Getty tries to muscle in on content marketing sector

Content marketing set for boomGetty Images is aiming for a major slice of content marketing spend by launching a division dedicated to offering brand owners “world-leading photo expertise” in an effort to bring what it describes as “authentic visual storytelling” to the fore.
The move is part of Getty’s expansion strategy which has already seen the company appoint its first global head of insight from DunnHumby, as well as launch a new consumer platform.
However, this division – dubbed Verbatim – has the burgeoning content marketing sector firmly in its sights. According to a recent study by Juniper Research, the global market will be worth $154bn a year by 2019, an increase of nearly 60% on 2014.
Verbatim will be headed by chief executive Aidan Sullivan, who has more than 40 years’ photographic and media experience. He said: “Today, brands have to work harder than ever to keep consumers engaged. Millennials, in particular, are searching for compelling authentic imagery and who could be better equipped to create this than experienced photojournalists.
“We increasingly see brands requesting our photojournalists for commercial assignments. Through Verbatim, our visual storytellers and their skills are available to brands who are looking to create powerful, compelling and authentic narratives to illustrate their own story.”
While Verbatim will focus solely on commercial assignments, Getty Images Reportage will continue to be an integral part of the Getty Images offering, with editorial content remaining available to customers through syndication and archival distribution.
Getty Images chief operating officer and executive vice-president Craig Peters added: “With the launch of Verbatim, we are expanding how brands can access our unmatched photographer and videographer network and leverage the power of editorial photography to achieve their commercial aims.”

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