Right now, the two main ways newspapers get advertising video is to repackage a TV commercial or get a vendor such as Digital Media Communications to turn a print ad into something that is very video-like.
There may very well be a newspaper shop producing original advertiser video, but I don’t know about it.
Video is now very cheap to produce but the question is: who will shoot it for publishers? The newspapers (i.e., NY Times), for example, are training reporters to become pseudo-professional videographers. But you’re not going to ask the YP sales force to shoot commercials, notwithstanding the fact that YouTube and related sites have conditioned people to tolerate “production values� that fall below agency/Hollywood standards. (bold added)
Why not? Why couldn’t an ad rep walk into an advertisers store with a point-and-shoot and get a few shots, return to an advertising artist who would edit the clips and create the online commercial?
At this stage, most small business owners would LOVE to have a video commercial on the web, even if it wasn’t as slick as an ad agency might produce. It’s called coming in at the low end. It’s called disruption.
