Some interesting facts:
Viewers consumed an average of 6 hours, 48 minutes of online video per week in 2019. This is 59% more than in 2016.
Television consumption uganda business email list has fallen by 10% in 2019 , standing at an average of 7h 12 min per week.
Smartphones are the world's leading device for online video playback , followed by computers, smart TVs and connected devices, and tablets .
THE STATE OF ONLINE VIDEO 2019
In this article we want to offer you a basic guide to successfully implementing a video campaign in your digital strategy. We will discuss the main technical requirements and formats of advertising videos to establish a starting point.
Technical aspects of video to take into account
Dimensions and aspect ratio
Until a few years ago, thanks to the predominance of television as a means of audiovisual consumption in the home, moving away from the 16:9 format (or 4:3 in SD) was something almost exclusive to the film world. Today, the multiplicity of channels leads us to the need to create campaigns adapted to the different advertising media available on television, the Internet and social networks. Those that exist now, and those that are yet to come.
Broadly speaking, any video campaign whose purpose is to be advertised on all currently existing media must be adapted to the following formats:
16:9 or widescreen
It is the standard HD format , the widescreen we are used to on television. Its most common resolution is 1920 x 1080px (Full HD) , at a frame rate of 25 fps inherited from television. It is a format used in high definition television, which also applies to any online video player such as YouTube or Vimeo. On Facebook, Twitter and Instagram you can also use it in your feed.
Is it necessary to produce content in 4K? Some platforms such as YouTube or Vimeo have long allowed the uploading of content in 4K UHDV (3840 x 2160px), which means four times the resolution with the same aspect ratio. However, if the purpose of our videos is to be published for online campaigns or social networks, HD is sufficient for now . Another thing is, as we will see in the next point, taking advantage of capturing in 4K to have more possibilities during the editing process.
9:16
This is the default format for Instagram Stories and Instagram TV. It has the same proportions as 16:9 but in vertical format (1080 x 1920px). Its dimensions, at 1920px high, mean that an HD production cannot be scaled to 16:9, and this means that the capture must be in 4K if we want to start from a single video to generate both formats.
On set, it can be approached in two different ways:
Composing in 16:9 4K with enough space to crop, which requires a compromise in the composition of both shots.
Producing both formats independently , which will allow you to get the most out of both.
1:1 or square
This is the usual format for the Instagram feed , and it can also be used in other applications such as Facebook or Twitter. As in the previous case, it depends on the production conditions how we will approach its production, although this one does have a height of 1080px that allows us to extract it from a 1920x1080px crop without losing resolution.
What's happening with frames per second?
The term frames per second (fps) refers to the number of images displayed per second . Video is still photographs strung together, with slight variations between them, that when played back convey a sense of movement. Most commonly, internet video is encoded at 25fps in Europe and 29.97fps in the US. For film productions, 24fps is used in Europe and 23.97fps in the US.
Video formats for the Internet and social networks
You've probably already thought about the next ad to promote your latest product or service. But why stop there? Take advantage of the fact that you're going to run a video campaign to generate a series of complementary content that will help you create excitement, connect with your audience and convey the values of your brand. We've prepared a list of complementary videos that you can prepare to boost your campaign.
Teaser or expectation campaign
The objective of a teaser or an expectation campaign is to generate intrigue in the viewer about the launch of a future product or service, of which all its details are gradually revealed . By generating this expectation, the aim is to provoke a certain media impact on the network, both thanks to the media and to users interested in guessing what the brand's next launch would be. It is usually used for flagship launches of brands or to highlight special moments. They work very well when the company is solid, or the successor of a product that was already successful in the market is announced. Depending on the video campaign, one or several teasers can be made prior to the launch.
