Video Production Editing

Online advertising video continues to grow in Asia heralding great opportunities for marketers willing to adjust to this breed of customer.  Max Digital Media Newswire reported the Cable & Satellite Broadcasting Association of Asia (CASBAA) has released a documentary video examination of online video showing that online advertising video for China, Japan, and Korea is forecasted to grow from US$10.3 billion this year to US$15.1 billion in 2012.  The CASBAA also released an additional in-depth Data Pack related to the video, available exclusively to its members.  The pack contains information which highlights the impact of streaming video services across Asian markets.

Japan, China and Korea are expected to drive the next wave of online advertising video development in Asia with China drawing further attention as it emerges as the largest wired broadband market in the world with 190 million connections in 2012.  CASBAA’s study revealed home access accounts for 74.1% of all connections in China while Internet cafes are the source for almost 40% of the youth market.

More audiences are migrating to the Web, according to the study.  About 33% of Koreans are watching movies online in some form while Todou, a popular video sharing site in China claims that advertising revenue reached US$1.65 million in the first half of 2008.  Japan and Korea also have video sharing sites which have large audiences.

The study projects China’s online population to surpass Korea’s more developed digital advertising market, but the sophistication and maturity of the Japanese market will support its continuous growth.

Video piracy continues to be an issue, however, as it continues to be rampant in China and Korea.  Some 47% of viewers surveyed in Korea admitted to illegally downloading feature movies without paying, or paid less than 50 cents per title last year.  Japan, on the other hand remains a relatively strong copyright protected regime and traditional sources of paid content in that country are still popular, according to CASBAA’s CEO Simon Twiston Davies.

Other obstacles include current uncertainties over rights, regulation and business models of online video services.  Despite this, Twiston Davies remains optimistic about the prospects.  New strategies are needed to fully exploit this fast growing market and those who are successful in doing so will have hit the mother lode.

Technorati Tags: Advertising Video, online video, video sharing

In the advertising business one hears a lot of talk about the “three screens”: television, the Internet, and mobile devices.  These are seen as the main avenues by which advertisers can get to their intended audience.  But among these three screens, which of them dominates and gives the most benefits for an advertising video?

According to Randall Stross, major ad agencies led him back again and again to television.  “This is not only because it remains the one place where an advertiser can gather a truly mass audience for a single commercial message but because it provides what advertisers call an ‘immersive experience,’” says Stross.

Stross points out that we used to speak of reading a book as an immersive experience but now the term seems to be shorthand for video on a screen.  People are showing a clear preference for a fully formed video experience that comes ready to play on a screen, requiring nothing but our passive attention.

The average American household consists of 2.7 persons and contains 2.9 television sets, in front of which the typical American watches up to 142 hours of television monthly, according to Nielsen figures.  Internet use, on the other hand, averaged more than 27 hours monthly with 31 percent of Internet use occurring in while watching television.  People are also taking an interest in watching videos on their phones.  There are about 100 million handsets which are video capable worldwide.  Advertising videos take a great part of the videos that they watch over television, the Internet and their mobile devices.

As a result of our continuing love affair with our screens, print media has taken a hit as subscribers to print newspapers have gone missing and book publishers are wondering where readers have gone to.  Stross speculates that a tipping point has been passed in the competition between screen and screen that has been underway since the beginning of broadcast TV and now continues with video and other media.

The aforementioned statistics from Nielsen seem to indicate that people prefer the passive attention needed when engaging during a TV show or viewing a video than print and text formats.  Are people getting lazier?  Stross thinks not.  It’s just that text is now so infrequently used that people are starting to view it as a burden. Well, that may certainly be true for users in the advertising world.  A user will not make the effort to understand and read text format advertisements particularly when it is unsolicited.  A well made advertising video definitely keeps the attention of viewers more surely than a nicely turned phrase.

Technorati Tags: Advertising Video, Internet Video

Remember Betamax? VHS? Laser Disc?  With the rapid pace of technology, the quality and type of video formats have been changing and improving continuously.  It would be interesting to look at how video formats have developed and improved over the years to further appreciate the progress video has made over the years and maybe catch a glimpse of what is ahead.  Kyle Cassidy helps us by giving a rundown of the various video formats over the years.

Betamax and VHS waged a format war in the 1980’s with the latter coming out as the home video standard. The format allowed for three speeds and used a helical recording head which allowed the data stripes to be longer despite the ½ inch wide tape.  VHS had other variants which used smaller cassettes such as Super VHS which had improved video and audio.  Both the Betamax and VHS formats allowed stereo and mono audio.  VHS had 240 scan lines while Betamax had 250 scan lines, a shorter tape and shorter playing times. Although nearly all movie studios have stopped making videos in these formats, the number of home videos recorded on VHS assures that it will remain in people’s homes for some time yet.  While it lost the home video war, Betamax became the standard for professional use and remained so for more than two decades.

Kodak’s introduction of the Video8 format in 1984 allowed the creation of extremely portable cameras. Sony later on developed an upgraded version of the Video8 format called Hi8 with improved image quality.  This gave a big advantage to those who do corporate video production.

