December 08, 2004. Getty Images, the world's leading imagery company, will
discuss industry trends and insights for 2005, the company's
tenth anniversary year. Since 1995, Getty Images has worked
with the world's most talented photographers and
photojournalists, creative directors and researchers to
create a company that is global, publicly traded and
responsible for shaping much of what people all over the
world see each day.
Following are the top imagery trends Getty Images is
predicting for 2005:
1. An Image-Rich Web - We are nearing the inflection point:
Broadband Internet usage at home and at work is exploding
around the world. Significant improvements in broadband
connectivity are increasing the demand for visual content on
the Web.
-- This trend will accelerate in 2005 as businesses continue
to make their Web sites more visually compelling.
-- We anticipate a much greater use of moving imagery on the
Web: The demand for film footage will increase and over
time may approach that for still imagery.
-- This trend is also contributing to the resurgence of Web
advertising, a medium that is just starting to live up to
its dot-com heyday promise. According to a study from
the Interactive Advertising Bureau and
PricewaterhouseCoopers, U.S. Internet advertising revenue
reached a record $2.37 billion in the second quarter of
2004, surpassing dot-com era numbers.
2. More Imagery Delivered on More Platforms - Serving as the
universal language, imagery will continue to find its way to
new platforms.
-- The proliferation and sophistication of mobile phones and
hand-held technology will drive demand for visually rich
content.
-- We also will see a virtual re-invention of outdoor
advertising, as companies push to leverage plasma and LCD
screen technology. These screens will be enabled to
receive rich visuals through digital signals, creating
"mini Times Square-like" displays on bus shelters, in
office and hotel lobbies, elevators, sports arenas, and
on billboards and other traditional out-of-home venues.
3. Photojournalism Enters a New Era - In order to keep pace with
rapid changes in the gathering, distribution and coverage of
news photography, traditional news organizations will need to
follow the lead of new entrants like Getty Images.
-- To be financially viable and editorially credible, news
organizations will leverage existing photographer
resources and expand their business models to meet both
editorial needs and commercial objectives.
-- In response to the demand for the licensing of editorial
imagery outside of traditional news venues, news
organizations will explore new distribution channels for
customers in industries such as advertising and
publishing.
4. Marketing Gets Personal - Personalization continues to be a
trend for marketers seeking to make an emotional connection
with consumers. It is increasingly important that imagery
used in communications resonates with the target audience -
wherever they may be. Getty Images is responding to this
trend by increasing its regionally relevant content through
distribution partnerships and expanding into developing
markets.
5. Smart Digital Asset Management - Effective brand management
will be an amplified goal for many companies. In order to
operate efficiently across global networks, Digital Asset
Management services will become an increasingly important
part of the marketing mix. Digital Asset Management
platforms that provide marketing and creative professionals
with simple to use, cost-effective tools to create, manage,
share, distribute and monetize digital imagery and other
assets will gain considerable market share.
[Source: Businesswire]
