Masterfully written by: J. Bader
Like it or not, the Web is turning into an environment that will be dominated by audio and video presentations. And as we have already seen, the democratic nature of the Web has allowed the best and worst to stand side-by-side.
On one side, you have the whacky viral videos that serve little commercial purpose other than to enhance the reputations of their creators; and on the other side, you have deadly boring corporate videos that lack any of the qualities that make Web-video the best sales tool a business will ever have.
In the middle are a few innovative companies that know how to deliver a marketing message by telling a business story with style and panache so that an audience will remember the message and act upon it. And yes, even a few know how, and are willing, to do it with a reasonable budget.
The non-time sensitive nature of the Web differs from the corporate world of broadcast television where the cost of airtime has seen commercial formats gradually decrease from sixty, to thirty, to fifteen seconds. I imagine the day is not too far off when we will have a new five-second commercial format all while the broadcast regulators are allowing more commercials per half hour of programming. According to Answers.com, "a typical 30-minute block of time includes 22 minutes of programming with 6 minutes of national advertising and 2 minutes of local (although some half-hour blocks may have as much as 12 minutes of advertisements)."