Amy Onorato, Author at IdeaRocket https://idearocketanimation.com/author/amy-onorato/ Animation is everything Tue, 17 Oct 2023 19:35:19 +0000 en-US hourly 1 https://wordpress.org/?v=6.3.2 https://idearocketanimation.com/app/uploads/2022/04/cropped-favicon-32x32-1-32x32.png Amy Onorato, Author at IdeaRocket https://idearocketanimation.com/author/amy-onorato/ 32 32 Multiplaning Magic: How Layers Add Depth to 2D Animation https://idearocketanimation.com/20009-multiplaning-animation-history/ https://idearocketanimation.com/20009-multiplaning-animation-history/#respond Wed, 04 Aug 2021 07:00:35 +0000 https://idearocketanimation.com/?p=20009 Everybody knows that 2D animation is flat. It’s in the name, 2D, two dimensions defined by an x-y axis. But if you recall the last 2D animated commercial or movie you watched, you probably noticed that it didn’t look flat. Scenery stretches off into the distance while characters move against complex backgrounds. In short, most … Continued

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]]> Everybody knows that 2D animation is flat. It’s in the name, 2D, two dimensions defined by an x-y axis. But if you recall the last 2D animated commercial or movie you watched, you probably noticed that it didn’t look flat. Scenery stretches off into the distance while characters move against complex backgrounds. In short, most modern 2D animation does have depth.

Once you start to notice depth in animation, it starts to look like magic. But it isn’t magic. It’s an animation technique known as multiplaning.

What is Multiplaning?

Multiplaning is a technique of using layers within an animated scene to create an effect of movement and depth. This gives the scene dimensionality, as characters and objects move closer and further from the camera or the camera shifts to provide a different perspective.

Multiplaning

The illusion works because an object in the foreground moves more quickly than an object in the background, creating a sense of speed. You can see this in action in the clip above from a video we created for Viewboost.

Watch closely, and you’ll notice four layers in this shot. (1) The grass by the side of the road moves quickly, (2) the hills in the distance move a little slower, and (3) the clouds above move slower still. The camera is fixed to (4) the car as the background is moves past giving the illusion that the car is speeding down a country road.

Multiplaning can also be used to create depth by moving through a scene, as in this example from our television commercial for Eastlink. Notice that the snowflakes closest to the camera are bigger and fall faster. The different sizes and speeds of movement give the illusion that you’re moving into a two-dimensional scene. Meanwhile, the trees in the background grow more slowly, making them seem like they’re far away. The result draws you into this winter scene.

Multiplaning

The History Of Multiplaning

Multiplaning has been around since the late 1920s. Early iterations of the technique were first used by filmmaker Lotte Reiniger in her 1926 animated feature “The Adventures of Prince Achmed.”

Notice how different silhouettes stack on top of one another, allowing the main character to move across and in front of other elements in the scene.

Disney Brings Multiplaning Into The Spotlight

Walt Disney Studios popularized multiplaning. In 1937, inventor William Garity helped build Disney’s first multiplane camera. The camera used seven panes of glass to create dynamic scenery for Disney’s early films. Different layers of each scene were painted on each pane of glass. The panes were then shifted by hand as a camera pointing down at the scene took photographs of each frame.

“Snow White and the Seven Dwarfs” (1937) was the first feature-length Disney film to use multiplane camera techniques. The near-magical effects of multiplaning are particularly evident in the scene when Snow White flees through the forest. As she moves closer and farther away from the camera, different elements of the background push forward, creating depth. The layers of each plane are also manipulated to create a sense of frantic movement.

In 2001, renowned film critic Roger Ebert reflected on how multiplaning had transformed animation:

“Nothing like the techniques in “Snow White” had been seen before. Animation itself was considered a child’s entertainment, six minutes of gags involving mice and ducks, before the newsreel and the main feature. “Snow White” demonstrated how animation could release a movie from its trap of space and time; how gravity, dimension, physical limitations and the rules of movement itself could be transcended by the imaginations of the animators.”

Modern Multiplaning Techniques

As technology has progressed, so has the art of multiplaning. The introduction of computer-generated animation (CGI), or 3D animation, made the traditional painting on glass multiplane technique obsolete. The last Disney film to incorporate the traditional multiplane camera was “The Little Mermaid,” released in 1989.

But animators all over the world still use multiplaining to add depth to their 2D worlds.

“Of course, we do it digitally now, but the principle is the same,” said IdeaRocket founder William Gadea. “The movement of objects that are close to the camera is emphasized, while the movement of objects that are far from the camera is de-emphasized.”

Multiplaning In Adobe After Effects

After Effects is a visual effects tool that allows animators to create graphics in post-production. Used to create a variety of different types of animation, including whiteboard, it can also help automate multiplaning.

“After Effects has a capability that lets you place planes in space so the pace at which objects scale is worked out for you. They call this capability 2.5D or planar 3D,” Gadea said.

In After Effects, images can be broken up into different layers, which can then be digitally manipulated. The Camera Tool is then used to shape perspective and movement.

This tutorial from PixelBump gives a pretty good example of how to manipulate different layers of an image to create depth:

The Future Of Multiplaning: AR And VR

Today’s Virtual Reality headsets take the idea of multiplaning a step further by using stereoscopic display to place viewers “into” a scene. This technique offers a 3D experience with complete 360-degree views. Augmented Reality uses multiplaning to place 3D objects into live-action scenes. The Pokémon Go app that was popular a few years ago is one example of AR multiplaning in action. Some retailers use similar technology to help you visualize their products in your home using the camera on your smartphone.

In the future, computers may even be able to create whole new views of a scene by multiplaning known images. Researchers at Google and the University of California, Berkeley have been exploring ways to make this possible. If projects like this are successful, they could pave the way for new AR applications.

Check out our Guide to the Principles of Animation for more techniques that help animators create interesting productions.

IdeaRocket is one of the few animation companies that use frame-by-frame character animation. Get in touch to learn more about how we can bring your next animated video to life.

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]]> https://idearocketanimation.com/20009-multiplaning-animation-history/feed/ 0 How To Make Animated Videos Your Global Audience Will Love https://idearocketanimation.com/19522-creating-videos-global-audience/ https://idearocketanimation.com/19522-creating-videos-global-audience/#respond Wed, 28 Jul 2021 07:00:29 +0000 https://idearocketanimation.com/?p=19522 Creating video for a global audience has the power to boost your brand to new heights by connecting with customers on an international scale. As an international business with teams in the US and Argentina, we’ve seen first-hand the benefits of widening your cultural lens. But creating video for a global audience is more complex … Continued

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]]> Creating video for a global audience has the power to boost your brand to new heights by connecting with customers on an international scale. As an international business with teams in the US and Argentina, we’ve seen first-hand the benefits of widening your cultural lens. But creating video for a global audience is more complex than just adding subtitles in various languages—although that can be a good start.

