One part of the research that went into that paper dealt with online video and VOD. This is another element that we discovered while doing that research. It's not directly related to how to use colors so much as it had to do with people's ability to fatigue from information.
More and more people (and across a several demographics) are publishing their videos online. Some "homemade" videos have incredible production values while costing relative nickels to produce and publish. This ability to produce and publish inexpensively was clearly stated by both ManiaTV and ForaTV as a driver for quality online video when I talked with them. In other words, as technology had democratized video the requirement for quality video has gone up.
This speaks directly to advertisers wanting to align themselves with quality product, something mentioned in my interview with Brad Berens about SuperBowl ads. Yes, right now the majority of people are sharing -- basically -- their new home movies, but how many times do you want to see stupid pet tricks, discover that dad hasn't really grown up yet or that mom really does look stupid with curlers in her hair?
Advertisers need to choose which online video to align themselves with wisely. That, of course, gets into market segmentation and understanding your audience better than your competion does.
But then again, doesn't everything?
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- 2 Strategies for the Future of Online TV
- Brad Berens asked me about the SuperBowl
- Branding in Online Video
- Eventing Yourself, finale
- Gender Specific Marketing Discoveries podcast
- Impact: The Use of Colors and Color Imagery in Direct Response Marketing and e-Branding
- Now that the SuperBowl is over, does anybody remember the Brands?
- Responding to "Can behavioral targeting operate more seamlessly across media borders?"
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