The dawn of the digital age did not leave video behind.  Video was now transferred by DVD to large, multi-channel home theaters or watched on low resolution portable devices.  Sony developed the Digital8 format, a highly improved version of the Video8 with 500 lines of resolution and twice the tape speed. However, the decks and the camcorders didn’t score high with consumers and the format is considered dead by many, according to Cassidy.

In 1995, Sony announced it was releasing two cameras which would record in digital format which meant there would be no loss of quality during duplication and 25% more lines of resolution than Hi8.  Big companies found it amusing and used it for their corporate video production.  Other manufacturers followed suit and soon professional news outfits and indie film makers embraced the smaller, sleeker cameras. Cassidy remarks that there were three popular DV formats, the Mini DV, DVCAM and the DVCPRO each with 500 lines of resolution.

The entry and use of digital recording ushered the entry of the HD formats. JVC launched the first HDV consumer camcorder which could record 720p video.  All HDV camcorders record in MPEG-2 compressed bitstreams to standard Mini DV tapes.  AVCHD, on the other hand, writes MPEG-4 AVC bitstreams to devices such as memory cards, hard drives, or optical discs.

Technorati Tags: corporate video, corporate video production, corporate videos, promotional videos

With the global economic slump here to stay for the forseeable future and everyone pinching their pennies, creating marketing initiatives that are both effective and accountable has become a greater challenge than ever before.  Nancy Marzouk, in her article “The 10 Things Performance Marketers Should Do— But Don’t”, lists 10 guidelines in order to help strengthen a brand in this time of global recession.

Marzouk recommends to take optimization into one’s own hands. “Do not pay for someone else’s optimization that is not transparent to you,” she admonishes. One should demand transparency in order to see how one’s sales video budget is being used and how keywords are being optimized.  By doing this, one makes sure that he or she is getting value for the optimization premium paid.

Eliminate media waste by pinpointing and targeting one’s ideal customer.  Marzouk says one can do this by looking for a partner who can append one’s data to theirs and personalize one’s media plan.

One should know his or her addressable market, Marzouk suggests.  “Are your goals realistic given you addressable market?  How big is your current market opportunity? How can you expand it?”, says Marzouk,” Know where the tipping point is in terms of diminishing returns.”

Analyze your attribution method in relation to frequency and exposures of your sales video. One should know one’s optimal frequency across the whole media plan.  If one can’t track frequency and exposures across the entire media plan, one can’t assign attribution equitably, Marzouk says.

Fifth, Marzouk recommends establishing metrics based on cross-channel market opportunity. having a system for cross-channel attribution analysis in order to establish metrics that will allow one to effectively budget different channels.

Marzouk also recommends to invest in good creatives, have control over where one’s sales video ads are running and give one’s website the same amount of attention as one’s media.  “If one does not have control over where their ads appear, it won’t matter how compelling they are,” says Marzouk.

“Challenge your ad agency.  Ask why they are doing what they are doing so that  dollars are spent as they should be,” says Marzouk.  Finally, clearly define one’s objectives.

Technorati Tags: ads, media, sales video

You’ve all heard of Roxio haven’t you? If you’ve bought a new Windows PC lately then you will have seen a lighter version of this software bundled in with your computer.

Sonic Solutions’ Roxio has updated its  Toast Titanium and Titanium Pro disc burning and media conversion software. What’s new? Well they have added an  new version of the iPhone streaming, TIVo support, an audiobook creation tool and archiving support for AVCHD video. This is pretty cool in itself. Look at all the new applications that are starting to include iPhone features.

The Pro version comes bundled with a plug-in for Blu-ray support, SmartSound Sonicfire Pro, BIAS SoundSoap, LightZone and FotoMagico. You can now find both the Toast Titanium and the Pro Titanium software at local retailers like Best Buy.

If you’re looking for an application with a utility that allows users to capture and convert web-based video, including content from YouTube then this is the product for you.

If you are new to making your own videos and have a AVCHD format camcorder then you can use Toast to archive video on disc, instead of taking up space on hard drives or memory cards. I have received a lot of emails on our main site which is all about Internet Video Marketing and they have been asking how to extract clips from DVDs and convert the video to a variety of formats. Now this tool has the option to do just that.

There are so many new and improved features with this software I encourage you to check it out. I’m not giving you a link to the software here so just Google it if you are interested. Both versions of the software require Mac OS X 10.5 or higher and work with both PowerPC and Intel-based Macs. Toast 10 Titanium costs $100. Users of Toast 9 can upgrade for $80. Toast 10 Titanium Pro sells for $150.

I hope you have enjoyed the post. Please leave me a comment and let me know what you think.

Of course. Video editing often just the cutting (editing) portion. Video production is the end to end (the whole job). Depending on exactly what kind of job it could mean everything from planning to shooting, editing, presentation, etc.

Have fun with video editing / production.
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What is the most affordable and best Video Editing & Production software? Yea, I want extra affects. But I don’t have extra money.
Adobe Premiere Efficient tools for creative editing Create high-quality visual and editorial effects directly within the editing timeline. Generate slow motion and other time-remapping effects with precise keyframe control and real-time feedback. Add color correction, lighting and other effects, audio filters, and more with fast, flexible, built-in tools. Edit footage from multicam shoots with ease and precision. http://www.adobe.com/products/premiere/

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