The Media Factory specializes in producing short form digital video content for the emerging mobile device marketplace. Its customers include Lego. Its content is tailored for consumers using video enabled mobile phones, Apple iPods, digital video players as well as Internet devices. Media Factory’s customers include PBS’s Frontline World, The Discovery Channel, Atom Films, and TurnHere.com. The Media Factory also produces corporate video and its customers have included Silicon Valley high technology start-ups, the Chinatown Community Development Center and San Francisco’s Level Playing Field Institute.
What’s On The Computer Tonight?
Viral/Internet/YouTube video content is changing the 67 billion dollar annual television advertising industry. It is also becoming an essential tool for outreach.
This is the most comprehensive list of video sites
Internet video reaches a younger demographic. Many 18-34 year olds consume more Internet content than appointment-based television. Some 70 million videos are viewed each day on YouTube.com alone.
Advantages of Internet Content:
(1) It’s a great way to reach a younger audience
(2) It’s an essential way to drive the Internet consumer to a company, institution, or non-profit web site
(3) Generally speaking it’s a more risque medium enabling the creation and upload of more compelling content
(4) It’s most effective when it looks like people outside professional media have created it
(5) Whereas in the late 1990s people began searching for web pages now they search for web video content on MySpace, YouTube and Google.
Version 2 of Internet Video:
Currently we are experiencing Version One of Internet video. Version Two is the most interesting evolution of this technology. For example, Version One of Internet music downloads led to Napster while Version Two led to iTunes.
In a few years, much of the text-based Internet content will be replaced with video content. For instance, a two thousand word paper will explain the benefits of a new drug but a 30-second video on the Internet will do a better job.
Just as our kids don’t understand the difference between broadcast and cable, the line between Internet and TV is becoming blurred. The most successful media is on YouTube right now, a mixture of very small snippets of television and viewer created content. McKinsey projects that by 2010 television advertising will barely be one third as effective as it was in 1990.
Press and Public Relations:
“I post therefore I am†(Wired Magazine)
Few yet realize this new content segment will have an even greater effect on the press and public relations sector. In the next five years, it is safe to assume that public relations companies will be putting out as much video content as press releases.
There are some things that are much more suited to video than print:
- It’s a much more powerful medium.
- It’s better at conveying emotion.
- There is a sense of the personal and private, particularly in viewer-created content.
Stats:
- Over 70 million people download video from YouTube everyday.
- 38% of Americans want to create and share content online, according to Accenture.
- 65,000 videos are uploaded to YouTube everyday.
- Advertising industry was worth 67 billion last year.
- Google earns 9.3 billion in online advertising.
If you aren’t posting, you don’t exist, says Rishad Tobaccowala, CEO, DENUO, a new media consultancy.
From Wall Street Journal:
Cubicle Culture: When corporate culture shows up on YouTube
You Tube piece mentioned in Wall Street article Views: 149,395
From Online Ads: A Source of Further Learning for Consumers
More consumers (8 percent) see online ads as a source of further learning than product discovery (4 percent). Consumers do respond to online advertising, though not necessarily at the time of the impression. Sixty-one percent navigate to a site some time after viewing an ad, while only 30 percent click on the ad to get more information at the time of viewing. Sixty-seven percent report going to a store location to learn more about a particular product. The study warns marketers to include those activities in metrics for calculating ROI.
From Study: Video Ads Should be Short, Relevant
The research revealed that consumers prefer 10- to 15-second ads in comparison to the typical 30-second TV spot. That’s partly due to shorter consumer attention spans for online audio and video, he said. Behavior patterns on PodZinger’s network show that consumer attention spans for online video are even shorter than for online audio: one minute on average for video compared to three minutes for audio clips. For longer content, like a 7.5-minute video or 22-minute audio, consumers tend only to play the first 15 percent of the content. “This is a new and separate area for advertisers. It has its own issues of what consumers will tolerate,” Alex Laats, CEO of PodZinger, told ClickZ.
Documentary on YouTube phenomenon
A successful YouTube series: Lonelygirl15
Views: 1,077,823
Our Media Factory Producers
Niall McKay is a San Francisco-based writer and filmmaker. His most recent films have been selected to run on PBS Frontline World Rough Cut series. Currently, Niall is working on a series of short films for the Discovery Channel. Niall’s radio work has been broadcast on BBC, NPR and RTE (Ireland). Niall is also a contributor to the Economist and Wired News.
Marissa Aroy is a producer whose work has appeared on PBS and HBO. She was post-production supervisor for the 2006 Oscar-nominated documentary short, “Mushroom Club,†and for three years helped produce the HBO America Undercover Series documentary, “Rehab,†which won the Nancy Dickerson Whitehead Award for journalism. For more information please click here.