• IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    IAB Newfronts 2025: AI Drives New Opportunities for Video Content in Programmatic and Social Media Marketing

    The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

    The Pervasive Hand of AI: Intelligence Infused at Every Layer

    If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

    As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

    AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

    CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

    Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

    Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

    The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

    Creators: The Epicenters of Culture, Commerce and Community

    Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

    Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

    There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

    Social Platforms Evolving into Intent-Driven Commerce Hubs

    The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

    TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

    Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

    Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

    And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

    In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

    Identity, Inclusion and Attention: The Human Element in a Tech-Driven World

    Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

    Companies like MyCode, Revry and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

    Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

    In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

    Looking Ahead: The Intelligent, Immersive Future

    All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

    • Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
    • Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
    • Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
    • Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
    • Prioritize Identity, Inclusion and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.

    Josh Ford

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  • Making an Unforgettable Impression: Videos for the Top of Your Sales Funnel

    Making an Unforgettable Impression: Videos for the Top of Your Sales Funnel

    Your business needs video. Video generates more leads, communicates a more memorable message and is shared on social 12x more than text alone – and because search engines prioritize content that includes video, more people will be exposed to your branded video than would be exposed to a similarly branded blog post. But here’s the thing: One video cannot meet all of your marketing needs alone. One video should serve one purpose, and your strategy for each video should be based on achieving specific marketing goals, such as brand awareness, driving website traffic or generating leads.

    To get the most out of your video investment, your marketing strategy should incorporate a variety of videos, targeting customers at specific levels of the sales funnel. And whatever stage of the funnel you’re marketing toward, it’s become increasingly important to take calculated, creative risks that help your brand stand out and keep your audience engaged. Good news there, video makes it easy to create a buyer’s journey that involves less of the slow, tedious inching forward of a bumper-to-bumper, early-morning commute and more of the exciting thrills, twists and turns of an unforgettable water slide.

    Picture this: a water park buzzing with activity, colorful towels and flotation devices strewn about. Amidst the slushies, the cotton candy and the lazy river, the star attraction rises high up into the sky – the best water slide in the park: The Funnel. This ride begins with an anticipatory climb up a tall, metal staircase and the dizzying view from the top of an eye-catching drop.

    Engaging leads at the top of your funnel is all about establishing an emotional connection. At this stage in the buyer’s journey, your main goal should be to give viewers (some of whom don’t know a thing about you) a reason to keep watching. Keep your videos entertaining and captivating – without getting too far into the nitty gritty of everything your business can do and exactly how your products work. While many videos can be useful at various stages of the buyer’s journey depending on your specific goals, our recommendations for the top of the funnel include the best videos for holding the attention of an audience who may have never heard of your brand before long enough that they’ll remember who you are in the future.

    Brand Anthems

    What it is: A brand anthem is a visually engaging, high-level, and inspirational overview of your brand. Think of it as a manifesto, associating your brand with what you and your customers truly value.   

    Why you need it: It lets your audience know who you are, what you do and what you stand for. And even when they already know all that, it’s an opportunity for deeper connection and to remind key stakeholders and audiences that your brand shares their values.

    Commercials and Lifestyle Videos

    What it is: A commercial or lifestyle video is a cinematic-grade video targeted towards a specific audience. This is a short and sweet video meant to entertain your audience by tapping into an emotional response, like their sense of humor or empathy. This video will lean heavily on your brand’s voice and style to get attention from the right people.

    Why you need it: It’s an opportunity to connect products and services with your ideal customer and their aspirations.

    Thought Leadership

    What it is: In a thought leadership video or series, you choose a charismatic and knowledgeable individual at your company or in your field to put in front of the camera and let their intelligence and personality shine through. By giving potential customers a face to associate with your brand, you allow them to build a connection – with your expert and with your brand.  

    Why you need it: These videos help position your company as a voice of authority and demonstrate your expertise. Potential customers will become more aware of your brand because they’ve been drawn in by the informative content, and leads will see that your company has an eye to the future and understands the nuances of the industry.

