Written by Stu Kushner

Making Videos Work

Online video offers what was once limited to expensive TV advertising: reach and emotional engagement with potential customers. But unlike expensive TV advertising, it’s relatively cheap and can provide almost immediate response and measurable feedback.

Importing television-style advertising is not the solution. That’s because Internet and television are two completely different video experiences. Television is a “lean back”, essentially passive “sit down and watch” experience. The Internet is “lean forward” — users are actively controlling their experience. Interactivity means the viewer is in control. With TV, viewers can just change the channel, but with the internet, they just might talk back.

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Written by Stu Kushner

“Moving” on the Internet

Statistics show that while TV advertising is dropping, Internet advertising is rising.  Website marketing is interactive, It’s the advertisement and also the store itself, with little or no “down time” between seeing the product and purchasing it.

Our brains are wired to react to movement. Movement automatically directs our attention to what’s moving more than something that is static and inert. Even with the advances in computer interactivity, too many websites offering products or services use static text and graphic “billboards”. When we shop in person, we want to “feel” the object – its size, weight, and color.  With a website video we can see the object as it is in life; not a static picture, but an object with depth and perspective: a moving image that “tells a story” or sells a product or service.

If a “picture is worth a thousand words”, then how much more is a moving picture worth?

With hundreds of websites waiting along the virtual highway, which one of them will get the attention; the static “billboard” or the actual “working” object?   In a world saturated with products and advertising, getting a potential costumer to your location and buy the product or service you’re selling, you need to be on the cutting edge.

While magazine advertisements use color, graphics and text to catch your eye, there’s no movement. Television advertising adds movement, but there is no way to immediately purchase the product or service. The TV ad imposes a time lag between seeing the product and acquiring it. Both are one dimensional. A video is three dimensional; it allows a virtual inspection of an object or location in “real time”: it can move, or change color like a chameleon on command.  We can “browse” and “buy” without leaving our chair.