View all posts: Online Video
Back when I started in video production in two-thousand…well, let’s just say it’s more years than I’d care to mention here, video was starting an epic journey. Once the domain of strictly professionals (or very serious amateurs), technological advances were starting to make what was only available to some, available to the masses. I would be even so bold as to say that not since the dawn of the camcorder in the 80s had consumer video production experienced such a tidal shift.
Recently, during a rogue “cold snap” here on the Gulf Coast, we were talking about our favorite cold weather indulgences. Among some common fan favorites (hot chocolate! cozy sweaters!), one of us mentioned a recent adventure making Beouf Bourguignon; a rich French stew and proverbial marathon of cooking with umpteen ingredients and preparation styles that would consume the better part of a Sunday afternoon. It occurred to us, while neatly slicing the mushrooms, that video pre-production is a heck of a lot like cooking. Stay with us here.
Much in the same way that the details of preparing the meal are essential to the end product, preparing for a shoot operates much in the same fashion. The finesse taken to extract the desired flavors out of your ingredients is the same attention to detail that’s required in planning: burning the pearl onions will ruin your stew, just like forgetting to obtain a permit may ruin your shoot! Ok, enough cooking metaphors, here’s the video team’s recipe for perfectly planning a video shoot.
Below are three key ways for DMOs to ensure that their most important marketing channels and content connect with travelers wherever they are in the travel planning funnel, on whatever device they’re using.
Utilize Responsive Design and Cross-Device Targeting
In today’s multi-device world, users want information and data in hand faster, and they want it curated to their wants and needs. So we need to continue to deliver inspiring travel content and user-friendly planning tools across all devices.
The number of available digital devices and platforms has exploded in recent years. As a result, today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. According to Ericsson’s overview of the global Internet market, 90% of U.S. households have three or more Internet-connected devices, just...
When I first started working at Miles back in 2007, YouTube was just becoming a “thing” and video wasn’t something most consumers were able to easily capture, let alone share in many places outside of their own living rooms. Naturally, we saw this emerging trend as having enormous potential to provide yet another dimension for the content we create for our clients.
Miles stepped into the light and created a very innovative video content creation program for VISIT FLORIDA, Open Florida, which I’ve talked about previously. Always the trendsetters, we were ahead of the curve, specializing in relatively affordable video production with a reality TV-inspired aesthetic, a departure from more traditional video creation for tourism marketing, which aspired to create video with more commercial appeal.
Fast-forward to present day: video is EVERYWHERE on the web...
Global All-Stars Marketing Institute 2014: Online Video as a Medium for World-Class Destination Marketing
These days a destination’s assets and appeal are top influencers for consumers. In fact, recent Google research reveals that 68% of leisure travelers begin researching online before they've even decided where to travel—which just goes to show how crucial it is to capture the attention of your target audience at the initial “dreaming” stage of the travel planning funnel. One increasingly important way to engage and inspire these potential travelers is through the use of online video.
One in three aﬄuent travelers watch travel videos online.
A January 2014 study from Google and Think Insights showed that one in three aﬄuent travelers watch travel videos, and 64% do so when choosing a destination. By 2017, digital video will be more popular than social networking (Google/Ipsos). Does...