    Branded Documentaries

    What it is: Branded documentaries aren’t about your products or services. They’re true, character-driven stories that focus on an issue related to your brand. They might be about your brand’s history or reason for existing, or they might not be about your brand at all. The key is that they are human-interest stories that people watch for genuine entertainment. You give this content away for free – and in return you get a lot more people introduced to your brand and listening to your message.

    Why you need it: These videos sell because they associate your brand with a bigger, more interesting world. Think of it as playing the long game. You’re creating content people love and leaving a strong, memorable impression – aligning yourself with your audience and building brand awareness along with brand affinity and loyalty.

    These days, businesses are making video a regular, repetitive part of their marketing strategy, so knowing how to use different videos to meet different goals is key. “The Funnel” captures the essence of what your marketing videos should achieve – grabbing attention and creating an unforgettable experience. Just like the jostling line of park guests, undeniable pull of gravity and centrifugal force of a waterslide that keeps you right on track during your time at the water park, using the right videos at the right stage of your sales funnel can make it easy to guide your customers from complete strangers to loyal, brand advocates.

    Note: This blog post is part of a series on how to use video at different stages of the sales funnel. Stay tuned for the next post in this series, which will explore which videos to use at the middle of the sales funnel.

    Maia Laperle

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  • Are You AfrAId of the Dark? Our Scariest AI-generated Halloween Costumes for PR/Marketing Pros

    Are You AfrAId of the Dark? Our Scariest AI-generated Halloween Costumes for PR/Marketing Pros

    You May Live to See AI-generated Costumes Beyond Your Comprehension

    Spooky season is upon us. And every year, folks like you, dear reader, come to us asking for help figuring out an appropriate costume to wear to work. To avoid scaring your coworkers (or getting a call from HR), we came up with some of the most terrifying marketing/comms-themed costumes your office Halloween party has ever seen. And we’re doing it with the help of our newfound friend: AI.

    Social Media Manager

    The social media manager: internet extraordinaire, queen of the meme, master of the metaverse. From managing communities and posting schedules to helping develop posts, graphics, reels and more, these social media magnates really can do it all.

    “To be a successful social media manager, you’re constantly watching what’s changing and what’s trending across multiple platforms,” says Jessica Boff, social media director at Matter. “To really help your clients reach and resonate with their audiences, you need to wear a lot of hats.”

    “A lot of hats.” Now, that sounds like a good place to start for our social media manager costume! Let’s see how AI handles that:

    Well, looks like your local haberdasher is going to be very happy with you.

    Video Producer

    Our super-talented video team has some amazing producers. But nailing down exactly what they do proved a little challenging — there was so much ground to cover!

    “Our video producers primarily oversee preproduction and production of our clients’ video projects,” says Colter Beote, Director of Operations + Client Relations. “They’re doing everything from crafting the production outline and schedule; hiring freelancers like hair stylists; coordinating huge teams via emails; and much, much more. Some are maintaining equipment rental budgets; others are setting up lights and capturing b-roll.”

    The AI was having trouble with the idea of “video producer” so we tried “camera person” and the results certainly gave us the vertigo effect.

    So, without further ado: Lights, camera, AI!

    Account Executive

    Matter’s PR account executives handle more work than you can shake a witch’s broom at — everything from crafting press releases and running social campaigns to pitching journalists and ensuring our clients’ names are making waves.

    “They’re scanning the news and social channels, they’re interacting with journalists and acting as the primary media driver on each account,” says Zoe Cushman, Account Manager at Matter. “If it needs to get done, they’re the ones stepping up to do it. They’re really the worker bees of our teams.”

    We liked the idea of a “worker bee” — maybe a nice, cute bee costume in a Matter hoodie. Let’s see what the AI came up with!

    Well, like our AEs, this costume is certainly bzzzy.

    Designer

    Stunning creations: from our creative designers’ minds onto the websites, brochures, advertisements and social posts you see every day. We thought this one would be a lot of fun for the AI – maybe a paint-splattered smock, a beret and a laptop repurposed as a palette. But the AI refused to render any costume, stating if designers think they’re so creative, they can design a concept themselves.

