Online Video Production tips for Advertising Agencies

Online Video Production tips for Advertising Agencies


For Black Tent, I’m Jerry Teuschler. While almost every business and industry has
witnessed dramatic transformations over the past 5 to 7 years, nobody has seen it more
than those in the agency, design, and PR community. Everything has changed. Consumers have changed,
media has changed, budgets have changed, and technology has changed. Digital is clearly a force to be reckoned
with, and it continues to evolve and change almost every day. The lines between the web
and tv have blurred, and we now see video content being consumed on mobile and internet
devices at numbers that are rivaling basic cable viewership. For that reason, it’s more important than
ever for agencies, design shops, boutiques, and PR firms to integrate video into new and
existing campaigns. There are some exciting opportunities for collaboration, so we thought
this would be a good opportunity to mention a few important considerations: First, find a partner that speaks your language.
It’s important to work with a video production company that not only understands video, but
that also understands marketing, design, and PR. Remember… the concept of web video is
relatively new. Just because a video production company has created television commercials
or a few corporate videos, doesn’t mean they fully understand the web, and online video
marketing in particular. You need a partner that “gets it”. You want a video production
company that is using the latest technologies and best practices. It’s more than just producing
a video that can be embedded on a webpage. Ask your partner if they have experience integrating
video into email and social media marketing campaigns? What strategies do they recommend
to convert viewers into leads? What do they know about video analytic solutions? Their
answers to these questions are more important than you may think. To truly understand the
success of a video campaigns and gain a clearer picture of ROI, you need a partner that understands
that metrics have moved well beyond the number of views, comments, and likes. We now have
the ability to see powerful video analytics; in addition to rich audience demographics,
it’s important to know which part of the video the viewer watched, skipped, and rewatched,
and most importantly… what points of the video really caused the audience to engage.
You need a partner that that is not only able to offer creative and strategic video solutions
that integrate with your campaigns, but they should also understand that a call-to-action
is more than just adding a url to the end of a video. Second, collaboration is critical.
You need to be able to count on your video production partner to bring your campaigns
to life. Not only should they be able to interpret and work from a creative brief, but they should
also be able to bring the latest video technologies to the table. The video production industry
is changing and evolving, and there are tools, and technologies that are allowing companies
to do things that we were never before possible. You want a video production company that can
bring that to the table. To most video production companies, shooting something in 4K or using
a RED Scarlet camera is their idea of bringing innovation to your production. There is so much more to it than that. You
need a partner that understand the latest technologies and is able to bring the total
package to the table. Some of the most defining facets of video today are related to position
and movements of the camera using tools like steadicams/cranes/and jibs with with motorized
heads. New technologies, such as the FreeFly MowVI M10 and the Kessler CineDrive, are allowing
filmmakers to get some of the most creative and complex shots ever captured. Working with
a video production company that understands the power of these new technologies will provide
you with a creative collaboration that will simply amaze your clients! Finally, hire a video production company that
is invested in you and your client relationship. You want a partner that is professional and
that can become an extension of your team. If needed, they should be capable of participating
in client meetings and helping articulate the creative concept through storyboards and
style frames. You want a partner that delvers professional proposals that you can quickly
integrate into your pitch. Also, you want a partner that understand the importance of
knocking the client’s socks off on shoot day with a very professional production. Does
your video production company have you and client huddle around small monitors to see
what is being captured during the shoot, or are they using the On Set Video Streaming
packages to wirelessly broadcast live footage to iPad or iPhones for real-time viewing of
the footage? All of these details make a big difference
in the success of your video production, so it’s critical to select a partner that appreciates
the demands your facing. For Black Tent, I’m Jerry Teuschler.

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