Discussion Sessions on Digital Media Trends: Current Dynamics in the Industry
In the post-COVID-19 world, the digital media production industry is undergoing a significant transformation. The adoption of AI-driven content creation, shorter video ad formats, and immersive technologies like virtual reality (VR) and augmented reality (AR) are becoming increasingly prominent.
This shift is reflected in the job market, with requirements now focusing on skills in generative AI tools, video production optimised for short-form and mobile platforms, and proficiency with emerging tech such as 5G, VR, and AR.
One area experiencing rapid growth is connected TV advertising, powered by generative AI that lowers costs and speeds up production workflows. Connected TV ad revenue, which accounted for 5.9% of broadcast TV advertising in 2020, is expected to surge to 44.7% by 2029, democratising access to these premium channels for smaller enterprises.
Video ads are also getting much shorter—30 seconds or less—reflecting consumers’ low tolerance for long ads, especially on mobile and social media platforms. Nearly all video marketers plan to maintain or increase video budgets, indicating strong ongoing growth in video production roles.
Technologically, companies are embracing synthetic media—content generated entirely by AI including deepfakes and virtual influencers—as well as 5G expansion, which enables faster data speeds critical for real-time media workflows and immersive content delivery. Enhanced VR and AR tools are set to become mainstream, requiring skills in these technologies to build more interactive and immersive experiences for entertainment, training, and retail applications.
In terms of job requirements, the post-pandemic landscape demands expertise in AI and generative AI applications tailored to video and animation production, producing ultra-short, engaging video content optimised for mobile and social platforms, working with connected TV advertising ecosystems and analytics for audience targeting and campaign measurement, familiarity with 5G-enabled content delivery pipelines and real-time collaboration tools, developing and integrating VR/AR experiences with an understanding of hardware capabilities and software frameworks, and digital transformation skills related to AIops, machine learning workflows, and automation of media production pipelines.
Amy McSheffrey, a seasoned video production professional with over 30 years of experience, is a prime example of this new breed of digital media specialists. Graduating from ASU's Walter Cronkite School of Journalism with a B.A. in Broadcast Production, Amy began her career at Honeywell and Timberline Productions before launching her own video production company, Chili Pepper Productions. Amy's career includes creating award-winning corporate videos, television commercials, and fundraising videos for clients across the country and internationally.
When presenting a video reel, candidates should ensure it is short, varied, and highlights their best work. Employers in the video production industry expect an online "reel" via Vimeo or a personal website. A talented individual can be hired in the digital media industry with work experience, but a degree can help move up into leadership roles more quickly.
Candidates should explain their role on the project in the video reel and should not take credit for someone else's work or use copyrighted material without permission. The criteria for judging a video reel may be subjective depending on the client's preferences.
The digital media industry is mainly freelance-based, with in-demand job titles including Content Creator, Production Assistant, Line Producer, Editor, Designer, and Audio Technician. The COVID-19 pandemic has caused changes in the industry, with movie crews requiring COVID protocol ambassadors and these responsibilities shifting to producers.
- The digital transformation of the digital media production industry emphasizes the need for skills in AI and generative AI applications tailored to video and animation production, which are essential for creating ultra-short, engaging content optimized for mobile and social platforms.
- To excel in the freelance-based digital media industry, one should be proficient in various roles such as content creation, production assistance, line production, editing, design, audio technology, and possess a degree to facilitate movement into leadership roles.
