Thursday, March 29, 2007

Brands and online video - 7 new rules

Here are 7 new rules for brands wanting to play in the new landscape of online video, it's a follow up to the previous post on big brands experimenting with online video.

1. Creativity Rules- The bar has been raised to 11
In the past, when brands used to look at creativity, they were comparing themselves to each other, so the bar was pretty low, often anything that got people to laugh, was deemed a success.
Now, engagement has gotten so much harder. The competition is that much tougher and new modes of consumption place new pressures on content to be compelling. The switching cost is very low.
Brands are used to competing in a war that was often based on throwing lots of money going at the best talent and the best and most media. The playing field has changed. With such low barriers to entry- everyone with an imagination is now a potential competitor for your audience's attention.

Continue reading at Influx

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