Natan EdelsburgAt any moment a marketing team needs to instantly transform themselves into a video production house. Whether a crisis emerges for a brand, or a major marketer is involved with a big event like an awards show, it’s no longer enough to just produce a commercial. Now social media and content teams are pushing out new content at any moment. VidMob watched this trend closely and built a platform to connect marketers with the right video creators.
Found Remote interviewed Founder and CEO Alex Collmer about the growth of the company and how they view the future of the industry
Found Remote: Why did VidMob launch?
Alex Collmer: We could see all communications transitioning from static text and images to video (and more complex media after that) and knew that this would create enormous challenges for marketers at companies of all sizes. But beyond that, we knew firsthand the challenges of trying to communicate across many platforms, through an ever expanding array of formats, with increasingly powerful targeting capabilities and ever-shortening relevancy windows. It struck us that getting great creative –affordably and quickly– at the scale that the new world order demands would be a root challenge for all companies.
So we built VidMob’s community of highly trained professional creatives and our underlying technology platform to help make that human creativity scalable.
FR: How are they disrupting the industry?
AC: We don’t like to think of ourselves as disruptors. We see scaled creative as a new product category entirely. Brands still need all of the things that they used to need. But now they also need something new as well. That new thing – being able to communicate in the moment, with personalized communications targeted for each of your core customer sets, tailored for the mindset of the platform that they are on, in ever-evolving concert with real-time performance data – this is what we’re focused on doing really well.
FR: What impact are they having on the future of TV and video?
AC: When we think of 50″ TV’s that sit in your living room and play widely broadcast programming, we have very little impact on that world today. But that world is shrinking by 10% per year, at least. The experience of “TV” is moving, and with each passing day platforms like YouTube, Snapchat Discover, Facebook Watch, and the Stories formats on both latter platforms are becoming the new TV. Content is becoming more personal, more immediate, and in many cases, more vertical. In that world we have a lot of impact, through helping to make the complex and daunting task of creating a multitude of high-qualtiy, personalized content and ad media not only possible, but easily within reach of all companies.
FR: Competing with Upwork? Fiverr? If so how?
AC: Those companies are great platforms, but they are generic marketplaces attacking the broad problem of matching up companies who have needs with people who have skills. We focus entirely on our specific vertical, and invest all of our expertise and capital in building the best possible means to help marketers evolve their creative communications. This focus has enabled us to do things like develop integrated technology with all of the major social platforms, and connect the loop between performance data and creativity in truly innovative ways. There are pros to both approaches, but we feel good about our focus.
Grace LeDuc
