Auf Smartphones könnten audiovisuelle Shopping-Anwendungen eine wahre Killer-Anwendung werden. So wäre ein mögliches Szenario, dass Nutzer künftig direkt in Produktclips per In-Video-Shopping auf iPhone & Co. einkaufen.
Erfahrungswerte allerdings zeigen: Wenn Händler einfach vorhandenen Content auf neue Endgeräte spielen, sind Kunden in der Regel kaum begeistert. Es stellt sich damit zwangsläufig die Frage, ob klassische Produktvideos auf iPhone & Co. überhaupt funktionieren. OnlineVideo.net begibt sich auf Spurensuche:
"When mobile video was in its infancy, several rules of thumb developed for getting the best results on a compact screen. With mobile video now taking off, thanks to better phones and higher-bandwidth connections, do the old rules still apply?
To find out, we turned to Tom Ellsworth, CEO of GoTV. Based in Los Angeles, GoTV is an end-to-end mobile agency that brings brands and media to mobile devices. Ellsworth has worked with a variety of top-shelf companies, helping them form a mobile strategy and integrate video with their overall campaigns."
Das Ergebnis: Video-Shopping-Anwendungen dürften auf Smartphones vor allem dann funktionieren, wenn Händler beim Content folgende Grundsätze beachten:
- Avoid heavy pans or movements, since they’ll end up looking blurry.
If your viewers are using a 3G connection, quick movements can still become blurry or pixilated. Only 4G or Wi-Fi connections have the reliable bandwidth to support quick movements. Ellsworth expects this limitation to fade away in two years, however, with improved handsets and higher bandwidth. - Stick to standard video, since there’s no point in shooting HD.
If your video will be shown exclusively on mobile devices, there’s no reason to shoot in high-definition, Ellsworth says. In fact, GoTV only shoots in SD. Delivering HD video would require a much bigger stream than many of today’s phones can handle. You can’t count on your viewer having a steady 3G or Wi-Fi connection. While HD video will come to mobile devices in time, it’s not there yet. If you’re planning on reusing your footage on other devices, however, go ahead and shoot in HD so you’ll have a higher-resolution original to work with. - Audio quality is crucial; viewers won’t put up with poor sound.
Audio is still incredibly important, says Ellsworth. You need AC3 audio or a stream approaching 128Kbps. With today’s high-end earbuds and the high production value content people are watching, viewers expect perfect clarity. If audio is clippy or drops out, people will shut it off. Viewers are more likely to tolerate poor video than audio. - Keep your work under four minutes.
Viewers will often choose longer content, but it depends what they’re doing. If they’re sampling or exploring videos online, those videos have to be short. Viewers will never sample long-form content. If they’re sitting down to watch a network sitcom, however, or if they’re renting a movie, they understand the longer length. If you’re creating videos to promote a product, keep them under four minutes.
Unterm Strich gelten damit für mobilen Content aber (bis auf den ersten Punkt) eigentlich dieselben Grundsätze wie für Online-Video-Produktionen. Vielleicht lassen sich also Inhalte ja auf dem iPhone zweitverwerten. Wo das doch leider schon nicht auf dem iPad funktioniert.
Passend dazu:
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