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The Australian Centre for Moving Image (ACMI) offers incredible resources for teachers in Film and Television and is closely aligned in their project with F-10 Media Arts Cirriculum

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So you want to make a film? We're here to help.

Whether it's your first time making a short film, or you've made films in the past, Film It is here to help make the process as easy and as fun as possible.

Film It is an online resource covering a range of filmmaking skills found in pre-production, production and post-production stages.

This resource is aimed at students with a range of knowledge, from those who have done little or no filmmaking, to those with some experience.

Through the lessons and activities you'll experience a range of filmmaking skills and roles.

Video, imagery and other materials used have been used in this resource under fair dealing for criticism and review. You can find our terms of use here.

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Whether it's your first time making a short film, or you've made films in the past, Film It is here to help make the process as easy and as fun as possible. Film It is an online resource covering a range of filmmaking skills found in pre-production, production and post-production stages.

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A great resource that gets students thinking about the "why" in making moving image media rather than the "how".

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Oh hey! Glad you could make it. Congrats on having an awesome business that you're looking to market. We're guessing you're here to learn how to make a commercial, but before you start prepping a classic "as seen on TV" ad spot, let's get a hard truth out of the way. The era of television spots and infomercials is pretty much, well, over.

A recent poll found that six out of 10 people would rather watch videos online than on traditional television, and when you consider the exponential price difference between digital and television ads, the marketing solution for today's eyeballs is clear. You're gonna need a commercial that's optimized for digital platforms.

But how do you make a commercial that's perfect for the online space? That's where we come in. We'll help you through every single step you'll need to take to concept, script, shoot, edit, and promote your commercial. But wait - that's not all. Read on for all you need to know to make a killer commercial video.

What makes a successful commercial?

The first step of our process is all about focusing in on you: on your brand, on your messaging, and on your goals. Before we break down exactly how to make a commercial video, it's important off the bat to identify how you're going to accomplish your mission.

A commercial doesn't always need to be a big production, but it does need to have a clear hook, an authentic concept, and strong brand cache. Let's review some questions you should get clear on before you begin.

Does it speak to your audience?

Before you start putting pen to paper (or fingers to keyboards) to come up with scripts, storyboards and dive into production, you'll want to take a step back. All the way back in fact to really examine who your audience is and how to best market towards them.

If you've done any market research already, now is the time to bust that out and see how it can help inform your video commercial's goals. If you haven't, start by compiling video examples from your competitors. Here are some points and questions to consider:

What types of content does your audience watch already?

What are the unique pain points to your customers/clients?

Does your brand offer unique selling propositions or solutions? What are they?

Does the concept feel real?

Your company isn't generic. So your commercials shouldn't be either. As such, keep your messaging focused and real! Video commercials that include product testimonials, customer reviews and real world case studies are much more likely to help you engage with your audience in a meaningful way to help you drive sales.

Does your commercial represent your brand?

While the first goal of your commercial is likely to drive adoption and conversion, your video should also work to develop and define your brand. Not every person who watches your commercial or interacts with your ad is looking to close a sale that very moment. That's okay! Just make sure your video shows off or explains something about your brand.

Commercials that showcase company profiles, brand values, and even ethical sourcing are great ways to highlight your valuable work.

How to create a commercial video

Now that you've outlined some of the more cerebral elements of what defines a successful short video commercial, it's time to go through the practical steps of bringing your commercial to life.

These steps will walk you through everything from initial research to posting and promoting your commercial once it's done. Let's start makin' things.

1. Brainstorm and script

Once you've considered all the questions above, it's time to begin the process of brainstorming your commercial video. This is perhaps the most fun phase as there are no wrong answers, only great brainstorming ideas! We suggest spending some time sketching up some ideas in a notebook yourself, or recruit your team to have a group brainstorming session.

Once you have some rough ideas, it'll be time to chisel those down into a tight and compact script that will guide you the rest of the way. If you've never written a video script before, or are curious about getting better, here is a great guide on how to write a video script from start to finish.

2. Plan a storyboard

Moving on from the script, you'll want to further develop your commercial by creating a storyboard that should outline all the images, footage, transitions, text, audio, and other filmmaking elements you'll need to make a polished video.

If you're not sure how to create a storyboard for a commercial, we've got a guide for that, too.

Depending on the scope of your commercial, you may not need to actually capture new assets like produced footage or product shots to deliver a polished video.

If you've got an existing library of footage and b-roll, we suggest finding a Vimeo Create template that meets your needs and plugging your existing content in to create a commercial in a fraction of the time it'll take to produce and shoot from the ground up.

If you do need to capture footage to bring your commercial to life, you can easily capture video at home and with your phone, without having to sacrifice quality. (We promise!)

Oh, and if you're looking to set up a professional-level shoot, we recommend perusing Vimeo For Hire to find top tier talent.

4. Edit your commercial

Now comes the easy part. Once you've captured (or gathered) your visual assets, you can use Vimeo Create's intuitive software to put together your commercial. For this, you can start from scratch to design without guidance, or choose from hundreds of Vimeo Create templates to add some automatic structure. You can check out our guide to making a Vimeo Create video here.

If you need a little inspiration, or just want to see what templates Vimeo Create has to offer, check out the ones below.

Announce a sale

There's nothing like a good old fashioned sales announcement. From Black Friday doorbuster promos to "just because" markdowns, a video designed to boost traffic during a sale is a great opportunity to dip your toe in the commercial waters.

If you're trying to elevate your brand and better define your business profile, creating and sharing a commercial designed to highlight your company's philosophy and priorities is a great way forward. Share what makes your business special, and include a simple CTA at the end to entice and generate new fans of your work.

Peg to a holiday

If you're not sure how to frame your next commercial video, consider pegging your spot to a specific holiday and sharing in the weeks before the event. You can peruse our 2021 content calendar to identify the holidays you want to target and find templates to match.

Speak to a use case

Remember all that advice about using audience insights to create a high-quality commercial? Try speaking directly to how customers might use your product or service in their everyday life when ideating your next video. Sharing real use cases for your products helps underline your value and keep your brand approachable.

