Adrian Castagna of Flip Films: There’s a mistaken idea about the production costs of digital advertising

Adrian Castagna, president of Flip Films, was on the FIAP jury for the Audiovisual Techniques category, and later spoke with PRODU about that and about industry trends.Among the pieces that most impressed Castagna out of all those he reviewed was one entered by Alma. “Its excellent production values amazed me. It takes place in World War II and tells the story of Leica cameras during that period”.For Castagna, the industry is at a crossroads between digital and traditional media. He noted the mistaken idea many have about digital production costs. “Between traditional and digital advertising, digital is thought to be cheaper, though the truth is that production costs are the same. What is more economical are the media on which digital advertising is aired” he said.“Advertisers continue to invest in the traditional model because there is still a segment of the public who are not online. Eventually these two media will merge. Television will again be the heart of the household since it will be connected to the Internet and will be more interactive”.The executive believes that television is still the top medium. “TV is still king because its content has a bigger audience than that of other media. It’s the medium that possesses more resources to create quality content and attract a big audience. At the end of the day, content rules and television has not been dethroned”.