our thinking
The rising popularity of watching videos online has frequently been making the headlines. Just last week (13th April) Broadcast magazine announced that from a survey of 6,500 people, 82% of 35-44 year olds were watching online. The main drivers for this trend are convenience, time-shifting, on-demand catch up of broadcast. Other contributing factors include: ubiquity of HD delivery driving bandwidth, growing use of IP delivered video to connected TV’s rather than PC’s- the TV internet revolution is moving from the bedroom to the living room. With the explosive response to the release of the iPad 2, one can’t ignore the growing demand of tablet devices as second, alternative screens in the home.
This trend in online viewing has had a direct knock-on effect on the production of online video. We’re already seeing YouTube trying to professionalize video content. The danger is that all web TV content is seen as cheap and re-education required – particularly for distribution pre-dominantly on the PC- different dynamics/different viewing environment requires different logic in production, time-lengths and call to action. The medium really is the message and film-makers need to concentrate more on the dynamics of online video consumption and change their storytelling accordingly. The cardinal sin is dragging out a story- tell it well, swiftly and in an entertaining way and you can probably stop the audience from clicking on the stop button and get them to come back for the second episode- that should be one of the key measures of success in this area.
Unfortunately the increased production of online video hasn’t been matched by increased budget, which has resulted in lack of customer knowledge and low cost start–ups (we call them the wedding video-makers) who claim they will make great five minute video clips for £500. Whilst the price of equipment is in freefall, great ideas, good scripting, quality actors and good post-production are still relatively expensive. Falling technical prices means that almost every pound (£) that clients spend should be visible on-screen and add value to the proposition or entertainment provided. There are no rules of engagement for buyers and that can make the selection process difficult.
We are seeing very significant growth in investment in online video from brands, particularly from the retail sector as well as media companies. Most of the growth is coming direct from brands themselves as traditional agencies add little value in this space. Brands increasingly realizing that as they migrate their business from bricks and mortar to online they need to invest in their online personality, values and merits to stop everyone using price comparison engines etc to price compare everything. Waitrose a good example of a brand that’s doing this well –reinforcing their identity and core values through video whilst promoting healthy eating and family values.
This year will see a growing number of major household name brands adding video to the home page of their sites and increasingly using that video to tell stories and editorialize rather than just promoting a range. As brands become more comfortable with their new role as ‘media owners’, they will start to invest in content that gives consumers editorial reasons to return frequently to websites. Increasing tie-in of online video with TV (television acting as a harvesting tool driving large numbers to websites for more in depth and personalized experiences).
Click to buy functionality straight from the video will become standard. Interactive video and integration of social media will become more common and smart brands will be using video to start conversations with their customers.
Retail channels on YouView- maybe (if it launches in the next 12 months!). Retail channels on Google TV etc definitely!
Mark Cullen