5. Export and distribute

Now that you've tinkered with your commercial to your heart's content, it's time to get your commercial up and online. If your finished commercial lives on Vimeo, it'll be easy to share your video directly to your socials, generate an embed code for your website or next email campaign, or directly download your video for distribution on other channels. Whatever you choose, be sure to keep aspect ratio and mobile-friendly viewing in mind.

6. Track results with analytics

Please don't skip this step! Once your video is out into the world, make sure you check up on its performance. Vimeo lets you easily track your video's analytics in real time, which allows you keep track of your progress and fine-tune your videos for next time. Keep an eye on watch time, views, and social engagement metrics to get a good sense of video performance.

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Oh hey! Glad you could make it. Congrats on having an awesome business that you're looking to market. We're guessing you're here to learn how to make a commercial, but before you start prepping a classic "as seen on TV" ad spot, let's get a hard truth out of the way.

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This is a great resource for taking students outside the traditional storyboarding techniques and into the digital space. This allows collaboration through online sharing and essential feedback.

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Free Storyboard Creator - Easily Make Storyboards Online | Canva

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Create custom storyboards with Canva’s free online storyboard maker, use editable templates, animation, and easy sharing & collab tools.

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Free Storyboarding Software — Online Storyboard Creator

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Storyboard That: Easy online storyboard creation! Perfect for filmmakers, teachers, and students. Create storyboards and comics with Storyboard That today!

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Online video has been tipped as one of the fastest-growing digital channels for 2011. The past six months have seen a host of innovative campaigns hit the market from the M&S interactive branded video campaign featuring click-to-buy to the Doritos user-generated 'King of Ads' campaign, which called on the public to create their own ads, with the winner played during ITV's World Cup coverage.

With consumer attention now divided across multiple platforms - from TV, PC and mobile, to tablets such as the iPad, and now the rise of web-connected TVs, the opportunities for video to cross over are ever-increasing.

Opportunities range from interactive pre-, mid-, and post-roll ads during long-form video-on-demand content to interactive 'skins' that add a branded frame around a video player on a website, to viral, user-generated, and brand-funded content. Deciding which ad format will best suit a brand's campaign objectives is a challenge. Some have proved more effective than others.

Research from the Internet Advertising Bureau (IAB), Sky and media research agency Decipher has helped shed light on which formats have proved the most effective. According to the study, which tracked 24 short-form video campaigns from 11 brands over 12 months, video campaigns combining pre-roll and banner ads deliver the highest recall rates.

Five different ad formats were examined, and of the 6,000 respondents interviewed, nearly half (47%) recalled ads that used a combination of pre-roll and banners, although 44% said they remembered the ad when pre-roll alone was used.

The research showed that branded video players, which include wrap-around ads that remain while content is playing, delivered the highest click-through rates, with an average of 1.23% across all campaigns. Branded clickable overlays, which run over a section of the video, sometimes with banners along the bottom of the video, were the least effective, averaging a 0.16% click-through rate.

However, click-through is not the only aim of online video campaigns. Other advertisers, particularly retailers, are looking into the mechanics of click-to-buy, where users can click on items in the video itself to make a purchase. Debenhams and M&S, for example, now have their own online TV channels, created by Adjust Your Set, where the majority of their video, complete with click-to-buy content, now sits.

Both have run interactive branded content campaigns in the last six months.

Simon Wood, M&S head of web operations, says video is providing a significant commercial return. "We know that customers who watch video spend longer on our site, view three times the number of products and deliver a sales increase of 30% compared to those who don't view any video content," he says.

Simon Forster, Debenhams online trading director, agrees the benefits of video are all measureable around customer engagement, viewing times and click-to-buy. However, he says it is important to be clear of the purpose of each video clip. "Customer engagement cannot always be determined by a return-on-investment - video allows us to combine brand advertising and brand development as well as being a great transactional tool," he says.

Another brand that has effectively monetised its video campaigns is Doritos. The brand saw a 15% year-on-year sales uplift following its "Late Night" global branded-video campaign (see case study box). For this it worked with advertising agency AMV BBDO to strike exclusive deals with British music artists Rhianna and Professor Green.

Video has also proved an effective tool for FMCG brands looking to reposition their product identities. The last few months have seen brands including Unilever and Heinz launch campaigns using interactive, celebrity-fronted videos to help trigger a change in consumer behaviour.

In January, Unilever launched a year-long digital campaign with Channel 4 that uses video to reposition Hellmann's mayonnaise as a cooking ingredient rather than a condiment.

Likewise, last October Heinz launched a seven-figure digitally-led campaign to drive diversity in how consumers use Heinz tomato ketchup. The 'Secret Ingredient' campaign centred on recipe videos fronted by Michelin-starred celebrity chef Paul Rankin, talking to consumers about other cooking uses of tomato ketchup.

The FMCG giant also worked with supermarkets Tesco, Sainsbury's and Morrisons to promote the campaign via online and offline channels, and drive people to the campaign site. The videos ran on the Heinz campaign site, as well as Asda's website.

Heinz senior brand manager Ian McCarthy says it is well on its way to hitting its target of 150,000 unique users to the site, and has built a 36,000-strong community on Facebook since the campaign. Average dwell time is also strong at over eight minutes.

"We wanted to change consumer behaviour and how they use Heinz tomato ketchup - this required an additional level of information and interactivity from the consumer - that couldn't have been done with other media such as print or straight online media."

He reckons video also helps break down complex campaign messages that require shifts in consumer behaviour. "A celebrity chef talking directly to a consumer is so much more impactful and inspiring through online video content than it would be in a static way," he says.

The past year has seen brands delve further into extending traditional TV campaigns beyond merely repurposing a TV ad online. This can vary from producing additional, exclusive online footage to producing web spin-offs from existing TV campaigns.

Last November, Kia Motors dedicated a third of its £2m campaign spend to online video, for its new Sportage model. The two-month campaign used three characters from Kia's TV ads, part of its sponsorship of ITV's FA Cup coverage, and extended them online, adding extra content. These characters - Keith, Ian and Andy, perform a range of driving stunts and challenges in the videos.

