Video and redio advertisement currency. What to put hope in?
We shall not proceed from the fact that we are living through crisis,
that people have no money and everybody is sick and tired of radio ads and
video advertisements. It’s obvious! But the life is going on
regardless of various objective and subjective things.
As the Ukrainian saying goes: «any situation can be ruinous for one
person but quite beneficial for another». The same is true for the
crisis: it can drown one person and become a good start for another.
What you need here is a kind of gut feeling and a good nose for
business. And a clear plan of actions helps to minimize losses.
Whereas previously the advertising budget was easily formed using the
coolest advertising medium, at present it should be considered with a
grain of salt. More attention should be given to the statistics of
audience coverage on radio channels, to the number of cars driving
past a billboard, to the number of fliers which usually appear in the
nearest dustbin. You can trust your own intuition or rely on
statistical agencies data.
One of the most reliable criteria is advertising in the Internet, in
social networks or in popular channels by means of so-called viral
videos. Then everything becomes clear, statistics speaks for itself.
And such a viral video can be made from a corporate one. Fairy
stories? By no means. It depends on the way of filming and videovoiceover. One of our voice talent’s works can serve as a striking
example: video voiceover, fantastic money, by Russian voice-talent Andrew Chernukha.
These are really creative and audacious people! The very idea and
execution are superb but what surprises most is that the idea has
overcome the classical approach and the probable opposition of the
administration who usually want everything to be decorous and
dignified as it used to be. But something that scandalized people
before is considered normal today and causes no emotions.
It is fun to lead the audience. Another example is the solid
voice-over job for video advertisements of the motor-car industry in the same work: video voiceover, Honda, by Andrew Chernukha.
One should treat oneself with irony which does not mean lack of
goodwill. Touching human character strings, you will always be a step
ahead of those who invest a lot of money in standard advertisements,
not different from numerous others. Be daring and the horizon will not
seem too far…