    Account Manager

    At Matter, we have account managers on both our PR and integrated marketing client teams. These folks act as the lead liaison between their clients and the broader team, helping to make sure a variety of day-to-day campaigns and initiatives are driving results — from organizing a product debut event with a livestream component to launching a company rebrand with an interactive landing page to delivering key reporting metrics and media analytics that keep brands on top of the competition.

    “They really need to understand their clients, their teams and the tactics that will help them all achieve their goals,” said Julianna Sheridan, Account Director on our Precision team. “They’re the captains of the strategy ship.”

    A ship captain costume — now who doesn’t love a good Blackbeard of Captain Morgan getup? Let’s plug in “captain of strategy ship” into the AI and see what comes out.

    Avast ye mateys! Let’s see what other costumes we can conjure up from Davey Jones Locker — err the AI.

    Writers

    In our unbiased opinion, writers are the most important people at Matter — better yet, at any agency. Maybe even throughout modern society. (Editor’s note: this is highly biased.) We refused to write an AI costume prompt for “writers,” because we’re not about to let some robot take our job making jokes creating content for your consumption. So, we told the AI to go start singing Daisy Bell. It spat back an image of a person dressed as a coffee mug holding a pile of half-started novels. Touché.

    New Employee

    Truly the scariest thing we could think of being was a new employee. From meeting new people to learning new tools to trying out that new coffee spot everyone raves about, there are frights around every corner and within every meeting alert! But how did the AI think we should dress up as these fresh-faced cherubs?

    In retrospect, using “cherub” as a prompt may have been a mistake.

    Matter is always testing how emerging technologies advance our capabilities to better support our partners — you don’t get to work with the awesome clients we do by being luddites. Currently, we’re using the AI capabilities offered by Microsoft Office 365, Google Drive and Adobe Creative Cloud to support day-to-day drafting, design, reporting and more. Our teams also make use of numerous tools available online, leveraging generative AI, machine learning, natural language processing and other AI tools to refine prose and streamline research, edit copy, summarize video and audio recordings and draft press releases.

    However, we recognize the irreplaceable value of our people’s ingenuity, intuition and creativity. Just because we have an AI tool that could create a Halloween costume for account managers doesn’t mean we should. From the 64,000-year-old pictographs in Maltravieso cave to the video team’s June Jorts newsletter illustrations, humanity’s artistry and creativity are our defining traits. Art immediately conjures a sense of universal humanity whenever and wherever we see it. Whereas AI art struggles to replicate that human touch and instead throttles us uncomfortably into the Uncanny Valley.

    And for that reason, we will continue to rely on our people’s innate creativity to elevate our clients’ brands. As our relationship with AI evolves, we will share updates with our partners. But rest assured, HAL won’t be whipping up any design assets for you any time soon.

    If you need creative support or simply want to talk about the nightmares you’re having after seeing our AI Halloween costumes, reach out below! 

    Rory Nolan

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  • Matter’s Gusto Team Releases Its 2023 Guide to 10 Must-Have Brand Videos

    Matter’s Gusto Team Releases Its 2023 Guide to 10 Must-Have Brand Videos

    Agency’s Award-winning Video Team Reveals the 10 Videos Every Brand Needs to Successfully Support Each Stage of the Buyer’s Journey

    BOSTON, June 27, 2023 — Gusto — a Matter company and creative content house that brings brands to life with award-winning video and podcast production — today announced its 2023 Guide to must-have brand videos, helping companies engage audiences and create brand affinity at each stage of the buyer’s journey. The guide helps brands identify the strengths, weaknesses and blind spots in their holistic video-marketing strategies.

