Web users prefer professional quality online videos than user generated content, according to a survey released Monday.
Burlington, Mass.-based Burst Media, a digital media buyer, found that news clips were most popular form of video on the Web among users at 44 percent. Music videos were next with 37.5 percent and comedy videos were next with 35.5 percent. User generated videos ranked near the bottom at 15.4 percent.
According to Burst's survey 72.1 percent of respondents have viewed online videos. And while online video might seem more appealing to younger Web users, 58.6 percent of respondents 65 years and older reported having watched videos online.
Burst's survey was conducted over the Internet in December among 2,600 Web users 18 years or older. (Boston Business Journal)
So don't waste your time trying to produce your own video...get it done professionally by Ipermedia!
Wednesday, 23 January 2008
Tuesday, 27 November 2007
The ever-evolving world of media delivery
A recent conference in Manhattan addressed something that we already know… the media landscape is changing. The days of just producing TV, radio and print ads are gone. More and more, content is being developed specifically for new channels such as the web, iPods, YouTube, IPTV, VOD etc.
From the perspective of a video production company, at Ipermedia, more and more of the work we do is destined for the web from the get-go. We expect this trend to continue into the 2008. The challenge for marketers is to create that needle of content that is engaging enough to be pulled out of the haystack of crap that is going around.
Read more here:
http://www.startribune.com/154/story/1443574.html
From the perspective of a video production company, at Ipermedia, more and more of the work we do is destined for the web from the get-go. We expect this trend to continue into the 2008. The challenge for marketers is to create that needle of content that is engaging enough to be pulled out of the haystack of crap that is going around.
Read more here:
http://www.startribune.com/154/story/1443574.html
Tuesday, 9 October 2007
Video Production, Web Design, SEO, Branding Articles @ ipermedia.com.au
Well if you are anything like me you are constantly looking at/looking for great articles that can teach you something about:
- Video Production
- Web Design / Best Practices
- Search Engine Optimization / Website Marketing
- Branding
- Visual Effects / Animation
GOOD NEWS! We have a collection of the best of the best articles on these subjects and more at ipermedia.com.au So if you feel like you need some inspiration, or just feel like getting educated on these subjects (especially as they pertain to Business), check out our articles section now.
- Video Production
- Web Design / Best Practices
- Search Engine Optimization / Website Marketing
- Branding
- Visual Effects / Animation
GOOD NEWS! We have a collection of the best of the best articles on these subjects and more at ipermedia.com.au So if you feel like you need some inspiration, or just feel like getting educated on these subjects (especially as they pertain to Business), check out our articles section now.
NBC's new ad Network...sweet
NBC has a (relatively) new concept, just create a network of nothing but ads!
It seems that the network is creating a portal called www.didja.com that features nothing but advertisements, both classic and current. As someone who is constantly needing to come up with new creative concept for TV advertising, a site where I can view hundreds of the best ads would surely provide a great source of creative inspiration!
It seems that the network is creating a portal called www.didja.com that features nothing but advertisements, both classic and current. As someone who is constantly needing to come up with new creative concept for TV advertising, a site where I can view hundreds of the best ads would surely provide a great source of creative inspiration!
Monday, 8 October 2007
Getting a better return on investment from TV commercials
With 20 per cent of all advertising failing or negatively affecting the brand it is supposed to be promoting, it only takes a tiny amount of time and money to make sure that a huge bundle of both is not being wasted.
The answer is quite simply to get a second opinion from someone who isn't involved in either the brand or the p[production. Now, I am not suggesting for a minute that analysts and consultants such as myself and others are more experienced, intelligent or cleverer than those people who are coming up with the concept for ads. Our skill is that we are not involved. We can see the wood for the trees and because we have not lived with a concept from day one we can pick up the flaws and we can put ourselves into the shoes of the consumer a lot more easily than those involved. A dispassionate, analytical, target-market view.
These days far too many TV commercials seem to go on air without the agency or client giving too much thought to the real impression it will have on viewers. Basically what happens, unless an agency and its unsuspecting client are careful, is that the team involved in producing the commercial get so involved with what they are doing that they don't see the wood for the trees.
Often, without knowing, they start at concept stage with a full feature which is then cut down to a one minute or even worse, a 30 second commercial. Now, everyone in the production team knows what was cut out and so the eventual commercial makes sense. But the poor viewer hasn't the foggiest notion of what is going on.
There are two other areas where agencies fall down. The first is making the mistake of producing a "once-off" commercial - unconsciously working on the basis that the ad will only be seen once. The second is wrongfully assuming that viewers will absorb every aspect of a commercial.
On the first point, it is vital that before producing an ad the creative team gets some idea from their media colleagues on the fighting frequency. Commercials are like jokes - hysterical when you hear one the first time but in most cases, no matter how good the joke, when you hear the same guy tell it the tenth time you want to smack him in the face.
It is the same with a TV commercial. Frequency is all important but it can also be an advertisement's worst enemy.
To prove this point to yourself, take the last Cannes Ad Awards Reel. Choose the four or five you like the best and watch them five or six times over the next week or so. Then decide how great they really are.
One way to test the difference between a good and bad ad is to take a sixty second commercial and count how many points of interest there are. A point of interest being something in the ad that gets your attention. If there is only one at the beginning and one at the end - then you have an ad that should definitely not be run frequently.
No matter how excited an agency creative team might feel about an ad, the consumer will never share that level of excitement. What keeps the consumer watching and not channel swapping or heading for the kitchen, are those little things - facial expressions, pieces of action, bits of dialogue - sufficient points of interest. Almost the same way as a novel has to have high and low points running through it to keep the reader interested.
