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.

 

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 InternetRetailer.com. "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."

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

John Pincott / E-Commerce

The secrets to success of buy online, pick up in store

Training, signage and motivation are all critical elements to making in-store pickup work. If done ...

FPO

Meyar Sheik / E-Commerce

Time to spring clean your digital retail strategies

With holiday promotions starting as early as September, now is the time to assess the ...

Advertisement