At the time Lawrence Hamilton, marketing general manager for Kia UK, told Marketing Week's sister publication New Media Age that using characters and stories as the backbone for video ads is the most effective way to increase engagement and boost sales. "Videos can come in very flat presentation-type formats, which people are used to, so they're more likely to go unnoticed," he said. "But if there's a story and characters people can interact with, that's more compelling."

Lucozade has a different approach to its video strategy. It works with media agency Mediacom to roll out video prior to rolling out its TV campaigns, to stir up interest. Lucozade marketing director Suzy Smith says online TV catch-up content has such a critical mass the company can't afford to ignore it.

"We would be missing a significant segment of our consumers if we didn't advertise around it. Our investment in video-on-demand (VOD) is growing and is now a regular part of our audio visual spend, including TV and cinema. We see VOD as a great way of reaching an early adopter audience, so we use it to seed our content ahead of linear TV launch and to hit a core youth audience who find the idea of appointment-to-view TV anachronistic."

Ensuring a campaign integrates seamlessly across multiple channels is a challenge, but one at which certain brands are becoming very adept. Debenhams has made bold strides in this area, its most notable involving a year-long tie-up with Channel 5.

The deal includes video ads around the broadcaster's soap Neighbours, both online and on TV. The ads are a spoof of the Neighbours credit sequence montage, starring models wearing Debenhams seasonal ensembles. Clothes featured in the ads are tagged with "As seen on TV", while online ads run around video content on Five.tv, the Neighbours website, and the broadcaster's dedicated soaps website.

Forster at Debenhams says video is a "key tool" in developing its multichannel message. "We see it as one of the best media for customer engagement, creating emotion and building brand advocacy. It's also transportable, allowing us to promote the same messages through multiple channels concurrently," he adds.

Getting viewers involved with the making of ads is also a powerful technique. Doritos launched its King of Ads campaign during ITV's coverage of the World Cup, calling on people to create their own video ad, with the winning entry airing on ITV during the tournament, and winning a prize of £200,000. Doritos had 3,000 entries and over a million views of the content.

Social media has also reinvigorated viral video, and how it drives brand engagement. Incorporating more social features into video is something brands need to explore. Brands such as M&S are using video to engage consumers via social media channels, and Wood adds that video helps kick-start conversations that build communities, and eventually sales.

"We can also use the social network to help spread content peer to peer which is increasingly being seen as the most effective way to communicate with consumers. Those who pass on messages from us in a positive way are more likely to become advocates who could potentially validate purchases with other consumers. If our messages fail to get passed on then we know we must up our game," he says.

The rise of branded video content has paved the way for brands to entertain and engage consumers as media companies in their own right.

Steve Taylor, non-executive director at Monterosa, the company that co-developed the playalong game format for Endemol and Channel 4's gameshow Million Pound Drop, reckons the future of advertising is in branded mini-content gaming and entertainment formats.

The company is in the midst of developing formats like this. "We call these Active Brand Content, and they cover a gamut of possible formats from enhanced display ads to branded mini-games and mini-entertainment formats."

Taylor believes video's most valuable role is as supporting content rather than advertising. "Video has its place in the evolution of digital advertising, but it's a way-station, not the destination. We see a brighter - potentially bigger - future in ads that get you doing something in real-time, and create a virtuous circle between the TV and the internet."
Jessica Davies is a reporter on New Media Age
DORITOS FINE TUNED IDEA

Doritos saw a 15% year-on-year sales uplift following its 'Late Night' global branded-video campaign targeting 18- to 24-year-olds. The company struck exclusive content deals with artists Rhianna and Professor Green, to run the first 360-degree branded-music video promoting two new flavours - Tantalising Tikka and BBQ Rib.

Doritos worked with creative agency AMV BBDO to develop several videos featuring different local artists for each country the campaign crossed into. In the UK it was British rapper Professor Green. He produced an exclusive track 'Comin' To Get Me' for the campaign, which was only available to watch via the Doritos Late Night 360-degree video.

Doritos used social media to drive people to watch the video, targeting Rhianna and Professor Green fans via Facebook. Those watching were then encouraged to go to the Doritos global website - where they could watch Rhianna's new music exclusively.

The brand was able to drive direct sales of its two new late-night flavours by locking access to the Rhianna video. Viewers had to buy

The product to obtain an on-pack code that unlocked the video.

"This was the first 360-degree music video on YouTube, so it has that word-of-mouth and buzz factor about it," says Doritos brand manager Sam Hinchliffe.

Entertaining people with exclusive content is paramount for a successful video campaign, according to Hinchecliffe. "We wanted to hook people in locally with local talent, and then drive them to the global website, where you had to buy a pack to access the Rhianna content."

The video attracted 2 million views on YouTube, and the iPhone app was downloaded 100,000 times. It also recorded 280,000 visits to its web app, with an average dwell time of over three minutes.

Doritos' target demographic for the campaign was 18- to 24-year-olds - an age group Hinchecliffe reckons is a "reluctant" audience. "There has to be a genuine benefit for them - music and entertainment is a massive part of their lives, so being able to give them content that's so relevant to them, exclusively, is what made it so successful," he says.

case study

LASTMINUTE.COM - ONE CLICK WONDER

In the run-up to Christmas last year Lastminute.com launched a series of gift films incorporating click-to-buy, created by video content specilaist Adjust Your Set.

These 'Gifts for Him' and 'Gifts for Her' were live for ten days on the e-tailer's online TV channel, and attracted 22,682 views; 2,609 'Buy' clicks on the gifts, and an average clickthrough rate of 11.5%.

Subsequently Lastminute asked the agency to repurpose the films to make them more generic, to use in the run-up to Valentine's Day. The videos were live for 13 days, attracting 11,840 views and 1,047 people clicked 'buy' - an average clickthrough rate of 8.8% - by the time Marketing Week went to press.

