Borrell Associates 2007 Local Online Video Advertising report, released last week, projects huge growth in online video ad spending, which will generate $5 billion in revenue by 2012, compared with $371 million this year. “In five years, local online video advertising will surpass $5 billion, representing more than one-third of all local online advertising,” the report said.
The report also looked at individual media, noting that local TV stations will generate $89 million in broadband revenue this year, up from $32 million last year. The increase is due to “surge of video streams that will become available on TV sites this year, and the fact that many stations will begin selling video advertising in earnest.”
Newspapers have fared better than TV, with revenue expected to jump to $162 million this year from $81 million last year. Papers are generating more revenue from video supplements to classified ads.
The report says TV stations haven’t been as successful as newspapers because they rely on :15 pre-rolls in front of news and weather content, as opposed to classifieds. But the report also says there may be a lot of money to be made from pre-rolls. There are “tens of millions of unsold pre-rolls video avails across thousands of local websites. The mushrooming popularity of Tivo-proof small-screen video offers a tantalizing opportunity to national advertisers. In fact, it may become the new “spot TV” advertising.”
But the report said long-form advertising may be preferable to pre-rolls because it allows advertisers to provide “rich content about the specific subject matter.” Real estate and automotive are two categories that lend themselves well to long form. They are the “perfect showcase and branding opportunity for real estate agents” while automotive manufacturers are searching for local sites to play videos that will allow consumers to “delve deeper into their features.”
Craig Henighan Sounds Off On “Deadpool & Wolverine”
Hollywood lore has it that character actor Edmund Gwenn--while on his deathbed--quipped, “Dying is easy, comedy is hard.”
The second part of that darkly witty utterance remains all too true today as Craig Henighan--a Best Achievement in Sound Mixing Oscar nominee in 2019 for Roma--can attest in that he had to grapple with the sonic of being comic for this year’s box office hit, Deadpool & Wolverine (20th Century Studios/Marvel Studios).
The degree of inherent difficulty was ramped up even further because Deadpool & Wolverine had to seamlessly bring together high action-adventure exploits with moments and dialogue that tickled the funny bone. There’s a mesh of humorous banter--a staple of the franchise--along with major spectacle replete with explosions, fights, an impactful score and off-the-wall musical numbers.
Henighan explained that among the prime challenges for him from a sound perspective was having to make sure every joke landed within the construct of a superhero film. The tendency for a tentpole movie of this variety, he noted, is to gravitate towards big, loud audio spanning music, dialogue and sound effects. But the unique comedic element of Deadpool & Wolverine necessitated that re-recording mixer and supervising sound editor Henighan strike a delicate balance. “You need to get out of the way for the comedy,” he related. The jokes in a superhero film become “a real dance” as Henighan had to establish a rhythm that did justice to both the comedy and the action as the narrative moves back and forth between them--and sometimes the funny and the high energy, high decibel superhero dynamic unfold simultaneously in a scene or sequence. The “sonic fabric” has to... Read More