Signs of Hope…for High Quality Web Videos

Several weeks ago, I got into an exciting discussion on the quality and effectiveness of TV spots versus web videos.  While I do not favor one expression over another in terms of favorability, I made the case for the need for both forms of media in the political, advertising and marketing domain.  My beef was the definitive gap in overall quality between the two platforms.   

I will not cede quality in any case.  And there is a tremendous amount of low quality web videos that get shopped around political circles.  The only good argument that I hear in response, when the quality is criticized, is that’s how web videos should be – not highly produced like TV spots.

This argument is weak and apologetic for bad product.  User generated media is becoming extremely important, it has been a main component of web 2.0 and the growing interest and reliance on the internet for entertainment, news, information and art.  

However, I argue there is an unmistakable difference between funny home videos and true dramatic or choreographed video pieces.  Again, both have their place, but one is much more suited for message delivery and persuasion.

The hidden cam scaled down video is good for grabbing content –  a la “Macaca.”  But a good video piece that grabs attention, drives emotion and causes action is important for modern campaigns.

Below I show a recent Barack Obama video that illustrates an effective high quality web video, which does not look like a TV spot.  This video piece uses all the good production techniques with high end transitions, well timed speed footage and well selected music.  All mixed well.

This piece clearly demonstrates, that good web videos can be made, which do not look like a made for television spot.

Signs of Hope & Change (Barack Obama for President)

This entry was posted by Brian Donahue on Tuesday, October 21st, 2008 at 10:25 am and is filed under Discussions. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.