Category: Marketing

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.

 

 

 

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:

YouTube Feed info you should know

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Google Operating System Blog: Unofficial news and tips about Google

I found while searching for info on using a YouTube for my iTunes feed. I was wanting to re-boost Gary-Paul TV for this site. I long ago set-up Gary-Paul TV using the Internet Archive. It was a bit clucky and has outlived its use for my purposes. On the other hand I don’t want to try to put all my videos on every video site on the planet- the hassle of managing all the files and doing all the uploads Ugh!. “Give me one Pipe to feed them all” is my motto.

Anyway I think you mightt find this useful if you want to utilize your YouTube feeds to the fullest extent. Please note: the author(s) is not affiliated with Google.

Google Operating System Blog

DIY Screen saver for the Mac

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DIY RSS Screen Saver

Here is a good one from Apple. Make your own screen saver. Quartz Composer lets you create your own Screen Saver with any RSS feed as its text source. And it’s included with the free Xcode 2 developer tools in Mac OS X Leopard.
Why am I telling you about this seemingly geeky program to make oyur own screen saver?
Well not just for fun but it is also a great way to market your company. Make your own screen saver and share it with anyone who will try it. If you make it fun and not all business people will be more likely to try it and leave it running.