Video Convergence
The Campaign Solutions folks who were kind enough to speak with the class are certainly onto something when they, without hesitation, indicated that the next big thing would be online video.
This spot has touched before on the failure of most internet content to convey emotion. Emotion is what television does really well. With the convergence of digital media (data, music, video), websites should be able to leverage the power of video, while maintaining the other advantages of interactivity that the internet provides.
While some of the same principles apply to online video, it is different from television in a couple of key ways. First, it is not bound by the restrictions of time, viewing market, or advance purchase requirements. Second, it can be viral, spreading much more efficiently and effectively throughout the audience.
Without the traditional restrictions, and with a premium placed on viral marketing, video on the internet will have much more variety than a 30 second spot on cable TV. We've seen John Edwards' video podcasting, a format that lends itself to longer videos. We've also seen (along with over 50 million other Americans) the JibJab video, which was short, humorous and viral. The beauty of video online is that it can fall under so many different criteria and be tailored to the audience.
Campaign professionals should avoid falling into the trap of simply hosting their campaign commercials online. While this provides important synergy, it is not enough to make an impact by itself. Online video needs to go above and beyond in providing a variety of choices that appeal to the diverse desires of the audience. On TV, political ads are force-fed to a captive audience. Visitors to political websites are a different kind of captive audience, one that is eager for information and willing to be engaged. It stands to reason that the videos they are able to see should be different as well.
This spot has touched before on the failure of most internet content to convey emotion. Emotion is what television does really well. With the convergence of digital media (data, music, video), websites should be able to leverage the power of video, while maintaining the other advantages of interactivity that the internet provides.
While some of the same principles apply to online video, it is different from television in a couple of key ways. First, it is not bound by the restrictions of time, viewing market, or advance purchase requirements. Second, it can be viral, spreading much more efficiently and effectively throughout the audience.
Without the traditional restrictions, and with a premium placed on viral marketing, video on the internet will have much more variety than a 30 second spot on cable TV. We've seen John Edwards' video podcasting, a format that lends itself to longer videos. We've also seen (along with over 50 million other Americans) the JibJab video, which was short, humorous and viral. The beauty of video online is that it can fall under so many different criteria and be tailored to the audience.
Campaign professionals should avoid falling into the trap of simply hosting their campaign commercials online. While this provides important synergy, it is not enough to make an impact by itself. Online video needs to go above and beyond in providing a variety of choices that appeal to the diverse desires of the audience. On TV, political ads are force-fed to a captive audience. Visitors to political websites are a different kind of captive audience, one that is eager for information and willing to be engaged. It stands to reason that the videos they are able to see should be different as well.
posted by Capitol Hill Rentals @ 9:29 AM
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