When is a good time to purge the Web of bad video?
Sometimes you get into a rut: you hold on to stuff and keep accumulating more. Pretty soon, your place starts looking like a "Sanford and Son" TV episode. That's OK. We all do it, but there comes a time when you need to purge all the stuff you've been hanging on to. It sounds easy, but let's face it: it stinks. Apart from sticking needles in your eye, cleaning up your old, unneeded stuff is about as painful as it gets.
In our "no need to hide our stuff in the closet" digital world, we escalate that bad habit to a new level. Why? Because no one in our lives will know how much digital garbage we're squirreling away. Video is no exception.
"What video?" you ask. "I go to YouTube and watch a video, and it's not on my hard drive. No muss, no fuss.
I'm not talking about the physical or digital space taken up on a hard drive. I'm talking about the massive amount of irrelevant video on the Web itself. So much video we have to sort through just to get what we want.
Some more organic solutions to the problem have become evident. Online video has broken into several categories that in one way or another have a marketing angle to it:
After we synthesize video down into those areas we feel better, don't we? Don't get too comfortable. There are so many other subcategories that could be marketing opportunities for an emerging idea, but it will take time and a good bunch of creative minds to work it out.
Nonetheless, we are still overloaded with video and without an idea of how to make it more marketing-friendly -- away from the ad-frienemy (define) model we have now.
Yet in all of this, the basics are essential. Just using video for the sake of using it isn't a good reason. Not using it because of the cost is even worse. You don't want to become part of the vast heap of poorly produced video all over the Web that will come back some day to haunt you.
When you plan a campaign, try to understand the true value and relevant use of offers that leverage video at its best before committing them to the Web.
Meet Dorian at ClickZ Specifics: Online Video Advertising on July 22, at Millennium Broadway in New York City.
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Dorian Sweet is the vice president and executive creative director of GSI Interactive who leads strategic development and innovation in online advertising, Web development, e-commerce, and customer relationship management programs. His work has brought award-winning online solutions to such clients as Clorox, Miller Brewing Company, GE, Visa, eBay, British Airways, Wells Fargo, Discovery Networks, Motorola, Kodak, Sears, 20th Century Fox, and others.
Hong Kong, May 5-6, 2015
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