The relationship between traditional agencies and their interactive counterparts is still evolving and can at times be contentious. Christian Spinillo of VideoInsider offers a succinct critique of what’s wrong with the current obsession with repurposing TV commercials for the web.
His message is that viewers are ready and even eager to interact online, and that simply porting TV content straight to the web misses a major opportunity to leverage what the channel is all about: interaction and immediate metrics. He calls out Norelco Body Shaver’s interactive video tour and Old Spice’s When She’s Hot video mixing board as a best practices in involving the user in a rich experience.
This article beautifully articulates what our business really is all about and
what TV is not. (Thanks Marita)
Misha Cornes
Comments
Connections
Excellent article indeed.
It is indeed true that video for the web needs to be executed a little differently than video for television.
That said, I think there is a real opportunity for agencies to specialize in video specifically for the web. They would need to be experienced in all the formats used on the web. They would be accustomed to working with tight timelines and would be able to keep budgets down (do you really need high def cameras and $50k worth of lighting to shoot a twenty second webisode?). They would be able to travel lightly to location, and be well versed in shooting bluescreen for video (harder than bluescreen for film). Essentially, they would be following a production stream that provides for a slightly different end product than traditional broadcast video.
One industry that understands this niche well is video games. Often now, one can find crews on set of major films whose sole job is production of voices and video for the game that seems to accompany each major release. There may be some lessons to be learned there.