I just watched this video below (don’t ask why) and something hit me about the structure of both music and video. They both go full throttle, travelling hell for leather. In the very first scene, a jet fighter takes off. We know this will be full on airforce porn. Secondly, Kenny Loggins’ song is breaking every speed limit to get to its chorus (0:29), which is pretty catchy and very repetitive.
Now here is my point: most YouTube pre-roll ads are unaltered television edits, and do the opposite. They build up slowly, and reveal the product after 0:05 – 0:10 at the earliest. The problem in this environment is, every user can skip an ad after 0:05.
Lesson for videos on online pre-roll? Better come out all guns blazing, like Maverick and Iceman. Edit the story so that the first scene gives viewers a jolt, by being funny, emotional, mysterious, suspenseful or shocking. And in under 5 seconds, make clear what this is all about. Or you risk that the whole ad gets fatally ejected like Goose.
Entries for Good Work on YouTube have closed and soon the jury under guidance from Craig Davis will pick a winning entry. I am quite chuffed that my colleague Henry Hall (with the help of some other lovely people here at Mojo) has entered his video. It is called ‘The Boxer‘ and was conceived and produced as a response to a brief from SOS – Casas de Acolhida. The Brazilian organisation works for the protection of children aged 0 – 6 from domestic violence.
Being a dad myself this stuff cuts pretty close to the bone, so please give the film some love by liking it here.
What’s better than to let the good work come out on a good brief for a good cause and as a reward have a good time in Cannes? And then, coming full circle, do some more good work.
See Craig Davis, CCO of Mojo and Chairman of the jury of “Good Work on YouTube”, elaborate on what will hopefully motivate you to get involved with this program. There are only a few days left to enter, the current deadline is midnight on May 15. Participating will quite likely mean a late night or two, but hey, it is Cannes after all. Get amongst it!
Learn more about the briefs, the prize and entry conditions on the Good Work channel. By the way, this is another good example of how YouTube evolves beyond distribution of clips and playlists.