The Do’s And Don’ts Of Creating Original Video

14 Comments

James A. Pitaro is the vice president of media at Yahoo! (NSDQ: YHOO) He has worked at the company since 2001.

Just a few years ago, web video was the great unknown. Media and tech companies agreed that it was the next big thing, but no one knew what kind of content actually worked on the web. Early adopters watched music videos online, but the average consumer wasn

14 Comments

Scott Maxworthy

Online video does not have to be limited to "inside the box" – understand your audience, get creative AND quality will always rise to the top.

james Wood

I like the idea get the sponsors early like you mentioned with Dunkin Donuts. Ad funded or branded media for many may be the way go, so long as creativity blunted by blatant commercial objectives. I'm not sure how many of you have checked this out OVguide, http://www.ovguide.com this Youtube of online channels and content. This really put out the scope and scale of video material and niche categories out there.

fitzjohn flynn

10k is a lot of budget for a clip. tim street could do a big show with that kind of budget. our videos are seen 150M times a month alone. thats great reach but since its a one minute show, its hard to find sponsors who dont want to take the full minute 30 seconds for their own message so pay attention to length of video too.

fitzjohn flynn

tim street is a genius and everyione should listen if not party with him.

Andy Ochiltree

Patricia – Agree with Tim, disagree with you when you say that Quarterlife was a failure online. It didn't do great numbers, but it certainly didn't do bad numbers. Enough to prove that there's an audience out there for that stuff.

What you are saying about cat videos and short content is still somewhat true about online audiences, but it's a generalization that misrepresents the varied online community and feels a little old school (sorry). Cord cutters are growing in number, and they're watching broadcast shows online and causing advertisers serious stress.

Andy Ochiltree

Andre,
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Andre Stegplatten

I have to disagree. Quaterlife was a disaster on Broadcast TV, lasting only one episode on NBC. Understand the audience considerations, but something needs to be said for the format and content when compared to other broadcast offerings.

Tim Street

I disagree with Patricia.

Online video is a booming category and shows like Gemini Division and Woke Up Dead are making big money.

Some online videos are getting more views than cable TV shows. Unfortunately web video is not getting the same amount in advertising dollars that cable TV is …yet. But that too will change.

Robert Young

Great piece, Jimmy. Especially like your closing paragraph… sage advice!

Patricia

I think these stats are super misleading — a TINY amount of people are watching online video as you describe, and there is no money in it for anybody right now. These kinds of articles are misleading people to assume this is a big, booming category and by no means is it.

The reason why online video content needs to be short and quick is because the audience is used to watching 2 min clips about cats. Long form stuff is a ways away, especially with the way this market is headed.

Quarterlife was originally pitched as a network show. It went online, then failed on both.

Matthew Phillips

Some good points were made. I think there are a few things to keep in mind:

1) Generations do consume differently…

2) TV is still a point of passive relaxation and the Internet is much more active, this is changing but will take more time and depends a good deal on screen size.

Short form like our http://www.crashthesuperbowl.com/#/video/2325 A Tidy Whitey spot, tend to work well.

Andy Ochiltree

"On the flip side, the high-concept serialized drama Quarterlife, which is no longer with us, was perhaps better suited for cable than the internet because it aimed at more of a mass audience."

I have to disagree. Quaterlife was a disaster on Broadcast TV, lasting only one episode on NBC. Understand the audience considerations, but something needs to be said for the format and content when compared to other broadcast offerings. There are a bevvy of dramas out there that are, in one way or another, addressing the issues quarterlife did and attracting the same audience. Frankly, Quarterlife wasn't novel enough or good enough to stand out in the broadcast arena. Online, a show like this is (or was) novel. On TV, it's a bit pedestrian. One of Quarterlife's biggest successes, i think, was that it addressed an audience who's needs weren't being met.

Otherwise? Loved the article! I'm at JibJab so it was nice to see us called out amongst so many heavy hitters. Thanks!

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