The marketing industry is on the brink of a revolution that could turn the classic linear TV commercial into a niche format. Veteran producer Norbert Henning comes to this conclusion in his book “The Commercial Content Revolution”.
/ Santiago Campillo-Lundbeck, HORIZONT
PRODUCING
Classic, virtual, AI-driven:
I call it neo-producing.
I am a producer for state of the art commercial content. My work spans classic productions, virtual production and AI driven workflows.
I started in classic TVC production in 1995 and still love the combination of budgeting, collaborating with creatives and directors, working with craft and crews, crazy timings and good vibes on set.
I use virtual production not only for shooting in LED volumes, but also for previz, metahumans and location recces with XR headsets.
The latest tool in my toolbox is AI. Used by people who understood filmmaking before it arrived, AI-driven workflows can massively expand what is possible and make high quality work more affordable.
Combining these worlds I stay very close to how content is actually made today. This experience flows directly into every new project and into my consulting work.
CONSULTING
Independent consulting for small and mid-sized businesses
The commercial content landscape is changing fast and the possibilities have never been better for SMBs.
While big brands still put most of their energy into TVCs, younger B2C audiences are already on social, in games and in virtual environments. They want to co create, collaborate and share experiences. But also in B2B new channels and technologies are reshaping how people discover, evaluate and trust brands.
SMBs can adapt to this fast, the barriers to producing high quality commercial content are falling. AI accelerates this shift, but it is only one part of a bigger change in tools, workflows and expectations.
As described in my book “The Commercial Content Revolution”, audience behaviour and technology are evolving in parallel and will turn commercial content processes upside down. Now is the right time to prepare for this new era.
I am an independent consultant.
With my background in commercial film production and the research for my book, I help brands understand these changes, find the right partners and set up new processes. My advise ranges from social media, gaming and XR to AI supported content creation.
Let us evaluate how your brand can use new technologies to create content that supports your products or services and that audiences actually want to see.
THE CAMPUS
The Commercial Content Campus
Platform for learning and thriving
At my keynotes, seminars and, last but not least, the “Commercial Content Club”, there is always a lively interest in discussing the topics of AI, XR, virtual production and their interplay and impact on the advertising world. The campus offers a platform to be inspired, exchange ideas and learn from each other.
On the campus I am also offering live and online courses on content production and with the help of AI.
Keynotes
The Commercial Content Revolution - live
How gaming, virtual reality and artificial intelligence are changing advertising now.
Younger target groups in particular no longer watch TV but use social media and gaming platforms to obtain information and exchange ideas, XR applications and devices already offer completely new ways of experiencing content, and artificial intelligence and virtual production are changing production processes.
My keynotes inspire marketing managers in advertising companies and representatives of advertising agencies, and show why advertising is getting in its own way, why social media is still uncharted territory, how brands are already advertising in games or with augmented reality, and how the cooperation between companies, agencies and productions will fundamentally change.
Entertaining, with a positive view of new perspectives, and a little bit of rock’n’roll!
BOOK
The Commercial Content Revolution - will not be televised
Wie Gaming, Virtual Reality und künstliche Intelligenz jetzt die Werbung verändern.
Das Buch über den Umbruch in der Werbung.
Als erstes deutschsprachiges Buch erklärt „The Commercial Content Revolution“ die fundamentale Veränderung, vor der die Werbebranche jetzt steht – und wie Agenturen und werbetreibende Unternehmen darauf reagieren können.
Interaktion, Immersion und Co-Creation auf Augenhöhe – darauf setzen die Generationen Z und Alpha beim Medienkonsum. Das kann lineares TV, offiziell immer noch Leitmedium, nicht leisten. Es verliert rasant an Relevanz, auch bei Älteren. Seinen Platz haben längst Social Media und Gaming eingenommen. Aber hier bleiben Marken bislang weit unter ihren Möglichkeiten.
Dieses Buch beschreibt, wie werbetreibende Unternehmen mit Commercial Content in den neuen Leitmedien Fuß fassen können – und worauf sie dabei achten müssen.
Markenkommunikation findet künftig außer in Social Media auf Gaming-Plattformen wie Roblox oder Fortnite und in erweiterten Realitäten statt, in denen sich interaktiver Content mit AR-Devices oder VR-Brillen erleben lässt. Gleichzeitig verändern neue Produktionstechniken wie Virtual Production mit LED-Studios, Volumetric Video und Digital Humans die Produktion von Commercial Content grundlegend. Und künstliche Intelligenz wird die Abläufe komplett auf den Kopf stellen – ganze Bereiche fallen weg, andere entstehen von Grund auf neu.
Ein Branchenprofi und ein Journalist analysieren in diesem Buch die Zusammenhänge und die Auswirkungen auf die Werbebranche und ihre Geschäftsmodelle. Und sie öffnen Markenartiklern Türen in die neue Medienwelt zwischen Gaming, User Generated Content und XR.
Mit Interviews mit Sara Lisa Vogl, Falk Ebert, Eno Henze und Isabelle „Isi“ Rogat, und einem Vorwort von Max Penk.
Die Autoren
Norbert Henning arbeitet seit 25 Jahren in der Werbefilmbranche und wundert sich, dass TV immer noch Leitmedium ist, Marken Social Media kaum richtig nutzen und Gaming noch immer nicht in Marketingplänen stattfindet. Er sieht die Zeit gekommen für ein generelles Umdenken in der Werbung.
Florian Sievers schreibt über Wirtschaft mit derselben Leidenschaft wie über Kultur. Er ist freier Journalist, Corporate-Publishing-Redakteur und Buchautor. Seine Texte erschienen in Handelsblatt, Brand Eins, Die Zeit, Spex oder Dummy, und er hat bereits mehrere Sachbücher verfasst und mit herausgegeben.
The book is german only – at leasts for now.
PRESS
Cases
Cases, Cases, Cases!
New technologies are best understood through their application, so I have put together interesting cases on the campus.
It’s is about Social Media, Gaming, XR and AI. New content produced in new ways. Flip through a collection from the wide world of commercial content, beyond TVCs and social media prerolls.
CLUB
The Commercial Content Club
Advertising is changing! The Commercial Content Club brings you together with the leading minds on the most important trends and topics. If you want to be part of it next time, sign up for my newsletter!
That was Volume 1:
Norbert who?
As an Executive Producer, account lead, agency producer and in-house producer, I worked on all sides of the advertising film industry for more than 25 years. Today I focus on what lies ahead: new expectations from younger audiences, gaming platforms and technologies like XR and artificial intelligence that are transforming content, campaigns and business models.
I work as a producer and consultant.
In 2024, I co-authored the book “The Commercial Content Revolution” to show advertisers how to prepare for this change. In my keynotes, workshops and consulting, I connect the dots and show how to adapt and lead. I explain the connections and the impact on the industry and its business models in an accessible and engaging way. Since 2024 I have been a lecturer at Salzburg University of Applied Sciences.