A Lastminute.com spokeswoman says the click-to-buy videos have provided a significant return on investment. "Video content like this where the viewer can click and buy products or services from us while the video is playing has proved it drives sales and engagement for the brand, and we'll continue to invest in this in the coming year."

top tips

Research has shown the most popular viral videos are funny and less than two minutes, so keep them short.

Viewers like to investigate brands in their own time, so click-through shouldn't be used as the only measure ofsuccess for an online video campaign.

Use the IAB's Video Marketing Guide, and use its VAST and VPAID standard formats when planning a video campaign.

User-generated content not only gets consumers engaged, but has great viral potential.

Keep ads around short-form content (five minutes or less) between five and 20 seconds. Ads around long-form content, such as TV shows and films, can be longer - up to 90 seconds.

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Online video has been tipped as one of the fastest-growing digital channels for 2011. The past six months have seen a host of innovative campaigns hit the market from the M&S interactive branded video campaign featuring click-to-buy to the Doritos user-generated 'King of Ads' campaign, which called on the public to create their own ads, with the winner played during ITV's World Cup coverage.

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GEICO: The Gecko Meets Cuphead

GEICO unveiled a new commercial featuring Gecko. In this spot, Gecko meets Cuphead and the message is “Some bosses are better than others. And some are just spoiling for a fight. When things get thorny for Cuphead and his pal the Gecko, are they up to the challenge?” Cuphead is a classic run and gun […]

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Coca-Cola – Debate the Goatness

Featuring 2021-2022 NBA MVP frontrunner, Joel Embiid and Naismith Hall of Famer, Julius Erving (Dr. J.) and four-time NCAA champion, Breanna Stewart and Naismith Hall of Famer, Lisa Leslie.

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Araraurangi Air New Zealand has launched a new safety video, and this time it's the story of the Tiaki Promise

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Clearcode | Custom AdTech and MarTech Development

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As technology evolves and people are presented with many new ways to consume content, video seems to consistently top the charts. This is hardly surprising. Busy, hectic and mobile lifestyles are conducive to formats that allow people to digest information on-the-move in more condensed and accessible ways than blocks of plain text.

The allure of video is undeniable, and thus video ads are well on their way to becoming the dominant driving force of online advertising in the coming years.

The Rise of Video Advertising

According to the IAB Video Advertising Spend Report, digital ad video spend grew from $12.1 billion in 2017 to $14.2 billion in 2018.

This number is expected to increase to $17.8 billion in 2019, an increase of 25% year over year.

Digital ad video spend over the years
Source: IAB's Video Advertising Spend Report 2019

The report also reveals that nearly two-thirds of video ad revenue comes from mobile devices and nearly 75% of surveyed advertisers are planning to increase their digital video ad spend over the next 12 months.

While most advertisers run video advertising campaigns via walled gardens like Google and Facebook, many businesses are including independent AdTech companies in their video ad strategies.

What Is Video Advertising?

Video advertising is the process of displaying ads either inside online video content - usually before, during or after a video stream, known as pre-roll, mid-roll and post-roll - or as standalone ads. A majority of video ads are bought, sold and displayed programmatically using various targeting methods and may also include interactive elements.

What Are the Different Video Ad Formats?

The IAB envisions three main video ad formats:

Linear video ads are displayed before, during or after the video content, much like commercials on TV.

A linear video ad example on YouTube

Non-linear video ads run concurrently with video content so users see the ad while viewing the content.

Companion ads include text, images or rich media that don't interrupt video experience.

In the video, a non-linear video ad overlays the video content, and there is a companion ad next to the video content on the right.

Where Are Video Ads Shown?

Video ads can be displayed across a number of advertising channels and mediums, including:

In web browsers on laptops and mobile devices

In mobile apps (in-app video ads)

On over-the-top (OTT) devices

What AdTech Platforms Are Involved in Serving Video Ads?

For any given video ad, there could be half a dozen or so AdTech platforms involved in the delivery from an advertisers to a publisher.

Below are the main platforms used to serve video ads.

Video demand-side platforms (DSP): A piece of software used by media buyers (brands, advertisers and agencies) to purchase video inventory from publishers via real-time bidding (RTB) auctions.

These video DSPs work in a very similar way to those used to serve display ads.

The main functions of a video DSP usually include bidding- and campaign-optimization algorithms, behavioral targeting based on third- and first-party data, measurement and attribution, and campaign reporting and analytics.

Video supply-side platforms (SSP): A piece of software used by publishers to aggregate, manage and sell video inventory to media buyers via RTB auctions.

Many video SSPs include analytics and reporting, yield management and optimization, and inventory management.

Video ad servers: An AdTech platform that provides advertisers with centralized storage, tracking and delivery of video ads.

Ad servers also help publishers manage campaign tags from advertisers and make decisions about which video ads to show.

Video ad networks: A piece of software that aggregates advertising space from various publishers and sells it to advertisers. Most ad networks don't own the media, they just facilitate the buying and selling process between publishers and advertisers. The exceptions here are walled gardens like Facebook (which also owns Instagram) and Google (which owns YouTube, Blogger, etc).

The Video Ad Serving Process

At the core, and from the perspective of advertising technologies involved in the process, video advertising is not much different from display advertising, except for what is displayed on the screen.

Video ad serving can be a complex process depending on the number of AdTech platforms involved, as each will need to send and receive ad and bid requests.

Below is a basic overview of how video ads can be served.

We use the term "video player," but it is meant as any device capable of displaying video media with ads.

The steps:

The user visits a site with a video player, which sends a request to the publisher's web server to retrieve the video content.
The server responds with code that tells the browser where to get the main video content from and how to format it in the player window.

The video player should support HTML5 video and VAST tags for communication with ad servers.

After the video content is fetched, the video player sends a request to the publisher's ad server to retrieve a video ad (or at least the advertiser's ad markup). This process requires sending a VAST request. The publisher's ad server would also count an impression.
The publisher's ad server programmatically decides which ad to display in the ad space and sends back the chosen ad markup.

The ad markup loads in the video player and sends a request to the advertiser's ad server to retrieve the video ad.
The advertiser's ad server counts an impression and sends back a link that directs to the video ad's location so it can be displayed to the user in the video player. Most of the time, the video ad would be hosted on a content delivery network (CDN).