To succeed with international video, first consider the language, culture, and expectations of the customers you’re hoping to reach. This customer-focused perspective should shape everything from story to style. Here are some ways to optimize your video to reach a global audience.

Creating Video For A Global Audience

To connect with global audiences you need to think beyond your own cultural framework. Different parts of the world have unique styles of animation and animation trends. If you’re creating videos for audiences in different countries, it may be worth taking a look at what animations are popular in that region. Look for animation styles and themes that pop up again and again. 

YouTube’s Creator Academy suggests three types of video narratives that can help you reach a universal audience: 

  1. Videos with universal topics
  2. Localized videos, and 
  3. Language-agnostic videos i.e. videos without words

Tell Stories Focused on Universal Topics

The category “universal topics” sounds pretty broad, but that’s kind of the point. You’re looking for the ideas that connect all people, regardless of where they live. Stories about family, overcoming adversity, and celebrating successes transcend cultures. People almost universally appreciate kindness, respect, and acceptance.

Of course, you can also tap into global happenings: 

  • Events like the Olympics or the World Cup
  • Observances like Christmas or Ramadan
  • Causes like environmentalism or world peace

Brand Example: Adidas tapped into their global audience during the 2018 World Cup, with a star-studded advertisement that featured soccer stars from around the world. With captions, compelling imagery, and an uplifting narrative, Adidas created a video experience that any sports fan can relate to.

Create Localized Videos to Reach Specific Audiences

Localized videos can tap into more specific themes or challenges faced by people in a particular region. Think about localized videos as part of a larger campaign. You may want to start with a video that connects all audiences, and then create a smaller series of videos tailored to a specific country or culture.

Brand example: This whiteboard video from the National Institutes of Health is designed to reach Spanish speakers in the United States. Both the voiceover and the on-screen lettering are in Spanish to show Spanish language speakers that the NIH has resources available in the language they’re most comfortable with.

Make Videos That Don’t Rely on Language

Video without words is easily digestible and can be viewed on mute. That’s worth considering since up to 92% of people regularly watch videos with the sound off. Making a video that doesn’t rely on language also makes it accessible to a more global audience, with no translation needed. Just remember that language doesn’t only refer to voiceover. On-screen text will need to be translated in subtitles unless you find a way to tell your story without them.

Brand Example: Check out this 30-second spot from Aeropostale, featuring Olympic Gold Medalist Aly Raisman. The video has no words, but it clearly conveys how flexible their jeans are through fantastic gymnastic feats — and who doesn’t want to watch that?

Create Inclusive Characters

While your characters don’t need to look like a United Nations meeting, they should allow your audience to imagine themselves as heroes in the story. 

If your character designs are hyper-realistic, using real-world skin colors and body types, you could unintentionally exclude some viewers. Iconic design can help overcome this challenge. That’s not “iconic” in the sense of being famous and instantly recognizable—although your characters could reach that status. Instead, it refers to a specific design style that uses simplified lines and minimal details to create characters that are compelling in their minimalism. 

If you’re having a hard time visualizing that, this video we created for gTeam is a good example.

Because no one has blue skin and a head that free-floats above their body, no one is excluded from imagining themselves as a character in this story. It doesn’t matter if they’re from the U.S., Argentina, or Angola. 

Video Subtitles, Translations, And Metadata

A few tools can help you translate your videos to a global audience. If your video uses spoken word, subtitles let viewers read along with your spoken narrative in a language they understand. To add them to your video, you or your video production company, will need to develop a .srt file. This file contains the text along with timecodes to show where each line of the subtitle begins and ends.

You could create the files on your own, or with the help of a video production company or captioning service. Some video publishing platforms, including Facebook and YouTube, can create video captions automatically. But it’s a good idea to check the results. Automated processing means that embarrassing typos can slip through.

If you want to provide subtitles in multiple languages, you’ll need to upload different text files for each one. In this case, you need to consider how many different versions you need to best serve your target audiences.

You should also apply the same principles to how you treat your video metadata. This includes video titles, descriptions, and alt text. If you choose to upload a unique video thumbnail, make sure the metadata within the image file is optimized, too.

Conclusion

Global video consumption is exploding—and it’s not going to stop anytime soon. Creating video for a global audience can help expand your reach, and your international impact. IdeaRocket can help you craft a story and style that appeals to global audiences. Contact us to get started. 

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]]> https://idearocketanimation.com/19522-creating-videos-global-audience/feed/ 0 Lessons From Iconic Animated Brand Mascots https://idearocketanimation.com/21927-animated-brand-mascots/ https://idearocketanimation.com/21927-animated-brand-mascots/#respond Mon, 02 Mar 2020 21:00:20 +0000 https://idearocketanimation.com/?p=21927 Brand mascots are not just an advertising tool — they’re the spokesperson for your company, and a way to win the hearts of your customers through storytelling. Unlike human spokespeople or influencers, animated brand mascots are timeless, creating a familiarity that’s essential for captivating older audiences, and engaging new ones.  Whether it’s a talking gecko, … Continued

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]]> Brand mascots are not just an advertising tool — they’re the spokesperson for your company, and a way to win the hearts of your customers through storytelling. Unlike human spokespeople or influencers, animated brand mascots are timeless, creating a familiarity that’s essential for captivating older audiences, and engaging new ones. 

Whether it’s a talking gecko, or a well-dressed peanut, there are some companies that have embraced animation for decades. These companies have built memorable brand stories that have become synonymous with their name — while ensuring their image reflects the current trends of their time. Here’s a look at some of the most unforgettable animated brand characters, with some valuable lessons on what it means to make a lasting impression. 

Related: A Quick Guide To Animated Character Design

Mr. Peanut 

Mr. Peanut is the official mascot for Planters Peanut Company. The beloved figure was created by Antonio Gentile, a 14-year-old boy from Virginia who submitted his drawing of ‘Mr. Peanut’ as part of a contest held by Planters in 1916. Since then, Mr. Peanut’s iconic top hat and monocle has been embraced by peanut lovers in print, and later on-screen. In his first television appearances,  Mr. Peanut played a silent role. Actor Robert Downey Jr. was first to voice the character in 2010, and was later voiced by Bill Hader. 

Mr. Peanut’s look remained largely unchanged throughout the decades. In fact, when Planters asked fans to vote on whether to change his image as part of their centennial celebration in 2006, the public decided that he was fine just the way he was.