    The guide groups each strategic asset within a stage of the buyer’s journey – awareness, consideration, decision and nurture – outlining the following 10 videos every brand needs:

    Awareness Videos

    • Brand Anthems + Commercials
    • Live + Immersive Experiences
    • Mini-documentaries
    • Thought Leadership

    Consideration Videos

    • Product or Service Explainers
    • Event Coverage + Support

    Decision Videos

    • Customer Success Stories
    • About Us/Recruitment

    Nurture Videos

    • Original Series or Podcast
    • Milestones

    “Every business needs video to effectively communicate its brand messages,” said Mandy Mladenoff, President of Matter. “Whether you’re showcasing your leaders’ expertise, explaining the ROI of your products and services or giving audiences a glimpse into your company culture, there are strategic videos for each stage of the buyer’s journey that will help guide your audience’s decision-making.”

    Check out the Gusto team’s award-winning work – including two recent Emmy Awards!

    Learn more about working with Matter’s Gusto team by reaching out today.

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into content-rich campaigns that inspire action and build value. Founded in 2003, with offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

    Contact

    Matter

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • Matter’s Gusto Team Wins Two Regional Emmy Awards for Graphic Arts at the 46th Annual Boston/New England Emmy Awards

    Matter’s Gusto Team Wins Two Regional Emmy Awards for Graphic Arts at the 46th Annual Boston/New England Emmy Awards

    Honored by the National Academy of Television Arts and Sciences for Excellence in Artistic, Educational, Cultural, and Technical Progress

    BOSTON, June 15, 2023 — Gusto — a Matter company and creative content house that brings brands to life with award-winning video and podcast production —is proud to announce it has won two Boston/New England Regional Emmy® Awards for outstanding work in Graphic Arts. The Boston/New England Emmy® Awards are dedicated to advancing the arts and sciences of television, fostering creative leadership in the industry, and encouraging excellence in artistic, educational, cultural, and technical progress.

    This year, Matter’s Gusto team captured two Regional Emmy® Awards in the Graphic Arts category, including:

    GRAPHIC ARTS – MOTION GRAPHICS

    NEVY’s In Wonderland, 10 Mad Years

    • Tanya Mikheyeva, Motion Graphics Designer/Artist/Animator
    • Joey Sullivan, Motion Graphics Designer/Artist/Animator    
    • Joe Skoniecki, Motion Graphics Designer/Artist/Animator    
    • Sarah Delahunty, Motion Graphics Designer/Artist/Animator    
    • Kyle Faneuff, Motion Graphics Designer/Artist/Animator

    GRAPHIC ARTS – ART DIRECTION

    NEVY’s in Wonderland, 10 Mad Years

    • Nicole Bedard, Art Director

    “We always always bring a spirit of creativity and artistic professionalism to our clients’ programs which has set us apart from other agencies over the years,” said Scott Signore, Principal and CEO of Matter. “Receiving this recognition from an awards program as prestigious as the Boston/New England Emmy® Awards is beyond gratifying and validating for Matter and our amazingly talented Gusto team.”

    The two Graphic Arts award wins mark the Gusto team’s first and only submissions into the Boston/New England Emmy® Awards competition, winning a remarkable two-for-two on behalf of their work for the New England Venture Capital Association’s 2022 NEVY Awards.

    The NEVY Awards are New England’s premier celebration of the venture ecosystem. Attended by 1000+ of the region’s top innovators, investors, and companies, the NEVYs embraces the vibe of the local innovation community: fast-paced, eccentric, colorful, and unapologetic. 2022 marked “10 Mad Years” of the celebration and took attendees down “the rabbit hole” of past achievements while providing an immersive experience through re-imagined iconic Boston landmarks with characters inspired by Alice in Wonderland.

    The Gusto team defined the look of the event with a logo design, color palette and typography choices. Impressionist character and illustrative set design put a modern twist on a storyboard classic. These decisions directed all visual aspects of the show – registration page, printed posters, banners and playing cards, animated video open, awards intros and winner graphics, transitions, and lower thirds.

    Check out Gusto’s award-winning work with the New England Venture Capital Association.

    Learn more about working with Matter’s Gusto team by reaching out today.

