• by Christian Spinillo , July 17, 2006

With an overabundance of video content out there, advertisers and content producers alike seem to be constantly striving to simulate a TV viewing experience on the Web and within rich media.   Simply repurposing TV commercials for the sake of video inclusion on the Web as a pre-roll ad, and even just providing TV content straight away through a Web browser, provides no added value to users, in effect short-changing their intended mode of interaction.  First and foremost, users are on the Web to interact; simply telling them to relax and sit back does them a disservice and loses them as an audience.

The idea to have video in your creative should be far beyond the "cool factor" or a "nice to have," but rather should be a well-planned and integral piece of the communication mechanism of your online campaign.  Sight, sound and motion are what draw people in, but ultimately it's the experience and interactivity that captivates the audience, engages them with the brand and keeps them coming back for more.  Contrary to what the "Tale of the Tape" column suggested, to rest on the laurels of video in the TV model will garner little more then viewership, which fails to leverage what the Web is all about: interaction and immediate metrics.

The Shape of Video

With the quality of interactive tools available for the Web today, the underutilization of interactivity around video is simply inexcusable.  The ubiquity of Flash and quality of the On2 VP6 video codec in Flash 8 provides the ability to pull that user forward and utilize video as a creative element within a creative experience.  Video no longer has to be a square box, but can now be a well-meshed creative element directing the user as a navigational guide, a spokesperson pointing to particular elements of the product, or even a character engaging in the publisher's page content.

Tribal DDB recently released the Norelco Body Shaver Web site (disclosure: Norelco is a PointRoll client, though this example is not a PointRoll execution) which is a phenomenal example of creating Web-specific video that has high production value reminiscent of television, but leverages the benefits of the Web to enhance the experience.  You can listen to the actor's song, take a "shaving tour," and experience a truly seamless and interactive experience that not only creates the impulse to purchase, but even goes so far as to walk you through how to do that, too, directing you to both online and offline retailers.  You effectively create a direct branding experience, combining the benefits of a branding campaign with those of a direct response campaign.

Your Trash, My Treasure

All of this is exciting and great, but some of us don't have a big shooting budget to capture Web- specific content.  No problem, go to the cutting room floor.  That 2-second outtake may not fit into your 30-second commercial spot, but it might make a great little clip for users to build their own trailer and/or commercial. "When She's Hot" does just this, taking small bits of video and engaging users to create their own 30-second spot with clips of video, sounds and effects.   

Remember, old to you may be new to me--and what doesn't work on TV can find new life on the Web if applied creatively.  The user is leaning forward and ready to act; it's our responsibility to capitalize on that opportunity.  Telling them to sit back and enjoy is not enough. Our users have more buttons, a mouse and even more importantly, intent.  They are ready--and, with the Web only, able--to interact.  Provide them the means to do so in a creative and engaging manner, and your brand will surely benefit both directly and virally.