The video player sends a request to the CDN. The CDN returns the video ad file and the video ad is shown to the user.

There will often be other AdTech platforms involved in the ad serving process, depending on how the video ad space is sold (e.g. via RTB or direct deals).

The Player

As seen in the ad serving process above, the central element of video advertising is the player, which serves as an interface between the video and the user.

In order to display video ads, the player must be able to communicate with ad servers, as well with the page or device.

But most devices like OTT or Advanced TVs don't necessarily speak the same language.

This is why a common schema is needed to standardize how ads can be served from video ad servers, and then played in video players across a number of websites (publishers) and on numerous devices (e.g. desktop, mobile, connected TV, tablet, etc.).

Enter VAST.

Video Ad Serving Template (VAST)

VAST is a common video ad serving template proposed by the IAB.

After numerous iterations and changes (we've written about them in another post on our blog), the IAB recently introduced VAST 4.2.

The new version brings about many important and much overdue solutions for video advertising's nagging problems and processes, such as measurement, verification and interactivity.

Unfortunately for the whole industry, many video players are lagging behind.

According to the IAB, some manufacturers of devices and developers of advertising technology still use VAST versions 3 and 2.

Why Is the Adoption of VAST 4.2 Important for the Ad Industry?

Just like software updates keep your phone safe from hacking, VAST updates are much needed across the industry to streamline ad delivery processes and curtail ad fraud - the perennial bane of online advertising.
If you're interested in the various types of ad fraud, head over to another article on the blog where we describe the issue in more detail.
The key benefits of industry-wide adoption of VAST include:

Faster implementation due to standardized macro-based ad requests, enabling all video players to more efficiently display video ads

Improved support for mobile and OTT platforms

Combined audio and video standards, with the inclusion of Digital Audio Ad Serving Template (DAAST)

The introduction of VAST 4.2 also means the final killing-off of VPAID, a format that wasn't originally met with a good reception and may have been the reason for the slow adoption of a common schema.

VPAID offered limited transparency and created various issues in the industry associated with trust, vulnerabilities, negative user experiences and poor fill rates.

What Does VAST 4.2 Do?

The various video ad protocols known as VAST, VPAID, VMAP and MRAID were once a real dumpster fire, and the fragmentation did not help vendors in getting on board with the standard.

After numerous updates and tweaks introduced by the IAB, VAST has finally matured and now also incorporates OMID and SIMID.

This means it covers both ad delivery and essential video interactivity.

VAST controls the delivery of video ads. It is used to describe the ad, beacons, and determines the location of various assets of the ad - media files, verification scripts and interactive scripts.

OMID is used for measurement and viewability, and is supported by Open Measurement SDK for actual implementation.

SIMID controls interactivity.

How Does a VAST Request Work?

In order to play a video ad, the video player must send a VAST request to an ad server for information about:

The ad that should be played

How the ad should be played

What should be tracked as the ad is played

The basiuc steps of the video ad serving process

The VAST request is an HTTP address with a query string like:

http://www.example.com/?LR_PUBLISHER_ID=1331&LR_CAMPAIGN_ID=229&LR_SCHEMA=vast2-vpaid
Read this post to learn about the difference between VAST wrappers and VAST inline requests/responses.
The VAST inline response contains information like

Creative type

Creative ID

Creative dimensions

Location of assets

Tracking URLs

What happens, for example, when the creative is clicked

Once the specified events have occurred, the video player will fire the tracking pixels to track impressions and other metrics.

The sample VAST 4.0 response containing the above parameters would look like this (courtesy of IAB Tech Lab):

<VAST version="4.0" xmlns="http://www.iab.com/VAST"> <Ad id="20011" sequence="1" conditionalAd="false"> <Wrapper followAdditionalWrappers="0" allowMultipleAds="1" fallbackOnNoAd="0"> <AdSystem version="4.0">iabtechlab</AdSystem> <Error>http://example.com/error</Error> <Impression id="Impression-ID">http://example.com/track/impression</Impression> <Creatives> <Creative id="5480" sequence="1" adId="2447226"> <CompanionAds> <Companion id="1232" width="100" height="150" assetWidth="250" assetHeight="200" expandedWidth="350" expandedHeight="250" apiFramework="VPAID" adSlotID="3214" pxratio="1400"> <StaticResource creativeType="image/png"> <![CDATA[https://www.iab.com/wp-content/uploads/2014/09/iab-tech-lab-6-644x290.png]]> </StaticResource> <CompanionClickThrough> <![CDATA[https://iabtechlab.com]]> </CompanionClickThrough> </Companion> </CompanionAds> </Creative> </Creatives> <VASTAdTagURI> <![CDATA[https://raw.githubusercontent.com/InteractiveAdvertisingBureau/VAST_Samples/master/VAST%204.0%20Samples/Inline_Companion_Tag-test.xml]]> </VASTAdTagURI> </Wrapper> </Ad> </VAST>

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What Is Video Advertising and How Are Video Ads Served? - Clearcode Blog

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As technology evolves and people are presented with many new ways to consume content, video seems to consistently top the charts. This is hardly surprising. Busy, hectic and mobile lifestyles are conducive to formats that allow people to digest information on-the-move in more condensed and accessible ways than blocks of plain text.

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Video advertising includes more than just making appealing video advertisements.

As with TV ads, you have to get your online video advertisements in front of your target audience. Regardless of how appealing your video advertisements might be, if the right viewers do not see it, they will be of no use.

That is why being aware of the right video advertising techniques and the best future-trends is essential. Let us start with what video advertising is, and later we will understand different types of video ads and future trends-

Video advertising is a recent development in the field of advertising and marketing.

It is the concept of advertising a product or service through videos.

It refers to the promotional videos that play before, during, and after streaming content. Lately, some marketing professionals are expanding its sphere and including display ads with video content as a part of video advertising as well.

These include those ads that start playing when the user puts a mouse cursor on them as well as the native video ads that are promoted on digital ad networks.