But that all changed in 2020. As part of an elaborate Super Bowl ad campaign, Planters “killed” their beloved mascot, who was then reborn as the brand’s new spokesperson, Baby Nut. The move marks the next chapter in Planter’s brand story — and we certainly haven’t seen the last of this budding new animated star: 

Sonic the Hedgehog 

Sonic the Hedgehog had a speedy rise to fame as the lightning-fast hero taking over Sega consoles in the early ‘90s. Sonic’s first big-screen debut was in the in “Sonic the Hedgehog the Movie,” a two-part animated feature released in 1996. But it’s his latest film that serves as an important lesson for when not to mess with a mascot. 

Sonic is known for his unique animated appearance, notably, his large, cartoon eyes and red sneakers. But in 2018, animators took a different approach when creating the embarking on a new Sonic project, a live-action/animated crossover film. When the initial trailer was released in 2019, a CGI Sonic was introduced — this time, with more human-like proportions. The initial trailer received backlash from fans, prompting Paramount to go back to the drawing board. The movie was delayed until its release in early 2020 — this time, with a rendering of Sonic that fans were (more) satisfied with. For a closer look, check out this comparison below: 

Chester Cheetah

Chester Cheetah is the cool cat behind Frito-Lays’ Cheetos. The mascot made his debut in the late 1980s, with his animated style to appeal to changing demographics. Chester started off as a 2D animation, starring in wacky, brightly-colored television commercials. In the early 2000s, Chester was reimagined in 3D form, with a sleeker, more mature deposition. Now, Chester has abandoned the full animated appearance for a photorealistic look — without compromising the attitude and demeanor that has made the mascot successful for decades. 

Geico 

Geico is known for its off-the-wall advertising campaigns — namely, its talking gecko. We’ve also seen camels, cavemen, woodchucks, squirrels, and pigs all rise to stardom as animated brand mascots. Geico’s offbeat approach to advertising, and their use of animated characters in real-life situations has allowed them to gain brand recognition as a pioneer in their industry. Competitors like Nationwide have also taken notice, hopping on the trend with similar quirky characters in their more recent “LiMu Emu” campaign. 

Related: Expert Tips For Infusing Brand Into Your Videos

Looking to create an animated commercial with your own animated brand mascot? Get in touch to learn more about how IdeaRocket can help bring your next big project to life. 

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]]> https://idearocketanimation.com/21927-animated-brand-mascots/feed/ 0 11 Creative Places To Promote Your Video Content https://idearocketanimation.com/21891-creative-ways-to-promote-video-content/ https://idearocketanimation.com/21891-creative-ways-to-promote-video-content/#respond Mon, 03 Feb 2020 15:00:06 +0000 https://idearocketanimation.com/?p=21891 One way to keep your video marketing fresh is by exploring new channels to deliver content to your customers. As you revisit your video promotion checklist for your next campaign, how can you innovate to expand your reach in new and creative ways?  Let’s take a look at 11 channels that go beyond the traditional … Continued

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]]> One way to keep your video marketing fresh is by exploring new channels to deliver content to your customers. As you revisit your video promotion checklist for your next campaign, how can you innovate to expand your reach in new and creative ways? 

Let’s take a look at 11 channels that go beyond the traditional and can take your video to new heights: 

In-App Promotion

According to Statista, mobile video viewership in the U.S. is expected to hit a whopping 179 million in 2020. And when it comes to video advertising, there are plenty of ways to reach audiences on mobile. In-app mobile ad distribution allows you to connect with audiences right within the apps they love the most. Similar to other programmatic exchanges like YouTube or paid social advertising, video marketers can customize their target audience within the in-app network to ensure they’re reaching the right customers at the right time. 

Related: 11 Easy Ways To Optimize Your Mobile Video

Interactive Streaming Video

The growing popularity of video streaming services like Netflix, Hulu, Disney+ and Amazon Prime are changing the way viewers consume video content. Unlike traditional broadcast or cable networks, marketers can create new experiences by making streaming ads more interactive. Companies can give viewers a choice on what type of ads they want to see, or click on different options to learn more about products or services right on their television screen. This gives marketers an opportunity to bring new types of calls-to-action to a brand new channel (literally!) 

Related: Why And How To Buy Advertising On Streaming Services

Tapping Into The Gaming Market 

Like streaming services, advertising through gaming consoles and other video game partnerships can be a powerful way to reach new audiences, especially when it comes to Millennial and Gen Z buyers. According to Cision, 2.6 billion people play video games worldwide, with U.S. gamers reported playing over 50 million hours of video games a day collectively. Marketers can tap into the gaming market in a number of ways, including in-game advertising, in-console advertising, or through partnerships with popular streaming services like Twitch. 

Website Header Backgrounds

Placing videos on your website has a ton of benefits — from elevating your content to improving SEO. An animated video site header can captivate site visitors from the moment they land on your page. We love this tactic so much, we included a video of our own on our homepage! 

Promote Video Content Website

Product Review Sites 

Third-party customer review sites serve as independent resources for buyers to check out a product or service, and get real-life advice from other customers. It’s the perfect place to feature your product explainer video, or host customer testimonial videos of your own. For tech companies, software review sites like G2 and Capterra give you different options for building out your company profile page, allowing you to share information and unique calls-to-action. 

Related: Using Customer Testimonials To Win New Business

Employer Review Sites 

It’s not just customers that check out company review sites — new potential employees do it too. Hosting your explainer video or company culture video on employer review sites like Glassdoor, BuiltIn, and Indeed can help engage top talent early, and help show potential hires what it’s like to work at your company.

Related: How To Use Recruitment Videos To Attract Top Talent 

Direct Mail

As we’ve written about before, direct mail is making new waves when it comes to video promotion. Direct video mailers or video brochures offer marketers a way to connect the physical and digital, with interactive experiences coupled with traditional content marketing. 

Take Over A Digital Billboard 

Billboards have been around forever, but the growing popularity of digital billboards are giving companies a chance to innovate on the age-old medium. Innovation in location-based data and analytics is allowing companies to better understand where and how to promote OOH, allowing for greater precision when reaching target audiences using offline media. 

Related: 7 Tips For Digital Billboard Videos

Video Advertising On-The-Go 

Digital billboards aren’t just static — they’re going “mobile” too. Buses and taxis both offer unique options for displaying video, giving you a chance to attract your target audience in strategic cities or locations. 

Video Trade Show Backdrops 

There are plenty of ways to use video to stand out on the trade show floor. If you want to pack an extra punch, you can ditch the traditional and transform your booth using video backdrops. Options include embedded screens, touchscreens, and vivid backlighting to make your setup shine. Video walls can put your content front and center, with the ability to manipulate different screens to create new experiences. 

Advertise Your Storefront 

For businesses that have physical locations, digitizing storefronts is a way to advertise in-store promotions, showcase products, and drive foot traffic through engagement. Consider placing interactive videos inside or outside your storefront, or leverage video kiosks that customers can use to learn more about your product or access exclusive offers. 

