Long Form Video

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Overview
Advertising and media have been changing rapidly in recent years due to technological advances such as broadband capabilities, mobile media accessibility, and social networking. This transformation of traditional media usage has given the power to consumers through user generated content and one of the fastest forms of new media accelerating into the future of advertising is the use of Long-Form Videos. Long videos provide the effectiveness of regular television commercials with more accessibility and add more content.




What’s so great about Long Videos?
Long form videos aren’t much different from the 15 and 30 second commercials we’re used to seeing and like regular commercials they are a great way to promote almost anything. These videos just go a step further and extend the amount of content for consumers to consume and interact with. These long video advertisements have evolved with media trends and consumer behavior to become a must have for campaigns of all kinds. Long videos are in a position to be a necessity for any successful execution of an advertising campaign of today. Long videos are integrated and available through all the new media vehicles and channels such as YouTube , Twitter, VOD (video on demand), Personalized Mobile Messages, and many more along with regular television. The level of exposure through user generated content sites and word of mouth if a video catches on and goes viral is a priceless advantage in the world of marketing, but best of all it’s free. In addition, viewing details and demographics can be recorded with long videos through these vehicles.


Adidas "Road to Lisbon" long ad allows consumers to enjoy the video footage of soccer and become exposed to Adidas brand and product.
Retrieved from: Adidas - advertisement - "Road to Lisbon" - Long version
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Limitations
In some cases, less is more. It is possible that with a video advertisement that is 3+ minutes that the viewer could get lost in the content. This can cause a number of problems for the effectiveness of the ad such as a lower brand recall or not being able to identify what’s being promoted to begin with. Long videos are considerably more expensive to film and produce then shorter 30 second spots. Other limitations vary due to where the video is being viewed. The inability to control the target audience completely is a common problem with videos on the internet. Through personal mobile messages, the effectiveness may be hindered by the size of the mobile phone screen.




Costs

Long form videos are quickly becoming a new way of advertising that marketers are flocking to because they are generally cost effective. There are no particular estimates for how much a long form video will cost mainly because there is such a wide range of different ways to promote a video advertisement. The most expensive vehicle to run a video advertisement is of course on traditional television where marketers don’t only pay for cost of production for their video but they also have to purchase air time on the channels they want their commercial ran on. This can become very expensive, however, with new technology there are many more cost effective ways of promoting such as the internet sites, mobile communication, and social networking tools. By using new media vehicles companies can reach their targets more efficiently and increase the ROI for their brands.

The auto industry is really benefitting from the use of video advertising. According to Neilson “Video
streaming is playing out across the computer screens of America, with 124% annual growth overall, and a turbocharged uptake rate of almost 200% for Ford videos. At last count, there were more than 80 million videos available on YouTube, and that video library is growing by some 200,000 clips
per day.” Nielsen data shows local magazines, national newspapers and local radio taking the biggest hit with shrinking ad budgets, accounting in large part for the precipitous 31% downtrend in total first quarter auto ad spending from 2008 to 2009. Online ad impressions ramped up during Q1 of 2009, stabilizing at approximately five billion impressions per month during the March to May period, with a correspondingly constant spend rate of $35 million per month. This is a great example of why marketers are getting away from traditional media and turning to emerging new media such as video advertising to keep business rolling in this economy.







Reach and Frequency
Reach and frequency are also hard to estimate because of all the different vehicles that long videos run through. The reach and frequency really varies from ad to ad depending on where it is placed. With videos going viral and word of mouth growing with popular videos reach and frequency is continually increasing in long form videos. The frequency of the ads can be measured in two ways; verbal frequency and visual frequency. Verbal frequency refers to the number of times the video is spoken about. Visual Frequency refers to the number of times a video is actually seen. (Romaniuk) YouTube makes it easy to track video popularity and frequency by showing the number of times the video has been viewed.




Scheduling
Again
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IPad
, due to the many different formats there is no set scheduling. Scheduling is completely up to who is putting the video out there, and depending on the product, almost any schedule can become successful. Most ads are put out right before the release of the product which is sometimes related to a big event to create more buzz. Apple first aired their video campaign for the IPad during the 2010 Oscar Awards. The video went viral and became very successful with 2.4 million views in its first week alone. (Learmonth) Sometimes companies start releasing the ads months before the product is even available to build up anticipation of the release date. The scheduling format really depends on the product and the way it’s meant to be marketed.





Impact
Along with technology, long-form video has had a huge impact on the way everything is being marketed. Even the 2008 presidential election ran a lot of their promotions on long video ads. Long-form video is the new face of advertising because of its efficiency and effectiveness. With the economy being so bad, many companies have thrived by using long-form video campaigns.
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Othe Interesting Qualities
Unilever
used Long-form Video to win the Adweek's Media Plan of the year with its campaign for Degree. The series of videos were set up to mirror Fox hit drama 24. Six original, long-form episodes of "The Rookie" ran on a special online site via Fox.com, as well as on an Interactive TV channel via DirecTV and Comcast VOD, where, for the first time, branded entertainment content was shown in high definition. The result was more than 15 million video views, approximately one billion impressions overall, and in the VOD environment, viewers averaged seven minutes and 57 seconds per visit with The Rookie content, nearly 16 times more than a traditional 30-second TV spot. A post campaign study found a 37 percent belief of the brand promise: “Degree won’t let you down.” (Consoli, 2009 p. 12)



Advertisers Successfully Using Long Form Video


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Geico Video

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Axe Body Spray

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Xbox Project Natal
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BMW The Hire



References

Lodish, L. M., Morgan, H. L., & Archambeau, S. (2007). Marketing That Works. Upper Saddle River, New Jersey: Wharton School Publishing.

Consoli, John. (2009) Media Plan of the Year. AdWeek. www.adweek.com

Brian Steinberg. (2005, November 9). TV On-Demand May Make Ads More Targeted. Wall Street Journal (Eastern Edition), p. B.1. Retrieved April 14, 2010, from ABI/INFORM Global. (Document ID: 923665251).


Potter, D. (2010). The YouTube Factor. American Journalism Review, 32(1), 46.

Mefeedia, Inc.; MeFeedia Launches HTML5 Video Advertising Tools. (2010, April). Marketing Weekly News,148.

Romaniuk J. The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising. Journal of Advertising Research. June 2009

Learmonth, Michael. (2010) Apple's IPad Ad? Yep, It went viral. Advertising Age www.adage.com


ONLINE VIDEO: Video advertising offers more than just TV online. (2009, May). New Media Age,23.

Diaz , Ann-Christine (2009) Best Non-TV Campaigns. Advertising Age, Vol. 80 issue 42, p.14