At the recent Cannes Lions 2013 event, head of video at Yahoo!, Erin McPherson, pointed out that there is still too much 'risk aversion' from brands when it comes to making original video content.
Speaking at a recent Cannes Lions event, Yahoo! head of video Erin McPherson observed that brands are still nervous when it comes to making compelling original video content.
McPherson argued that “risk aversion” was damaging in the long run, and that often pushing the message of the company brand put consumers off.
“Brands can make a misstep by putting their message first – they must think of the consumer to create an organic piece of content people will love, rather than something forced,” commented McPherson.
Yahoo! currently runs 50 original content shows online,and uses real-time data insight to assess audience reaction and decide whether future commissions are appropriate.
“Brands are playing a major role in this migration of original content online, they are underwriting a lot of the innovation but there is still a lot of risk aversion to it. While we are here celebrating creativity we must think about innovation and taking risks,” she said.
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