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Tips to Developing Effective Online Video Messages, Rich Media

By November 30, 2007blog, Peppermaster

User generated videos can be fun and entertaining, however for business clients the video should be concise, compelling and optimized for web delivery, in other words….professionally produced! Taking advantage of sight and sound on your website can impact your visitors’ experience tremendously. You must make certain the video you are presenting them with is going to capture their attention and keep them from clicking away or worse, closing your website altogether.

According to an article in the Wall Street Journal, online video is not only effective in educating your potential clients, but it will enhance your brand, keep them engaged and increase your chances of gaining their business. A survey conducted by Dynamic Logic’s MarketNorm showed that brand awareness doubled when using video online.

If you are lost when it comes to using new media, Web 2.0 techniques or using video on your website, that’s okay! That is why professionals are hired to provide this service for you. Working with the Peppershock Production Crew, we can help to alleviate your fear of the newer technologies that are out there. We can help you think about the message you want to deliver online. We will work with you to develop the script that is tailored toward effective online communication. A well thought out plan will make the production run smoothly.

Something to consider in the script writing process is to create each segment as a “standalone” segment. This allows your visitors to skip or replay what they desire; giving them control of the content they want to take in. That is what on-demand rich media is all about…. allowing the viewer to have control. Our goal is to make sure we capture your viewer so they do not have reason to navigate away from your website right away. We want them to stay and browse and learn more about you so they feel they are making an educated decision about buying from you. Another aspect to consider is before we set up a taping, think about how we can shoot the media so you can redistribute it in multiple venues to increase the value of the content, as well as return on investment. We can also create video web banner advertisements, :30 second commercials for TV or video pre-roll promotions that play prior to an online news story. Voice over can be recycled for use in radio ads, podcasts, email broadcasts or more.

Once a well planned script is created the next step would be to outline and create the storyboard. It can be very elaborate or as simple as just illustrating a few things that might need further explanation, including flash animations to further illustrate a point or reinforce your core message. Additional elements to incorporate in a storyboard are dynamic links for relevant resources and information gathering forms. When your project requires Flash development, 2D & 3D animation, Flash, special effects and video composition, we design sophisticated graphic imagery that supports the message of your presentation.

Quality pre-production creative is an essential component of a successful rich media web presentation and if prepared in advance can reduce your overall cost since the design elements are already established. In the pre-production phase we can also help to arrange the on-camera talent if you would prefer a pro to deliver your message or if you’d like to be on-camera yourself; we can work with you on your delivery. We have a teleprompter if you feel better about reading the script instead of memorizing it or recording it off the cuff. We assist in making all the arrangements necessary prior to production and post-production.

For video production, we can capture new content in a studio setting, or if the taping is a single headshot we can accomplish this virtually anywhere that is quiet enough. We have portable lights and a portable greenscreen or we have a 25 foot greenscreen and lighting grid set up in our studio in Nampa, Idaho. We also have white and black backgrounds. The greenscreen is used when you want to key in a different background to match your website color schemes or whatever background you desire.

If you happen to have video footage from previous projects that is fitting to the content we are now creating, there are a few things to consider before you decide to use it. Because online video real estate is typically pretty small, you want to make sure the footage you have has “close-up” shots of the subject matter so your viewers can see what it is. Also because there are so many different formats of video, standard-definition versus high-definition or high quality versus low quality footage, something to keep in mind is the quality and aspect ratios may not be consistent. Video formats that we can edit if needed include; Beta SP, DVCAM, miniDV, DVD, and DV. Video formats that can be edited but may be lower quality include; VHS, AVI (some compressions), Quicktime (some compressions), MPEG, MPEG4, and WMV.

Embedding your presentation on your own website is a great idea so users do not click away from your website in order to view your presentation. It also eliminates the worry about your user having pop-up blockers on. If you need a website we can create one for you, if you already have one, we will work with your webmaster to ensure the best playback as possible. Integrating Flash video with your current website will take some time on both our part and your webmaster’s part but will be well worth the collaboration so the presentation will be most optimal for web video display.

Producing something that looks good and is optimized for web delivery is one thing, but measuring your presentation’s impact and performance is just as important. Depending on if we are producing your website or if you can access measurement analytics with your current webmaster you will want to see how the video is impacting your ROI. Measurement data will help us assess the appeal of various presentations, and types of interactions with your program content so you can continue to create better, increasingly effective programs moving forward. For example, what was the average drop-off point? How many viewers asked a question or filled out their contact info or a poll? So, what might be the appropriate metrics to consider and measure for B-to-B video presentations? What kind of data can or should be generated to reinforce communications and lead generation objectives? We can help to decipher the answers to these questions and help you find ways to determine your ROI. There are so many different program formats, lengths, and distribution mechanisms; it’s hard to categorize on-demand rich media, but, one thing is very clear — “engagement” is the new media mantra. We want to keep your viewers engaged!
To discuss your project with us, give us a call at (208)461-5070,. Visit our website at www.peppershock.com.

Rhea

Since Peppershock’s inception, in 2003, Rhea Allen has managed and expanded Peppershock and has gained local notoriety in her persistent passion for causes. She is involved with the communities of Idaho and surrounding areas and has a vast working knowledge of how to generate awareness for a number of brands and causes. She is extremely diligent in obtaining effective media campaign results by planning and crafting relevant and compelling messaging for the target audience. Rhea oversees the development of all Peppershock projects, from project conception through distribution and follow-up. Read more about Rhea Allen.

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