As if you needed a reminder; video production is always morphing, improving, and breaking barriers.
This is especially true of marketing videos. It’s been a myth in the entertainment industry that all the talented filmmakers are busy making big Hollywood movies. This simply is not the case. Some of the most talented filmmakers work exclusively—or at least significantly— in the advertising world. After all, the principles are the same: you’re dealing with actors, you’re promoting a certain attitude, you’re dealing with all the same technical components of film production (set design, lighting, editing, etc.), and you’re telling a story.
The only major major difference is the length of the video. Whereas most big Hollywood films clock in at anywhere from 80 — 200 minutes, most video ads (or “commercials”, though that term seems to cheapen the product) have at most two minutes, but usually only 30 seconds, to do their job.
In many ways, you could argue that making a successful and engaging advertising video is harder than making a feature length film. The budgets are smaller, crews are smaller, and the time to get your message across to the audience is smaller. And while there is a certain freedom in having creative limits, this isn’t always the case. Advertising has its own obstacles that must be overcome that are unique to the format.
One of the biggest obstacles is the fractured nature of TV viewers these days and the impact that has on getting advertisements to them. People are watching television content on web streaming services through tablets, smartphones, PCs, and DVRs, all of which have the ability to skip over advertising with the click of a button. Such big changes have not happened with moviegoers. Going out to watch a movie is an event and always has: you might be on a date, you’re probably with some friends, you go into a big theatre surrounded by others, and there’s the same group emotional experience that’s been there since theaters first started showing movies over a century ago. And while there have been certain shifts in the habits of moviegoers thanks to home theater setups, video on demand, and the like, ticket sales have remained relatively stable for the past two decades.
In order for advertisers and marketers to stay relevant in this landscape of disrupted TV services, they must embrace the changes. They must figure out new ways to display their brand and get it in front of customers. In the science-fiction film The Minority Report, for example, customized ads are displayed to people as they walk down the street, take the subway, and pretty much everywhere in a city, and they talk to you by your name. Will this be the future of advertising? Or will it be steered increasingly in the direction of so-called smart ads: advertising that uses the same kind of algorithms that Netflix and Amazon and so many other web companies are using to target specific ads based on your past searches?
One thing is clear: the tech industry as a whole must work together in order to provide customers with quality content. How they do it, only the future will tell. Contact us to find out how you can vividly display your brand in front of customers, through video production.