Bad commercials are those that are totally predictable from the second time you watch it. Where one feels you're having to plough your way through sixty long seconds. Those are the ads that turn viewers off the product. Lasting impressions are vital for the success of a TV commercial. This is where agencies fall down most. Assuming the viewer is going to understand quite clearly what the message is.
And beware the notion that what TV advertising is all about is the "Big Idea." It isn't. What TV advertising is all about is a practical, businesslike way of getting the attention of the consumer and maintaining it - then leaving a lasting memory.
by Chris Moerdyk
The answer is quite simply to get a second opinion from someone who isn't involved in either the brand or the p[production. Now, I am not suggesting for a minute that analysts and consultants such as myself and others are more experienced, intelligent or cleverer than those people who are coming up with the concept for ads. Our skill is that we are not involved. We can see the wood for the trees and because we have not lived with a concept from day one we can pick up the flaws and we can put ourselves into the shoes of the consumer a lot more easily than those involved. A dispassionate, analytical, target-market view.
These days far too many TV commercials seem to go on air without the agency or client giving too much thought to the real impression it will have on viewers. Basically what happens, unless an agency and its unsuspecting client are careful, is that the team involved in producing the commercial get so involved with what they are doing that they don't see the wood for the trees.
Often, without knowing, they start at concept stage with a full feature which is then cut down to a one minute or even worse, a 30 second commercial. Now, everyone in the production team knows what was cut out and so the eventual commercial makes sense. But the poor viewer hasn't the foggiest notion of what is going on.
There are two other areas where agencies fall down. The first is making the mistake of producing a "once-off" commercial - unconsciously working on the basis that the ad will only be seen once. The second is wrongfully assuming that viewers will absorb every aspect of a commercial.
On the first point, it is vital that before producing an ad the creative team gets some idea from their media colleagues on the fighting frequency. Commercials are like jokes - hysterical when you hear one the first time but in most cases, no matter how good the joke, when you hear the same guy tell it the tenth time you want to smack him in the face.
It is the same with a TV commercial. Frequency is all important but it can also be an advertisement's worst enemy.
To prove this point to yourself, take the last Cannes Ad Awards Reel. Choose the four or five you like the best and watch them five or six times over the next week or so. Then decide how great they really are.
One way to test the difference between a good and bad ad is to take a sixty second commercial and count how many points of interest there are. A point of interest being something in the ad that gets your attention. If there is only one at the beginning and one at the end - then you have an ad that should definitely not be run frequently.
No matter how excited an agency creative team might feel about an ad, the consumer will never share that level of excitement. What keeps the consumer watching and not channel swapping or heading for the kitchen, are those little things - facial expressions, pieces of action, bits of dialogue - sufficient points of interest. Almost the same way as a novel has to have high and low points running through it to keep the reader interested.
Bad commercials are those that are totally predictable from the second time you watch it. Where one feels you're having to plough your way through sixty long seconds. Those are the ads that turn viewers off the product. Lasting impressions are vital for the success of a TV commercial. This is where agencies fall down most. Assuming the viewer is going to understand quite clearly what the message is.
And beware the notion that what TV advertising is all about is the "Big Idea." It isn't. What TV advertising is all about is a practical, businesslike way of getting the attention of the consumer and maintaining it - then leaving a lasting memory.
by Chris Moerdyk
Tuesday, 25 September 2007
More Traffic to your Blog...Here's some help
If you've been looking to get more traffic to your video business website, here's something that can help you. BlogRush
Launching early this morning and the brainchild of Internet marketing whiz John Reese (the guy really is good!), BlogRush is a new free service that was developed to help us get more readers. And so far, I'm pretty impressed.
By adding the BlogRush widget to your blog, you can get instant and exponential distribution for your posts across what will develop into a large network of related blogs. "Related" is the keyword here. The BlogRush people claim that it's all about relevancy...and they'll match your blog title and content up with related blog links.
BlogRush users will earn "syndication credits" (the right to have their blog post titles shown inside a widget on another related blog) based on their own traffic -loads of the widget, not clicks ON the widget, which is terrific -as well as the traffic of other users they refer to BlogRush. You can see the widget in the right column of this page.
Hey. It's free. It looks like it'll be a good system for building relevant traffic. You can set it up in about a minute. Give it a try. Oh -at the moment, it does not work with WordPress blogs that are not self-hosted.
Wednesday, 29 August 2007
Complaints Choirs: Viral Video Gold
The pet peeves and angst-ridden pleas of people in Helsinki have been collected then composed in this choral work around the list of complaints. Protest goes broadband. Bob Dylan for Web 2.0? Victor Meldrew 2006?
With a hefty 160,000 views it's a strangely compelling public voice of dissent, irritation and annoyance.
Imagine you're a PR company or an ad agency. A bunch of protesters come to you and ask for a campaign to promote their position. They tell you they have bugger all to spend. Can you think of a better, more cost effective and engaging way to publicise their particular beef?
Neither can I.
I think we can expect more of this; 'Reasonable Guerrilla Lobbying'.
Creativity that makes a political point with a smile. Issue-based, mindv generated PR without taking to the streets, the megaphone, whistle or bin-lid.
There's also a version from Birmingham. With a heady 230,000 views. The choir was recruited from people who had been part of a 2 week 'Complaints Workshop'.
More here...
http://www.ykon.org/kochta-kalleinen/complaintschoir.html
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