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thesource
volume 5 | issue 58
october 2009
the online video issue
Your Source for Interactive Marketing Insights

Trendwatch

by Tony Brinton, Director of Strategy

Online video has finally arrived and it’s growing every day. Not just from content being uploaded by consumers to YouTube and other popular video sites, but in the way marketers are taking advantage of it. This article touches on some trends and forecasts we see for online video.

Online Video Style Trends
We’re seeing more and more live-action video with hosts or spokespeople for brands giving presentations such as introductions and tours. Often these are shot on green screen so the figure can be placed in a digitally created environment that supports the narrative and the brand. Users respond well to this style of video because it’s closer to TV than the web has ever been, and has the added dimension of interactivity which engages the user further.

Branded Entertainment
We expect to see more branded entertainment via series of webisodes utilizing online video. Like a mini TV show, webisodes are short and sweet, they can be interactive and have large potential for going viral if the content and production is good. One of our favorites is the “Get the Girl” series from Twix candy bars.

The Future of Mobile Video
Adobe is aggressively pushing for their Flash technology to be adopted in all mobile devices as part of their effort to deliver a universal experience across desktop browsers, mobile and TV. In support of this cause, they have created the Open Screen Project, which many device manufacturers have joined. Apple is the one clear hold out and no one is sure why, but some theories hold that Apple has an interest in it’s own QuickTime video format becoming the standard across platforms. If that’s true, Apple has a challenge in front of them because 75% of all online video today is delivered via Flash technology. So what would it mean for mobile users to have the Flash player on their devices? In a word, more interactivity. Want some painfully boring details about all of this? You can read more here.

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More Articles from this Issue

The Source | October 2009

In this Issue

Statistics Corner

  • According to eMarketer, Internet video ads are expected to reach $4.3 billion by 2011.
  • U.S. Internet users streamed 41 percent more video content in August 2009 than they did during the same period in 2008, according to data from ComScore.
  • According to Adrian Ludwig, a group manager, flash platforms at Adobe, more than 75 percent of video on the web is delivered through the Flash Player.

Related Blogs

Featured Services

  • Animation/Motion Graphics
  • 3-D GraphicsScript Writing
  • Video Storyboarding
  • Casting Selection
  • Video Studio, Camera and Lighting
  • On-set Directing
  • Video Production/Post-Production

Client of the Month

CB Richard Ellis (CBRE) is the global leader in real estate services. They offer to clients services that range from leasing commercial office space, to managing high rise buildings, to managing the construction of office locations.

The Construction Services division of CBRE, which helps large clients manage the process of building out space – making it “occupant ready”, came to Rhythm Interactive with a marketing need. Their goal was to produce a video that would help them sell their services by promoting their new management software called Project Insight.