How will you use video for your next campaign? Contact us to learn more about IdeaRocket’s unique approach to animated and live action business video. And if you’re curious to learn more about us, visit our profile on DesignRush:

 

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]]> https://idearocketanimation.com/21891-creative-ways-to-promote-video-content/feed/ 0 The Best Animated Superbowl Commercials From Big Brands https://idearocketanimation.com/18342-super-bowl-commercials-animated/ https://idearocketanimation.com/18342-super-bowl-commercials-animated/#respond Fri, 24 Jan 2020 07:00:24 +0000 https://idearocketanimation.com/?p=18342 Super Bowl commercials are a coveted part of the big game-day experience. It’s one of the few times a year companies shell out the big bucks for a chance to have their message broadcast to millions of football fans across the United States. Companies like Budweiser, Coca-Cola and Doritos have become fan favorites for their … Continued

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]]> Super Bowl commercials are a coveted part of the big game-day experience. It’s one of the few times a year companies shell out the big bucks for a chance to have their message broadcast to millions of football fans across the United States.

Companies like Budweiser, Coca-Cola and Doritos have become fan favorites for their annual Super Bowl slots. These campaigns are often prefaced with promotions that start weeks before the big event. Smaller brands have made their mark too, with delightful ads that leave a lasting impression.

With Super Bowl LIV kicking off this Sunday, we decided to take a look at some of the biggest (and best) ways brands have used animation to captivate audiences. There’s celebrities, nostalgia, explainer ads, and a powerful story that pulls at heartstrings.

 

New York Presbyterian: Unmasking A Killer (Super Bowl 2016)

For companies looking to develop their own animated explainer videos, here’s one that made the big screen. New York Presbyterian used simple animation to help explain the complexities of immunotherapy, a type of innovative treatment used to help fight cancer.

What makes this great: Sometimes simpler is better when explaining a difficult concept. This video uses simple imagery to help viewers understand how cancer impacts the body. It also shows how doctors are using immunotherapy help fight disease. The animation uses a blend of red, black and white — New York Presbyterian’s brand colors — to work alongside the narrative in a series of fluid images.

Wix.com: “Start Stunning” (Super Bowl 2016)

Wix.com, a company that lets small businesses create their own websites, teamed up with DreamWorks Animation for their Super Bowl 50 campaign “Start Stunning.” The commercial features the characters of DreamWorks’ “Kung Fu Panda 3” trying to figure out how to get more visitors to come to their restaurant. The answer? A great commercial, and an even better website from Wix.com.

What makes this great: Wix.com’s partnership with DreamWorks allowed both companies to showcase their brands. This made it easier for both companies to make an impact in a relevant way. They also get to showcase their latest products. The commercial also gives a nod to some of the Super Bowl’s more iconic campaigns, like the Budweiser frogs and the “Old Spice Guy.”  

Lipton Brisk Teams With Eminem (Super Bowl 2011)

Rapper Eminem gets a fully-animated makeover in this Lipton Brisk iced tea ad from 2011. The commercial features a personal testimony from Eminem on “why he doesn’t do commercials.” It’s complete with an expletive-ridden (bleeped out, of course) narrative that’s fit for the artist. This commercial takes something as simple as drinking iced tea and takes it to a whole new level. It also speaks to a specific target audience. 

What makes this great: Having a famous spokesperson on your side is a strong way to add some celebrity backing to your brand. Brisk was able to stretch the imagination and bring Eminem’s story to life through unique sets that took the famous rapper from inside the recording studio, to the top of a building and back again. He even grows a full head of hair at one point — but you’ll just have to watch it to see why.

Google: Parisian Love (Super Bowl 2010)

Google’s “Parisian Love” commercial made headlines for its use of what has become known as “storytelling through search.” Using only Google terms, the 52-second ad tells a love story that starts with a simple search for studying abroad in France, and ends with a search for “how to assemble a crib.”

The ad has garnered more than 7.8 million hits on YouTube since its debut. It also paved the way for other tech companies who have injected the “love story” narrative into their own campaigns. Google has launched their own “Search Stories” series since the ad. The documentary-style videos take a look at how real people use Google to follow their dreams. 

What makes this great: The biggest draw from this campaign is its ability to pull at your heartstrings. But it also does a great job at teaching users how to make the most out of Google search. Viewers learn how to use Google’s Recommended Places, Google Translator, Google Maps. It even shows how to look up your airline flight straight from the Google homepage. The ad was also a bit of an experiment. It was created in-house by the “Google 5,” a team of student designers recruited from schools across the country to work as a part of the Google Creative Lab.

MetLife: Every Cartoon Ever (Super Bowl 2012)

MetLife said goodbye to Snoopy and the Peanuts as their official mascots in 2016. But before all was said and done, the cartoon characters made regular appearances as part of the insurance giant’s ad campaigns. MetLife used their mascots to tell a bigger story by rounding up other cartoons to show how insurance should be accessible to everyone.

What makes this great: MetLife decided to dive into the cartoon world to play off nostalgia. Different cartoons were used to represent people from all walks of life. It was a way to tell their story in a new way. But they also stuck to something their brand was prominently known for.

You don’t need a Super Bowl budget to create a great animated commercial. Contact us to find out how you can get started today. 

What are some of your favorite Super Bowl commercials? Let us know on Facebook, Twitter and Linkedin!

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]]> https://idearocketanimation.com/18342-super-bowl-commercials-animated/feed/ 0 5 Tips For Choosing The Right Stock Video Footage https://idearocketanimation.com/21857-stock-video-footage/ https://idearocketanimation.com/21857-stock-video-footage/#respond Wed, 22 Jan 2020 01:28:51 +0000 https://idearocketanimation.com/?p=21857 Whether you’re a seasoned in video production, or just getting started in video marketing, you’ve definitely come across the vast array of stock footage websites offering new and exciting ways to spice up your business video.  Stock footage allows creators to access and leverage additional video they may not be able to shoot themselves, saving … Continued

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]]> Whether you’re a seasoned in video production, or just getting started in video marketing, you’ve definitely come across the vast array of stock footage websites offering new and exciting ways to spice up your business video. 

Stock footage allows creators to access and leverage additional video they may not be able to shoot themselves, saving time and money when it comes to the production process. But when used incorrectly, stock footage can turn a powerful message into something well…pretty generic. Stock footage website Dissolve Footage pretty much says it all in their hilarious mock explainer video here: 

So, when stock footage is a need, how do video producers and marketers avoid the cliche? It all comes down to choosing the right video, and working with your production partner to flex your creative muscles and turn what could be perceived as generic into something that’s authentic and true to your brand. 

