Online video viewing has increased exponentially in the last year. People are spending more time watching online video, watching more videos and publishers are producing more content. As online advertisers embrace new content and more long-form video we often get questions about where is the right place to put pre-roll video and what type of video we should be placing online in the first place.
We have always said we have to move beyond cutting broadcast commercials down to :15 pre-rolls in order to truly get a powerful online campaign with video to work. We are starting to see creatives and agencies pitch online first for video and thinking about online video differently that broadcast video. This is good news for those of us in the digital space.
One of my favorite ways to build online video is branded original content. While there are many ways to do this online, including partnering with original content shows, this video produced by Funny Or Die in conjunction with the awareness campaign Everybodywalk.org is brilliant.
Our agency has discussed this very type of original content for some clients and I’m glad to see more of this type of content available. I think it’s a great way to stretch your advertising dollar and have video that’s going to live online for a longer time than a simple pre-roll campaign. Good show Everybodywalk.org! And, thanks for bringing back the characters of one of my favorite shows.