Moving Video from TV to PC Washington DC

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Originally published at Internet.com

If you've ever tried to repurpose your company's TV commercials on the Web, you've probably found that what works well in one medium isn't always compelling in another. Still, when you've got all that ready-made content, it's a shame to let it go to waste.

To find out how to successfully adapt TV content for online, we spoke with Mike Griffin, executive vice president of corporate development for EyeWonder, Inc. While EyeWonder uses video to create page advertisements for its clients, rather than original Web sites, its experience fits in perfectly for other types of online video. * Don't Simply Repurpose a TV Ad
You can still use your TV commercials on the Web, but dress them up a little first to make them interesting to online viewers. Add interactive elements, says Griffin, such as letting people view outtakes from the taping session. You could also let viewers download a related ringtone or send the video to a friend.

* Use Footage that Didn't Make the TV Commercial
After you're done taping a TV commercial, chances are that you have plenty of perfectly good footage leftover that didn't make the 30-second spot. Put that online to give a more complete experience. If you're filming a car ad, Griffin suggests, put unused footage online so that viewers can see the car from different angles. Give viewers the option of which views they'd like to see.

You can also repurpose video meant for other uses. For example, car footage shot for the dealerships can work well in an online campaign. * Shoot Original Web Content Along with the Commercial
If you're creating a TV commercial, you've already got actors and a film crew in place. Take advantage of that to shoot some original footage just for the Web. Remember that the two videos need to work differently, says Griffin. TV commercials are direct and informational, while online video needs to entice the viewer to click on new options and search for more information.

As an example, Griffin sites a Viagra campaign that EyeWonder created, where after the spokesman finishes taping a TV commercial, three guys on the set ask him about using Viagra. Online viewers can click to hear their individual stories.

With a little creativity, you can bring your TV video to the Web and create a whole new experience for the viewer.