Something I have been advising people on when about to depart on a video campaign is the overall process of the filming that will have to happen. What is currently happening is, 1: The TV advert is being used for the online ads and stays in this staid linear fashion and is shoehorned into the ad slot, or 2: After all the offline advertising is planned and executed the online team have to go and film something completely different wasting time and money.
I have been trying to persuade the integrated agencies to start planning their online adverts at the same time as the offline adverts. One way this can save money is by adding a small amount of time to the filming schedule, editing schedule and post production so that ultimately it will save time and money in the long run (I am also persuading more and more to cover off their viewfinder when filming so that the video is filmed perfectly to the size of advert it will be displaying, whether expand or not, and this has made for some far more interesting and valid video adverts). This also means the over all campaign will be far better integrated and not leave online as the poor cousin to the offline adverts when so much more can be gained in return than from any other format.
To go back to my first point the other reason that this is becoming more and more necessary is that the new generation of online users (the // generation as they are quickly becoming known as) do not respond well to linear style videos and are becoming used to having a certain amount of second level artistry that they can apply to videos. Through YouTube and other platforms they are making pastiches of videos or re-editing and changing videos to make their own bespoke version. If the advertisers don't realise this change in the mentality of the younger generation soon and how they want to interact with videos then there is a whole section of the younger generation that they will lose out on passing their message to.
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the // generation is increasingly diverse in its use of media. a good campaign that i have been following is the samsung pixon - they have a photographer posting pics to flickr and tweeting his updates. that takes the user on the journey with him.
you could then take these pics and tweets and stick then in your ads and spread the message even further.
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