This type of electronic media can be used for a wide variety of potential uses, including marketing, entertainment, explanation of complex tasks to be completed on a web site, live streaming of events, sharing of family events, personal memories, etc. It can contain both standard content as well as animation, graphics, camera-recorded sound, sound effects, voice over recordings, and of course music, both custom written and stock.
Online video for websites, or website videos, routinely refers to the specific use that appeared around 2004 wherein a frameless player appears on a web site, causing the person in the footage to appear to float in front of the site, almost a 3D effect. We refer to this effect as “the illusion”, because they appear to be in front of, and not part of, the web site. To the viewer, this effect creates a sense of greater immediacy and connection, with the result being a greater retention of viewer interest and increased action taken on the site.
Marketing applications are numerous, with one of the most common being lead conversion. Business owners or marketing managers who have used this tool for lead conversion, when it has been executed properly, have seen results that many times multiply previous analytics with multiples of 2 and higher, sometimes even 10 or more. It just needs to be thoughtfully executed, with carefully written scripted content and a quality on-camera actor.
The quality of the on-camera acting talent has a great deal to do with the perceived value of the presentation. If a business owner or employee chooses to be in their own production, they may not be doing themselves a favor if they are not comfortable in front of the camera. Professional talent can make all the difference in whether or not a piece of electronic media is taken seriously or quickly ignored or closed. Money spent on the creation of content can be wasted if talent is not chosen properly.
The delivery mechanism used to show this type of website video can also make or break its success, and certainly the perceived quality of production value. Different delivery methods include streaming and progressive download. Streaming means that the presentation can begin playing as soon as enough data has downloaded, and often results in a quicker start and smoother play experience. Progressive downloading causes the actual file of the presentation to cache in the browser, which while it can make successive plays happen more quickly, can also create a security issue for the creator or owner of the video if they wish to retain control over who has access to the original file.
The advent of broadband has created a whole new world of possibilities for anyone wishing to disseminate information using the web with electronic movies, sound files, animations, etc. The numerous codecs, or formats, of different video have given producers of this type of content many options for quality, size, speed of delivery, and use in portable hand held players, including iPods, smart phones and now tablet devices.