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Tribal DDB created the biggest online game of Monopoly ever, using Google Maps to take the game into the real world. More on Tribal DDB's award winning campaign.Filming an online video advert
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Written by Jo Rae-Chodan, interactive film producer, Dare
Whether you are a digital advertiser learning about filming video ads for the first time, or an experienced TV advertiser learning about digital, we are all a part of this new digital film industry. Bringing the two worlds together will lead to success.
Online film producers are likely to have heard comments like these more times than they care to remember. This is usually down to a lack of understanding across the TV and digital industries when shooting a video ad for online. In reality, many of the processes remain the same for online video adverts as they are when filming for a TV advert.
By Jack Wallington, senior programmes manager, IAB
1. TV and online: work better together. If you’re filming for TV, incorporate the online shoot into the TV shoot, and make sure it does not get pushed aside in favour of TV. Online video and TV audiences are the same, the quality of your ad should be too.
2. Length: the IAB recommends making online video ads of 10 to 15 seconds long. If you’re only advertising around long form content you can make your ad longer, perhaps using an edited version of your TV advert.
3. Branding: include your brand, packaging or logo throughout the advert to aid recall.
4. Player size: the vast majority of online video is viewed in a smaller player, so make sure text is readable and that you use shots that don’t look cluttered in a smaller viewing space.
5. Get creative and entertain: video is about entertainment. You may not have much time in a 10 second advert but that’s plenty of time to entertain.
6. Sound: in video players the sound will be on automatically when someone clicks to view a video. Sound effects and music can make or break your advert. Car adverts use music to great effect, while annoying sound effects can irritate but be memorable.
7. Interaction: if you want people to interact with your advert make sure the ad includes scenes that show what you want people to click on (e.g. your product), allowing enough time for them to do this. You can include multiple scenes to really show off your product, but you’ll need to plan for this.
8. Actors: if you’re using them, don’t skimp on talent. Watch previous work by professional actors and get multiple opinions to make sure they’re suitable.
9. Pacing: use lots of short clips to give the impression of a fast paced scene. For slow paced ads, use few fewer, longer clips.
10. Call to action: if you want people to do something, make it obvious, simple and eye catching. Use graphics that stand out against the video clip.
11. Engagement: online viewers can lose interest quickly. Entertain, engage and make sure your message is delivered quickly and clearly to a relevant audience.
12. Cut cost, not quality: just because you are online doesn’t mean you can cut production quality, but given the reduced screen size there are tricks of the camera to reduce cost. E.g. to show a crowd at a concert you just need the crowd, you don’t need to hire the O2 arena!
The secret to success in the filming of any online advert or programme is to involve the producers at a very early stage. Involving the producer with agency planning and creative teams along with the account and technical teams is often essential. This makes it possible to work out what can be achieved within the time, money and technical requirement constraints. Often the end product will be shaped by these specifications. Below are some basic questions you should be asking:
Discuss what can be achieved for your budget with your agency early in the process. It may be better to spend more time and money on a video advert if it’s the best method of delivering your message and reaching your audience.
You and your agency must make sure the head of technology is involved right at the start. If you are including interactive video, it is even more important for the head of technology to be involved during the scripting process. If advertising outside the UK, understand the technical restraints. Some countries outside of the UK do not share the same broadband capacity. Therefore a Flash designed set of animated display adverts may be the more sensible path.
Once you have signed-off the script, concept and budget, online video production by your agency and production team will begin. This involves:
1. Pre-production: approval of script and director plus a pre-production meeting for any last minute items.
2. Shoot: filming will take place. If you’re filming alongside TV, remember not to let the time for online production be pushed aside.
3. Post-production: first a rough cut will be made for comments, then the final cut of the film. Following this, sound and graphic production will take place before the final advert is ready.
- “Can’t you just use the company handy-cam and shoot a viral for our client; it’s not a feature film you know.”
- “This isn’t a TV ad, so why is it costing so much?”
Online film producers are likely to have heard comments like these more times than they care to remember. This is usually down to a lack of understanding across the TV and digital industries when shooting a video ad for online. In reality, many of the processes remain the same for online video adverts as they are when filming for a TV advert.
IAB’s top twelve tips for filming online video adverts
By Jack Wallington, senior programmes manager, IAB
1. TV and online: work better together. If you’re filming for TV, incorporate the online shoot into the TV shoot, and make sure it does not get pushed aside in favour of TV. Online video and TV audiences are the same, the quality of your ad should be too.
2. Length: the IAB recommends making online video ads of 10 to 15 seconds long. If you’re only advertising around long form content you can make your ad longer, perhaps using an edited version of your TV advert.
3. Branding: include your brand, packaging or logo throughout the advert to aid recall.
4. Player size: the vast majority of online video is viewed in a smaller player, so make sure text is readable and that you use shots that don’t look cluttered in a smaller viewing space.
5. Get creative and entertain: video is about entertainment. You may not have much time in a 10 second advert but that’s plenty of time to entertain.
6. Sound: in video players the sound will be on automatically when someone clicks to view a video. Sound effects and music can make or break your advert. Car adverts use music to great effect, while annoying sound effects can irritate but be memorable.
7. Interaction: if you want people to interact with your advert make sure the ad includes scenes that show what you want people to click on (e.g. your product), allowing enough time for them to do this. You can include multiple scenes to really show off your product, but you’ll need to plan for this.
8. Actors: if you’re using them, don’t skimp on talent. Watch previous work by professional actors and get multiple opinions to make sure they’re suitable.
9. Pacing: use lots of short clips to give the impression of a fast paced scene. For slow paced ads, use few fewer, longer clips.
10. Call to action: if you want people to do something, make it obvious, simple and eye catching. Use graphics that stand out against the video clip.
11. Engagement: online viewers can lose interest quickly. Entertain, engage and make sure your message is delivered quickly and clearly to a relevant audience.
12. Cut cost, not quality: just because you are online doesn’t mean you can cut production quality, but given the reduced screen size there are tricks of the camera to reduce cost. E.g. to show a crowd at a concert you just need the crowd, you don’t need to hire the O2 arena!
First steps to online film production
The secret to success in the filming of any online advert or programme is to involve the producers at a very early stage. Involving the producer with agency planning and creative teams along with the account and technical teams is often essential. This makes it possible to work out what can be achieved within the time, money and technical requirement constraints. Often the end product will be shaped by these specifications. Below are some basic questions you should be asking:
What is your budget for filming and post-production?
What is technically possible?
You and your agency must make sure the head of technology is involved right at the start. If you are including interactive video, it is even more important for the head of technology to be involved during the scripting process. If advertising outside the UK, understand the technical restraints. Some countries outside of the UK do not share the same broadband capacity. Therefore a Flash designed set of animated display adverts may be the more sensible path.
What is the process for filming?
Once you have signed-off the script, concept and budget, online video production by your agency and production team will begin. This involves:
1. Pre-production: approval of script and director plus a pre-production meeting for any last minute items.
2. Shoot: filming will take place. If you’re filming alongside TV, remember not to let the time for online production be pushed aside.
3. Post-production: first a rough cut will be made for comments, then the final cut of the film. Following this, sound and graphic production will take place before the final advert is ready.
