You’ve seen the statistics about the power of video as part of a comprehensive marketing mix. Numbers like the 500 million people who reportedly watch Facebook videos every day. Or the fact that an estimated 71% of new internet content in 2017 was video-related.
Clearly, video is one medium that puts marketing in motion. And it’s here to stay. But there are trends affecting the creative and delivery aspects of video that are sure to add to its power.
With projection mapping, video is literally as big and varied as the buildings that house trade shows, large-scale product unveilings, or sports events.
Like the name suggests, projection mapping involves projecting videos and images on large surfaces, including the side of a building. But that’s just the start. This technique can be used to add a unique moving effect to any 3-D object where you want a surface to become animated.
For marketers, this means an effective new way to extend campaign-themed graphics, images, and video throughout a space in eye-catching ways never before achievable.
Here’s a video that shows some intriguing examples
Live streaming video
More than ever, people can enjoy the experience of a live event — even if they’re not able to be there in person.
With live streaming video, marketers can extend the reach of events so that remote employees, channel partners, and customers can hear breaking news at the same time. In training applications, technical aspects can share secrets and tips to augment ongoing education efforts. And all audiences can feel the power of a company that is involving them through the latest means to keep them “in the moment.”
Here are some examples:
You’ve likely seen or maybe even tried putting on a set of VR goggles. At that moment, you’re transported into a 3-D world – either based on reality or some abstract world. As you turn your head in a different direction, more of the virtual world that surrounds you is unveiled.
Virtual reality technology still seems a bit clunky with what can be large, uncomfortable headsets. But the designs are becoming more streamlined — and so will the applications and ways of delivering this experience to marketing audiences on a wider scale.
Here’s an insightful look at the power of virtual reality by Phil Kauffold, who took on the subject in a TEDx talk:
Similar to virtual reality, a 360-degree camera allows marketers to share an experience with an audience. For example, at a recent trade show, the Two Rivers Marketing Video Team captured 360-degree footage in the cab of a piece of construction equipment. The result was that customers and prospects unable to attend were able to essentially sit in the cab and get a feel for the controls and amenities at their fingertips.
Like virtual reality, 360-degree technology has not been widely adopted yet. But there’s hope. Social media platforms have figured out a way to share the 360-degree experience online by allowing viewers to experience the videotaped surroundings with the clicking and moving of a mouse. Look for this user experience to expand and become refined.
Here’s an example (for best viewing, use your Chrome browser):
We aren’t being whisked back to the early 1900s for this brand of silent movies. But you probably notice more and more of the video you access is starting off silently.
That’s a direct function of the explosion in ways and places where we can access video.
Until recently, many videos would start automatically — and with sound — as soon as a web page was opened, an app was accessed, or a channel was checked. That, in turn, led to unwanted sudden outbursts of audio in places like libraries, movie theaters, hospitals, and other places where these outbursts are frowned upon. As video viewing on phones and other mobile devices continues to explode, some online platforms have gone to an auto-mute environment where you must click a video to listen to the audio.
Instead of seeing this as a challenge, marketers are embracing the change and adapting by adding on-screen graphics, signs, or other visual storytelling cues that don’t rely on sound. In many cases, the change is sparking new, creative visual ways to engage and inform viewers.
While lyric videos have an obvious built-in way of telling stories without sound, this video for “Perfect” from Ed Sheeran is an example of the types of typography and graphics that can be used to quickly grab viewers and pull them in: