Mad Video Predictions for 2017

The future holds many unknowns. But the world of video is a different story. Gather around as we take a look into our Mad Bear Crystal Ball – which no surprise resembles our new Nokia OZO Virtual Reality camera. Take a minute or two to read Mad Bear’s predictions for the world of video in 2017.

Mad Bear’s Crystal Ball. No, really it’s our 360 camera. But it IS the future of video!

  1. 360 Video/Virtual Reality will be THE dominant buzz technology of the Year.

    3D video, mobile video and even drones have had their time in the “buzz light,” but for 2017 it will be all about 360 Video/VR.


Predictive statistics are already suggesting this will be the case. Here are just some of the resources pointing in that direction:

▪Revenues from virtual reality products (both hardware and software) are projected to increase from 90 million dollars in 2014 to 5.2 billion dollars in 2018. (Read the full Statista report here)

▪Consumer spending on VR headsets will go from 1.6 billion dollars in 2016 to 7.9 billion dollars by 2020 (CNBC)

▪Dip into CES 2017 for a sense of how dominant VR has become already in the shaping of what the word “immersive” means.(Forbes)

2.  Sorry Snapchat. Instagram It Is.

#sorrysnapchat

Instagram will continue to use “video stories” to take marketshare from Snapchat. The meteoric millennial monetization (yes… a three part alliteration) rise of Snapchat has come to an end, as many marketers will move away to Facebook owned Instagram (3 more “m’s”… I’m on fire). There was some writing on the wall several months ago when Instagram copied Snapchat and unveiled stories  (here is one article from AdWeek) but Instagram isn’t done yet. Look for further integration of video in their platform and look for more ways for businesses to utilize the platform to target ads (a la Facebook). There might even be some expiring video content and/or filters added. While I love your new Spectacles Snapchat. It just won’t be enough.

3.  Interactive Video Content Will Move from “Maybe” to “Must Have”

Clickable, shareable, trackable …. it is so nice marketers are ABLE to do these things without ever having to leave a video link. As viewers decreasingly jump between platforms (i.e. “If the content originates on Facebook please don’t send me to a landing page.”), interactive content become the key to keeping people engaged. Interactive in these terms can mean more social media features or even a deeper use of 360 video (see the #1 prediction above).

Here is a good overview article on interactive video from the co-founder of an interactive video company Rapt Media.

So there you have it… three predictions for 2017 … in a way all three say the same thing. Video will move deeper in the direction of consumer initiated engagement. In other words, the video creator will no longer fully control what people experience and how they experience it. Now, the creator is empowered to tell the story so that the viewer can control the experience. So give your viewer the keys, invite them into the driver seat and see where they go. If the ride is good enough, they will come back for more.


About the Author: Glenn Zimmerman

Glenn has what is best described as “Superhero Syndrome.”
His affliction began as a child and has progressed with age.
He got into extreme skiing and extreme sports before they were a thing because every superhero should try flying at least once.

While at Boston University, it was his desire to save the day that brought him to Post- Soviet Russia where he explored the emerging homeless population.

His Syndrome brought him to journalism school at Syracuse University to get his MS in Mass Communications.

He later became an award winning reporter with the number one station in Detroit (WXYZ-TV) and with NBC’s flagship station in New York (WNBC- TV). And, it was the reason he formed the video agency Mad Bear Productions.

With Mad Bear, he harnesses the power of story to help business, non-profits and events engage with their target audience. Video is his tool and he wields it mightily.

Glenn is a sought after speaker on video engagement and mass media. It is all part of his quest to help save the day, one story at a time.

The Joy of TEDx

TEDx-7Every day I find myself in the midst of a juggle between running a business and trying to be the best father/husband I can be. It is safe to assume many of you have a similar juggling act.

I am not complaining. Simply stating facts. There is simply not enough time in a day.

So that’s what makes life funny. When something comes up that hits a nerve, suddenly you find time.

Months ago, a very interesting man named Richie Etwaru asked me a question: “Would you like to be the Chief Storyteller for a TEDx event I am organizing in Bedminster, NJ?”

Despite the life juggle I mentioned above, I did not hesitate. “Yes, it would be an honor” was my answer.  No money. Though a feather in my cap there was no clear business upside. I did not initially even know what he meant by “Chief Storyteller.

So why was “yes” the gut reaction?

Mental candy. That is what immediately occurred to me. This event represented something to stimulate a part of my mind I have not stimulated enough recently. The part that explores the question “what if” without the need to answer that question. It is a mental exercise I used to enjoy so much back in my college days. When the ethereal trumped the practical. You get the picture.

I had not realized until that very moment how much I craved it.  There is true value in pushing your mind past the practical. It is more than an exercise. It is where truly great ideas can be born. So “yes” was the only answer.

Months have passed since that conversation with Richie and the event is upon us. It is happening today.

I have put hours of work into helping the speakers shape their storylines into effective 15 minutes of thought-provoking wonder and awe. And I am better for it.

Mad Bear Productions, my company is now producing the videos for the event so there is new fun exercise involved in the process but none of this has to do directly with profit or business.

Richie has called it a labor of love. While that is true, I am more overcome by the mirror image. It has been a gift of indulgence. The permission to indulge in a larger picture mental exercise that is about to really happen. I’ll let you know how it goes and what comes of this extraordinary experience.


About Glenn Zimmerman:
glenn@madbearproductions.com

Glenn-Pic-2 resized

Glenn has what is best described as “Superhero Syndrome.”

His affliction began as a child and has progressed with age.

He got into extreme skiing and extreme sports before they were a thing because every
superhero should try flying at least once.

While at Boston University, it was his desire to save the day that brought him to Post-
Soviet Russia where he explored the emerging homeless population.

His Syndrome brought him to journalism school at Syracuse University to get his MS in
Mass Communications. He later became an award winning reporter with the number
one station in Detroit (WXYZ-TV) and with NBC’s flagship station in New York (WNBC-
TV).

And, it was the reason he formed the video agency Mad Bear Productions.
With Mad Bear, he harnesses the power of story to help business, non-profits and
events engage with their target audience.  Video is his tool and he wields it mightily.

Glenn is a sought after speaker on video engagement and mass media.

It is all part of his quest to help save the day, one story at a time.

Mad Bear Productions Wins Another Telly

The Mad Bear team is extremely proud to announce another trophy for our collective mantlepiece.

IMG_1209

We won a 2013 Telly Award for a video entitled “Chess and Insurance.”

We produced the video for our client First Fidelity Brokerage, an insurance brokerage firm specializing in business needs.

After hearing about the award, First Fidelity CEO Eugene B. Podokshik said,

“The Mad Bear team googled me and saw that I was once a chess champion.  This was unique so they built a whole theme around it and successfully portrayed me and my firm as strategic and forward thinking.”

Mad Bear President Glenn Zimmerman said,

“Themes are an important part of any story. So, given First Fidelity’s approach to insurance from a strategic standpoint, chess just made sense as a way to visualize insurance.”

Podokshik added,

“Don’t let the growl fool you. The Mad Bear is very thoughtful, creative and actually pretty nice, I must admit. “

This is Mad Bear’s 2nd Telly Award in as many years.

Last year we won the award for The Story of PeriClean: A Brushless Toothbrush.

Please check out our Telly Award winning videos and feel free to leave your reactions to what you see.

Looking forward to hearing from you…

 

LinkedIn Video Ads: Pros and Cons

The Mad Bear team recently did a test.

We wanted to see if LinkedIn‘s new Video Ads platform would outperform LinkedIn’s standard ads (i.e. the ones that use a combination of an image and a little text).

Linkedin logoBoth versions in our test used the same subject matter and were targeted to the same audience (i.e. geography, job title, etc).

We actually did multiple versions of the non-video ad with various adjustments to the headline and the image associated with each campaign.

We only did one version of the video ad…. yet the results were clear.

Video had a noticeably higher level of engagement per ad impression. In fact, the video ad scored the same number of clicks as the standard ad in nearly a quarter of the impressions.

What does that mean?

It means the video ad was nearly 4 times more likely to inspire action than the standard ad… pretty cool!

Now here comes a different question:

Are LinkedIn Video Ads worth it?

Well the obvious answer would seem to be yes…  but the truth is we are not convinced.

Here’s why:

1) Cost Per Click.

LinkedIn clearly recognizes the power of video because video ads are nearly twice as expensive per click:

Standard Ad- $2.07/click

Video Ad- $4.02/click

2) Overall Cost.

While the inspired action to click was far higher on the video end (as shown above), we actually paid nearly half as much for the standard ad for nearly the same number of views. Granted the standard ad had far more impressions, again proving video’s vastly superior power to engage, but as far as ROI — the standard ad proved to be a better deal.

Parting Thought
We structured these campaigns on a pay per click basis — based upon our results it would appear the better strategy would be to pay by the number of impressions instead. LinkedIn does allow for that … That is unless LinkedIn jacks up the cost on impressions of its Video Ad format just like it jacked up the cost of video clicks.

We love to get your impression… so if you have any questions or thoughts please feel free to share by commenting below.

Online Video Return on Investment (ROI)

Online video is a proven way to draw more eyeballs to a business.

More and more studies are showing the proof is in the numbers: higher website click through rates, longer amount of time engaged with a brand on a webpage and all age groups are watching.

Glenn Zimmerman, the President of Video Agency Mad Bear Productions, talks about some of the tangible benefits of online video.

How Story Works on the Brain to Inspire Action

As a team of passionate storytellers, we felt compelled to share a video we recently came across.

In this case it is not about the production value, the editing or anything about the presentation at all (I know coming from us shocking)… it is purely about the information.

The video is nearly 6 minutes long (an eternity for most online videos) and yes… we would have presented the information differently (e.g. the beginning is a bit of a bummer) … but please try to move past this stuff because the information provides scientific insight into why you should really focus on using story as the engine behind all of your marketing communications.

It proves how a story based approach can make an emotional connection with a viewer that can physically have an effect on the brain. The result is a direct correlation to a desired action.

The emotions evoked do not just have to be “distress” and “empathy” (the examples in the video). In fact, the emotion(s) you focus on should have relevance to what is important to the message and your audience.

And the story does not have to be “once upon a time”… but it does have to be a story and not just a made up marketing pitch like what Toyota has currently embarked upon (see video below):

Editors Note: There is nothing about the Toyota video that is a real story. It just pretends to be … Really, it is bunch of brand messages that don’t resonate because they haven’t been connected together in a way for you (the viewer) to care.

So what do you think of our position on the Toyota video and more importantly the science of storytelling?

Any examples of good story based approaches that worked? Failed? Why?

We would love to start a conversation about this… maybe the examples are videos maybe not… We are looking forward to the story that hopefully unfolds.

 

 

NYC based Video Marketing and Production Agency is Coming to Tampa

Video marketing truly is about to get hotter. No this isn’t one of those pitches about why you should be using video (even though… you should), this is to announce that Mad Bear Productions is opening a new office in Tampa. The office will act as a regional hub to help businesses in Florida and throughout the southeastern section of the U.S. take advantage of Mad Bear’s unique story based approach to video marketing.

“Tampa is not just about sunshine and beaches. This city just showed the country what a thriving cosmopolitan city it is by hosting the Republican National Convention,” said Mad Bear President Glenn Zimmerman. “Mad Bear Productions is proud to consider ourselves part of this growing business hub.”

Zimmerman went on to say, “Mad Bear Productions will still maintain its base of operations in greater NYC. The Tampa office is the first of what will be a series of regional offices as the brand grows.”

The Tampa office is ideally positioned close to downtown Tampa with easy access to the major highways and a short 5 minute drive to Tampa International Airport.

Plus, it is only a block away from Raymond James Stadium where the Tampa Bay Buccaneers play.

The address for the new office will be:

4511 N. Himes Dr.
Suite 200
Tampa, FL  33614

Please drop us a line. We would love to have a chat.