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“The birth of online video advertising and monetization and the emergence of excellent new brands shows there is a new moment of opportunity,” he says, adding that those brands can often come directly from advertisers like Jameson, Jaguar, Nike , and Coca-Cola , which decided to create its own “newsroom.”
他說：“線上視頻宣傳性和貨幣化功能的產(chǎn)生，以及新興杰出品牌的出現(xiàn)，預(yù)示著新機遇正在靠近。”他還補充說，這些品牌通常直接來自于詹姆森（Jameson）、捷豹（Jaguar）、耐克（Nike）和可口可樂（Coca-Cola）這類準(zhǔn)備自行建立 “新聞編輯部”的廣告主。
“The distribution offered by these huge video and social media platforms is a unique generational shift that means it is a great opportunity for corporations to take control of their voice and really engage with their audience on a minute-by-minute basis,” he says. “It is a wonderful liberation for marketing chiefs to be able to connect directly in that way.”
“由這些大型視頻和社會化媒體平臺進行傳播是一次獨一無二的、跨時代的轉(zhuǎn)變。它意味著企業(yè)可以借此掌控自己的聲音，隨時與觀眾打成一片，”他說。“這對營銷總監(jiān)們來說是一種解放，他們也可以與觀眾直接聯(lián)系。”
That means Barcroft Media is increasingly competing with its own advertisers for content. To stay ahead of the trend, the company is focusing on content streams that it believes are more friendly to advertisers, and making sure that those streams are available on every device.
因此，巴克洛夫特傳媒公司與它自己的廣告主在內(nèi)容上的競爭也越來越激烈。為了引領(lǐng)行業(yè)發(fā)展，這家公司將集中精力發(fā)展它認為廣告主更青睞的內(nèi)容流上，同時還要確保這些內(nèi)容流適用于每種設(shè)備。
“Our competition is for eyeball time,” Barcroft says. “Our audience would see watching Mad Men as competition to watching us. You are going to expect to watch a Barcroft TV film on your TV, phone, tablet, on the wall, wherever you want.”
“我們的競爭是為了獲得更多的關(guān)注，”巴克洛夫特說。“有一天，觀眾會意識到我們的節(jié)目在和《廣告狂人》（Mad Men）競爭。將來，巴克洛夫特電視臺會出現(xiàn)在你的電視機里、電話上、平板電腦上、墻壁上以及任何你想看到的地方。”
Though the company made its name on scale, today it is more interested in premium content, Barcroft says. “Our ambition with Barcroft TV is to become one of the world’s leading suppliers of factual content. In the medium term, that is what we are concentrating on.”
巴克洛夫特表示，盡管他的公司從宣傳規(guī)模上小有成就，但仍須以制作高品質(zhì)節(jié)目為己任。“我們的終極目標(biāo)是希望巴克洛夫特電視臺成為全球事實性節(jié)目的最佳公司之一。在未來可預(yù)見的一段時間內(nèi)，我們都將專注于這個目標(biāo)。”
