Wednesday, August 11, 2010

If You Build a Web Series Around It, Will They Come?

For Some Brands, the Answer Is an Enthusiastic Yes; for Others, Not So Much 

(Read the entire article here at Madison & Vine or read the synopsis here.)

"In the past three years, it seems "Make me a branded web series" has become the new "Make me a viral video" for marketers, with brands as varied as Ikea, Procter & Gamble, Toyota, Kraft Philadelphia Cream Cheese and even Poise incontinence pads all trying their hands at branded storytelling online. But as these webisodes clamor to find audiences in increasingly fragmented numbers, a larger metric for success pervades: Did they actually deliver on the hoped-for ROI for the brand?
For marketers, the typical web series consists of a half-dozen five-minute episodes costing an average of $100,000 to $1 million to create -- a paltry sum considering a typical 30-second spot can cost more than three times the price the most expensive web show.
Yet the bar has been high ever since "In the Motherhood," an online sitcom co-created by Mindshare Entertainment on behalf of clients Sprint and Unilever, became a massive hit on MSN, accumulating more than 16 million views by its second season and eventually becoming a sitcom for ABC. But its swift broadcast cancellation forced advertisers and producers alike to re-evaluate the ultimate metric for determining a web series' long-term success: Instead of being picked up by a TV network, why isn't re-investment by the brand the new barometer for success?"
Dave here: Web Series are enticing, it seems you can create a personality, create a buzz and see long-term success. Good production values remain key in winning at this game.  
Wil this trend continue? Soap operas were called such because P&G was selling dish soap so yet again they are leading the way and they have a long history of success. Web series are here to stay. If you want to start your own web series, contact iFilm Productions so we can be your production guide. 


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