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Rates for shooting a commercial
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[Mark Suszko] “”Your video is magically created”.”
Duh!… THAT’s the step I’ve been missing!
T2
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Todd Terry
Creative Director
Fantastic Plastic Entertainment, Inc.
fantasticplastic.com
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I applied that principle on a calculus test years ago. I had the correct answer but was only given 1/2 credit for not showing the work. Suppose the value might be the same here.
Steve
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As someone who once upon a time owned an advertising agency…
That question was actually NEVER in question by ANYONE in the traditional advertising model.
The agency would have been on retainer. That retainer was important so the agency could devote the time and resources necessary to get to know the FULL STORY of the business being advertised. From that relationship, the short list of product or service attributes would be developed that would benefit from being exposed to an advertising audience. After the creative ideas were fleshed out – a MEDIA buy would be established based on established expected norms of the effect of reach and frequency numbers on driving results from that Media Buy. From THAT budget a percentage would be allocated for creative work.
THAT’s where we’d finally know what the BUDGET for the spot would be.
Along the way one would typically work with a lot of colleagues that one could learn bits and pieces from.
Today, that established model has been trashed. Nowadays people want to put “commercials” on the “web” and are quite content to commission work with absolutely NO REGARD to what, if any, financial results are expected to be driven by doing the work.
In this system, it’s a TOTAL crapshoot. You can spend $500, $5000, or $15,000 and make ABSOLUTELY NO DIFFERENCE in the effectiveness of placing your work “on the web.”
It’s intuitive that better work, SHOULD attract more eyeballs and therefore drive better results. But in the world of the web – the advertising model is so rudimentary and the competition is so exponentially high
(once upon a time it was 3 major TV networks and maybe 100 radio markets nationwide.. Now it’s 300 MILLION web sites.) that I’d say that 95% of the people doing video for the web today have virtually NO idea of what they’re doing. They’re distracted by SEO and page views and the latest buzzword flashing lights, and don’t have the slightest concept of qualitative effectiveness of whatever their pages are serving or how to improve the same. I say that because I keep seeing ads looking for EMPLOYEES expected to have expertise in Web, in Video, in Interface design, in Animation, in SEO, and FCP and FLASH and web metrics ALL IN ONE PERSON – when in fact, any IDIOT with a brain understands that it’s the equivalent to asking someone to be an expert DOCTOR, LAWYER, INDIAN CHIEF, and Sous Chef in ONE employee.The point is that even good creative AND production work has been devalued toward the vanishing point in today’s culture.
You want to fight that – have fun. But from my perspective of having worked in the old system and now watching the new firms that CLAIM to have expertise in the NEW MEDIA space, I’ve got to tell you that I spend most of my time LAUGHING at what passes for the advertising and marketing business today.
Ask for the moon. Why not. Then just PRAY that the weaknesses of the people you end up working with aren’t so GLARING that it destroys the work you’re trying to do.
Because quality takes broad experience. And the market is NOT training for that.
We’re raising a SWISS CHEESE workforce. Glaring holes in expertise because EVERYONE’s willing to skip the boring stuff and just concentrate on the shiny bells and whistles. And companies don’t have the staff to help each other fill in their gaps.
Maybe it will change some day. But don’t hold your breath.
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well yeah but that is hardly the model you want to follow, right?
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