Here’s how you can get started: 

1. Evaluate Your Need 

Evaluating the need for stock footage should be woven into your video planning process. Work with your video production partner to create a video storyboard at the start of the planning process. This will help your team clearly visualize the project frame by frame and identify where stock footage may help fill in gaps or add more depth to your video narrative. 

For Stephanie Purcell, freelance video producer, only opt for stock footage if it will enhance your project in a way that is authentic. 

“You don’t want to be adding content just for the sake of it, Purcell said. “I always choose to look at stock footage as a need-based asset. If my project requires a piece of footage I am unable to shoot myself and the piece will not work without it then I start looking at stock footage. I view it more as a last resort than a starting point.” 

2. Choose The Right Stock Footage Website 

Once you’ve identified the type of footage you may need, it’s time to start searching — something that’s often easier said than done when you consider the vast amount of resources out there. 

Large stock footage sites have a lot to offer, but vast content libraries can sometimes make it more difficult to find the right content as you weed through hundreds of results. 

“With stock footage, you really want to take your time to run a variety of searches and dig deep into the results to see what’s out there,” Joey Daoud, CEO, New Territory Media, said.

Take note of how the stock footage site is organized, make sure you’re using different keyword searches, and set the right filters to hone in on the exact content you need. The first results that come up may not always be the best fit for your video, or the most original, Daoud says. 

“Footage sites usually show the best selling clips first, but obviously that means lots of people have used those clips, so sometimes I’ll flip the sort to the lowest selling clips to find some unused gems.” 

Though larger stock websites may have a wide portfolio of content, you may be better off going smaller if you’re searching for niche or localized footage, says Boone Clemmons, chief strategy officer, Bandwagon LLC. This is especially important if you’re considering creating different versions of your video to appeal to regional audiences. 

“Sometimes local or regional stock footage sites sell footage not available on the big sites, Clemmons said. “For example, we needed footage of crawfish being harvested in South Louisiana. We were able to find a production company that sold stock footage via their website of all kinds of South Louisiana scenes, with harvesting crawfish being one the clips they had for sale. We saved the client thousands in account management and shooting time by buying from this small firm.” 

3. Remain Consistent 

Regardless of whether you opt for a larger or smaller stock footage provider, consistency in video type, specs and quality is key — especially if you’re blending stock imagery with pre-existing footage, says Jim Costa, photographer/video producer. 

“If the stock footage is 4K and your existing footage is HD, you’ll want to step the stock footage resolution down to match,” Costa said. “The same is true for frame rates that don’t match. This becomes an issue when the frame rates are really off, such as original footage shot at 60 FPS and stock footage shot at 24FPS. There are ways to fix this in your editing timeline, but it can be quite complicated and requires advanced skills to make it work.” 

4. Turn Stock Video Footage Into Something Original

The beauty of stock footage is its ability to be altered or edited to fit all different types of projects. So when it comes to editing, don’t be afraid to get creative! Animation, text, colors, transitions, and other effects can help transform what was once generic stock footage into something truly unique to your brand. 

“I look at stock footage as just one component to build out the story,” Daoud said. “I’ll add a variety of effects to make it fit into my video better and not feel like a stock shot, such as color correction to match the tone of the other shots, vignettes, and animated blur.” 

Incorporating brand elements, like color, fonts, and logos, can help keep the look and feel cohesive, while adding a production touch that’s completely authentic. 

“Incorporate the main elements that describe their brand, as much as possible,” Hassan Alnassir, founder/owner of Premium Joy, said. “Those brand characteristics can include the logo, font, color palette, shooting style, relevant music, and any other unique attribute that helps to connect with the target audience. For example, you may want to use clips that are dominated by your business main colors, or perhaps utilize a black-and-white video style.” 

5. Shoot Your Own Video When You Can 

Stock footage comes in many forms and styles. Although many businesses have successfully leveraged stock footage to create entire business videos, incorporating your own footage and branding is ultimately what helps you stand out from the crowd. 

“You should opt to shoot your own video whenever you can, this gives you creative freedom and ownership,” Purcell said. “You are sure to get the footage you need and will not have to make do with something close to what you want.” 

The right video production partner can help you make sense of stock footage, and transform it into something spectacular. Get in touch to learn more about IdeaRocket’s unique approach to animated and live action business video. 

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]]> https://idearocketanimation.com/21857-stock-video-footage/feed/ 0 Ask An Expert: Top Video Marketing Trends To Watch In 2020 https://idearocketanimation.com/21817-video-marketing-trends-2020/ https://idearocketanimation.com/21817-video-marketing-trends-2020/#respond Fri, 20 Dec 2019 16:01:46 +0000 https://idearocketanimation.com/?p=21817 Video marketing isn’t going anywhere. From TikTok’s meteoric rise, to improvements in ad targeting, video hosting platforms, and content creation tools, 2019 was nothing short of advantageous for marketers looking to reach more customers and maximize their ROI with video.  So, what does 2020 have in store? We asked a collection of experts, ranging from … Continued

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]]> Video marketing isn’t going anywhere. From TikTok’s meteoric rise, to improvements in ad targeting, video hosting platforms, and content creation tools, 2019 was nothing short of advantageous for marketers looking to reach more customers and maximize their ROI with video. 

So, what does 2020 have in store? We asked a collection of experts, ranging from sales and marketing leaders, to content creators and video production specialists to weigh in with their unique perspectives on what they’re looking forward to most for the future of video marketing. Here are our favorites, and if you have a prediction of your own to share, don’t hesitate to reach out here. 

Video Captioning Gets A Boost With AI 

“I predict that you will see a big rise in companies producing more videos for social, due to the introduction and implementation of Google’s AI-assisted live caption feature. This allows your smartphone to automatically caption any audio being played in your apps. This lets you read along with media playing on sources like YouTube, Twitter, and more. Companies already ahead of the game show videos with subtitles, this new feature will allow others to catch up.”

– Sean Clancy, Director, Edge Marketing 

TikTok Really Takes Off 

“TikTok is going to create a huge shift in social media,and brands that get on board will capture an audience they have currently been ‘writing off’ as just kids playing around. In turn, they will recognize that specific demographic not only has access to financial resources, but will grow up to be loyal to a brand that spoke to them in their voice and in their space.  

The brands that ‘get it’ will create some absolutely amazing content that will run more like movie shorts than ads.There will be a few people and/or brands that will be determined to set the bar high and that will inspire people on the platform to create amazing and outrageous content. The bar that is set today will be nothing like the expectations it will have for tomorrow. The micro content space will be a pivotal place for brands to get noticed… or get lost.”

– Vicki Fitch, Direct Sales Expert 

Video Marketing Strategy Gets More Sophisticated 

“Businesses will realize that they need an ongoing flow of different kinds of video to support all the various marketing and sales support objectives they have. This means that companies will start doing video multiple times a year for a variety of business objectives and with a variety of deliverables. Also, companies will realize that it is not an in-house vs. out-of-house discussion, but rather a mixture of both that keeps the constant flow of video content going.” 

