One reason Getty claimed revenues were not so strong was because according to them, a lot of the advertising dollars are going to purchase adwords at Google. Some companies pay upwards to $100,000 a month, if not more, to purchase the best location, based on your search terms.( I shouldn’t have to explain this).
Well, the future, at least for the photo stills department, is not looking brighter. For Getty or others. Google is already secretly beta testing Video-text ads. It will look like this:
Unobtrusive, you will actually need to click to make the ad viewable. You can actually see a live demonstration if you do a search for “laptop” in google.com and look at the Intel entry on the right.( it doesn’t always appear. You might to do it a few times)
What does this mean for the photo industry ? Well for starters, commercial stock photographers not doing RF should really rethink their future, as well as RM only photo agencies, because between Video and RF, there will not be a lot of dollars left.
Commercial stock Photo agencies not doing video should also rethink their future.
Stock, in general, will begin to become obsolete in general, as the cost of producing a 30 second mini video will allow more and more companies to have customized work done in house .
Editorial photographers should sit back and enjoy, because it will not affect them at all. Same for their photo agencies, if they are also only in their editorial field. However, they might want to look where the newspaper/magazine market is going if they want to survive. Hint: you need a computer to see it.
Finally, we will see ( although many exist already), a flurry of small video producing companies grow like mushrooms all over the world to respond to this new market. Some owned and operated by smart, flexible ex photographers, others by new players.
And then someday, someone will have the idea to consolidate them into one big company.