Independent Research Study Shows Leading Advertisers Driving Higher
Online Brand Engagement With Rich Digital Media
SAN RAFAEL, Calif.--(BUSINESS WIRE)--Dec. 13, 2011--
A newly commissioned and recently released study
conducted by Forrester Consulting on behalf of Autodesk
(NASDAQ:ADSK) reveals that engaging customers online is becoming
increasingly challenging for advertisers as consumers today are quick to
compare content on the web to the latest Hollywood blockbuster, console
game or television show.
Forrester Consulting interviewed executives at twelve leading digital
agencies in the United States and Europe and concluded that, “rich
digital media is not just a trend; it’s the future of advertising.
Agencies leveraging innovative design tools and technology have proven
their effectiveness in driving higher engagement online in a cluttered
web environment.” According to Forrester, advertising and digital
agencies with media
design capabilities have a distinct competitive advantage over firms
without similar resources.*
"The fire starter is always storytelling. If both the story and
experience are good, people will talk about it in their social
networks,” said David Ericksson, CEO, North Kingdom, a Stockholm-based
digital agency with an impressive client roster that includes global
brands Adidas, Toyota, Coca-Cola and Disney. “3D content creation has
always been core to what we do and having access to the same tools as
the bigger studios makes us competitive in the global arena. We would
never be where we are without these tools and technologies combined with
our talent.”
According to Forrester, video advertising is the fastest-growing segment
within interactive marketing. The independent research firm expects
interactive marketing spend to approach $77 billion by 2016, a 100
percent increase over what companies invest in interactive marketing
today.**
The Forrester study, commissioned by Autodesk, revealed that agencies
are using rich digital media in eight key areas: virtual photography;
animation and motion graphics; interactive displays; product demos;
gamelike experiences; social media drivers; online and mobile
advertising and video production. The expansion is being driven by a
unique confluence of elements, including increased consumer access to
professional video programming online; rapid growth in the tablet and
mobile device market and increased consumer expectations for
high-quality content.
“We have noticed a marked increase in new customers from digital and
traditional advertising agencies licensing our software,” said Maurice
Patel, head of industry marketing, Autodesk Media & Entertainment. “Rich
digital media empowers advertisers to tell richer brand stories, drive
deeper engagement and ignite conversations on social channels such as
YouTube and Facebook. These experiences increase fundamental engagement
metrics such as time on-site, as well as improve metrics such as lowered
bounce rates.”
*Read the Forrester study, “How
Advertisers Are Driving Higher Online Brand Engagement with Rich Digital
Media;” November 2011; watch
video profiles of digital agencies Firstborn (New York) and North
Kingdom (Sweden) and learn more on the new Digital
Media Facebook page.
**Source: “US Interactive Marketing Forecast, 2011 To 2016,” Forrester
Research, Inc., August 24, 2011.
About Autodesk
Autodesk, Inc., is a leader in 3D
design, engineering and entertainment software. Customers across the
manufacturing, architecture, building, construction, and media and
entertainment industries -- including the last 16 Academy Award winners
for Best Visual Effects -- use Autodesk software to design, visualize
and simulate their ideas. Since its introduction of AutoCAD software in
1982, Autodesk continues to develop the broadest portfolio of
state-of-the-art software for global markets. For additional information
about Autodesk, visit www.autodesk.com.
Autodesk and AutoCAD are registered trademarks or trademarks of
Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA
and/or other countries. Academy Award is a registered trademark of the
Academy of Motion Picture Arts and Sciences. All other brand names,
product names or trademarks belong to their respective holders. Autodesk
reserves the right to alter product and services offerings, and
specifications and pricing at any time without notice, and is not
responsible for typographical or graphical errors that may appear in
this document. © 2011 Autodesk, Inc. All rights reserved.
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Source: Autodesk, Inc.
Autodesk, Inc.
Rama Dunayevich, 415-547-2472
rama.dunayevich@autodesk.com
or
Karen
Raz, 310-450-1482
karen@razpr.com