"Camera running"

Web instead of TV - the Internet has its own rules when it comes to moving image advertising. In the shortest possible time and in the midst of countless contents, brands, products or companies have to convey added value and appeal to the emotions of online users. According to a study by Microsoft, they have no more than eight seconds to do so. By comparison, the attention span of a goldfish is nine seconds. With "Camera [...]

Web instead of TV - the Internet has its own rules when it comes to moving image advertising. In the shortest possible time and in the midst of countless contents, brands, products or companies have to convey added value and appeal to the emotions of online users. According to a study by Microsoft, they have no more than eight seconds to do so. By comparison, the attention span of a goldfish is nine seconds. With "Kamera läuft," the authors provide marketers with a guide to the production and placement of moving image advertising on the Web. They explain the special rules that apply to the creation of online videos, how the individual platforms work, as well as formats and viewing habits.
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The authors also go into detail on the topics of software, planning and budgeting. Finally, the augmented reality app that accompanies the book provides script and shooting schedule templates, production planning checklists, and raw footage for download. This new Haufe publication is thus an all-round carefree package for anyone who relies on video content and wants to hold users' attention for a whole eight seconds.

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