video best practices. < less time spent consuming traditional tv
TRANSCRIPT
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Video Best Practices
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<
Less time spent consuming traditional TV
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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
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Source: Dynamic Logic MarketNorms Q4 ‘07
The Value of Rich Media and Online Video
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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
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Eyeblaster Video Studio
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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
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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)
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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
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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
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Easy to convert TV commercials for the web
Video in banner and expansion Microsite ad
Messenger ad Repurposing video for digital
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Purpose Shot Video
Video created for online use Relate to the audience
Transparency Humor Works
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Video with Interaction
Unique way to use video Built in interaction
Multiple clipsEasy controls
Different ending
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Homepage Takeover with Video
Transparent Video
Use of all unitsZero competition
User control
Video Wall
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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
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Summary
User habits are changing
Easy implementation for video
Plug-in and Bandwidth detection
Impressive Quality
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Thank-you