May 2, 2002, 12:00 AM

In video e-mail, don’t shoot for an Emmy

Retailers are interested in video e-mail marketing, but don’t understand format or content requirements because the technique is so new, MediaCentris saysa.

Kurt Peters

Executive Editor


Retailers are interested in video e-mail marketing, but many don’t understand the format or content requirements because the technique is so new. Thus companies such as Dallas, TX-based MediaCentris LLC, a company that provides its Rich Media Direct product that builds and enables compressed video presentations via e-mail, have had to offer creative ad agency-like services to marketers. "We didn’t want to be in the content development space but we’ve been forced to provide the service," Douglas May, MediaCentris president, tells "Eventually we’d like to develop software that we can convert to a web application and sell it as an enterprise solution."

May says many retailers and companies that want to use video e-mails do not realize that television-based ads do not translate well online. For example, TV ads that have fast cuts and wide-lens shots showing lots of movement and activity just do not play well on computer viewing screens. "The biggest problem is helping our customers develop video content," May says. "You have to produce the video for the medium, which means you have to have subjects close up to fit the small frame size of a computer screen and good quality audio so it sounds right coming through computer speakers."



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