The present and future of post production business and technology | Philip Hodgetts

Aug/10

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Viral Video bad for producers and advertisers

Viral Video bad for producers and advetisers http://bit.ly/dqgBKi

Jim Louderback is one smart guy. Revison3 is doing well, building strong audiences and yes, getting enough advertising support to make a business. In this article he debunks the idea that going for “viral video success” is the wrong strategy for producers:

Let’s start with producers and show creators. Media is all about building habits. Successful producers bind an audience to their creation, building an insatiable hunger for the next installment, next episode, next post. But when you focus on viral success, you throw that focus on repeatability out the window. By its nature, viral videos are designed to surprise, titillate and entertain. They are, by nature, unique…

They do nothing for the producer long term (with some exceptions) but worse they’re not good for advertisers either:

Viral videos may be bad for creators and publishers, but they are actually worse for advertisers. Your typical viral video gets passed around, yes, and drives a lot of views. And yes, those can translate into impressions for an advertiser. But as we’ve seen at Revision3, advertising associated with viral videos has only a small fraction of the impact of an ad that runs inside, or alongside, an episodic video program. We’ve seen tremendous results from putting brands next to our long-running episodic programs — those with real communities, high comment-to-view ratios and predictable views. We’ve seen terrible results by associating the same brands and services with the few viral-focused shows we’ve tried out over the last five years. And if you try creating those viral-focused videos yourself, you are in for a real surprise. It is overwhelmingly likely that you’ll end up with closer to a thousand views than a million.

Concentrate on building an audience? What a concept.

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