Posts Tagged ‘online video

02
Aug
09

Online Video – Size Does Matter

I ran across an interesting article about the myth that online video has to be short and attention spans on the web are shorter than Paris Hilton’s skirts. All the videos we make for aggregation on the web follow this principle of “shorter is better” – somewhere Ryan Seacrest has a small smirk on his face. Anyway, the below New York Times article says that the trends as of late are for longer longer online videos. What do you think? What’s your attention span online?

NY Times article

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23
Jul
09

Super Bowl Not So “Super” for Fed-Ex

Arguably, Fed-Ex is one of the most recognizable brands out there. Their name is synonymous with overnight delivery – most people say “I’ll fed-ex that to ya,” they don’t say “I’ll UPS that to ya.”. And now, with what seems as the same sudden and quick pace in which they treat their deliveries, they have made some changes in how they are treating their television advertising dollars. Every year for the last twenty years, Fed-Ex has advertised on television during the biggest game of the professional football season – the super bowl. You could almost set your watch to it. Matter of fact, they have even had their tv spots rated “most memorable” and won several awards during that time. Well, not this year, my friend. Fed-Ex has decided that the Super Bowl isn’t so Super – at least for the money versus exposure….especially when they think they can get the same exposure through online video. Next Monday, Fed-Ex will introduce to the internet world the first online video in its new advertising campaign. They will have five three-minute short films featuring Fred Willard. Yes, the funny man that you recognize, but not from anything you can remember. Obviously, they hope to hit the elusive viral video gold mine.

The videos will appear on a dedicated YouTube channel, and on FedEx’s own Web site. Steve Pacheco, director of advertising at FedEx, said, “we’re still very involved in television…but digital advertising and communication is taking a bigger role in the overall plan, because we try to scale our media plan to be where our customers are.” (Source: N Y Times) But will that involvement include a future spot at the Super Bowl, doubtful considering the $3M price tag for a 30-second, one-time airing. The amount of advertising they can do online for that same amount is probably astronomical in relation. With a big brand like FedEx dipping it’s toes into the shallow end of the online video pool, does this mean other’s will follow? Overnight delivery is their bread and butter, but the results of their foray into online video advertising surely will not be determined as quickly.

19
Jan
09

Advertise on TV, Google-style!

Google does it again. If you like Google AdWords, and who doesn’t? They are now applying that same technology to traditional television advertising. Google is now offering an easy way for companies big and small to advertise on National TV. In simple terms, you can now use the basic functions that make AdWords so attractive to marketers – bidding on ad space, keyword driven, CPMs, data analytics – but for television and online video distribution. Now there is a low cost entry into advertising on television AND you get to almost instantly now how effective it is. Now, all you need is a tv spot and I know exactly where you can get one of those! Is this something you think you could use?

09
Jan
09

Water Filter USA online video – Behind The Scenes

Clean, sparkling water. Here we are behind the scenes of our latest production, an online video educating the public about the harmful effects of unfiltered water and hard water in your home. Bad stuff. Get a water filter now.

Client: Pelican Technologies

08
Jan
09

Golden Era of Online Video

I believe we are on the verge of a golden era in online video -original content and advertising, much like the golden era of cinema and television that has long since past. I liken the current state of online video (and video for mobile devices) to the pre-golden era of cinema and television for several reasons.

Think about it.

We are in an experimental period much like these two well established mediums were in their infancy.

– Format?
Is 3 minutes too long for online viewing? Can I develop characters in two minutes or less? How often between releases of webisodes? In cinema, The first film shown publicly was of women exiting a factory – one shot. Not exactly worth repeat viewing. It took years to develop the concept of two hour, long-form narrative through editing. In the early years of television, most shows were variety shows, which were simply the visualizing of radio shows and vaudeville acts of the time. It took Lucille Ball to come along and develop a three-camera setup to shoot a story – creating sitcoms. Think about it, before the 1950’s, sitcoms didn’t exist. Now it’s a staple of television programming. The same will happen with online video, and has already begun – short, comedic webisodes and informative how-to videos seem to be prevailing.

– Monetizing online video?
Pre-rolls, Post-rolls, overlays, banner ads? In the early days of television, marketers would sponsor tv shows and Milton Berle would hold up an Alpo can and speak directly into the camera plugging the product. Dog food sold to the masses, but too obtrusive. Then someone decided to make 30 second breaks and develop a creative around a product to help build brand. They called it a commercial. Think about it. The 30 second tv commercial format hasn’t been around that long. It was developed during the golden age of television. That will happen with online video as well. But it will be much more targeted, trackable, and transparent.

Give your audience good content. Be transparent. Your audience will appreciate it, come back for more, grow, and in the end, buy what you are selling. The golden age of online video is right around the corner, are you ready?

05
Jan
09

Online video audience to reach nearly 1 billion in four years

According to ABI Research, the number of online video viewers will grow from 563 million at the end of 2008 to 941 million by 2013, as convergence, speeds and services increase their speed to market.

“All stakeholders in the online video ecosystem are eyeing the living room,” remarks ABI research director Michael Wolf.  “With the continued adoption of network-connected video game consoles, …(and) services such as Hulu and Netflix onto third party consumer electronics devices…we see this market for TV-displayed online video continuing to grow.” 

Great news! Not “oh crap, that’s a shock’ kinda news,” but added fuel to help convince my clients – online video is the future of marketing! Not to mention verifying there will be a sizable audience for the original webisodes and other content we are producing. I love tv, don’t get me wrong, I’ve made a living from it, and the web has quite a ways to go before it can provide my clients and our original entertainment the kind of reach tv can. But it’s not far off! For some of my clients, and you know who you are, it’s already arrived! It’s all about niche markets and accountability. So, let me know what you think. Are you using video on the web? Are you thinking about it? What’s stopping you? 




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Subscribe in a reader or email __________________________________________ Welcome to my thoughts. Tread lightly. Enjoy. And leave comments. I am a film/video producer and director working for a great video production company called The Crawford Group in Orlando, FL. Along with client productions, we also create on original webisode for the internet called ‘'the group.' I also have started a feature film at MakeMyMovieOnline.com , one of the first movies to be made completely via the internet. Subscribe to this blog if you want to continue to see the world of online filmmaking, social media, and the future of video production through my eyes.
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