Category: business

1 minute of video is worth 1.8 million words: Misinformation or Hyperbole?

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Screen shot 2013-12-22 at 12.59.25 AMThe other day I sat in on a marketing Webcast and the presenter made the statement “1 minute of video is worth 1.8 million words.” He attributed this to no one. When I heard it I thought, “Woa- that is an interesting stat.” So I googled it, and indeed I found the quote all over the web and many people attributed it to Dr. James McQuivery of Forrester Research. I searched further because I wanted to find the white paper or report in which this statement first appeared. Alas I couldn’t find it. Nonetheless I tweeted it out. Shortly after a friend tweeted back on it and said “@gpbprince Wow, amazing! Do you have a link for that?” But I didn’t.

This statement had been quoted hundreds of times (maybe more), included in countless Powerpoints, a bullet point in gobs of marketing materials, used in ads, regurgitated by marketing pros who use it to back up their reasons why companies should use video to market their products…but the source is nebulous. For all the times this statement is used not a single one links back to the original statement. So I emailed Dr. James McQuivery of Forrester research and asked him to share. I am still waiting for a response (intermission music plays) and I’m still waiting.

I actually don’t like be part of the misinformation feed and when backing up my marketing, I do my best to use reliable resources. On my drive into SF this morning an annoying thought came to me. How could Dr. Quigley measure video in such a manner as to determine that 1 minute of video is worth 18 million words. What was his formula? Then it came to me. Duh!

It IS a formula. 1.8 million, 18 is divisible by 6 and 3. There are 60 seconds in a minute and a standard frames per second for video is 30. There is no research, there is no white paper, there is nothing. This statement is just an extrapolation of the statement ” A picture is worth a 1000 words.”

1 second = 1 picture in video media, 30 frames per second x 60 = 1,800 pictures x 1000 words = 1.8 million words

So the statement, often quoted, should be prefaced by the statement “If 1 picture is worth 1000 words, than …”

Even that statement is a made up stat that has been peddled since as far back as 1911. “Use a picture. It’s worth a thousand words.” appears in a 1911 newspaper article quoting newspaper editor Arthur Brisbane discussing journalism and publicity – Wikipedia

This statement had been used over and over to describe the strength of pictorials in marketing/publicity and advertising. Is it scientific – no! Does it sound believable? Apparently so, because since 1911 that message has been hammered into marketing statements and the public consciousness.  We could make the argument that a picture (and symbols) relay ideas very strongly and indeed in a more concise manner than the written word. Why have a road sign that say “Drive slowly there are school kids crossing the street frequently at this intersection.” When we can post a silhouette of small stick figures and the word “school.”

So in a process of truth in advertising it is better to say “If a picture is worth a 1000 words, than 1 minute of video is worth 1.8 million words.”

This statement is clear and honest and most certainly makes the argument more believable than willy nilly stating that 1 minute of video equals 1.8 million words.

Of course if you are shooting at 60 frames per second and in HD, than one minute of video must be worth a heck of a lot more than 1.8 million words.

 

 

 

Book Review: Rise of the DEO

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Rise of the DEO bookI consider myself lucky that I have worked in the area of creative how-to publishing for so long and that my job is actually an education and skill building endeavor. I am basically paid to learn and stay on top of technology trends – there is one other plus, and that is working and getting to know the brilliant minds who are our authors. Maria Giudice is a fountain head of creative savvy. From the early days of the web she has been a leader in creating design that enhances and extends user experience and heightened visual continuity. She has spoken at conferences the world over and co-teaches a Business and Design course at the California College of the Arts with co-author Christopher Ireland. After running HOT Studio, hands down the most successful design studio in San Francisco, Facebook recently purchased HOT in order to bring in Maria as Director of Product Design.

In Rise of the DEO Maria and Christopher recognize the function of the Artists’ role operating at the highest level in the corporate structure. In the new paradigm the MBA left brain approach which dominated the 20th century corporate structure has given way to the DEO. Design and data are paired with intuition and savoir-faire that understands evolving media.
Well written and structured to real-world application. Maria and Christopher share practical knowledge that is helpful to all levels of leadership. I recommend you get a copy for everyone in your organization. This book is destined to be a classic!

Rise of the DEO
ISBN-13: 978-0-321-93439-0
Published by New Riders

Fine Art: Sell it but never do this!

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photoThis post is for the young uninitiated artist. Don’t ever (ever) place a sign on your art that says: Clearance.

This is tantamount to placing a sign that says: Garbage.

Admittedly the panels in this picture, with what seems to be acrylic paint smeared on them, can be debated as to whether they are Art or garbage.

Nonetheless the purveyor was posing as an artist so we can guesstimate that the panels are presented as art.

That’s your lesson for today.

You CAN Measure Digital Marketing: Adobe Marketing Cloud

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If you are a marketing professional you need to keep your savvy up on current topics and innovations. Whether you engaged in digital marketing or hiring a digital marketer for your company, you need to be able to prove your efforts- show results. The days of people with self-appointed titles like: Digital Guru or Social Media Ninja, spewing internet psycho-babble-buzzwords to mystified clients, while providing zero results are over . Digital marketing has come of age and Adobe is here to help with Adobe Marketing Cloud. I recommend anyone and everyone who is involved in digital marketing get on the bandwagon now and familiarize themselves with this complete set of analytics, social, advertising, targeting and web experience management solutions. Adobe is leading the mergence of big data and graphical content. The below video says it all:

Free to Play

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My friend Damon Hampson and I went and had lunch at Butterfly (which I highly recommend) with author Will Luton and discussed his upcoming book Free To Play: Making Money From Games You Give Away. We stopped off at the Musée Méchanique to shoot this promo video first. (Side Note: We shot this video using a iPhone 4 and the OWLE Bubo with small non-powered directional mic):