The Impact Commercial Video Production Companies Have On Marketing and Advertising
In today’s digital era, video marketing has become a pivotal strategy for businesses aiming to connect with their audience in an impactful and memorable way. As the distribution channels where people consume media rapidly changes, understanding your business’s goals, marketing video strategy, and executing well-produced video content is vital for businesses looking to remain relevant and profitable. Establishing a long-term relationship with a video production company can further enhance the quality and consistency of your video content, ensuring that it aligns with your brand’s messaging and marketing objectives.
The explosive growth of video content across multiple digital platforms (like social media, websites, video billboards, and streaming video platforms) has revolutionized how brands engage with consumers, making it a critical component of modern marketing strategies. From quirky social media posts to immersive website content, the versatility of commercial video production offers unprecedented opportunities for companies to enhance their brand presence and drive user engagement.
What is Commercial Video Production?
Commercial video production is a professional video production process that takes place over 3 stages- pre-production, production, and post-production- to create video content specifically designed to promote a product, service, or brand.
Within commercial video production, there are several types of commercial videos you can choose to produce, such as brand videos, tutorial videos, commercial ads, promotional videos, testimonial videos, social media videos, and many more. The primary goal of a commercial video is to captivate the audience’s attention, convey key messages, and encourage action, such as making a purchase or engaging with the brand’s products or services.
Why Commercial Video Production is Important for a Brand’s Marketing Success
Commercial video ads are no longer confined to being broadcast from the retro CRT T.V.s in your grandmother’s basement. The introduction of the internet and advancement in technology over the past two decades has opened numerous opportunities for expanding how businesses can reach their target audience through video.
Opportunities for Brands to Maximize Their Brand Awareness Reach
- Source: GWI Core Q3 2023
- Base: 239,397 internet users aged 16-64
Where are consumers watching Commercial Video Ads?
While broadcast TV. is no longer the only option for consuming media, it still holds a greater amount of total TV. time consumed over streaming, with this trend exacerbated in select industries and age groups. Meanwhile, OTT (over-the-top) streaming platforms like Netflix and Disney+ are edging in with 44% of total TV time to broadcast 56% of total TV time. A trend that is likely to evolve as the subscription economy collides with the current economic stressors.
- Source: GWI Core Q1 2013-Q3 2023
- Base: 3,438,923 internet users aged 16-64
More people are looking for cost-effective ways to consume T.V., and popular streaming services are offering Advertising-Based Video on Demand (AVOD), with 81% of people more willing to subscribe for free or a small monthly payment of AD-included streaming services compared to 19% of people willing to pay more for a streaming package that is ad-free but has a higher monthly fee.
Additionally, as consumers increasingly spend more time on their phones and computers, brands are provided more opportunities to connect with consumers digitally through social media, in-app video ads, websites, and search engine results pages.
The Role of Video Production in Marketing
Video production is a cornerstone of modern marketing strategies, offering a dynamic way to engage and inform audiences. By leveraging video production, businesses can create a variety of marketing videos that resonate with their target audience and drive results. Partnering with a professional video production company can help businesses create high-quality marketing videos that resonate with their target audience and drive results.
How To Choose the Right Type of Commercial Video Content for Your Goals:
Commercial video production encompasses several types of videos, each serving different marketing purposes. The main types include:
Brand Videos:
These are short films that aim to tell a compelling story about a brand’s identity, values, and mission. Furthermore, they often focus on creating an emotional connection with the audience rather than directly selling a product.
Product Videos:
These videos showcase a product’s features, benefits, and uses. They are designed to inform potential customers and drive purchases.
Corporate Videos:
Used internally or externally, corporate videos include company profiles, employee training videos, and investor presentations. They help communicate a company’s culture and operations.
Commercial Ad Videos:
Short, impactful videos created for television or online advertising. These are designed to grab attention quickly and deliver a concise message.
Explainer Videos:
These videos simplify complex concepts or processes, often using animations or visual aids to make the content more accessible. Explainer videos are particularly effective for breaking down complex concepts into easily digestible content, making them ideal for introducing new products or services.
Testimonial Videos:
Videos featuring satisfied customers discussing their positive experiences with a product or service can build credibility and trust.
