An update from the world of online TV and video from Cathy Bentley and Andi Jepson, Directors at iceni®
Made to Measure –
At the Chartered Institute of marketing CIMCOM event in January, we spoke about how measurable digital content is, and how this is a relatively new thing for TV and video. TV and video delivered to the audience through traditional media channels is a linear experience.
Distributed online, TV and video can be indexed and linked to other relevant content, searched and ranked by the audience, and interacted with by viewers. Each and every interaction is measurable.
The exciting result of this is the ability to track and measure return on investment for viral, online tv and video campaigns. PPC (pay per click) campaigns are becoming CPA (cost per action) campaigns as audiences engage with video content.
Right now, audiences have a pivotal role in spreading your message. The challenge for Marketeers is to produce online advertising that is spreadable. But done well, a quality execution of a creative campaign can bring your brand the kind of attention that only the really big spenders in traditional advertising once enjoyed.
Google on TV –
Announced earlier this year, Google search may be coming to a TV near you. It’s very unusual for Google to shout so much about a product so long before it is due to launch, but the idea is that a Google box delivers online search and video content to your TV.
The publicity from Google says that the search feature will list all of your channels, recorded shows, YouTube and other websites. It’s not a big leap to imagine Google’s TV search results preferring video content, and if this is the future, then brands need search friendly video and plenty of it.
At the January CIMCOM event, we introduced video sitemaps and how to submit your video content to Google so it shows up in the search results. Even though there is a massive amount of video content being uploaded every day, there is still a lot more text than video, and Google search results wants video. So getting your video content indexed and ranked by Google is a quick way to appear in a good position in natural search results.
Who knows, getting your branded TV show online today may put you at the top of the list when Google takes over TV.
Background:
Cathy and Andi are Directors at iceni®. iceni® create award-winning promo’s, adverts, TV and virals for ambitious brands. They have over 40 international awards for effective and creative content dished up to audiences in all sorts of interesting ways. www.iceni.tv
The bubbly flowed at the 2010 Direct Selling Association Awards.
The Event was hosted by Blue Peter’s Connie Huq looking very glamorous. We sponsored the Web and Electronic category, and met some of the business leaders from an exciting industry that’s worth over 20 billion euros across Europe, with over £1.2 billion of sales in the UK.
Congratulations to all the Nominees and winners, we’ll be publishing photos on www.dsa-conference.co.uk in the next few days.
Oh, and it’s a happy anniversary next week for the UK DSA as it celebrates its 45th year representing the industry.
I would like to introduce you to the Panasonic AG-3DA1. It is the world’s first professional, fully-integrated Full HD 3D camcorder.
Just imagine the impact your next viral video could have shot in 3D. Or what about a Product Launch where the product leaps out at your audience. In a crowded marketplace, it’s definitely a way to make your message stand out.
Here at iceni, we are really excited about the possibilities of 3D video in business communications, and this smart camera looks set to bring the costs right down. Unlike cumbersome Mirror Rig or Side-by-Side camera set ups that take time to configure, this lovely piece of equipment is much less bulky, lighter in weight, smaller in size and provides flexible handheld-style shooting right out of the camera bag.
We can’t wait to get our hands on one – are you listening Rob at Panasonic?
If you’d like to have a chat about the possibilities of 3D film and video for your next project, give us a call on 0845 680 99 10.
To find out more from Panasonic about this new and exciting piece of kit – click here.
Give your corporate video a makeover - high end digital grading is available on all projects. We use industry leading Avid High Definition post production equipment - it’s what they use to make most feature films.
HomeServe is a Midlands based FTSE 250 company with offices across the UK, France, Spain and the USA.
We recently completed a video project which was delivered for a city analysts and investors day.
Kim went over to the USA, where we spent 2 days filming the busy and bustling New York City and the beautiful and picturesque city of Miami. Whilst Kim was in the US, Andi was over in France and Spain where we filmed at the HomeServe offices in Lyon and Madrid.
Miami Beach
We filmed, edited and delivered the programme on DVD, which features beautifully shot interviews with key employees from the US and Europe.
HomeServe Design Manager said;
‘Thanks for making this project, which could have been a huge headache, seem absolutely painless and a joy to be a part of.
I believe that no other company or individual would have approached this with more enthusiasm or been able to achieve the professional, top quality results you guys did, whilst in addition delivering the project on time when faced with near impossible timescales.’
Created by one of iceni’s staff directors, Kim Gilder, ‘Sheffield, A Learning City’ is a collection of moving interviews with children and young adults talking about the challenges they face and their hopes and aspirations.
Filmed over 3 days in schools across Sheffield, these moving stories launch a 2 year campaign commissioned by the Children and Young People’s Directorate at Sheffield City Council, along with Mick Waters, ex Head of the QCA.
Mick Waters said…
‘The team at iceni are a delight to work with; personable and professional. Small matters are as important as big productions and they know that it is quality that counts.
They work together easily, everyone knows who you are, they enjoy their work and they care about the product. What matters most is whether the product does its job. iceni make film that makes the audience engage.’
iceni cut this series of adverts to support the latest Frosty Jack’s marketing and TV advertising campaign.
The ads feature TV presenter, Iain Lee, along with some unsuspecting members of the public who ‘don’t know jack!’
Produced for Midlands based Aston Manor Brewery, The Frosty Jack’s adverts were given a new graphic end screen and voice over and optimised for use online as a web video or viral film.
With three nominations (out of four) for one category, the iceni team were all very excited about this year’s Royal Television Society Midlands Awards.
And it was the ‘Best Promotional Programme’ category that opened the ceremony, with ‘Making a Difference for Children in Care’ taking the gong.
Produced for LACES and Birmingham City Council, the DVD is an essential resource for teachers, tutors, mentors, foster carers, and support staff, exploring the challenges Looked After Children face, and the agencies that are here to help them.
With Halloween approaching, the launch of the new ‘Zombies’ film was met with a great deal of excitement at The Public in West Bromwich. The short film was produced by iceni and George Salter Collegiate Academy with Creative Partnerships.
The audience were on the edge of their seats (and jumping out of their skin) as the ghastly tale unfolded before their eyes.
The iceni team were there to see the film unleashed.
The film went down a storm as students demanded to see each and every last bit of the DVD (out-takes and all). A great event and a fantastic venue.
