There is an art to making great TV and online videos. Fortunately for us, it’s becoming a lost art. Being able to craft videos people love gives Immortology and our clients a tremendous advantage over our competitors. All great videos – whether for TV or online use, start with a great idea brought to life by an equally great script. Most agencies and productions simply don’t have the creative talent required to generate great ideas and most stopped employing good writers long ago. In my opinion, those are the two single biggest reasons you don’t see many great ads anymore.
Ok, so what? Online videos aren’t all that effectice and TV’s dead, right?
Wrong and wrong. Let’s start with TV. Truth is, TV is not only alive and well - it’s unquestionably the most effective medium. By far.
TV delivers more reach.
TV influences purchase decisions more than any other medium.
And nothing generates more revenue than good old-fashioned TV.
And as more and more marketers shift more and more money to online short-term sales activation tactics, TV’s actually becoming more effective. Not less. That’s a fact.
Ok but TV’s expensive. Yep. It does require an investment in production costs and media spend that is higher than any other channel – but it also delivers more per dollar spent than any other medium in both the short and long-term. In other words, TV is a less risky investment than any other advertising medium.
So what about online videos?
A big reason TV is so effective is the same reason online video is the most effective online format. No other communication format delivers more interest, engagement and entertainment than video. Period.
So, if you can’t afford TV, you should really consider investing in online video. You can use it in your social media campaigns, on your website, in your emails and on-site as point of sale. Still images pulled from the video can be used in your collateral, on your website, as point of sale….well, you get the picture.
What’s more when you combine online video with TV - whoa Nelly! Effectiveness goes through the roof. (BTW, a video that works on broadcast TV will also work online. Don’t believe the BS that videos have to be specifically created for online channels or just TV. People watch videos they find interesting - whether they were created for TV, Facebook or the cinema.)
The biggest issue advertising video – whether it’s made for TV or online – is not the medium. It’s the message. And we know how to create impossible to ignore and hard to forget video messages that will earn an unfair share of attention for any product or service.