How to Get The Most From A Commercial Video Production Process
Professional video production allows for the creation of marketing videos that can be tailored to specific campaigns. These videos can increase brand awareness, drive conversions, and ultimately boost sales. By understanding the preferences and behaviors of the target audience, businesses can produce content that not only captures attention but also encourages action.
Video Production for Specific Marketing Campaigns
Video production tailored for specific marketing campaigns requires a targeted approach:
- Campaign Objectives: Understanding the campaign’s goals is essential. Whether the aim is to increase brand awareness, drive sales, or promote an event, the video should be designed to support these objectives.
- Target Audience: The video should be crafted with the target audience in mind. This includes considering their preferences, behaviors, and demographics to ensure the content resonates with them.
- Message and Call-to-Action: Clear messaging and a strong call-to-action are crucial for campaign videos. The video should effectively communicate the core message and guide viewers on the desired next steps.
- Distribution Strategy: Determine the best channels for distributing the campaign video based on where your audience is and across multiple platforms. This could involve social media platforms, email marketing, or paid advertising. Tailoring the distribution strategy ensures that the video reaches the intended audience. Effective video marketing involves strategically leveraging your video production to achieve marketing goals.
How To Make Sure Your Videos are On Brand
- Tone: The tone of the video should align with the brand’s voice and the message being conveyed. Whether it’s professional, casual, or humorous, the tone should resonate with the target audience and reinforce the brand’s identity.
- Brand Cohesion: Consistency in branding across videos is crucial. This includes using consistent color schemes, fonts, and logos. Brand cohesion helps in building recognition and trust with the audience.
- Color Grading/Color Psychology: The colors used in video content can impact viewers’ perceptions and emotions. Color grading can be used strategically to evoke specific feelings and align with the brand’s visual identity.
How To Get The Most Out Of Your Video Production
Making sure you have a video that can be used across multiple distribution channels and tailored to your marketing campaign’s goal takes planning and foresight. Determining whether you want evergreen or seasonal content, long format or short format, and scripted or non-scripted video content will help in maximizing the usage of your video production
Evergreen vs. Seasonal Video Production
Evergreen Video Content:
- Evergreen content is timeless and remains relevant over time. Creating evergreen videos allows brands to have content that continues to attract views and engagement long after its initial release. These types of videos are great for websites, brand awareness campaigns, and reiterating a company’s purpose.
Seasonal Video Content:
- Seasonal videos tie into specific times of the year or events. These can be used to capitalize on trends, holidays, or special occasions, driving timely engagement and relevance. Seasonal video campaigns are perfect for driving measurable conversions for a shorter period of time, launching a new product or service, and
Long Format vs. Short Format Video Production
Choosing between long-format and short-format videos depends on the marketing goals and target audience:
Long Format Videos:
- Videos that are 5 minutes or longer are suitable for in-depth content such as documentaries, detailed product demonstrations, and educational videos. Long-format videos allow for comprehensive storytelling and detailed information.
Short Format Videos:
- Videos under 2 minutes are ideal for quick, attention-grabbing content. Short-format videos are effective for social media posts, advertisements, and concise product highlights. They cater to the shorter attention spans of online audiences.
Scripted vs. Non-Scripted Video Production
In commercial video production, the choice between scripted and non-scripted content can significantly impact the final product’s effectiveness.
Scripted Videos:
- These videos follow a predetermined script and are typically used for advertisements, corporate videos, and explainer videos. The script ensures that key messages are communicated clearly and that the video remains focused on its objectives. Scripted content allows for careful planning of dialogue, visuals, and pacing, which can enhance production quality and ensure that all critical points are covered.
Non-Scripted Videos:
- These include interviews, behind-the-scenes footage, and spontaneous content. Non-scripted videos offer a more authentic and relatable feel, which can be particularly effective for building a genuine connection with the audience. However, they require skilled production teams to capture and edit the content effectively, as the lack of a script can lead to unpredictable results.
How Commercial Documentaries and Commercial Videos Impact Video Marketing Results
The Impact of Commercial Documentaries as Marketing Videos
Commercial documentaries have emerged as a powerful tool in marketing strategies. Unlike traditional advertisements, these videos delve deep into a topic, offering a comprehensive and engaging narrative. The impact of commercial documentaries includes:
- Enhanced Brand Storytelling: Documentaries provide a platform for brands to tell their story in a compelling and nuanced way. By exploring topics related to the brand’s mission, values, or impact, companies can create a stronger emotional connection with their audience.
