“The marketing industry is on the brink of a revolution that could turn the classic linear tv commercial into a niche medium. Producing veteran Norbert Henning comes to this conclusion in his book “The Commercial Content Revolution”.
/ Santiago Campillo-Lundbeck, HORIZONT
CONSULTING
With my many years of experience in commercial film production and the extensive knowledge that I have gained through the research for my book in recent years, I help companies and advertising agencies to adapt to the current changes in the production of commercial content and to reposition their companies and business models.
My advice ranges from marketing in social media and gaming to the creation of content with the help of artificial intelligence or virtual production. I am convinced that all these areas will converge in the near future.
I am an independent consultant. I will evaluate the challenges your brand is facing from a neutral perspective, and tell you honestly what I think. If my work is valuable for the cause I would love to work on it, together with you, and further experts in if necessary.
So if you want to take a step into gaming, XR or Virtual Production, or train an AI model with your products, I’m here.
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 a few cases. This 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.
This is supposed not only to show what is possible and what brands are already doing, but also what we should take as base to start from when developing commercial content for you.
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:
CAMPUS
The Commercial Content Campus
Platform for inspiration & exchange
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.
Hi, I'm Norbert!
As an Executive Producer, Account Team Leader, Agency Producer and Producer on the client side, I have worked on all sides of the advertising film industry over the last 25 years, supporting numerous brands large and small in various industries.
I have been observing the changes in the advertising industry for several years now. New expectations, especially from young target groups, new interactive platforms, new technical possibilities and artificial intelligence are causing profound upheavals for everyone involved.
In 2024, I have written a book to present companies and agencies approaches on how they can prepare for this change. In my keynotes I present the connections and effects on the industry and its business models in an entertaining way.
Since 2014, I have been a guest lecturer at various universities, giving seminars and workshops on the topic of commercial film production and how it is evolving.
My newsletter on the transformation of commercial content.