– Robert Weiss, VP of Sales & Marketing, Multivision Digital

Stop-Motion Soars On Social 

“Social media is saturated with content. To get users to stop scrolling and pay attention, brands need something snack-able, fun and engaging. Stop motion animation is the video content that lies in wait in your feed, daring you to try to scroll past it – but you can’t. In fact, you’re likely to watch on repeat, if for no other reason than to try to see how it’s done. It’s captivating, not to mention fun. 

I anticipate that this trend will continue to grow, due to its increased virality, endless storytelling capability, flexible production cost, and ability to capture the interest of an audience.”

– Kyle Ford, Creative Director, Ford Media Lab 

Business Video Takes A Serialized Approach 

“Content divided into many different episodes has always been proven to keep your audience hooked and coming back for more. This is obvious in the case of television but works just as well with streaming series and story-based or instructional video series online. This method not only grows subscriber bases, but dramatically increases customer retention.”

– Rio Rocket, Digital Marketing Strategist 

Brands Embrace Transparency 

“I see there being a trend towards a consumer base wanting more transparency behind the companies they support.  Wise business marketers in 2020 will emphasize telling the story of why they’re passionate about their business, what makes them different, and what impact on the world they aim to leave.”

– AJ Fountain, Co-founder, Stoked Ember Productions 

Testimonial Reviews Keep Brands Authentic 

“With the rise of all the false written reviews, video testimonials are the next logical iteration. Consumers crave real and authentic. Nothing beats having another human talking about how your product or your service made their life better.”

– Doug Dibert, Founder, Magnfi

SEO For Video Gets A ‘Voice’ 

“It’s predicted that by 2020, over half of all searches will take place with a voice-activated speaker or smartphone. Consumers are frequently using this feature to look for video tutorials, information, and product availability. 

If your goal is to improve your video marketing strategy, start thinking about how consumers speak instead of typing. For instance, if someone was looking for a plumber, they might type ‘Plumbers near me,’ where someone speaking might say, ‘Help with my hot water heater.’ This seemingly insignificant change in language can make a difference when it comes to how many people see and view your content.”

– Frank Spear, Content Marketer, RafflePress

Increased Google Ads Capture Gen Z Audiences 

“Google Ads video campaigns will continue to increase to account for Gen Z, which will make up almost half of all consumers by 2020. As we know, this generation loves visual content, creating the perfect ground for video marketing to flourish in 2020. 

Video ads can be short and to the point and can be inserted in most social media platforms and search engines, including Youtube. Targeted and informative video advertising that is properly SEO’d will rule in 2020, especially when combined with social media.”

– Raj Vardhman, Co-Founder, GoRemotely.net 

Video Formats Become More Interactive 

“One of the biggest video marketing trends to watch and get on board with for 2020 and beyond is interactivity. Netflix, market leader of the subscription video streaming niche, has already begun to action this and trial different interactive shows. Think the type of ‘choose your adventure’ or ‘vote for an ending’ styles of developments that have caught fire on social media when done correctly by brands and YouTube channels, and go from there.”

– Polly Kay, Senior Marketing Manager, English Blinds

Video Remains Short And Accessible 

“When it comes to marketing your videos, personalization will be key in 2020. Create content exclusively for platforms, instead of just uploading the same video across the board. Short-form video will also be the preferred choice of video consumption, especially in places where internet data costs are an issue. If you plan to target people who watch videos on low-end smartphones with low data plans, then give them the option to video your videos in 360p and lower.”

– Jack Paxton, Co-Founder, VYPER 

Video Storytelling Reigns 

“In 2020 I see an expansion of story-based video marketing. I see a progression with brands and marketers in using video to tell their story in a way that matches the platform, such as longer videos for YouTube and shorter, more serialized videos for Instagram that still tell a bigger story.”

– Joey Daoud, CEO, New Territory Media

Video + Podcasts 

“Video podcasts can connect the audience way more than audio podcasts because people can see the speaker. Companies can use video alongside podcasts to drive traffic on social media channels.”

 – Jessica Chase, Sales & Marketing Manager, Premier Title Loans

Small Business Embraces Social Video

“Look for more small businesses in competitive fields to invest in video production as a way to differentiate their brand. This is especially important for e-Commerce businesses. We all know that content is king, and video engagement rates are significantly higher than text-based advertising engagement rates. I would expect to see more brands leveraging their video assets on YouTube pre-roll paid ads since the CPM there is relatively low.”

– Calloway Cook, President, Illuminate Labs.

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]]> https://idearocketanimation.com/21817-video-marketing-trends-2020/feed/ 0 Direct Video Mailers: A Personalized Marketing Touch https://idearocketanimation.com/21807-direct-video-mailer/ https://idearocketanimation.com/21807-direct-video-mailer/#respond Fri, 20 Dec 2019 15:44:19 +0000 https://idearocketanimation.com/?p=21807 When was the last time you received a letter in the mail?  You open your mailbox, and to your surprise, there’s a package waiting for you. Your curiosity is heightened (what can it be?) You unwrap the box with care, filled with anticipation as to what’s inside. And upon opening this mysterious package, you have … Continued

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]]> When was the last time you received a letter in the mail? 

You open your mailbox, and to your surprise, there’s a package waiting for you. Your curiosity is heightened (what can it be?) You unwrap the box with care, filled with anticipation as to what’s inside. And upon opening this mysterious package, you have the opportunity to learn something new — to discover something you’ve never seen before. 

Direct mail isn’t a new concept for marketers. In fact, it’s one of the oldest tricks in the book, with brands leveraging the medium long before the Internet reigned as the predominant channel for connecting with customers. And as personalization becomes increasingly important for brands, the age-old medium is experiencing a resurgence ripe for the digital age. 

The right direct mail promotion, sent at the right time, can give you an opportunity to surprise and delight your customers — which is what great marketing is all about, right? According to Gallup, 95 percent of Millennials feel positive about receiving physical mail. On the B2B front, direct mail is proving positive ROI when integrated into account-based marketing (ABM) campaigns. 

But just like any other marketing channel, the challenge for brands comes with the ability to differentiate your offering and stand out from the crowd. After all, the last thing anyone wants is another generic flyer or brochure to show up at their door (and go directly into the trash). Direct video mailers offer a new way to engage by offering information in an entertaining, easy-to-consume format. It also uses a memorable medium that consumers can hold in their hands. 

