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What are the milestones in the evolution of moving pictures?
The evolution of moving images, which started 130 years ago, is happening faster than ever. Having started as an attraction in amusement parks, moving images soon found its way into cinemas and from there into our living rooms. With the launch of internet and the new opportunities of distribution, production and the interaction that followed, a new chapter was opened in the history of the moving image.

Why are the consumers fascinated by moving pictures?
Every day, consumers are faced with lots of information and are forced to make lots of decisions. This information overload makes consumers use implicit knowledge when they need to make decisions. a perceived brand value is often more important than the USP of a product and can best be conveyed to consumers via video and the stories they tell.

What opportunities and challenges do video spots give brands and advertisers?
Moving images can manage moods: consumers' moods can be influenced by communicating social downward and upward comparisons. New media offers the chance to actively involve consumers in the creation of video. This kind of co-creation increases the credibility of a brand's message and potential for it to be forwarded. Brands can create a framework that increases consumer involvement and guides creativity in a preferred way.

Where will the evolution take us?
Mobile will be a strong driver in the spread of moving images, as video will be available everywhere and at any time - on demand. At the same time, new opportunities for usage and control offer new opportunities to interact. While it is possible to generate eye-catching wow effects at the moment, one must not forget that mobile is the most intimate of all media and that advertisers must continue to communicate in an adequate way.

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