Tag Archives: video

What is stopping brands from producing shorter pre-roll lengths?

For me the conversation about pre-roll lengths started in September 2007, when I joined Telegraph Media Group to launch Telegraph TV. Previously I had worked at a TV production company, and it was the norm for advertisers to run 30’ creative on the giant Blink TV screens that we managed at music gigs and festivals across the world.

In the digital space though, shorter lengths are important. As well as working with video as a medium I also shoot and edit it, and while I am no Spielberg I am capable enough to know that making a 10 second version of a 30 second advert is not rocket science.

I also know that the view through rate of 10 second adverts compares very favourably when compared with 30 second creative, and I know that video advertising investment is growing significantly, so why are so many brands relying on their 30 second TV spot to do a job online?

The mind-set of a consumer online is very different from that of somebody watching TV or Cinema. The lean-forward, active, fact-finding state of mind displayed in somebody online can be a very powerful proposition for brands, but I think in order to maximise that opportunity advertising has to be tailored to the environment.

I also believe that there is an unscientific, yet direct correlation between the size of the screen and the acceptable length of video advertising. Sat in a dark cinema, with no distractions and no chance of you getting up to make the tea or to put the washing on (my wife would tell you there is no chance of me doing this at home either) then a 90 second advert is likely to be acceptable. As the screen gets smaller the attention span decreases with it as the possible distractions increase. So in order to still engage these people, the creative length has to reduce as well. Maybe to a 30 on TV for example. Online you are one twitch of your finger away from leaving an advert if it is deemed too long, so once again the length of the pre-roll should reduce. The IAB Video Council recommendation is 15 seconds for online video pre-roll advertising; I would go one step further and recommend a 10 second creative length online. On mobile I think it should be shorter still, but that is another conversation.

If the creative agency are briefed at the very start that the creative needs to be adaptable to online, then there should be no reason why a shortened version of the TV/ Cinema advert could not be planned and created. At the moment, too many consumers are watching a smaller proportion of a longer message, and surely that is worse than them watching all of a shorter message?

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Bruce Daisley talk at IAB Engage (video)

Great talk from Bruce Daisley of YouTube at the IAB Engage conference.

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The growth of mobile stats [video]

Some interesting fact and figures on the growth of mobile from Sybase, a SAP company.

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Jack Black stars in great Orange video advert

I took my daughter to see Gulliver’s Travels at the cinema today, and apart from being an excellent film that I would highly recommend to anybody, something really stood out for me on a professional level.

Before the main feature, Jack Black (the star of the film) appeared in a spoof Gulliver’s Travels trailer that turned into an advert for Orange.

I thought this was a great It was a great use of video on the silver screen, and although I am sure Orange have used this creative many times, and not just before Gulliver’s Travels, it really worked on this day.

My daughter said “Daddy has it started?” and she wasn’t the only one wondering if the film had skipped the titles and ploughed straight into the action!

The difference in impact between this Gulliver creative and every other advert on-screen was immense.

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Alan Partridge & Fosters. Mid Morning Matters, Episode 6

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Mobile video research

Interesting, but not surprising results.

Mobile video is a huge opportunity for brands to connect with consumers, but the network speeds and reliability have to improve considerably before it can be properly utilised.

Until networks can offer this, I think app publishers should look at ways to offer the user the chance to download the video they want to the phones memory, while they have wireless coverage, or overnight when the network is less busy. That way the play back experience will be excellent, as will the advertising opportunity.

http://www.mobilemarketingmagazine.com/content/mobile-video-quality-under-fire

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Video “The reinvention of the spoken word”

Chris Anderson, Curator at TED, speaks eloquently about video.

He talks about how since the dawn of time, humans have used the spoken work to tell stories, and that video enables people and brands to now tell a story, and then broadcast that story to millions.

To be fair, Chris say’s it way better than I could ever hope to so watch the video!

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