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The Value of 8 Seconds and Other Takeaways from NAB 2019


We took a recent trip to Las Vegas, Nevada, to attend the National Association of Broadcasters Show, aka “NAB Show.” During the visit, we experienced the newest technology hands-on and heard from industry leaders in technology, media and marketing. Here’s a sampling of their observations …

A viewer’s attention span is only 8 seconds … when the content sucks.

We heard from Joseph Heck, a Video Specialist at Google. His research shows movies have only gotten longer over the years and web users have no problem engaging in longer-form content, if it’s good and built to engage.

The “snack, snack, meal” approach to video editing is one way to maintain a viewer’s attention. Give them a little at first, ease them into the (good) content and then reveal the whole story.

Vertical video is the future …

In a presentation boldly titled “The Future of Advertising,” Chris Meador, Head of Video Ads Marketing at Facebook boldly stated, “Vertical video is the future of social content.”

Video “stories” should no longer only be an afterthought. There should be pieces specifically shot with a video camera mounted sideways, planned and captured, vertically.

I mean, Samsung just announced “The Sero,” a 43-inch vertical television. Music video artists from Taylor Swift to Nicki Minaj have been releasing exclusive music videos, shot and released in portrait mode.

For longtime cinematographers committed to landscape, it’s a little unsettling. Anything to tell a story though.

Social videos require a different approach …

Social videos shared on Facebook, Instagram and Twitter should be treated differently than a video on YouTube or Vimeo. The autoplay nature and indirect interaction require different methods of shooting and editing to make the content engaging.

Quick-paced edits are much more well-received as opposed to a more “life-like” edit. Wide shots are non-engaging and should be avoided. Use tight and medium shots to tell your story.

360 video is becoming increasingly accessible and capable …

We met with Insta360, a leading manufacturer in 360 and VR cameras. We received hands-on training with both their Insta360 ONE X and the Insta360 Pro 2. We also got to experiment with their mobile app and stitching software.

We learned that the capabilities of 360 Video aren’t just for virtual reality. You can utilize the technology in linear editing as well which opens the doors to new and refreshing editing techniques.

Artificial intelligence is worming its way into advertising …

AI is already telling us what to watch on our streaming platforms and organizing our emails. Soon enough, artificial intelligence will allow us to place visual ads inside vehicles.

With autonomous vehicles becoming increasingly realistic, audio won’t be the only way to advertise to drivers.

In 2019 and beyond, will be a rollercoaster of new tech and visual trends. It will be very interesting to see how these five takeaways will change how we ingest visual media.

About The Author

Jordan has been capturing video since his teenage days when his family and friends were his main viewers. He expanded that audience considerably using his talents to tell stories on a popular local news station before joining the agency ranks.

Now he uses an impressive combination of technique and creativity to cast brands in an engaging light. His well-trained eye is also evident in the urban exploration and photography of abandoned spaces he tends to partake in on the weekends.

Jordan is well-trained as well with an undergraduate degree in mass communications that complements his experience.