- Building Credibility and Trust: In-depth documentaries often include interviews with industry experts, customers, or employees, which can enhance a brand’s credibility. Providing authentic and transparent content helps build trust with viewers.
- Educational Value: Commercial documentaries can educate viewers about complex issues or innovations related to a brand’s products or services. This educational aspect can position the brand as a thought leader in its industry.
- Extended Reach: High-quality documentaries are more likely to be shared across social media platforms and media outlets, increasing the brand’s reach and visibility.
The Impact of Commercial Videos as Marketing Videos
Commercial videos, as opposed to documentaries, focus more directly on promoting products, services, or brand messages. Their impact includes:
- Increased Engagement: Commercial videos are generally seeing more engagement over static text and images. This increased engagement can lead to higher conversion rates.
- Enhanced Conversion Rates: Commercial videos can drive viewers to take specific actions, such as making a purchase or signing up for a newsletter. By incorporating clear calls to action, brands can guide viewers through the conversion funnel.
- Better Retention: Videos are often more memorable than other forms of content. This improved retention means that viewers are more likely to remember the brand and its message.
- Improved SEO: Search Engines are prioritizing video content on their results pages. Ensuring there are videos on a company’s website and social media channels can improve search rankings and drive organic traffic.
Advantages of Different Types of Video Distribution Channels
Effective distribution of video content is essential for reaching the target audience and maximizing impact. Key distribution channels include:
Social Media:
Platforms like YouTube, Facebook, Instagram, and LinkedIn offer extensive reach and targeting options. Social media is ideal for sharing promotional videos, brand stories, and customer testimonials.
Company Websites:
Embedding videos on company websites can enhance user experience and drive conversions. Videos can be featured on landing pages, product pages, and blog posts.
Email Marketing:
Including videos in email campaigns can increase open rates and engagement. Video content in emails can be used for product announcements, newsletters, and personalized offers.
Paid Advertising:
Platforms like Google Ads, YouTube, and social media networks offer video ad formats that can be targeted to specific demographics and interests. Paid advertising ensures that videos reach a broader and more relevant audience.
Broadcast and OTT (Over-The-Top) Streaming:
Streaming services like Netflix, Hulu, and Disney+ are beginning to offer more Ad-included (AVOD) packages at a lower monthly rate for consumers, and broadcast T.V. still holds a larger audience attention for select industries, age groups, and income demographics.
Benefits of Website, Social Media, and Broadcast/OTT Video Marketing
The Impact of Commercial Video Production on Company Websites
Integrating video content on company websites offers numerous benefits:
Enhanced User Experience:
- Videos can make a website more interactive and engaging. They provide a dynamic way to present information, which can keep visitors on the site longer.
Improved Conversion Rates:
- Product videos, testimonials, and explainer videos can help convert visitors into customers by providing valuable information as well as addressing potential concerns.
Increased Dwell Time:
- Videos can encourage visitors to spend more time on a site, therefore positively impacting SEO rankings. Additionally, longer dwell times signal to search engines that the site offers valuable content, therefore promoting a site’s position ranking within SERPs.
Showcasing Products and Services:
- Videos allow companies to demonstrate their products or services in action, giving potential customers a clearer understanding of what they can expect.
The Impact of Commercial Video Production on Social Media
Social media platforms are ideal for distributing video content due to their visual nature and high engagement rates:
Higher Engagement Rates:
- Videos tend to receive more likes, shares, and comments compared to other types of content. This increased engagement can help boost a brand’s visibility and reach on social media.
Effective Storytelling:
- Social media videos can tell compelling stories in a concise format. In particular, they can be used to share brand narratives, showcase behind-the-scenes content, or highlight user-generated content.
Boosted Reach:
- Platforms like Facebook, Instagram, and TikTok prioritize video content in their algorithms, meaning that video posts are more likely to be seen by a larger audience.
Real-Time Interaction:
- Live videos on social media allow for real-time interaction with viewers. This can be used for Q&A sessions, product launches, or live events, fostering a sense of immediacy and connection with the audience.
