Regional Market Outlook On Advertising Content Post Production and Adaptation in Europe

The European market is largely fragmented with some agencies offering a wide range of services while some with specialized expertise in services, such as sound, visual effects, coloration, 2D to 3D conversions, etc.

analysis-advertising-content-post-production-adaptation-europe

Large stakeholders in the industry

  • The UK, followed by France, has the largest number of post-production companies
  • UK
    - > 6,000 film-production companies
     - 2,400 post-production companies

  • France
    -> 3,000 production companies
    -1,500 post-production companies

Most Preferred Hubs

Regions like London, Amsterdam, Paris, and Frankfurt are preferred, due to high quality studios, creative environment, tax incentives, etc.

BREXIT Impact

  • The BREXIT proved positive for UK, as London is already the existing centre of excellence in post production.
  • The UK currently has low tax regime and the same is expected to continue or expand further.
  • Fall in the value of sterling have dropped the prices in UK by 15% last year, leading to an increase in business for UK studios.
  • Since the service offering is purely digital, scope for import/export duties is on a low. 

Emerging Technology Trends

Engaging with post-production suppliers, who have increased investments in latest technology, will help industry to leverage supplier service offerings to develop media rich campaigns.

4K, 5K Resolution

  • Top production companies use 4K resolution, some are considering shifting toward 5K
  • TVs with resolution as high as 8K is expected to hit the markets soon

Impact on advertising industry : HIGH, due to constant technology upgradation

Few suppliers using this technology : The Mill, Framestore, Craft, Hogarth & Ogilvy

Remote Editing

  • Highly adopted, due to the ease involved in execution
  • Investments on public cloud storage platforms are on a rise
  • Post production companies are most likely to increase usage of cloud storage, cloud rendering, rental software licensing, etc.

Impact on advertising industry : HIGH, due to consolidation of spend with top post production companies across locations

Few suppliers using this technology : The Mill, Absolute, Evolutions, Dock 10

Motion Graphics

  • Visually appealing campaigns engages viewers better
  • 3D images are being placed into 2D space and animated to create short and effective narratives
  • Suppliers are enabling their personnel through training in the required technology

Impact on advertising industry : HIGH, largely adopted by marketers to create interactive narratives

Few suppliers using this technology : The Mill, Rex, Blur, Blind

Augmented Reality

  • Its an upcoming technology, which provides real-time experiences to consumers
  • Increased investments in skill and technology

Impact on advertising industry : Adoption will increase, buyers are keen to expose consumers to real time experience

Few suppliers using this technology : The Mill, Wonder world VR, Technology Companies