By 2020, Cisco says 82 percent of global internet traffic will be video. In APAC, online video revenue is set to grow 22 percent annually, from US$13 billion in 2006 to $35 billion by 2021, according to a Media Partners Asia report.
We’ve heard the statistics. Video is stealing King Content’s crown for itself. Of course, most brands have video strategies in place, often in tandem with agencies or consultants. Yet many continue to make rookie mistakes and hold misconceptions about what digital videos should look like.
Campaign Asia-Pacific caught up with Chimney Group’s CEO Michal Kalinowski and APAC managing director Timo Josten. Their video-production business employs 400 people in 12 countries who make “any kind of content that moves”, from feature films to TV dramas to digital advertising. In APAC, they have shops in Sydney and Singapore. They work with brands including Hyundai, Mazda, Sony and Asics.
Here, derived from our conversation, are five dos and don'ts for branded-video campaigns.
1. Grab viewer attention immediately Most will be familiar with this rule by now. But surprisingly, many online videos still begin with static logos or slow-moving opening animations. “You really need to make sure the video is capturing attention and emotion in the first second of playout,” says Kalinowski.
2. Don’t wait to introduce your brand Once you have the audience watching, don’t wait until the end of the video to get them to engage with your brand. A lot of the traditional agencies and creatives think of TV-type delivery, where you have a payout at the end, says Kalinowski. The problem is that no matter how engaging the content is, a portion of viewers will always drop off before the end, and your opportunity is lost.
Read more at: http://www.campaignasia.com/article/so-you-think-you-know-video/433528
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