The Impact of Commercial Video Production on Broadcast TV and AVOD Streaming Models
Distributing commercial videos through traditional broadcast TV and Ad-Supported video-on-demand (AVOD) streaming platforms offers significant advantages for brands aiming to reach a broad audience. Each model has unique characteristics that can enhance viewer interaction with a brand in distinct ways.
Higher Engagement through Multiscreen Viewing
With the prevalence of multiscreen viewing (watching TV or streaming while using a phone or tablet), commercials on broadcast and AVOD platforms can encourage immediate engagement with a brand. An enticing ad can prompt viewers to visit a brand’s social media page or website right from their second screen. For example, a food delivery service running an AVOD commercial with a special discount code may see viewers immediately switch to their app to place an order, resulting in direct and measurable engagement.
Enhanced Brand Recall
Broadcast TV and AVOD platforms both allow brands to reach a large and diverse audience, enhancing brand visibility and recall. Viewers are accustomed to seeing commercials as part of their viewing experience, which makes well-produced, engaging ads more likely to resonate.
Precise Targeting and Increased Relevance on AVOD
AVOD streaming platforms, such as Hulu and Peacock, enable brands to utilize data-driven targeting to reach specific audiences based on viewing habits and demographics. For instance, a skincare brand could target a young, beauty-oriented audience by airing its commercial before a popular fashion or lifestyle show on a streaming platform. By delivering content that aligns with viewers’ interests, brands can improve engagement and relevance, making it more likely that viewers will connect with the ad and the brand.
Effective Storytelling and Emotional Impact
Both broadcast TV and AVOD formats provide opportunities for brands to deliver longer, narrative-driven commercials. This can have a stronger emotional impact. A 30- or 60-second commercial, particularly when integrated into high-quality programming, allows for more immersive storytelling. For example, a heartfelt holiday commercial for a retail brand on broadcast TV can create a memorable, emotional experience that strengthens viewers’ connection to the brand, which can lead to increased loyalty and purchases.
Cost Efficiency and Measurable ROI in AVOD
While broadcast TV ads can require significant investment, AVOD offers a cost-effective way for brands to reach viewers. Platforms like YouTube and Roku allow advertisers to pay based on ad views or completion rates. This then provides measurable insights and better ROI. Therefore, a small to mid-sized business can produce a targeted AVOD ad campaign at a fraction of the cost of a national broadcast ad, reaching relevant audiences with minimal waste and tracking conversions directly.
Longer Dwell Time and Repeated Exposure
The more time viewers spend on broadcast and AVOD platforms, the more opportunities there are for repeated exposure to brand messaging. Broadcast TV programming is designed for extended viewing, with ad breaks seamlessly integrated, while AVOD platforms use breaks at intervals that increase ad exposure without feeling too intrusive. Repeated exposure has a compounding effect on viewer recall and brand trust.
The Future of Video Marketing Channels
The future of video marketing is poised for transformative changes driven by advancements in technology and shifts in consumer behavior:
Video in AI and Automation:
- Artificial Intelligence (AI) is revolutionizing video production. It is automating editing processes, generating personalized content, and analyzing viewer data to optimize video strategies. AI tools can streamline production workflows and enhance video personalization.
Consumer Video Consumption Trends:
- Consumers are increasingly favoring short, digestible video content that fits into their busy lifestyles. Platforms like TikTok and Instagram Reels have popularized short-form videos, influencing marketing strategies across industries.
Video in Virtual Reality (VR) and Augmented Reality (AR):
- VR and AR technologies are creating immersive experiences that allow consumers to interact with brands in new and innovative ways. Virtual product demos, interactive brand experiences, and immersive storytelling are becoming more prevalent.
Video Used in Immersive Experience Marketing:
- Brands are exploring ways to create engaging, interactive experiences through video. This includes gamification, interactive videos, and other immersive formats that enhance user engagement and satisfaction.
Understanding The Commercial Video Production Process
Video production is a multifaceted process that transforms creative ideas into engaging visual narratives. Concept development fleshes out the core idea of the video. This stage involves brainstorming sessions to outline the video’s purpose, target audience, and key messages. Once the concept is solidified, the next step is scriptwriting. A well-crafted script serves as the blueprint for the video, detailing the dialogue, actions, and visual elements.
