Eric Franchi has posted a new blog entry on Video Insider. It is a basic "How-To Guide" for online video ads.
For creative, the best online video campaigns use original, Web-only ads that are designed to elicit response. Repurposed or edited :30s from television were a good starting point a couple of years ago, but there's no excuse for not developing online-only spots today. Secure online talent rights and shoot specific spots with calls to action based on the campaign initiative. If that is impossible, take advantage of the myriad of lower-cost production vehicles out there that can create ready-for-online ads quickly using video technology. The lean-forward environment of online video requires smart spots that stand out.
Tuesday, May 27, 2008
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