Despite being a relative newcomer to the stock photography market, Oringer continues to shake up the old guard with his marketing tactics that bring results.
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Jon Oringer / Bloomberg
This week Jon Oringer has a lot to be happy about. Not only has the Google search engine released a new search engine algorithm by the name of ‘Hummingbird’ which is rumored to cause billions of web pages to require a revamped in their content, but the company that he owns, Shutterstock has just signed a major deal with Facebook that will allow online advertisers to rapidly add stock images from his library directly from their social network’s interface.
Developments in web technology which means that online images can be rapidly labeled with code that the search engines spiders, [yes, they still exist] are capable of identifying have made stock media among the most rapidly developing ancillary branches in the online marketing industry, with Jon Oringer’s Shutterstock ideally placed to take their share. And that they are doing, and according to Oringer, at the rate of 3 images a second.
According to Oringer demand for stock images are constantly on the increase, although users are becoming much more discerning and are looking for quality images and are prepared to pay for them.
Oringer also points out that with one a half billion smart phones being in the public’s hands these days and most of them with integral high-quality cameras, it has been a dramatic increase in the number and quality of the photographs being submitted to Shutterstock for consideration, as well as high quality stock videos.
The ability to purchase these images relatively cheap, according to Oringer, has made it a win-win situation for the purchaser as well as the seller, who can make themselves a tidy profit for just being in the right place at the right time and taking some winning shots.
At the same time Jon Oringeradmits to being well aware that you cannot ignore the demand for high quality, studio captured images, which is the reason why they recently launched the Offset collection, Shutterstock’s high-end, premium quality photographs, earmarked to target a market that till now, according to Oringer, has enjoyed scant access to an inclusive range of high-quality images such as the Offset collection now has on offer.
Oringer, as well as being a qualified helicopter pilot, knows quite a bit about photography, so much so that he even established Shutterstock in 2003 primarily to market his own images. It soon became obvious that the online public liked the ability to pick out and instantaneously download images online and at a reasonable cost.
Demand was so strong for the Shutterstock service that within a matter of months, Jon Oringer began to realize that he would never be able to keep up with the demand on his own. He began to put out feelers to other professional photographers, inviting them to place their images on his site, with Shutterstock acting as a form of sales agent. This formula proved to be successful, and has remained in place ever since.
Since its modest beginning in 2003, when its entire media library consisted of just 30, 000 royalty-free stock images, today that the library has grown to offer a choice of more than 20 million images.
His success and high profile has brought Jon Oringer more than his fair share of recognition being awarded the prize of New York’s Technology Entrepreneur of the Year by Ernst & Young in 2012.