To figure out what type of content you need, first we need to understand how it will be used.
Do you plan to run this content as an advertisement?
Broadcast commercial? This will have ramifications including shooting specs, delivery specs, messaging, content restrictions, labor regulations and other potential considerations. Don't worry, your production company knows how to handle all of this.
Web commercial? If so, will it be run as a pre-roll advertisement? This will impact the creative development process significantly as you will need to consider how to make an impression prior to a "skip". Then, you will need to consider how to best serve the full ad if it is not skipped, as that media is very valuable and actionable.
Does the media have a supplemental or future use AFTER its initial run as an advertisement? If you are hoping to create a campaign out of this endeavor, or if you would just like to maintain as much continuity between your advertising media, website media and other digital media--then you may want to consider other deliverables to be added to the project. The more you shoot, edit and deliver at once the more cost effective and connected that media will be. The shortest explanation and version of this is: 30 shots for your website can cost you X to add to this shoot, or Y (a much bigger number) to shoot later. Not to mention, that the media will not look as consistent (or consistent at all) if shot on separate occasions. These are important considerations and can be weighed with related costs throughout the bidding process with the production company. Sometimes, these add-ons would be nice, but we are really focused and trying to be efficient on getting this one spot right--that is a perfectly good approach, and the production company bidding the project will be able to give you numbers to fit all situations.
It is important to have an understanding of your roll-out approach--how you will bring the final product to the masses. Will this be through traditional broadcast, social media, or streaming services like hulu, spotify and YouTube? This is the time to hone-in on your ideal audience and where they are best served.
Will this content be used in non-commercial spaces? For instance, as a brand film on your website or social channels, or as a promotional in those same spaces. This use-case can save you money in some areas, and lessen your burden of specifications dictated by media outlets.
If your content will be used as a training video or an industrial informational then you are about as free as you can be in creating it. However, making training and industrial work compelling and engaging is where your production company will really show their worth.
Whatever your needs, it is important to sort this out before getting into creative development or bidding your film production or your video production. the use-case for your content will be the bedrock on-which to create your media budget, overall project goals, target demographics, creative approach, production budget and post budget.