Video advertising is slowly increasing its popularity and is clearly on its way to bring the next big thing in the marketing world. It is an excellent way of reaching audiences.

It is a great strategy to invest in. The trick here is to provide the viewer with video ads such that it seems relevant and compelling. If this criterion is not met, then the ad simply annoys and frustrates the viewer rather than spiking his or her interest.

Video advertising offers marketers many different options to choose from. They can just analyze their customer needs and select the type of video advertisement best suitable to their needs or the one that sounds most promising and compatible with their goals. These various types of video ads are:
1. In-stream ads
These are the most popular type of video ads. These are the short videos containing promotional content that appear before, during, or after video content. An example of in-stream ads is the ads that appear on YouTube. Some of these are interactive. They encourage the viewer to click on a link or claim an offer.
2. Non-linear ads
This refers to those ads that play outside the main video. When the user clicks on them, the video he or she is watching at the moment stops playing. They do not connect to any other content.

If the user wishes not to view them, then he or she can simply continue scrolling.
3. Rewarded ad
This ad mostly targets gamers. It provides them with specific incentives and perks in exchange for watching the video ad. These perks may include an extra life or a bonus tool, etc.
4. Native autoplay ads
These play at the end of the content. When they are relevant to the content, the user just viewed their chances of working increase.
5. Shoppable video ad
These ads encourage viewers to buy a specific product. After the video for this kind of ad plays, a link appears to lead the viewer into purchasing it. It happens in whatever app the viewer is using.
6. Native video
This is a more advanced type of video ad. It gives the viewer a chance to opt-in and takes control of the viewing experience.

Seeing the favourable outcomes of video ads, advertising techniques are gaining lots of prevalence, plus the future of advertising is also comprised of video advertising manoeuvres. As per eMarketer, it's assessed that by the end of 2020, US online video ad spend will keep on developing at a pace that surpasses TV ads.

Hence, online video advertising is going to be the new territory for pretty much every organization. Let us understand what online video advertising, and later, we will go through some of the facts that tell why video advertising is the future-

Online advertising is a powerful and promising aspect of advertising.

It refers to the video advertisements that are presented on online platforms. With the increasing dependence on video advertising, this is a perfect marketing strategy that every marketer can benefit from.

It is a powerful and engaging medium of storytelling for users. They have a more promising success rate and thus will make for a good investment.

There are a variety of platforms for the marketer to choose from. All of these platforms have different technical requirements, best practices, and targeting requirements. The marketer can choose the one that is most compatible with their product and target. Some of these platforms are Google ads, Facebook and Instagram ads, YouTube ads.

The main job is to decide what purpose the ad should serve. It includes explainer videos, brand stories designed in a way that helps in connecting with the viewers, and lastly, the product videos.

Once this is decided, a particular angle needs to be determined. It determines how the video is going to appeal to the users, the authentic, emotional, or humorous type. Each of these angles has a unique way of connecting to the user.

The video has to be unique and promising. After all these decisions are made, a lot of effort and hard work goes into actually creating the video. It is advisable to hire a good video creation and video editing team for this task.

A few important things to keep in mind while creating online video advertisements are:

1. It should be optimized for mobile.

2. The first few seconds should be compelling and must capture the user's attention.

3. It should be short.

4. It may contain CTA (click to action) buttons that should be clear and specific to the viewer.

5. The video must have closed captions.

6. It may have a storytelling angle.

Top Online Video Advertising Hacks
With the booming presence of different videos on Social Media Platforms, you need to understand that using video ads on these channels will be highly useful for you in optimizing reach and conversions.

In recent times, Facebook has seen a 50% increase in video views. As per stats, 54% of consumers prefer to see more video content nowadays, and that is why 87% of social media marketers prefer using video as a marketing tool.
1. Social Media as an Integral Component of Video Advertising
Video ads enjoy immense reaching potential as well, and in one of the recent such campaigns, Volkswagen got 155 million views for three of its videos.

With the correct message and presentation via videos, you will be able to ensure more harmony between advancing your brand and fulfilling the quest of your client. According to Forrester Research, a moment of the video is worth 1.8 million words of written content.
2. Video Advertising Reach
In the year 2019, US advertisers approximately spent $16.41 billion on mobile video advertising (45.6% of total digital video ad spend) while on the other hand, they spent $19.59 billion on video elsewhere.

The reasons behind the booming popularity of mobile video ads are available in most consumer markets, immersive experience, more personalized, and better relevancy.
3. Increase in Mobile Video Ad Spending
Along with the used keywords and written content, many other metrics are there that play a crucial role in a higher ranking of video content.

Some of those metrics that optimize the ranking of video content are user engagement, social shares, user interactions, Higher Subscription Rate, more mentions, increased number of 'watch later' events. Also, interactive video advertising ensures better engagement, and hence optimized ranking.
4. Higher Google Ranking through Video
Buyers prefer going through videos to know more about any products or services before making their decisions.

Videos are also better means of adding values in customers' lives if they are interested in your kind of product or service. Videos are even more appealing to users in comparison to TV and print ads.
5. Buyers are Receptive to Video Advertising more than ever
As per stats, 42% of consumers prefer to see product description videos, while 58% of users prefer companies that produce video content. Even 70% of users watch videos on their devices while watching TV.

As video advertising is gaining popularity with the passing time, new different features are being included in it. Some of these popular new features or trends which are highly effective and thus will continue to prevail are as follows:

Short video ads are the perfect way to tackle the short attention span of viewers. It presents a challenge for the marketers and the creative team to tell their brand story under 15 seconds while extracting a proper response from the viewer and capturing his or her interest.

Over the top (OTT) is the term for content providers that distribute streaming media over the internet. Advertising through these platforms helps marketers utilize targeting, ad insertion, and advanced analytics to create shorter, more personalized ads for users.
1. Shorter video ads
The viewers are relying on their mobile phones more and more every day. Thus more and more video advertisements are being mobile-friendly to reach out to more viewers and appeal to them.
2. OTT advertising
These are a combination of photos and videos that provide an interesting visual effect on the viewer. It captures the interest of the user and thus proves to be a useful tool for video advertising.
3. Mobile-first advertising
This makes use of the content generated by users to gain a more trusted relationship with the audience. It presents an authenticity and forges an emotional connection with the user.
4. Cinemagraphs
Targeted advertisements are advertisements that are more specific and relevant to a user's needs. They are based on the previous buying and search history of the user.