Direct Video Mailers: A Quick Breakdown

What is a direct video mailer, you ask? Direct video mailers are physical flyers or brochures that come with an embedded LED video screen that consumers can interact with. When a consumer opens the mailer, they have the ability to play your video while reading more about your product or service. For the more ambitious, video mailers can also be integrated alongside physical gifts, so a consumer can see the product in action before trying it themselves. 

Check out this video from MediaFast for a sneak peek of the different types of video mailers out there: 

A Note On Pricing And Specs

Due to the technology involved, direct video mailers are slightly more expensive than traditional mailers. According to MediaFast, pricing can range anywhere from $25-$65+ depending on the size of the mailer. Since it is a larger investment, it’s important to consider how this type of communication plays a role in your overall marketing strategy in order to ensure you’re reaping the most ROI. 

Integrating Direct Video Mailers Into Your Marketing Mix 

Have an explainer video you’d like to share? Want to educate your consumer with a how-to on your product or service? Have a personalized message for your customer? With direct video, you can bring the experience directly to your audience in a way that feels more intimate than an ad served up on Google or social media. Since video mailers also include space for copy, you can also provide additional information alongside your video in a way that doesn’t overwhelm your reader. 

Like any other marketing channel, the strength in direct video mailers comes with how you use it alongside your other marketing tactics to create a full omnichannel experience. Remember, direct mail is best used in a way that connects offline with digital. Make sure your branding is consistent, your messaging fits in at the right moment within the customer journey, and always include a way for your audience to continue the conversation, whether that’s through a phone call, visiting your website, or setting up a meeting. 

Direct mail is a versatile medium — almost any brand can use it to successfully bolster marketing efforts. It all depends on choosing the right tactic that works best for your company. 

For Prospects: Direct Mail And ABM 

Account-based marketing, or ABM, is a B2B marketing strategy that focuses on delivering personalized experiences to high-value prospects or accounts on a one-to-one, one-to-few, or one-to-many level. This tiered messaging approach requires a deep understanding of your customers and razor-sharp messaging that speaks directly to each individual prospect. Since direct mail is delivered directly to one individual, it makes it a perfect medium for creating an intimate, one-on-one experience. When integrating video into direct mail here, consider addressing your prospect directly with a short video greeting, or including an explainer that directly address their unique pain points, and how you can solve for them. 

For New Customers: Educate And Inspire 

Just acquired a new customer? Delight them with a welcome package that’s tailored just for them. Explainer video can be a great way to give your new customer an overview on your product or service. Or, you can get more granular, offering a how-to so they can get started using your product right away. 

Bonus tip: This type of “welcome package” approach also works for new hires that are getting ready to join your organization. For new hires, consider including a company culture video, or tips on how they can prepare for their first day. 

For Repeat Customers: Retaining Loyalty 

Want to do something special for those customers that keep coming back? A thank you package, complete with a personalized video message expressing your gratitude can help show your customers you care. 

The Future Of Direct Mail 

Direct mail has come a long way since the days of coupon books and flyers. Video mailers have the ability to connect online and offline channels in a way that hasn’t been done before. This creates a more robust marketing journey that engages customers in unique and creative ways. How will you use video in your direct mail strategy?

We’re committed to helping bring your next big video project to life. To learn more about our unique approach to explainer video, get in touch here. 

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]]> https://idearocketanimation.com/21807-direct-video-mailer/feed/ 0 10 Classic Halloween Animations You’ll Love https://idearocketanimation.com/17911-best-halloween-animations/ https://idearocketanimation.com/17911-best-halloween-animations/#respond Thu, 24 Oct 2019 12:00:15 +0000 https://idearocketanimation.com/?p=17911 Seasonal animated videos are some of the most effective marketing tools, and provide some of the highest ROI thanks to repeated use year after year (just look at those Coca-Cola polar bears). So to celebrate Halloween, and the spooky power of seasonal animation, we’re sharing some of our favorite Halloween flicks. These are the go-to … Continued

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]]> Seasonal animated videos are some of the most effective marketing tools, and provide some of the highest ROI thanks to repeated use year after year (just look at those Coca-Cola polar bears).

So to celebrate Halloween, and the spooky power of seasonal animation, we’re sharing some of our favorite Halloween flicks. These are the go-to animated classics, from some of the top studios and animators throughout history. Hopefully, the classic styles, narratives, and timeless charm will inspire you the next time your creative team is cooking up a seasonal hit. Beware: some of them are so good, it’s spooky.

The Nightmare Before Christmas

Tim Burton is known for his unique style of spooky stop-motion animation. And the 1993 classic “Nightmare Before Christmas” may be the crown jewel of Burton’s creepy classics. The Academy Award-nominated musical film centers on Jack Skellington (Danny Elfman) the “Pumpkin King” of Halloween Town, as he discovers the meaning of Christmas — with dire consequences. It’s a film that can be enjoyed throughout the entire holiday season, but between us, the “Boogie Man” scene is straight up creepy.

The Simpsons “Treehouse Of Horror”

The Simpsons is the longest-running animated sitcom of all time, and their “Treehouse of Horror” special is a seasonal staple. The Halloween special changes from year to year, as the beloved characters embark on some delightfully horrifying adventures. Some have debated which episode tops them all, but with more than two decades of specials to choose from, we’ll let you decide for yourself. The segment above (a “Couch Gag” by famous horror director Guillermo del Toro) happens to be the most-watched “Treehouse of Horror” clip on YouTube, with more than 34 million views.

It’s The Great Pumpkin, Charlie Brown

Not all Halloween movies have to be scary. “It’s The Great Pumpkin, Charlie Brown” is a delightful children’s tale that has stood the test of time. The “Peanuts” classic, brought to life by animator Bill Melendez, was first released in 1966. You can still catch it on ABC during the Halloween season.

Ichabod And Mr. Toad – The Headless Horseman (Disney)

What’s an animation roundup without some Disney thrown in? This epic chase scene from the 1949 classic “Ichabod and Mr. Toad” is a action-packed animated thrill inspired by the timeless Headless Horseman tale. Don’t forget to notice Disney’s masterful use of multiplaning to bring this 2D feature to life.

Coco

In 2017, Disney/Pixar took Halloween into 3D with “Coco.” The Academy Award-winning animated film is inspired by Mexico’s Dia de los Muertos, focusing on one boy’s journey discovering his familial roots. The film isn’t scary (it’ll definitely pull at your heartstrings) but there’s plenty of skeletons to get you into the spirit of the season.

Scooby Doo

Hanna-Barbera’s Scooby Doo has been a staple of spooky animation since it first aired in the late 1960s. The series focuses on a ragtag gang of teens that solve paranormal mysteries with the help of their lovably goofy Great Dane, Scooby Doo. Though the show is always centered around ghosts, ghouls, and goblins, its official Halloween special aired on The WB in 2003.