    About Matter Communications

    Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into content-rich campaigns that inspire action and build value. Founded in 2003, with offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

    Contact

    Matter

    Greg Amaral

    [email protected]

    www.matternow.com

    Matter

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  • 5 Ways to level up your brand with 3D animation

    5 Ways to level up your brand with 3D animation

    Boosting brand engagement. Aligning your brand with visual trends while differentiating yourself in crowded spaces. Going above and beyond what seems visually possible. And giving you the single best tool for demonstrating the ins, outs and everything-in-betweens of a product. 3D animation is – and we sincerely mean this – amazing. 

    But before we talk about your animated videos and how adding 3D to your toolkit can boost your brand, let’s talk about video games. Back in the day – like, way back – video games transported players to a flat, 2D world in which all manner of adventures, battles and epic princess rescues transpired. It was wild. And it was wicked different! Before that, kids were stuck in the real world throwing and kicking balls around outside and desperately trying to pass Go enough times to afford Boardwalk. (It was a sad time.) But, for how wild and wicked different they were when they came out, nowadays those 2D video games feel clunky and outdated compared to more immersive 3D gaming experiences. Retro games aren’t bad, exactly – they’re just not fully aligned with modern attention spans and engagement strategies.  

    Today’s audiences expect more from their experiences than ever before. A blurry plumber dressed as a raccoon running around jumping on bad guys just doesn’t cut it anymore. Those old ways that previously had worked so well – and that goes for video games as well as marketing content – don’t always provide the “more” our audiences expect. And, as with adding depth and texture to gaming experiences, you can tap into those expectations and desires, capturing your audience’s attention and delighting them, by adding 3D animation to your video marketing toolkit. 

    So, what do we mean by “3D animation”? 

    First – definition by subtraction – there’s a lot we don’t mean. Pixar films. The collected works of James Cameron. Snapchat filters. And 360-degree interactive product demos on ecommerce sites are a few examples. But while we aren’t talking about those specifically, they’re all sources of immense inspiration for us as marketers. You see, as standalone examples presented in whole, it’s safe to say our marketing efforts don’t generally include those forms of pure entertainment or interactivity. But character-driven stories, realistic effects and textures, augmented reality with mixed media animation, and product demos? Those are all well within the wheelhouse of the video marketer. And in that context, 3D could be the development of a whole animated identity, or it could be as simple as adding depth, texture and movement to your otherwise 2D brand. Either way, using those 3D strategies to level up your brand identity and presence – well, that’s what we’re talking about today. 

    1.) 3D animation helps your brand stand out in a 2D crowd 

    Brand differentiation is crucial to grabbing the attention of a generally distracted audience – and the right visual stimulation goes a long way in getting those coveted conversions. While 3D animation is certainly trending (see below), many of the brands competing in your space haven’t fully embraced or invested in it. Think about it: If you, savvy marketer, are reading this and looking to rationalize the investment in 3D, what are your competitors doing? Chances are – like you – they’re producing some combination of live action and 2D animations. Which means you could easily be one step ahead of them, making right now a great time to start differentiating yourself from the pack.

    2.) You can visualize the impossible with 3D 

    Often, when someone is trying to hyperbolize endless possibilities, they’ll tell you that the sky’s the limit. With 3D animation, the sky isn’t the limit. You can animate the sky, clouds, complex weather patterns, whatever. You could animate the entire known universe, if you wanted to. So at Matter, we say that 3D allows you to “visualize the impossible,” because the limits of 3D animation far exceed those of our physical world. All while maintaining a so-called realistic and branded look. You could create a dream studio, complete with lights and cameras that you can maneuver to simulate the perfect scene. You can manipulate shapes, characters and products (see below). You can zoom impossibly close to things, or impossibly far away. You can add smoke to a shot – why not? You can turn an object to sand. Heck, you could make your logo out of marshmallows. Seriously, your imagination is truly the limit with 3D.

    3.) 3D animation is trending, hard 

    As the technology for crafting 3D animations becomes more accessible (see below), the industry continues to boom. By some metrics, the market grows by over 10% every year. You remember when we discussed those retro video games, right? Well, trends don’t necessarily tell you what your competition is doing. In fact, trends tell you what your audience wants and expects, giving you insight into how real people engage with content. So, by aligning with the larger visual trends, you can better align with your audience. 