Targeted ads are believed to be a better option for not only the user but also for the marketers and brands. It provides the user with content that he or she might be interested in and thus captures their interests and has higher chances of success. While at the same time, it optimizes the media stipend.
5. User-generated content
Programmatic video advertising can be understood as a practice of using bots for buying the ad space as per the set prerequisites. In this, advertisers define their ideal audiences in detail, plus they also give access to their ads along with setting a budget.

The programmatic advertising takes that user data and uses real-time bidding for showcasing your ads to the users that fit well with your audience profile.

It might seem very appealing from this angle, but at the same time, this raises a significant question on how far the privacy of the user is protected. It feels as if every move of the user is being analyzed by an activity tracker, at the same time making the internet almost un-navigable for them.

The advertisement field is filled with fraud, and transparency is not ample. It does not provide a clear idea of how well these personalized or targeted ads work for the users.

Apart from that, this has led to an increase in the circulation of fake news as well as Clickbait. It seriously questions the efficiency of targeted ads and how it affects the user.

The concept seems brilliant, but the execution has certainly eroded to a great extent. As a marketer who has their customer's best interest in needs, there needs to be some serious consideration and analysis on this part of marketing, and then it for sure will be more profitable.

Video advertising is an excellent medium of marketing. With more and more digitized platforms evolving, videos are way more likely to capture a customer's interests.

Video advertising is undoubtedly the next big trend in the world of marketing, and it is a great option to consider for all businesses. There are many different options available for this.

It might sometimes blur the lines on what is better suited for the marketer and user. Therefore it is essential to carefully analyze the targets and goals of the business as well as the needs of the customer. It will aptly help in making the best use of this rising trend.
Final Thoughts about Video Advertising!

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What is Video Advertising? Definition, Types and Trends

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Video advertising includes more than just making appealing video advertisements. As with TV ads, you have to get your online video advertisements in front of your target audience. Regardless of how appealing your video advertisements might be, if the right viewers do not see it, they will be of no use.

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The 101 Best TV Commercials of All Time - Empire Group

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Empire is an industry leader in the advertising and media buying realm. Working across the UAE and further abroad, we are well-versed in every aspect of marketing and advertising. If you're interested in reaching a captive audience through the magical world of television, contact us and we'll get you noticed.

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Video - Short Summary of Digital Pedagogy

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Video - Short Summary of Digital Pedagogy

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A great little animated video that provides a very short summary of digital pedagogy.

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Digital Pedagogy Overview - A Powtoon Creation

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Excellent resource for Australian teachers from F-10. Explicit links to the curriculum elaborations with resources and examples of assessment. Provides ideas and resources for classroom teaching that identifies curriculum needs.

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Scootle provides Australian teachers with access to quality-assured digital learning resources aligned to the Australian Curriculum.

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How to Use Google Drive - Beginner's Guide

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Teams being used as an effective tool to store and distribute classroom notes

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How to Use Microsoft Teams Effectively | Your COMPLETE Guide

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This accompanies the filmmaking resource, found in learning resources. This is a guide for teachers while using the learning resource as an instructional tool.

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Vygotsky’s Theory of Social Development argues that community and language play a central part in learning. Vygotsky believed that children develop independently of specific stages as a result of social interactions.

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Vygotsky's Theory of Cognitive Development in Social Relationships

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Fantastic resource covering all areas that are needed to be taught for a quality production process. This guide aligns with many of the objectives in Film and Television for 10-12 in the Australian Curriculum and Syllabus.

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Teams being used as an effective tool to store and distribute classroom notes

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How to Use Microsoft Teams Effectively | Your COMPLETE Guide

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Great resource for teachers to challenge students into higher-order thinking skills and approaches. Seamlessly links into cognitive verbs in Australian Curriculum. Must have for all eduactors.

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In 1956, Benjamin Bloom with collaborators Max Englehart, Edward Furst, Walter Hill, and David Krathwohl published a framework for categorizing educational goals: Taxonomy of Educational Objectives.

Familiarly known as Bloom's Taxonomy, this framework has been applied by generations of K-12 teachers, college and university instructors and professors in their teaching.

The framework elaborated by Bloom and his collaborators consisted of six major categories: Knowledge, Comprehension, Application, Analysis, Synthesis, and Evaluation. The categories after Knowledge were presented as "skills and abilities," with the understanding that knowledge was the necessary precondition for putting these skills and abilities into practice.

The Revised Taxonomy (2001)

While each category contained subcategories, all lying along a continuum from simple to complex and concrete to abstract, the taxonomy is popularly remembered according to the six main categories.

A group of cognitive psychologists, curriculum theorists and instructional researchers, and testing and assessment specialists published in 2001 a revision of Bloom's Taxonomy with the title A Taxonomy for Teaching, Learning, and Assessment. This title draws attention away from the somewhat static notion of "educational objectives" (in Bloom's original title) and points to a more dynamic conception of classification.

The authors of the revised taxonomy underscore this dynamism, using verbs and gerunds to label their categories and subcategories (rather than the nouns of the original taxonomy). These "action words" describe the cognitive processes by which thinkers encounter and work with knowledge.

Course Objectives

Bloom's Taxonomy is a hierarchical classification of the different levels of thinking, and should be applied when creating course objectives. Course objectives are brief statements that describe what students will be expected to learn by the end of the course. Many instructors have learning objectives when developing a course. However, many instructors do not write learning objectives. The full power of learning objectives is realized when the learning objectives are explicitly stated. Writing clear learning objectives are critical to creating and teaching a course.

Evolution and Application

Read this Ultimate Guide to gain a deep understanding of Bloom's taxonomy, how it has evolved over the decades and how it can be effectively applied in the learning process to benefit both educators and learners.

