When it comes to shaping video content for target audiences, how real-time can we get? Dynamic iMedia allows digital agencies to track who’s watching what content, where they’re watching it, and for how long. But how can brands put this real-time feedback to use when months of approvals have already locked in a final cut? If they shoot documentary-style content, they have the flexibility to make measurement mean something. An archive of doc footage from the production phase can offer drastically different cuts.
Quality of sound is not very good, just recorded on my iphone to aid in writing up proper notes at a later date. Below are just thoughts & comments, just thrown down here as they come up in the panel.
How quickly can the content be changed due to consumer feedback.
Flow nonfiction @flownonfiction
Bryan Mochizuki @clintonglobal explains the event they are using as a case study. Using the tweets from the event, the audience became the “assistant editors” curating the content that mattered. Guiding the direction of the film.
Mark Hillman @markhillman, as far as brands are concerned, it’s a hard sell to let consumers control the end result of the video. Although this concept requires more shooting to cover many eventualities, it can take video and keep it “alive” once it hits the audience.
Sally Daub vixssystems technology. Moving forward not only allows you to track viewing stats by audience but by watching gestures, eye movement and even temperature. Much more analytics are available to gauge audience participation and engagement.
Making documentary footage lends itself to this because so much footage is being shot that feedback can drive the end result and content may already exist in the hours of footage shot for the piece.
From a brand standpoint they will want to have some control over the conversation had with the audience. Don’t be too prescriptive in your questions, too open ended leads to too much varied info but too marrow turns people off as they think you are leading
The large leap is more from the creatives, directors point of view, allowing themselves to be led by the audience. Keeping their vision but not too precious to be led.
Greatest challenge is as an artist to allow others to direct the flow of your output
The interesting thing is that there is no barrier to entry. Very few of us would tweet a reaction or opinion to a commercial as here is no access to changing outcomes. If we could have an effect on a particular advertising campaign for instance, would it make us more engaged.
As a production company, this enables you to use more of your footage rather than most of it ending up on the cutting room floor. Anything that you have shot now has just as large a possibility to end up in the “final piece”
No matter how creative your idea is there are always people who have thought of something you haven’t. This could provide the nuggets you are looking for.
Delivery of video can be either cheap, fast or good. Most of the time you can only choose two of these to deliver to the client. The more topical the piece the less “good it has to be”
The digital space has redefined “good” Where do you draw the crowd sourcing line. How do you have a framework where you can have “curated crowd sourcing” From a technology standpoint, why would we allow this invasive technology into our homes.
Question: once a video is on YouTube for instance it can’t be changed. How would you be able to manipulate the video based on the reaction and still keep the hit count, URL etc the same. Question: how does this affect privacy issues, just grabbing what people say and using it essentially without their permission
Question: as a creative, how do you react to the fact that the viewers feedback may not agree with the vision for your film
Video at flownonfiction.com/shitpanelistssay