Spooktackular: Animated Alphabet

This alphabetical march through the macabre by Adam Osgood is a perfect Halloween animation. Timeless, creepy, and just fun to share with your word nerd friends on Halloween. This short piece doesn’t use voiceover to drive the story either, making it easy to share for those who don’t want to watch with the sound on (the music, we admit, is creepy enough!)

Caketrope

Nothing says classic animation like a zoetrope. When spun or moved, this optical illusion creates the effects of animation with either static images, or in this case, a carefully crafted cake. The images or elements of the zoetrope move too quickly, so your eye confuses the movement and it takes on a spooky, flickering animation quality reminiscent of early horror films, and modern classics like The Ring.

This Halloween animation from Alexandre DUBOSC is playful, masterful, faithful to the original, and quintessentially spooky and delightful. It’s the perfect animation to get you in the Halloween spirit.
And if that doesn’t do it for you, how about this painstaking stop-motion animation recreation of a zoetrope using a carving knife, and a pumpkin.

Honorable Mentions

Angry Birds Seasons “Ham ‘O Ween”

We have to give this “Angry Birds” special a shoutout simply because of its sheer YouTube popularity. The roughly five-minute tale takes you on a bizarre Halloween journey with the Angry Birds team, using CGI and 2D technique to bring the short to life. The video has garnered more than 82 million views, which says something about how a video game can build their brand through creative storytelling on a completely different medium.

Halloween

This Halloween animation combines all the classic Halloween characters—dracula, Frankenstein, Wolfman, zombies, mummies, and more—into a fluid, fun taste of everything we love about this spooky season. Animator Daniel Cordero’s delightful Halloween animation highlights the character design at the heart of each of these Halloween staples. He relies on simple iconic elements, artful transitions, smooth, colorful motion graphics, and flat 2D design to make each character distinct yet part of the cohesive animation as a whole.

It’s really well done, and a great example of seasonal animation at its best.

How You Can Get Into The Holiday Spirit With Halloween Animation 

Seasonal animation is a time to let your hair down and have some fun with clients and prospects. You’ve already got built-in appeal, not to mention views. If you opt for animation you even get a video marketing resource you can use for years. That’s ROI so good, it’s downright frightening.

What are some of your favorite Halloween animations? Let us know on Facebook, Twitter, or LinkedIn!

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]]> https://idearocketanimation.com/17911-best-halloween-animations/feed/ 0 Using Video In Account-Based Marketing (ABM) Campaigns https://idearocketanimation.com/20828-abm-video-tips/ https://idearocketanimation.com/20828-abm-video-tips/#respond Sat, 12 Oct 2019 15:48:47 +0000 https://idearocketanimation.com/?p=20828 Account-Based Marketing, or ABM for short, is quickly becoming a favored marketing strategy, primarily among B2B enterprise companies. According to SiriusDecisions, 92 percent of B2B marketers believe that ABM is vital to overall marketing efforts.  But what is ABM, exactly? ITSMA defines ABM as “a strategic approach that treats individual accounts as markets in their … Continued

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]]> Account-Based Marketing, or ABM for short, is quickly becoming a favored marketing strategy, primarily among B2B enterprise companies. According to SiriusDecisions, 92 percent of B2B marketers believe that ABM is vital to overall marketing efforts. 

But what is ABM, exactly? ITSMA defines ABM as “a strategic approach that treats individual accounts as markets in their own right.” Unlike other mass marketing techniques, ABM is a more tailored approach, fundamentally centralized on creating highly personalized experiences for select target accounts, with varying degrees of scale.

ABM strategies are typically broken up into three buckets, with different strategies associated with each approach: 

  • Targeted One to One: The process of creating highly personalized marketing plans for individual accounts with high perceived value.  
  • One to Few: The process of marketing to small clusters of target accounts that share similar needs, pain points or values.  
  • One to Many: Also known as programmatic ABM, this strategy focuses on engaging prospects from specific named accounts at scale. 

If you work in B2B, there’s a chance that you may already be doing some form of ABM today. Developing an ABM program is a long-term investment, requiring collaboration with your Sales team to identify key accounts and align strategy.

The Importance Of Personalization 

Personalization is the bread and butter of any successful ABM strategy, and for good reason. Personalized content can help increase engagement, and according to CEB, customers who felt that content was tailored to their individual needs were 40 percent more willing to buy from that particular vendor. 

Integrating personalization into your marketing efforts can start out small, but it’s important to remember to keep a consistent experience across all your channels to provide the best experience for your customers. 

Video is a perfect medium for building out a robust ABM campaign — it’s highly engaging by nature, easy to repurpose, and can be used to connect with customers at any stage of the buyer’s journey. Here are a few ways you can leverage video to improve your ABM strategy: 

Use Personalized Video In ABM Emails

Email is a vital channel for communicating with customers and prospects. According to Campaign Monitor, adding video to your email campaigns can increase click-through-rates by up to 50 percent, while improving open rates and retaining subscribers. Integrating video into your ABM campaigns can be a two-pronged approach, with both Sales and Marketing contributing in different ways. For the Sales team, recording personalized messages addressed specifically to the email recipient is a great way to make an introduction, while standing out from the crowd. Marketing teams can also embed intro videos, explainers, and product videos into personalized email nurture campaigns to provide a more engaging and informative experience. When Sales and Marketing are aligned on efforts, you can create a cohesive video story through email, without overloading your prospect’s inbox. 

Leverage Dynamic Video

Dynamic videos are animated advertisements that are programmed to render relevant, personalized content in real time. Integrated dynamic video tools identify keywords tied to web pages that consumers are browsing, and pull media that share relevant themes from your content database to create a more personalized ad experience. Combined with the right programmatic targeting, dynamic video can be a great way to repurpose existing media assets for ABM audiences. 

Tailor Product Videos To Match The Needs Of  Your Audience

When creating video for ABM, it’s important to consider the unique needs of your target account, segment, or vertical. Different audiences may find your product or service beneficial in different ways, so a one-size-fits-all explainer doesn’t do the trick here. Consider creating a tailored demo, or a series of product videos that speaks directly to your target accounts’ pain points and values, to really highlight the benefits they’ll get from partnering with your company. 

Video As Part Of A Direct Mail Campaign

Direct mail has experienced a serious lift in light of growing adoption of ABM programs because of their intrinsically personal touch. Direct video mailers can help pack an extra punch. These direct mail pieces include an LCD screen where you can include a personalized video front and center. Though pricier than other options, it’s a unique way to surprise and delight prospects, while standing out from the crowd.

 At IdeaRocket, we’re proud to work with leading B2B brands and tech companies to help bring their ideas to life. Get in touch to learn more about our tailored approach to animated and live action video production.

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]]> https://idearocketanimation.com/20828-abm-video-tips/feed/ 0