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Blooms Taxonomy :: Resource for Educators

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A resource for educators or institutions utilizing Bloom's Taxonomy to structure the development or modification of curriculum and/or courses

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Fantastic resource that breaks down the SAMR model specifically. Could be used from the ICT leader in the school to engage teachers more in technology. Potential to break down barriers between old techniques and new for some teachers.

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What is the SAMR Model and what does it look like in schools?

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Fantastic Australian resource that explores the curriculum with digital technologies and the applicable general capabilities. Great ideas and materials for teachers to work from to add more ICT into their classrooms.

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Understanding DT

Engage with the Digital Technologies curriculum to plan, implement and assess effective lessons.

Plan and prepare

Guidance and support to develop and implement a whole-school plan.

Teach and assess

Students can learn to code and create using digital technologies, and find out about relevant careers.

For families

Find out about Digital Technologies to support your child to learn skills, create digital solutions and find a related career.

Programming

This series of three infographics provide an explanation of 'Programming' with relevant examples for each Year band and 'I can' statements

Algorithms

This series of three infographics provide an explanation of 'Algorithms' with relevant examples for each Year band and 'I can' statements.

Data representation

This series of three infographics provide an explanation of 'Data representation' with relevant examples for each Year band and 'I can' statements.

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Support for the Australian Curriculum: Digital Technologies with lesson plans, case studies, advice for school leaders, activities for students and for families. See links to the digital technologies industry events and programs. Get support with the development of computational thinking and coding skills in Australian students.

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Practitioners and leaders in digital innovation have been using technology to enhance the curriculum for some time, and our member stories illustrate how much good practice has been established. However, how do we know if this practice is transforming the way we deliver our curriculum? And, what can we do to find out?

Digital teaching and learning models

Models can help you identify which digital practices have become embedded in your curriculum and whether they are starting to bring about digital transformation. One such model is SAMR and it has received a lot of attention in recent times.

What is SAMR?

SAMR (substitution, augmentation, modification and redefinition) was developed by Dr R. Puentedura, following research into how the use of digital technology was transforming classroom-based teaching and learning.

The diagram below explains the four categories.

The first two categories, substitution and augmentation, describe a situation where the technology is either directly replacing an existing process or has replaced an older technology, but with little gain. Think about how interactive whiteboards replaced overhead projectors. Ok, the technology was more advanced, but the teaching mostly remained the same. Where digital use matches substitution or augmentation, the technology is said to be enhancing the existing teaching practice.

The next two categories, modification and redefinition, describe how digital use has led to a significant change in the way teaching and learning is planned and delivered. If the introduction of technology has created a brand new practice, then redefinition has taken place. Collectively, these two categories are more likely to promote digital transformation.

Applying SAMR to digital practice

Talk to people and they'll tell you that their overriding desire for technology is to see it transform the student experience. So, how can you use SAMR to achieve this?

We could use SAMR to carry out a simple benchmarking exercises against the available technology for learning and teaching. However, there's a risk that this diverts our attention to the technology rather than the outcome of our effort to change the way we deliver learning and teaching.

A more useful exercise would be to use SAMR as an audit tool to assess how the use of technology is shaping teaching and learning practice. This would provide valuable insights for individual teachers, while assisting leaders to identify where the investment in digital practice is bringing about worthwhile benefits, for example, with better management of resources.

How can SAMR inform the next steps?

Once we know how technology is shaping our learning and teaching practice, it can be used to inform our plans for innovation.

Start by asking 'how can we use SAMR to extend our practice and improve the student experience?'

Teachers could audit a specific example where their use of technology is just substituting or augmenting practice. Alternatively, you might choose to use SAMR to improve the procurement of new technology by asking whether the investment in technology is likely to lead to worthwhile digital transformation.

As you become familiar with SAMR, it's helpful not to see SAMR as hierarchical - that redefinition is the goal for the application of all technology. There will be situations when it's appropriate for technology to substitute or modify an existing practice.

Alternative models

A few other models you may be familiar with are the TPACK (technological pedagogical and content knowledge) or the RAT (replacement, amplification and transformation) model.

The wider picture

Addressing the challenge for more flexible study patterns is closely tied to digital transformation.

Our tackling digital transformation together event brought experts together to discuss what digital transformation is and is not.

We must remember that innovation doesn't have to be all about using the most advanced technology.

Related guidance

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Applying the SAMR model to aid your digital transformation

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A quick guide to help digital leaders and practitioners identify and amplify transformative digital practice.

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TPACK: Technological Pedagogical Content Knowledge Framework - Educational Technology

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What is TPACK? Technology has become an increasingly important part of students’ lives beyond school, and even within the classroom it can also help

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AFTRS Media Lab – Free media arts resources for schools

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AFTRS Media Lab provides accessible media arts resources to Australian primary and secondary teachers and students to help build core creativity and storytelling capabilities that will be required for the jobs of the future.

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educational content on ASO - Australia's audio and visual heritage online

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Developed by Education Services Australia through The Le@rning Federation, the education collection is designed to help teachers and students make the most of the wide range of moving image resources on the site. The clips in this collection are accompanied by teachers' notes created by specialist curriculum writers.

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Online interactive film projects, with tutorials, activities and teaching projects. Amazing resource!

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Posts about Tutorial written by sonnyboo

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Aligning with the new 2019 QCE and Senior FTNMA Syllabus, this is a must have resource for Film & Television Teachers. Laid out with each area corresponding with the individual units (1-4) of the QCAA Film & Television subject.

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Nelson Film Television and New Media for QCE Student Book with 1 Access Code for 26 Months - Buy Textbook | Colin Stewart | 9780170423601 | Secondary | Nelson Australia

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Nelson Film, Television and New Media for QCE is a stand-alone textbook for the Film, Television and New Media syllabus being implemented in 2019. The student b

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An Incredible Resource for Film & Television Teachers. Access raw footage of famous film scenes, treatments and a mountain of editing learning resources!

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EditStock | Practice Editing and Build A Demo Reel

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Professionally shot, un-edited film footage for people to practice editing and build their demo reels with. Plus, get creative feedback on your cut!