A video brought to you by Matt Gorman, Betty Wang, & Chelsea Christensen
Download it here! http://www.megaupload.com/?d=1F3KH04N
Watch it here! http://www.youtube.com/watch?v=_DXlTDIIfYE
(There are two links because the video was over 15 minutes long, so we had to create two separate posts)
What We Did:
Betty: For this last video travelogue, my duties were to make the intro animation, provide a statistical background for the basis of our travelogue and interview digital strategist Eric Mayville of Code and Theory. For the background information, I wanted it to be relevant to the material I got from my interview, so I focused on the growth of digital advertising, exploring the different kinds of advertising in terms of the money that agencies as well as firms are spending to produce them. For resources, i used the article that Marco posted on the blog “Online: Key Questions Facing Digital News” for various monetary data compiled by E-Marketer and Borell, two internet trend research companies. I then analyzed the charts and graphs according to their relevance to the travelogue through a voice over of the visuals of the graphs themselves. As for my interview with Eric Mayville, I decided to get in touch with him since we worked closely at my last internship at Code and Theory and he is a bona fide lifeline at the company. I’ve seen him come up with many great ideas for increased advertising interactivity. He is excellent at strategically placing the clients interests into the most compatible field of resources so I figured that he would have a great understanding of what digital advertising was amounting to in the future. When he described targeted advertising (advertising that focuses on the individual, local consumers backgrounds instead of a generalized portrayal of the consumer) as the next forefront of digital advertising, I became curious about what social implications that would have for consumers. Since the very concept revolves around discovering personal habits and information about the consumers, would it ever be unethical for an advertising company to do this? At what point would a honest, successful advertising company decide to forgo the wish of the client in the interest of upholding moral standards? Eric gave a pretty interesting response to this that I think is the mediating take on the whole issue.
Matt wrote, organized, conducted, and filmed the interview with Aaron Coleman of Situation Interactive. Along with this, he edited his interview video for time and aesthetic purposes, later combining Betty and Chelsea’s self-edited works into one larger video with some form of cohesion.
Chelsea researched current online advertising trends and technologies, and then combined her research with the information gathered in the interviews to create a compiled report, which she then recorded and added into the finished video project. She then worked with Matt to help create a cohesive, finished project.