Why Commercial Quality Matters

by Adam Krell

Video Quality

You’ve probably watched TV and noticed when a locally produced ad appears on the screen. It screams low-budget video, and you can’t take it seriously compared to the glossy national ads. Even worse, you may have seen the poor results when a business just picks up a digital camera and starts rolling, posting the homemade creation online. It’s not professional; it’s jarring and frankly distracting from the message.

Invest a little more now to guarantee that your video is made with national ad-quality video equipment, so the focus is on your message. The key to getting your message heard is to limit all elements of the commercial that may make it distracting. When you opt for stunning video quality, no one is going to tune out your message to ponder how homemade the video looks.

Conciseness

On the Internet, video advertising isn’t limited by length, so it can be tempting to prattle on minute after minute in your video to get your message out there. If you have a limited amount of time to work with, such as a 30-second TV slot, conciseness is often on the top of your list. But even then, you might try to cram too much into your limited time slot or pay for a slot that’s longer than you really need in the first place.

Most people are easily distracted. Internet users are no different. Why would your audience watch a video that’s minutes longer than it needs to be when their social media profiles are just a click away? Get your message down to the barest, broadest points, and use as little time as possible to convey that message. If you’re struggling to figure out how you can keep your message short and still have an impact, that’s where a professional editor or director could step in. Experienced commercial directors and editors can help you streamline your video so that it will maintain your audience’s attention and get your message across in the most powerful and succinct way.

Engaging Storyline

If you’re focused on cutting your message down to a concise length, then you’re not going to have time for Shakespeare, but that doesn’t mean you should throw the “storyline” of your commercial out the window. The audience will be bored if you simply have someone narrate your message. Think of a way to engage the audience — whether through humor, empathy or drama — and frame your message within a story. If you need help thinking of a way to tell a story while staying concise, a professional writer could offer assistance. Many video production companies have in-house creative teams to assist with storyline development and script writing.

When it comes to video advertising, whether online or on TV, commercial quality matters. In particular, the quality of the video produced should be equal to national brand commercials, the message must be clear and concise, and the storyline should be engaging and memorable. That’s why it’s worthwhile to invest in a professional production. Contact us at Aurora Coast for more information.