Digital video vs. broadcast: Who will prevail?
Do you honestly think broadcast is going to be around for that much longer?
If you look at the statistics, you might keep your investment money in large commercial networks such as NBC, CBS, Fox and ESPN. But if you look at a longer trend line, maybe after 10 or 100 years, you might want to disconnect your cable line.
Digital video production is being complimented by digital marketing, and it’s only increasing.
Over a long timeline, we will be all going online more and eventually, the era of cable, telephone, DSL and satellite will all slowly fade as a generation dies. They will all be slowly replaced by digital marketing agencies and their media generation factories.
Why big companies go into digital video production
Over the past years, our company has been a part of hundreds of thousands of dollars in advertising pushes behind large brands in search for eyeballs and sales. Some of the largest we represented were Microsoft, Telus and Granville Island Brewing.
Many large brands have a global presence and the expensive and randomized exposure of television advertising was perfect for a spray-in pray approach.
The largest disconnect with any advertising campaign is the targeting of large viewership groups with limited audience specification.
Categorizing, classifying and distinguishing target viewership and exposing them to a campaign while measuring response rate is the core of any advertising campaign.
The difference is, when you go digital marketing and use rich media like production of digital video content Vacouver, you begin getting more specific. Marketers spend pennies on the dollar for response rates greater than any broadcast producer has dreamed.
I’m astounded when our clients spend $10,000 or $20,000 on a simple Facebook pay-per-click marketing campaign. A big push like that can be burnt up in days with millions in exposure and impressions.
How a successful digital video content in Vancouver is measured
The core of any great marketing campaign will be measured in the ROI through:
- Cost-per-action measurables
The primary metric anyone tracks is exposure and impressions. Simply put, this is the number of people who scroll past, randomly see part of, or get near the digital marketing media whatsoever. This is a very general and high-level exposure metric.
For video content Vancouver, one of the main measurables we track is an engagement metric. Watching or viewing a production, commenting, liking or any interaction whatsoever is considered an engagement.
After you finish tracking exposure and engagement, you want to find out what is the exact specific result. These simple outcomes can be measured in clicks, subscribes, inquiries or purchases. Depending on the product or service and the level of salesperson involvement, some things can be immediately sold and others require a slower sales cycle.
Rich media elements and its powerful impacts
If all media was to be categorized into three sources, you would have text which is the simple written word, then you would have images like pictures or illustrations or graphics, finally you would have rich-media elements like digital film production, digital animation videos or simple GIF animation with motion graphics.
Generally speaking, the more rich media, the more viewership, but not necessarily with more outcomes.
Although production of digital video content Vancouver increases the engagement metric and certainly grabs more eyeballs with attractive and moving images, it doesn’t necessarily mean that there will be a higher response. In fact, there is certainly a correlation between focusing on an engaging story, emotional entertaining production and a clear point with call to action.
It’s always exciting to see those contacts start to stream in. I’ve been surprised at the volume and robustness of great productions and how wonderful it is to see sales go up.
I remember one brand we did a video for which had a local digital marketing push. That very same brand started to have serious problems as the amount of impressions was low but the amount of response was high. All of a sudden, they were scrambling to hire new staff, increase prices and expand locations.
One of the great unknowns of bankruptcy is that it can be caused by too much business and not enough cash flow.
But be careful what you wish for when it comes to digital marketing of video content Vancouver because having a great campaign and driving traffic is just the start of something great.
Some of the most notable advertising professionals of our century have driven millions of eyeballs and even influenced culture (check out Ogilvie’s book on Advertising for more on that).
If you’re interested in working with a video and film services company to take your brand to the next level, make you look like a genius and even advise on your $10,000 advertising campaign, we are the company for you.
Give us a call today or send us an email to get started on your video content production!
About the Author
Colter Ripley is the Executive Producer for Red+Ripley and a Video Producer. He’s been producing videos for over 18 years after winning film festivals nearly two decades ago.
Colter is certified in digital film with a specialization in cinematography. He has a multimedia diploma and handles project management as a certified business coach.
His main focus is on collaborative and custom video production that guarantees excellent customer service and a final product that clients are excited to share!
If you’re looking at working with a great producer for your next online video production, definitely give us a call or fire us an email. We’ve been doing this for so many years it’s pretty easy to quickly help.
Email us to discuss your production!