    4.) Add an extra layer of audience delight with 3D 

    Engaging, memorable video content begins with visual delight. If you can catch your audience’s eye, then you have a better chance of capturing their precious attention and engaging them with your brand. This is especially true with in-stream content, but also applies to explainers, brand anthems and more. Think about it: If your visuals are delightful or novel enough, the viewer might even watch it twice. Or share it. Or both. And in doing so, they carve out a special place for that content and your brand in their memory. So, in that way, 3D animation gives you the WOW factor that elevates your brand by delighting the audience and achieving the “more” they expect.

    5.) 3D is the single best way to demo a product 

    Not all of us work with physical products (s/o to all you SaaS folks), but some of us marketers do. And we need to demonstrate what those products are and how they work asynchronously in video. Historically, that meant one of two things: abstract animations to demonstrate function without showing the actual product, or live-action demos with real people and products. Each has its benefits and its limits. 3D animation, like we discussed above, has almost no limits. So, for example, you could import the CAD file for a product and render a realistic, animated version of it. From there, you could break out the finest detail of that animation to demonstrate not just the function but the tiniest inner workings of the thing. All without hiring actors, renting a studio, or taking the device apart. And if you do want to show the real product with real people, you can seamlessly mix the animation into live-action footage in post-production. Put an eye-catching video like that in the hands of a sales team or on-screen at a trade show booth, and your audience will be engaged, delighted and informed.

    Why wait? 3D animation is more accessible than ever!

    For as “new” and “exciting” and “cutting edge” as 3D animation can make your brand feel, it’s a technique that’s been around for a while. And as computing technology rapidly advances (and becomes cheaper), the means of creating complex animations has opened up. Let’s take the platform Houdini SideFX as an example. You may recognize Houdini from, well, every Hollywood movie’s CGI effects.

    With Houdini, you can do anything we’ve described in this blog and more – again, your imagination is Houdini’s technical limit. Sounds expensive, right? Nope. Houdini is free to use and learn, with a “freemium” model for exporting files. As with any professional grade graphics or design program, mastery of Houdini SideFX takes a certain amount of artistic vision and dedication. But the technology is right there, ready for you to take advantage of. And that’s just one example of many. 

    At Matter, we have a dedicated team of 2D and 3D animators and artists working tirelessly to elevate brands. In fact, our team created every example we’ve shown in this post. So, if you want to discuss how to beat the big boss in Mario 3 or how 3D animations could help level up your brand, reach out to a team member using the form below. 

    Nicole Bedard

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  • CyberSide Chats, Episode 4: JC Raby

    CyberSide Chats, Episode 4: JC Raby

    A Conversation with JC Raby

    Welcome to CyberSide Chats, our video interview series in which we talk about timely trends, what’s new and what’s next with business technology thought leaders in the cybersecurity industry.

    In Episode 4, Matter Executive Vice President and cybersecurity lead Tim Hurley sits down with JC Raby, co-founder and managing partner of Boston Meridian, a venture M&A and investment banking firm with a major focus on cybersecurity. They discuss recent M&A deals in cybersecurity, compelling investment areas in infrastructure and security, the importance of brand, buzz and positioning to tech buyers, advice for cyber entrepreneurs, 2021 predictions and more. 

    Ready to watch more episodes of CyberSide Chats? Check out all of the episodes here.

    Tim Hurley

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  • CyberSide Chats, The Series

    CyberSide Chats, The Series

    Welcome to CyberSide Chats, our video interview series where we talk with business technology thought leaders about timely trends, what’s new and what’s next in the cybersecurity industry.

    Episode 1: Taylor Armerding

    In the first episode, Matter Executive Vice President and cybersecurity lead Tim Hurley recently sits down with Taylor Armerding, Security Advocate and software security blogger at Synopsys Software Integrity Group. They discussed several hot topics including ransomware, application development security, National Cybersecurity Awareness Month and the future of the industry.  

