MarTechSeries: Interview with David Mason, CEO and Founder, StudioNow

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Tell us about your role and journey into technology. What made you start StudioNow?

I have been an entrepreneur for the past 25 years. Along the way, I have dabbled with having a normal job here or there, but always found that my passion was to create ideas and companies from scratch. My key ingredients have always been to identify a large-scale trend (internet retail, WiFi communications, digital video, etc.) and then create a new business model for that industry that utilized technology to disrupt the status quo. I started one of the first internet bookstores in 1994, which later became, which was then sold to Rakuten. I started StudioNow in 2007 because I was taking a ton of birthday and vacation pictures of my five- and two-year-olds at the time and never got around to doing anything cool with that content. While thousands of these pictures and videos were clogging up my hard drive other and more experienced individuals with film school backgrounds and editing software were uploading funny and entertaining videos to YouTube and generating millions of views. My original idea was to create a marketplace where less experienced individuals (people like me) could be matched with video experts to turn their pictures and videos into something that was worth watching. StudioNow 1.0 was born and on the first day, we had about 80 video professionals sign up to be part of the StudioNow Creative Network. Fast forward to today, and we now have over 10,000 creative vendors from mom and pop creative shops to some of the largest, high-end production companies in the world. We stopped making video content for individuals in 2008 and our software platform now manages the video creation process (vendor sourcing, bidding, project management, contracting, payment, etc.) for some of the largest companies in the world, including Coca-Cola, P&G, HP, Bridgestone, etc.

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Best Practices: How Top Marketers are using Video to Win Big


Knowing the latest trends in video advertising is only half the battle. Understanding which of those trends will actually help you to consistently and productively reach your target audience is the real key. We’ve assembled some of the best practices for video production so you can continue creating videos that bring real value to your brand.

Continue to Educate

Video advertising is a great way to get consumers’ attention, but you can’t stop after their eyes are on you. Marketing is about education, and research shows that buyers want to fully understand products and services before taking the leap.

To that end, 47% of buyers consume three to five pieces of content before they even engage with a sales representative. That includes blogs, ebooks, and, yes, video. Create videos that provide the information these buyers need to make their decisions.

Remain Relevant 

According to the latest studies, people are likely to remember only 10% of information they hear three days later. When relevant images are paired with that same information, however, people can retain 65% of the information three days later. That fact, in a nutshell, is the power of video.

The key word here is relevant. Consumers—63% of them, in fact—think more highly of brands that provide content that is interesting and relevant to their needs. And 63% of consumers also say they’re annoyed by brands that continue to blast the same generic message over and over. Work to personalize the experience for your buyers.

Introduce Social Video

YouTube has been the dominant force in video, but that reality is quickly changing. Facebook users now consume up to 100 million hours per day of video, and 82% of Twitter users watch video content on Twitter.

Simply put, most of your target audience lives on these platforms. With 33% of the world on Facebook and 23% of adult internet users on Twitter, you’re likely to reach a buyer with your video ad if you know how to target them.

Let the Viewer Choose 

Consumers are actively avoiding ads, specifically those that appear without permission from the user such as pop-up ads and auto-playing videos. This trend leads 82% of consumers to close their browser or the current webpage when a video plays without their permission.

The damage to your brand doesn’t stop there. You won’t just miss out on those viewers seeing your ads. Surveys show that 51% of consumers develop a lower opinion of brands that use auto-playing video ads. For that reason alone, make sure viewing a video is entirely up to the buyer when they encounter your ads.

Time It with Your Target in Mind

Average video retains 37% of viewers, but those fewer than 90 seconds long retain 53%. Remember, too, that attention spans are getting shorter. Even those videos that do well today will be skipped or skimmed tomorrow as Generation Z’s eight-second attention filter begins to affect retention rates for your videos. 

Measure Your Metrics 

Using best practices to improve your relationships with buyers through video advertising is what it’s all about, but how can you know if what you’re doing works? How do you know you’ve reached your target market, that your videos are relevant to their wants and needs? Metrics.

Only 35% of businesses are using at least intermediate analytics to track the performance of their video advertising. Are you part of the 65% that hasn’t been watching your numbers? If so, you could be wasting a lot of time and money on tactics that just aren’t resonating with your buyers.

StudioNow wants to help you make the most of your video advertising. We’re always learning best practices to share with our partners so that you can harness the power of video advertising for your brand. If you’d like to schedule a demo of the StudioNow platform, give us a call.



The Content Marketer
ABOUT THE AUTHOR | The Content Marketer
StudioNow is the #1 content production platform for marketers. Top-tier brands including P&G, Coca-Cola, McDonald's, Walgreens and many more leverage the StudioNow Platform to deliver high-quality content at scale. Our proprietary SaaS platform, combined with a strategic services team and a global network of over 10,000 qualified and vetted producers help our clients develop production programs for award-winning content creation.




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