According to the Association of National Advertisers (ANA) 2012 Digital and Media survey that surveyed 224 clients in April, online video is continuing to grow.
Online video has registeres the sharpest increase of all media platforms as 80% use it in 2012 compared to 64% in 2011. 95% of large corporations, that earn $10 billion annually, claim to use video.
Use of social media platforms has remained flat and up slightly from 89% in 2011 to 90% in 2012. The most popular social platforms among surveyed: Facebook (96%), Twitter (89%), Linkedin (49%), Pinterest (33%).
Mobile marketing is also holding steady from 74% in 2011 to 75% in 2012. 70% of marketers use branded mobile apps, 67% QR codes, 53% - text ads, 41% non video ads, 25% Video ads.
The J.D. Power Residential Pay-to-View Study provides unique insights concerning attitudes, viewing preferences, behavior patterns among pay-to-view customers of the major home television and video service providers in the U.S. The study found that:
18% of customers use tablets for viewing paid content (up from 11% in 2011)
16% use wireless phones (up from 14% in 2011)
Overall, 29% of video service customers watch paid content on handheld device
The consumers are becoming more comfortable to watch video on smaller screens. The convenience of the device and content availability made it easier for content providers to watch mobile video. Overall satisfaction with pay-to-view video providers averages 750 (on 1,000 point scale) up from 743.
At the Mobile Marketing Association (MMA) Forum in New York City, Tom Wheeler, managing director at Core Capital Partners spoke about mobile video. Roughly 6 billion people are carrying mobile devices with them. Within the next 4 years mobile video will grow 78% a year. The challenge is the capacity to carry that traffic. Therefore processing power, network speed and acceptance have all to come to make it happen.
The video might be considered the “next new text”. The recent study shows that:
85% increase in consumer’s likelihood to purchase after watching a video.
60% of consumers would rather watch a video first before reading any text info.
Mobile is appealing to the marketers because it can target with precision. Mobile is social. It is a shift in how information has always been delivered
Online video is acquiring ever-bigger share of online ad campaign dollars. eMarketer forecasts that ad spending will increase by 40%, reaching $3.1 billion by the end of the year.
How are marketing execs planning to allocate their marketing budgets? According to the BrightRoll study:
64%, said they plan to include smartphones in their spend,
50% said they are likely to include tablets,
30%, said they are likely to include connected TV.
The Online Video advertising medium has come a long way. 64% of advertisers say that online video is an equally ormore effective medium than TV. The most important features are targeting (43% of responders) and reach (28%).
50% responders said they are buying their video inventory from networks others choose video or motion graphics production companies.
Online video is steadily reshaping the landscape of marketing and is growing even faster than previously anticipated. Medialets suggests that mobile ads with embedded videos are far better received and ad it’s engagement rate improved by 35%.
The average expand rates across mobile environments range from 1.2% for androids to 1.6% for mobile web ads, and Ipads and Iphones falling between 1.5% and 1.3%. The Medialets study showed, that the average user expand time is increased if videos are integrated within ads, and jumps from twenty seconds to over sixty.
Companies and marketing firms are looking for ways to efficiently use mobile rich media and spread their ad campaigns to various device environments as video is becoming a huge part of it.
Professional Audio Production consists of 5 steps: Voice over recording, Music selection, Sound effects & Foley, Mixing and Mastering.
Deliver Your Message Effectively With Voice Over
Once the script is ready, the temporary “scratch” voices are recorded by employees for storyboard reels. Later when the storyboard is approved by a client, professional voice over talent is recorded.
Selecting female or male voice over talent and recording them to make sure they deliver the message effectively. We usually record at least 3 different takes and select the ones that fit the project the most. Here is a video demo of visuals and Voice Over added.
Improve Likelihood of Purchasing with Music Selection
Music creates the right emotional tone for your project. Music includes a variety of genres: classical, jazz, rock, hip hop and more. It can also be selected by mood: ambient, happy, inspirational and etc.
Music variables such as appeal, fit, melody, mood and tonality can influence consumer attitude toward the ad and the brand, recall, pleasure and arousal, and purchase intention.
Looking for the right music piece can take time. The mood change of the project – fast vs slow, light vs dark many times requires combining a few music tracks to express the correct mood. So why is it important to spend time and select right music? Research shows that when music does not fit it can have an adverse effect on attitudes toward the ad. (Shen & Chen, 2006) and when music is used to evoke emotions congruent with the symbolic meaning of product purchase, the likelihood of purchasing is enhanced. (Alper et al, 2005). Watch this demo to see how music made this project more lively.
If royalty free music is not an option custom music, specially composed for the project, might be the only way to go to make sure it matches the mood and the script.
Improve Selling Power with Sound Effects & Foley
Sound effects & Foley includes recreating “live” sound elements and background like – traffic noise, opening doors, birds chirping and etc. Here is a good example from D.A.D.D.Y. about sound effects and foley.
In advertising Sound Effects & Foley – such as sausages sizzling in a frying pan - can strengthen your message and make a positive impact to your selling power.
Action movies wowed us with sound effects and it is very enticing to add extra sound effects to make the project look/sound “cool”. However, sound advertising research (Saint Joseph's University, Journal of Media Psychology, Volume 12, No. 3, Fall, 2007) suggests that overload of sound effects or when they are being paired with different events through the presentation can be intrusive and distracting. However, relevant and integrated sounds help understand the materials and motivate viewers to pay more attention.
