video best practices. < less time spent consuming traditional tv
TRANSCRIPT
Video Best Practices
<
Less time spent consuming traditional TV
Video Advertising On The Rise
Video is among fastest growing formats– $989M in 2008 – 110% increase over 20071
– $7.1B by 20121
Video Interaction Rate dwarfs standard IR– Study shows 8% interaction rate – over eight times the IR of
standard banner ads2
1. Forrester Research, Oct. 2007
2. Eyeblaster Study, 2007
Source: Dynamic Logic MarketNorms Q4 ‘07
The Value of Rich Media and Online Video
Source: OPA, Online Video Advertising, 6/2007
Of consumers who have seen a product advertised in an online video ad, they have taken the following actions:
31%
Checked out company website
13%
Requested more information
14%
Went to a store to see the product
9%
Forwarded an ad
12%
Made a purchase
The Power of Rich Media and Online Video
Eyeblaster Video Studio
Production Issues – Building Your Banner
PLAYER 3
PLAYER 2
PLAYER 1
PLAYER
CLIP 1 CLIP 2 CLIP 3
DON’T drag multiple video controllers into the ad. DO control all clips with one “master” controller
Production Issues – Building Your Banner
Form a Tag-Team
Case Study: Warner Bros
FULL VIDEO(not publisher compliant)
CLIP 1 CLIP 2 CLIP 3
SMALL CLIPS LOADING SUCCESSIVELY(publisher compliant)
Do…
Have a clear objective for using video
Storyboard your shots for each video size
Get to the point quickly
Add a layer of interactivity
Allow users to customise their own preferences e.g. sound on
Check that publisher’s video specs are up-to-date
Don’t…
Assume that all video that worked for TV will work online
Force dial-up users to watch video
Approach a video shoot without a strategy
Hire a director who does not understand digital mediaor your creative intentions
Easy to convert TV commercials for the web
Video in banner and expansion Microsite ad
Messenger ad Repurposing video for digital
Purpose Shot Video
Video created for online use Relate to the audience
Transparency Humor Works
Video with Interaction
Unique way to use video Built in interaction
Multiple clipsEasy controls
Different ending
Homepage Takeover with Video
Transparent Video
Use of all unitsZero competition
User control
Video Wall
Things to remember
Online video is not always rectangular
Most users don’t have sound on
Bandwidth detection & know plug-in
Using video does not mean greater click-throughs
Summary
User habits are changing
Easy implementation for video
Plug-in and Bandwidth detection
Impressive Quality
Thank-you