Are video clips medium-agnostic?

That is to say, if you create a video clip to run on TV, will it be received just as well on the web or on a mobile device?

Marketers everywhere might hope that the answer to this question is yes. It would certainly cut down on budgets if a single video could be run across all media with equal success.

But common sense says no. As does this article in MarketingVOX, citing results from a recent survey sponsored by the Cablevision Advertising Bureau.

Here is a short excerpt:

More than 60 percent said they prefer watching video on TV rather than a computer or iPod. Only 12 percent of those with video-enabled phones said they used it for video. Only 30 percent said they had an additional screen device (beyond a TV and computer) used for watching video.

So while marketers dream of teens and those in their early twenties being glued to their iPods and cell phones, eager to watch another commercial video, the truth seems a little different. And you have only to look at some of the short amateur video clips that have burst onto the scene through services like YouTube to see that while they were immensely popular on the web, they would likely not go down as well on TV.

In other words, each medium, or screen, suits different approaches to video, and they are not necessarily interchangeable.

As we have mentioned before in this blog, we are undertaking a significant study ourselves on the potential of video as a marketing tool online. The question of the right video for the right screen will doubtless be an issue that merits exploring.

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