The writing’s on the wall. As more and more people continue to view video online, they’ve begun to refine their tastes along the way.The online audience now has a different style altogether from their television counterpart.
So, if viewers have adjusted to this new format, then the commercial video production process itself must adapt as well.
Online and TV audiences have completely differentiated from each other.
First off, many companies try to just make one video for both platforms, but that doesn’t often work out too well. Now that doesn’t mean that you can’t strategically plan out the commercial video production process so that multiple distinct edits can be made from it, serving different purposes.
This allows you to save production time and costs, while still giving each project room to breathe its own air so that it can successfully reach its respective target audience. If you spread yourself too thin, neither project will land with any impact, or even in the right zip code.
TV ads succeed through repetition and recall.
TV commercial video production is primarily concerned with brand recognition. The key here is repetition. They aim to keep exposing the audience to the same commercial content so that something connects in some way.
Whether it’s the logo, their company name, or a catchy jingle, the goal is to stay in the mind of the viewer long after the ad has aired. That way, if there ever comes a time when they need that product or service, that company will be fresh in their minds.
TV commercials also care little about the audience’s potential level of interest in the content. They interrupt without a shred of shame about it.
Online commercials usually have just one shot.
Online ads differ here from TV commercials on a very fundamental level. Their most commonly found through a specific search, which means they’ll probably be viewed just once. Therefore, the entire commercial video production approach needs to change. Repetition and recall are essentially unloaded weapons online.
Online ads also don’t just rely on the video being stored somewhere in the back of the audience’s mind, waiting to be recalled whenever the need arises later. Online ads usually have a call for immediate action.
Their goal isn’t to smuggle their slogan or jingle into the audience’s memory, but to get them to physically do something to further connect with the brand. That could mean clicking onto the company site or adding product to an online shopping cart.
There are exceptions, of course. Infomercials, for example, call for immediate action, but, for the most part, subtlety succeeds on television.
On TV, subtlety may be too strong a word for it.
This seems especially relevant today. We’re seeing TV commercials having the most success with a subtle approach, but that may not be the right word for it. Companies nowadays often seem more concerned with anything but the product they sell or services they provide.
Take the recent Old Spice commercials. They’re undeniably funny and have no meaningful connection with their product at this point, yet the essentials, like the brand name and jingle, remain firmly implanted in the memory of most viewers. Mission accomplished, but this may not find the same success online.
It’s worth noting that Old Spice’s manufacturer, Proctor & Gamble, seem to be trendsetters in the commercial video production industry. It’s not just the Old Spice campaign, as they’ve reached out to NASA about finding innovative new ways to produce video in the digital age. They see the writing on the wall and are seeking new operational structures and the help of new industries.
Online, people come to you, so don’t disappoint.
Because, with online ads, most people have come to you voluntarily while searching for a product or service, the creative possibilities are greater.
The primary concern doesn’t have to be inconspicuously weaving in your sales pitch, getting them to remember you and buy something. They’ve already shown that interest if they’ve ended up here, so, you can aim to entertain, inform, demonstrate a product, etc. The point is, online audiences want something more than a 30-second ad pushing product.
TV and online results are different animals to track.
The differences between online commercial videos and those on television extend beyond production and delivery. There are also new and more comprehensive methods of tracking and measuring results online.
TV commercials can track and measure results, yes, but only a part of the overall outcome. They can gather viewer numbers or measure the number of calls through a tracking number, but there’s more to it than that.
Online videos give more in-depth measurements. They not only indicate every aspect of viewership, from minutes watched to number of shares, but also follow how users interact with the website after they’ve engaged with the ad. In television commercial video production, that kind of measurement is impossible.
What works better for what?
Like we said earlier, using a single commercial video for both online and television will probably do more harm than good. For one, the length audiences expect is a factor. The average TV commercial video production aims for a 15-30 second length. Online ads are typically longer and that extra time is costly in TV.
Besides other obvious reasons, certain businesses might just benefit more naturally from online ads, such as those in which e-commerce is a crucial element to their sales. Companies that rely more on retail locations might find more success on television.
No matter where it’s going, some things never change.
Either way, some things remain the same between online and television commercial video production. Reaching the target audience, achieving decided-upon brand goals, and delivering messages in the right language will be of primary concern no matter where the ad ends up.
Video has emerged, undoubtedly, as the best way to reach a younger audience and, therefore, reach the most eyeballs. People, in increasing numbers, see video as a simple, approachable way to receive sometimes very complex information. Essentially, video has the power to reach and connect with more people than ever before. Use that power wisely.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.