Is it going on the web?
There are some standard questions that we ask in sales meetings. Who would you like to see the film? Where do you want to use it? These questions get some standard responses too. One of the most common being that clients want it mastered for DVD and encoded for the web. The assumption for clients is usually that it doesn’t really matter where it’s being seen, the film has been paid for so we should put it everywhere we can.
This is absolutely true. Mostly.
The way that people engage with video varies wildly depending on where the video is being watched. According to statistics from Eyeblaster and eMarketer:
Television advertising communicates with a captive audience, which is trained to pay attention to a narrative as it unfolds. 30 seconds is a reasonable time in the TV world, relative to a 45 minute long show. In the online world, 30 seconds can feel like an eternity. Users browse from one page to another at an incredible speed. Asking them to stop for 30 seconds is a real challenge. TV ads using a narrative style might not show the brand …
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