Posted on 21st July 20092 Responses
Video Advertising Agency having it hard to digital

This is an interesting situation that we were mailed… I thought a few of you would be able to help out.

“We were until a few months ago a 10 year old video production shop. We did videos for local and state level campaigns for companies and political advertising. About 6 months ago when the market started to really tank, we wanted to expand our online efforts to focus more and more on online video. Such as making YouTube videos. Our problem is simple, we are having a hard time rebranding ourselves into that niche, though we are really good at traditional 30 second spots and are known thoughout the region and the state as a leader in that field. Many of our clients are advertising agencies and are not responsive to our push to online… so what’s your advice?”

— we replied with this —

1 - Online video vs traditional TV are not the same thing, both use cameras, both run for about 30 seconds.. maybe a minute or 2.. but not even close to the same thing. For TV it displays because they are watching that TV show and you paid for the spot, with YouTube someone has to push it on them to find it… like their friend forwarding it.. or someone posting it on Digg.. or embedding it on their blog… but you generally don’t have to pay for the spot… Another difference is the lasting time.. a video posted online will last years.. whereas a video on TV lasts for just the time you paid for. So two *roughly* equal success stories are vastly differing. Let’s say you wanted to make the video reach 10 people, for TV it’s paying for the right shows and the right markets… within a short time all the 10 people viewed it. Online is slower rolling out, it might take 2 months for all 10 people to view it… but over the course of the next 3 years it might be shown to 100 people…

2 - We will post your question and your response to this on Tribble Agency, see what the rest of the world feels about how to get the new direction off the ground.

—

Comment Away…

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  • http://www.zugara.com/ Matthew Szymczyk

    I don’t think your problem is rebranding as much as getting rid of a traditional video mindset for an online environment…

    For starters, you’re probably budgeting your productions from a traditional spot standpoint, when most web video commercials cost 1/4 to 1/2 of that. We know firsthand having seen what some competitors in the video space often charge. It helps that we have our own green screen studio but seeing some of the costs that traditional production shops try to charge for online video, webisodes, etc. is almost laughable. Regardless of this current economic environment…

    Secondly, if you truly want to rebrand and position yourself for the online video world then truly grasp the online video environment. This doesn’t just mean thinking of a lower budget, 30 second spot but thinking more in line with what online provides for video - interactivity. Though some brands have had success with doing webisode only content, the new wave of online video is embracing interactivity with the video itself. We have a weekly feature on our blog - What’s New In Interactive Video - that has some of the latest and greatest interactive, online and other video on it. Blog is at http://www.weareorganizedchaos.com.

    I can go on and on but would like to don’t want to take too much away from Roger’s consipracy theories on the government :-)

    Feel free to reach out to me if you have any other questions…

    Matt

  • http://www.zugara.com Matthew Szymczyk

    I don’t think your problem is rebranding as much as getting rid of a traditional video mindset for an online environment…

    For starters, you’re probably budgeting your productions from a traditional spot standpoint, when most web video commercials cost 1/4 to 1/2 of that. We know firsthand having seen what some competitors in the video space often charge. It helps that we have our own green screen studio but seeing some of the costs that traditional production shops try to charge for online video, webisodes, etc. is almost laughable. Regardless of this current economic environment…

    Secondly, if you truly want to rebrand and position yourself for the online video world then truly grasp the online video environment. This doesn’t just mean thinking of a lower budget, 30 second spot but thinking more in line with what online provides for video - interactivity. Though some brands have had success with doing webisode only content, the new wave of online video is embracing interactivity with the video itself. We have a weekly feature on our blog - What’s New In Interactive Video - that has some of the latest and greatest interactive, online and other video on it. Blog is at http://www.weareorganizedchaos.com.

    I can go on and on but would like to don’t want to take too much away from Roger’s consipracy theories on the government :-)

    Feel free to reach out to me if you have any other questions…

    Matt