A recent lunchtime visit from Tom McDade and Melanie Morse of McDade Media sparked a conversation about the future of video in a world of “mediavores” – people who consume media everywhere, on every device, all the time.
One designer’s question for Tom and Melanie was something in the nature of “How does the proliferation of delivery systems and media platforms affect video?”
In asking the question, the designer was doubtlessly recalling that:
• Video has cascaded from TVs and computers to laptops, smartphones and tablets
• Every month in the U.S., 180 million viewers watch 35 billion online videos
• YouTube reports 4 billion worldwide hits per day, 4 billion hours of video seen each month and 1 billion unique monthly users
• Cisco Systems predicts video will be 55% of consumer global Internet traffic by 2016 and 66% of the world's mobile traffic by 2017
And in reply, Tom said:
“In a world where consumers have access to so much video, we must create video that rises above and engages the target viewer. We need to show an awareness of who’s watching. We need to understand what viewers want and need, and address them personally.”
And how do you do that?
“We engage early in your project, listen to you and then synthesize what we learn into content that speaks to your audience. We don’t just show up and shoot.”
In short, when the producer engages earlier in the process, the resulting video becomes more focused, more personal. But is there a future for professionally produced video on channels cluttered with amateur lip synching, the grumpy cat and videos about how to clean your sink?
You betcha. In 2012, nine of YouTube’s Top 10 viral videos were professionally produced and 94 of AdAge’s Top 100 advertisers had produced video for YouTube.
“YouTube gets more search queries than Yahoo and Bing. Behavior is changing, and consumers are looking to video for more than entertainment; they’re looking for how-to and educational clips. Give them valuable information, and you become a subject matter expert.”
Melanie then referred to a recent project where McDade Media indexed 15 hours of video provided by 24 surgeons, so the video is searchable by keywords for the surgeons who view it – making the video far more user-friendly, effective and engaging.
McDade Media’s sensitivity to the end viewer and ChaseDesign’s focus on the shopper and consumer dovetail nicely, giving us a headstart on every project we do together. And that gets us that much closer to the desired end-result: a win for our clients.
“Cisco Visual Networking Index: Forecast and Methodology, 2011-2016,” Cisco Systems, Inc.
“Digital Omnivores: How Tablets, Smartphones and Connected Devices Are Changing U.S. Digital Media Consumption Habits,” comScore, October 2011
Photo: "Paris, 2012" by Tom McDade