    Episode 2: Jon Oltsik

    In Episode 2, Hurley sits down with Jon Oltsik, Senior Principal Analyst and ESG Fellow at Enterprise Strategy Group. They discuss several hot topics including election security, disinformation on social media, the cyber skills shortage, the “security data explosion”, 2021 predictions and more. 

    Episode 3: Søren Laustrup

    In Episode 3, Hurley sits down with Søren Laustrup, Founder and Managing Director Americas for LogPoint, a fast growing security information and event management (SIEM) provider. Tim and Søren discuss LogPoint’s go-to market strategy for North America, the SIEM segment, SAP security, COVID-19’s impact on security spending and CISOs priorities, Søren’s 2021 predictions and more. 

    Episode 4: JC Raby

    In Episode 4, Hurley sits down with JC Raby, co-founder and managing partner of Boston Meridian, a venture M&A and investment banking firm with a major focus on cybersecurity. They discuss recent M&A deals in cybersecurity, compelling investment areas in infrastructure and security, the importance of brand, buzz and positioning to tech buyers, advice for cyber entrepreneurs, 2021 predictions and more. 

    Episode 5: Peter Tran

    In Episode 5, Hurley sits down with Peter Tran, CISO and Head of Cyber & Product Security at Infersight. Tran was previously an executive at RSA, Dell EMC and Raytheon, and is a globally recognized info sec, cyber defense, and risk and regulatory management expert. The pair discuss top concerns and priorities for CISOs, thwarting high profile attacks, ransomware, mitigation as a defense strategy and more.

    Episode 6: Johna Johnson

    In Episode 6, Tim Hurley has a conversation with Johna Johnson, CEO and Founder of Nemertes Research. They discuss several hot topics including emerging cybersecurity technologies, the ongoing SolarWinds data breach saga, third-party and vendor risk management, nation state attacks, 2021 mega trends and more. 

    Interested in joining us for a future episode? Contact us using the form below!

    Tim Hurley

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  • Why Your Brand Needs Audiograms

    Why Your Brand Needs Audiograms
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    What is an Audiogram?

    Audiograms are the video-ification of a short piece of audio – usually a spoken quote or sound bite combined with visual elements, such as photos, graphics, animated subtitles and sound waveforms to reinforce the spoken word. And they’re perfect for our “new normal” times, because you can create them 100% remotely!

    Audiograms are especially effective on social sites (where audio files themselves aren’t supported) as they’re a great way to boost engagement and capture users’ attention, whether or not their volume is enabled — which is important, given 85% of Facebook video is consumed without sound. Plus, they’re inclusive of the visually and/or audibly impaired, both underserved populations marketers often overlook.

    What Works Best in an Audiogram?

    While the possibilities are endless, here are the most enduring and effective use cases: 

    Testimonial Clips

    Whether you pull a line from last year’s testimonial video or capture new audio recordings from your client, audiograms are a great medium for sharing the social proof that comes from persuasive Customer Success Stories.

    For example, Wentworth Senior Living wanted to spotlight the high quality of care and sense of community they offer their residents. Due to COVID, traditional video production couldn’t take place within their walls, so we shipped microphones to residents and their children, and conducted remote interviews instead. The audiograms we produced from these interviews convey firsthand the superior level of care at Wentworth Senior Living, helping provide comfort and confidence to prospective community members and their families.

    Brand Announcements

    Elevate the importance and polish of your brand’s or C-suite’s key announcements. Your internal and external audiences want to understand your brand, so inspire them by sharing your position and actions on the challenges facing your company, your industry or even society at large.

    Recently, we created an audiogram for UMass Memorial Healthcare, sharing their heartfelt thanks to their frontline caregivers, which resonates with healthcare workers and the wider public. It includes user-generated photos from caregivers, branded imagery, encouraging music and authentic voice-over. 

    Podcast or Webinar Promotions

    By plucking pithy, exciting :15-:30 quotes from your upcoming podcast episodes or webinars, you can help drive awareness and interest, ultimately helping to grow your subscribers — an especially effective tactic if you’re consistently putting audiograms in front of your audience.

    Audiograms are an exciting new opportunity to further engage and activate your audience, especially now as the usual playbook has been thrown out the window. Why not try something novel?

    Audiograms engage those quickly scrolling through content on social media and are a great way to share bite-sized pieces of audio-driven content and grab the viewer’s attention in those precious, first few seconds.

    Regardless of your starting point, we’ll work with you to craft the messaging, branding, look and sound to create compelling Audiograms that speak to your audience (literally). No cookie cutter solutions here!

    To get your first audiogram made, fill out the form below to schedule a free consultation with a Matter video expert.

    Gabe Gerzon

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  • Out of Office with Senior Copywriter, Rory Nolan

    Out of Office with Senior Copywriter, Rory Nolan

    When he’s not writing copy for various clients, Rory Thomas Nolan spends his time going back in time — as a Revolutionary War reenactor. Rory is the senior copywriter at Matter and has been at the company for over a year. Take a look inside the world of Revolutionary War living history in this installment of Matter Out of Office.

    Q: Tell us about what you do at Matter: 

    A: I’m the senior copywriter for our digital and marketing teams, which means I write for a wide range of creative assets — from websites and emails to conference displays, videos and more.

    Q: What are your passions outside of work?

    A: I try to spend as much time outdoors as possible. Whether it’s hiking New England or traveling out West to explore our National Parks, I’ve always felt most at home in the woods. I also enjoy canoeing/kayaking and ripping around town on my bike. 

    Lately, between sewing projects, I’ve been tinkering with my antique moped. It’s the bane of my existence, but I love it so. 

    Q: What about reenacting excites you? 

    A: I’d say the best part about reenacting is the people. You get to meet all these wonderful, supportive folks from all walks of life — it really opens you up to a diverse array of people you’d never have met if not for the hobby. Everyone’s so eager to share their knowledge and help you grow as a reenactor, which has really helped me learn and evolve so much in the decade I’ve been doing this. Also, I’ve always enjoyed sewing since my halcyon punk rock days. So I get to do that a lot now. 

    Q: How often do you do reenactments? 

    A: I do about one event a month, except in the winter. And I’m traveling to events from New Hampshire and Vermont down to Maryland and Delaware. But if I wanted to, I could do a living history event every weekend. There’s so much going on in the community, you can really do as much or as little as you’d like. But sometimes, it’s nice to hang around town for a weekend. 

    Q: Did you picture yourself doing this as a hobby? 

    A: Honestly, it wasn’t until I participated in my first battle reenactment that I’d ever even considered doing living history and reenacting. But I’ve always had a knack for history, costuming and making my own clothes, so I suppose it was only a matter of time. 

    Q: What does a typical reenactment consist of? 

    A: Most of the largest reenactments are battles — though there are plenty that focus on civilian life and non-combat aspects of the period. But for the battles, the American forces are in one camp, and the British have their own. Throughout the first half of the day, everyone’s busy drilling, mending clothes, cooking, eating, etc. Then, in the early afternoon, we hold the large tactical battle reenactment. Depending on whether it’s a recreation of a real event or a mock battle at a historic site, we either follow a guided timeline of the real battle, or test each other’s tactical abilities to see who will win the day. Afterwards, everyone heads back to camp, cleans their kit, runs guard duty, and preps for dinner. After dinner, we get together to socialize, which often involves music, dancing and…. erm…. merriment. 

    Q: What has been your favorite reenactment experiences? 

    A: That’s a tough call, because most every event has something truly special to love about it. But many of the most memorable events have been run by friends — including stand-out events this year in Rhode Island and New York. Not only did I get to spend wonderful time with some of my favorite people, but each event left me feeling very excited and lucky to be a part of this community. 

    Normally, I do British impression, but the event at Stony Point, NY, was my first time participating as an American. And that crew was so wonderful and helpful, I rode home with a big smile afterwards. 

    Also, shout out to Fort Ticonderoga, which is just a spectacular site with some great people putting on wonderful events. And Hubbardton, Vermont, which is easily the most beautiful site in all of Rev War reenacting. All you can see are the Green Mountains — not a house in view. It really helps carry you to that time and place.

    Matter

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