For special projects sound effect libraries might not be enough. In that case our sound engineers like to go to the field and record them. Watch the example how sound effects made this project demo look modern, high tech and progressive.
Don't Loose Viewers With Poor Mixing
30-second project on average can have 30-70 audio elements such as music, sound effects and Foley. Accurately matching sound effects to events in the presentation is extremely important since incorrect pairing can be intrusive and distract your video viewers. Therefore, high quality mixing keeps your project interesting and can increase completed video views.
Mastering - Make Your Audio Mix 0 Distortion
Mastering is the final step of the audio production process. Audio engineers produce a uniform level of sound to a music or sound mix with zero distortion. Mastering is the final step to tweak your audio mix and make it shine, no matter what form of delivery it is.
Where To Distribute Online Video and Maximize Return On Video Investment
Businesses hesitate to add video to their marketing mix due to a high video production cost. However they don’t realize how many various marketing channels video can be utilized for to bring more leads and pay for itself.
Promotional Video can be repurposed for numerous marketing channels.
Post Video On Your Website
Video is the most effective online format to positively influence purchase decisions. Retailers such as Zappos saw an increase in conversion rates up to 30% after using video. Emarketer.com reports that businesses add video on their websites to keep customers longer and enhance their experience with the brand.
Google, Yahoo and Bing search engines give priority listings to websites that host video content. Websites with videos in Google's universal search had a 41% higher click through rates than plain text.
Post Video on YouTube and Other Video Sharing Websites
YouTube is the second largest search engine after Google. When you upload your video on YouTube, make sure you add a compelling title, description of the video and keywords. Use that space to advertise your business, add your web address and always list your most important keywords first. Optimizing your video for searches will help it to be found or recommended. Combined with other web sharing websites, you will enable more ways for your customers to find you.
Post Video on Facebook, Twitter, LinkedIn and Other Social Media Sites
Video is a great way to encourage interaction, fun and enjoyment amongst the online community. Post your video on social media sites and invite people to comment, engage and share it. Online video has a great potential to become viral and be seen by the masses, creating an online word of mouth effect.
Use Video for Email Campaigns
Integrating video in your email campaigns can increase click-through rates by 2-3 times (source: Forrester) and lift conversion by 50% (source: Constant Contact).
Posting business videos on business directories such as Yellow pages, Google places, Yahoo! Local and Yelp can help drive more traffic to your websites, increase incoming calls, and store visits.
Increase traffic, incoming calls and store visits.
Use Video For Trade Shows
Trade show is a great place to use a video to showcase your products and services. However, not all videos can be effective. Since most people pass by fast, video needs to grab attention and invite to come inside the booth. Read our article about 5 don’t for a trade show video.
Use Video for Digital Signage
Video production for Digital Signage depends on the retail location and your strategy. Product videos might be a way to capture attention and draw to the product. Points of purchase videos at retail stores are becoming extremely popular due to its ability to increase product sales. Talk about benefits, provide information and show environments where the product can be used at.
Use Video for Sales Support
More companies incorporate videos into their sales presentations that can help sales people to more effectively deliver their marketing messages and sell products. These introductory videos demonstrate how products work, dissolve common objections and show the testimonials of satisfied customers.
Video is frequently used for training, sales suport or advertising.
Motion Graphics video production process starts with gathering video assets and checking their quality. Logos, product pictures and video clips are the usual visual assets that businesses want to incorporate into their videos. Ifyou don’t have your own video assets, that’s not a problem - extensive image and video footage libraries usually have a wide range of commercial-quality images and HD video clips that can fit any project.
2D Animation Makes Your Video More Interesting
Animations are created by recording a series of still images such as drawings, objects or people in various positions of movement. When played as one continuous image the still images create an illusion of a movement. 2D animation, motion graphics and illustrations help visually execute your script and make it more interesting. Expertise in composition and color matching combined with technical skills such as camera positioning, lighting intensity, 3D layering, motion tracking and the latest advertising techniques are needed to produce a project that will grab attention, captivate and make your products look alluring.
Tell your story with 2D Animation
3D Animation Brings Products To Life
The most common type of animation for a long time was two-dimensional (2D animation) but technological advances in digital media have allowed animators to utilize tree-dimensional (3D animation) computer generated animation. These new technologies reduced production time and cost, making animation more common in multiple advertising mediums such as TV, Internet and mobile. The use of animation in commercials and web video is continuing to increase. Marketing professionals have recognized animation as a creative advertising tool for the number of advantages it has to offer.
3D modeled and manipulated animation adds depth and offers multiple perspectives just like in real life. Techniques such as 3D modeling, mapping, texturing, rigging and skinning will bring your products to life and help you persuade.
3D Animation offers multiple perspectives just like in real life.
Visual Effects Captivates Audience
Advanced lighting, segment zooms, fly though text and multiple camera angles will make your project interesting and captivate your audience. Visual effects increase video appeal, preference and likelihood to watch again. A recent visual effects study shows that inclusion of visual effects increased purchase intent of the test group by 8%.
Visual effects can increase the appeal and views of video content and improve return on your advertising investment.