Storyboarding follows, providing a visual representation of each scene. This helps plan the shots and ensure a coherent flow. During the production phase, the actual filming takes place. This involves setting up and operating video cameras, directing scenes, and troubleshooting any issues that arise on set. The goal is to capture high-quality video footage that aligns with the script and storyboard.
Post-production is the final stage. The raw footage is edited into a polished video. This includes cutting and arranging clips, adding graphics, sound design, and color grading. This results in a compelling video that can be used for various purposes, including marketing, education, and entertainment.
Benefits of Hiring a Video Production Company
Partnering with a professional video production company or video production partner offers numerous advantages that can elevate your marketing efforts.
Professional Equipment
One of the primary benefits is access to professional equipment and expertise. Video production companies come equipped with high-quality cameras, lighting, and editing software. The final product drives audience retention through expert curation.
Expertise
Additionally, a video production company brings a wealth of experience to the table. Their expertise in the video production process means they can efficiently handle everything from concept development to post-production. This not only saves time but also ensures that the video content aligns with your marketing goals and resonates with your target audience.
Efficiency
A video production company can also be cost-effective for you to work with in the long run. They can provide valuable guidance throughout the production process, helping to avoid common pitfalls and ensuring that the project stays on budget. By delivering high-quality video content, a production company can help you achieve your marketing objectives more effectively.
Summation of the video production stages, each crucial for creating high-quality content:
Pre-Production Process in Commercial Video Production
This stage includes planning, scripting, and organizing resources. Key tasks involve developing the concept, writing the script, creating a storyboard, and scheduling production.
Production Process in Commercial Video Production
The production phase involves filming the video. This includes setting up equipment, directing actors or presenters, and capturing footage. It requires careful coordination and attention to detail to ensure that the video meets the desired quality standards.
Post-Production Process in Commercial Video Production
The video comes to life in the post-production stage. The final product undergoes several critical tasks:
Editing:
- The video editor reviews the raw footage and creates a coherent and engaging story by cutting the clips. Editing involves selecting the best takes, trimming unnecessary parts, and ensuring that the video flows smoothly.
Color Grading:
- This process involves adjusting the color balance and tones to enhance the visual appeal and ensure consistency throughout the video. Color grading can evoke specific emotions and reinforce the video’s message.
Sound Design:
- Sound is crucial in video production. This includes adding background music, and sound effects, and ensuring clear audio for dialogue. Proper sound design enhances the viewer’s experience and supports the visual elements.
Visual Effects:
- Depending on the project, visual effects (VFX) might be added to enhance the video. This could include animations, graphics, or special effects that support the narrative or branding.
Final Review and Revisions:
- The video is reviewed to meet all objectives and quality standards. Based on feedback, revisions are made to fine-tune the final product.
How a Commercial Video Production Boosts Your Marketing Strategy
Commercial video production has become an indispensable tool in modern marketing, offering a dynamic way to engage audiences and convey brand messages. The diverse types of video production, from scripted advertisements to immersive documentaries, provide various avenues for companies to connect with their audience. By understanding the impact of video on different marketing channels, leveraging emerging technologies, and strategically planning video content, brands can enhance their marketing efforts and achieve their objectives. Collaborating with a video production partner can further enhance your marketing strategy by providing tailored video content that aligns with your brand’s goals and resonates with your audience.
As the landscape of video marketing continues to evolve, staying abreast of trends and technological advancements will be key to maintaining a competitive edge. Whether through captivating social media content, engaging website videos, or innovative immersive experiences, the power of video in marketing remains a driving force in shaping consumer perceptions and behaviors.
By understanding and leveraging the full spectrum of video production and marketing strategies, companies can enhance their brand’s visibility, engage their audience more effectively, and drive meaningful results in their marketing efforts.
References
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- National Research Group. (2022). The Subscription Economy Grows Up as Consumers Cut Back.https://downloads.ctfassets.net/0o6s67aqvwnu/2cEHaMphwzN7d2L5PtnUZF/05818aacde67374a914e04e7dc024ac7/NRG_ThoughtLeadership-Subscriptions-Final_Version.pdf
- Dixon, C. (2024, May 30). Amazon moves that AVOD needle; Netflix doesn’t need bundles. nScreenMedia. https://nscreenmedia.com/amazon-moves-that-avod-needle-netflix-doesnt-need-bundles/