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Here are a few simple suggestions that will help advertisers get more value and mileage from their TV and print production work. 1. Approach all TV and Print Production with the Internet in mind.Almost any :30 commercial can be made into a more interesting, entertaining and impactful commercial of longer length for use on the Web. Add demonstrations and product-in-use footage that you don’t have time for in a :30 spot. Repurpose TV commercial footage for use in longer form videos. Use print photos for pop-ups or banners or the Internet. Remember also that stills from print ads or short snippets from a commercial can be used on a web site or in search engine advertising. The time to plan these uses is not later than the pre-bid meeting. We at BBS will make sure the issue of possible added uses is discussed then, and that it’s reflected as appropriate in the bid specifications to production house and photographers. 2. Store your digital assets where you can review them and borrow them for re-purposing.(“Digital assets” are things like TV commercials, print photos and illustrations, and brand-related visual materials such as logos and packages). A digital asset file can be compiled by special companies who do this, and by most of the TV and print distribution companies. Some advertisers have in-house specialists who can put a useful digital asset file together. We can help you find a good source. 3. Remember to get permission from TV commercial actors and print ad models to use their images on the Internet. The present SAG contract has a built-in provision for this. When casting models for print ads, be sure the ones you hire will not charge unreasonable fees for use on the Net. Your ad agency or production consultant (BBS, for example) can show you how to do this. 4. Use high definition in production and post production. 35mm film is already high definition. HD video is a high quality taking medium with some cost advantages over film. HD post production is easy to adapt to a variety of uses and technical standards. For more on this subject, Click here to see the article on this web site titled “An HD Finishing Primer for Marketers”
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 Bird Bonette Stauderman Inc. 49 Riverside Avenue Westport, CT 06880 T 203.454.8781 F 203.454.947 BBS Europe Rua Ten. Gomes Ribeiro, 57/116 Sao Paulo, SP 04038-040 Brazil T 55.11.5083.1838 F 55.11.5083.4402 BBS Australasia Pty Ltd. 1804, 70# of Mei Lin Street Mayland Garden,Yuan Cun Si Heng Road Guangzhou City, Guangdong Province, P.R.C. 510655 T 86.13.632356168 |
© Bird · Bonette · Stauderman Inc. 2010 All Rights Reserved. |
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