Share appeal and deviant behavior
Posted: Mon Jan 06, 2025 4:41 am
Too little budget
Generally speaking, the reasoning goes like this: (1) online advertising is simpler, more accessible and cheaper than TV airtime, (2) the videos should look like someone shot them spontaneously with their smartphone, nice and 'reality-like'. Therefore (3) it doesn't have to be as expensive as real commercial production.
The result of this thinking is that a budget of around ten thousand euros is allocated for producing such a film. This means that not much money has been spent on coming up with an idea for such a film. In fact, an online film is sometimes a kind of final item of the overall campaign for this reason. The good news is that at least the work and thinking is integrated. The bad news is that the online film gets too little time, attention and money to make a dent in the online butter.
A film is a film. A script is a script. An idea is an idea. The advertiser who thinks it is easier to come up with an idea for an online video than for a TV commercial is mistaken. It is even harder. People watch indonesia phone data online differently than they watch TV, the mouse click to something else is even faster than pressing a button on the remote control.
Commercial
Photo courtesy of Fotolia
Different things are asked of an online film than of a TV commercial. Share appeal , to name one. Is the film fun, crazy, exciting, idiotic or taboo-breaking enough to have a chance of a like and a trip through social media? Concept development for an online video requires real tinkering with the boundaries of propriety, due to the hype and sensationalism of the online surfing community. In fact, you have to show deviant behavior online – in absolute terms – in your film. But how do you do that within the neat framework of your brand or company?
As expensive as a TV commercial
The idea for an online film, even within an overall campaign theme, is not a one-two-three. That takes just as much time and talent as coming up with an idea for an overall campaign or TV commercial. And, annoyingly: that also costs just as much money. So set aside a serious budget for it. That way, the agency and the creatives who are racking their brains about it will have the time they need to come up with something truly special.
Generally speaking, the reasoning goes like this: (1) online advertising is simpler, more accessible and cheaper than TV airtime, (2) the videos should look like someone shot them spontaneously with their smartphone, nice and 'reality-like'. Therefore (3) it doesn't have to be as expensive as real commercial production.
The result of this thinking is that a budget of around ten thousand euros is allocated for producing such a film. This means that not much money has been spent on coming up with an idea for such a film. In fact, an online film is sometimes a kind of final item of the overall campaign for this reason. The good news is that at least the work and thinking is integrated. The bad news is that the online film gets too little time, attention and money to make a dent in the online butter.
A film is a film. A script is a script. An idea is an idea. The advertiser who thinks it is easier to come up with an idea for an online video than for a TV commercial is mistaken. It is even harder. People watch indonesia phone data online differently than they watch TV, the mouse click to something else is even faster than pressing a button on the remote control.
Commercial
Photo courtesy of Fotolia
Different things are asked of an online film than of a TV commercial. Share appeal , to name one. Is the film fun, crazy, exciting, idiotic or taboo-breaking enough to have a chance of a like and a trip through social media? Concept development for an online video requires real tinkering with the boundaries of propriety, due to the hype and sensationalism of the online surfing community. In fact, you have to show deviant behavior online – in absolute terms – in your film. But how do you do that within the neat framework of your brand or company?
As expensive as a TV commercial
The idea for an online film, even within an overall campaign theme, is not a one-two-three. That takes just as much time and talent as coming up with an idea for an overall campaign or TV commercial. And, annoyingly: that also costs just as much money. So set aside a serious budget for it. That way, the agency and the creatives who are racking their brains about it will have the time they need to come up with something truly special.