to meet and directly converse with their wider audience.
The Digital Media Alliance (US) defines digital media as "the creative convergence of digital arts, science, technology, and business for human expression, communication, social interaction and education".
The most valuable tool in digital media is that it is measureable and accountable. Back in 2004 (pre YouTube) we created an online weekly series for SONY called 'Trona' spanning 25 episodes and originally shown in 5 countries but later rolled out to 25. The project was initially seen as a risk, 'who would watch?' and 'why would they watch?' were 2 of the most prominent questions asked. After 6-weeks we already knew that the average person was watching for 6 minutes and that we had a weekly audience of 200,000 per week. That’s 6-minutes of consumers directly viewing SONY's products, which is pretty powerful when you consider how difficult it is to get someone to watch a 30-second commercial. The project did not incorporate any of the social media tools that we know today and was only broadcast on SONY's direct site, never the less; the statistics were pretty powerful in giving us some vision on the project's success. Below is an episode example:
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