Despite the rocketing popularity of online media, video production for TV is still king of the hill when it comes to consumer reach. It’s all a question of viewing habits. Minute for minute, more people plant themselves before the classic tube then glue their eyeballs to smartphones and laptops. Nevertheless, brands can’t ignore the surging numbers of the online audience. All of which dumps this question into the laps of video marketers – “which way do we go?” Answer — both ways. The ideal move is creating content for each platform.

Marketers launching video productions across these two worlds must acknowledge a few of the new realities. The first and perhaps most important is speed viewing. Audiences want it now, and they want it lightning fast. They also crave engagement.

Even broadcast TV must adapt to instantly-consumable video productions. Credit the spillover effect of digital media’s super pace. More and more, short and sweet is winning the day.

A safe bet for video productions these days is a running time of :60 or :15. Whether for DRTV or more general commercials, these spots offer the perfect combination of quick deliveries and high engagement.

Like it or not, technological advances are a fact of life. And the blizzard innovations will continue pushing video production into new frontiers, many of which will lie in the digital realm. To keep pace, video marketers should plan on shifting more of their budgets into the online arena.

If you have questions or thoughts about video production for your brand, please leave us a comment.

We’re also available to discuss building your brand with cutting-edge video productions, DRTV videos for social media, and DRTV lead-generation videos. Contact IDR Productions for a free consultation.