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Lezioni Video Online. Parte 1/5. Statistiche, luoghi e modalità di consumo del video, definizioni e produzione

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Argomenti: statistiche dal mondo del video, dove e come si consumano oggi i video (luoghi e modalità), cos'è un video, dalla definizione alle svariate modalità di produzione.
>>>> Prima parte della prima lezione del corso di "Video Design" nel Master in "Digital Media Management" presso lo IED - Istituto Europeo di Design di Milano. Marzo 2013.

Published in: Design
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Lezioni Video Online. Parte 1/5. Statistiche, luoghi e modalità di consumo del video, definizioni e produzione

  1. 1. MODULO: VIDEO DESIGNLesson 1 – 13/03/13 – PRIMA PARTE A cura di Alessio Garbin www.alessiogarbin.com
  2. 2. Chi sono Alessio Garbin Attualmente blogger, cofounder e video content manager di Uramaki, digital factory con sede a Milano. Sono stato... Caporedattore di La3 (Sky, H3G), creatore e autore di Smart&App – The Technology Show; content supervisor per la creazione e pubblicazione di contenuti online ed eventi; communication specialist, copywriter.MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  3. 3. All about videoStatisticsIl video sta diventando il re dei contenutiDove e come si consumano oggi i videoLuoghi e modalità di fruizioneCosè un videoDefinizioni e modalità di produzioneMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  4. 4. WARMING UP WITH THIS... MODULO “VIDEO DESIGN”
  5. 5. Why“Video is the largest growing component on the web. The amount of information containedin one single frame can take 3 pages to describe. The feeling, the colors, the message isseen immediately. It is a known fact that people engage more when they watch a video andtend to stay watching it. Video informs and entertains people and, good or bad, today mostpeople prefer to watch a video rather than read a page of text”.LISA LUBINThree-time Emmy-award-winning television writer, producer, editor, video consultantMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  6. 6. U.S. Overview, november 2012Data from the comScore Video Metrix service showing that 183 million U.S. Internetusers watched more than 37 billion online content videos in October, while video adviews reached nearly 11 billion.http://www.comscore.com/Insights/Press_Releases/2012/11/comScore_Releases_October_2012_U.S._Online_Video_RankingsMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  7. 7. Italy overview, fruizione dei contenuti video onlineAudiweb Objects Video. Gennaio 2013.5,8 milioni gli utenti hanno visualizzato almeno un contenuto video su uno dei sitidegli editori iscritti al servizio, con 49 milioni di video fruiti (stream views) e una mediadi 26 minuti e 38 secondi di tempo speso per persona.Nel giorno medio sono stati 685 mila gli utenti che hanno visualizzato 1,6 milionicontenuti video, con una media di 7 minuti e 18 secondi per persona.http://www.audiweb.it/cms/view.php?id=6&cms_pk=281MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  8. 8. All about videoDove e come si consumano oggi i videoLuoghi e modalità di fruizioneMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  9. 9. DOVE E COME SI CONSUMANO OGGI I VIDEOPanoramaTradizionali: cinema, tv, instore tv, indoor tv, outdoor tv, totem multimediali...Online (desktop): streaming TV, catch up TV, streaming in diretta, vod, podcastMobile (smartphone, tablet): app, web appConnected tv devices, Gaming consolesMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  10. 10. DOVE E COME SI CONSUMANO OGGI I VIDEOONLINE Top U.S. VideoContent PropertiesRanked by Unique VideoViewers. October 2012.Total U.S. – Home and Work LocationsContent Videos Only(Ad Videos Not Included)MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  11. 11. DOVE E COME SI CONSUMANO OGGI I VIDEOONLINESiti più visitati dItalia 1 google.it 12 autosottocosto.com 2 facebook.com 13 virgilio.it 3 youtube.com 14 subito.it 4 google.com 15 corriere.itFonte: Alexa (Amazon) 5 yahoo.com 16 conduit.com 6 libero.it 17 ilmeteo.itDati aggiornati al 2 marzo 2013 7 wikipedia.org 18 babylon.com 8 live.com 19 mediaset.it 9 ebay.it 20 madcash.com 10 repubblica.it 21 avg.comhttp://www.alexa.com/topsites/countries/IT 11 amazon.it 22 altervista.orgMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  12. 12. DOVE E COME SI CONSUMANO OGGI I VIDEOONLINE Audiweb Object VideoDati giorno medio ItaliaFonte: Audiweb DatabaseDati gennaio 2013Audiweb powered by NielsenMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  13. 13. DOVE E COME SI CONSUMANO OGGI I VIDEOONLINEAccesso alla ReteSempre più mobile e...Connected tv devicesGaming consolesMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  14. 14. DOVE E COME SI CONSUMANO OGGI I VIDEOONLINEAccesso alla ReteTablet e smartphone stanno semprepiù guadagnando terreno nellevendite e nei minuti giornalieri spesinel loro utilizzo.Cisco ha da poco pubblicato unreport in cui sottolinea che il 66%del traffico internet nei prossimi 4anni sarà mobile.MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  15. 15. DOVE E COME SI CONSUMANO OGGI I VIDEOONLINEAccesso alla ReteSempre più video vengono vistida mobile, il tempo spesoguardando video su tablet èaumentato del 110% nel 2012rispetto allanno precedente.Per gli smartphone laumentoè stato dell87%.Ooyala “Global-Video-Index” Q42012MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  16. 16. TIPOLOGIE DI VIDEOPerchè il video si è diffuso capillarmente ora e non prima- Grandezza/peso (in termini di Mb) dei file video;- Miglioramento della banda fissa media a disposizione degli utenti (banda larga, fibra);- Abbassamento dei costi con migliori prestazioni anche per la banda mobile (reti 3G, 4G...)- Diffusione dei device mobili in cui foto e video si visulizzano più piacevolmente che il testo;- Evoluzione tecnologica dei player (con lintroduzione di HTML5, miglioramento dei codec...)MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  17. 17. TIPOLOGIE DI VIDEOPerchè il video si è diffuso capillarmente ora e non prima- Diffusione dei device in grado di realizzare video(dagli smartphone ai tablet fino ai nuovi ipod...)- Abbassamento dei costi medi di realizzazioneprofessionale;- Miglioramento e diffusione dei software chepermettono lediting video anche agli appassionati;- Sempre più famigliarità con il media.MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  18. 18. All about videoCosè un videoDefinizioni e modalità di produzioneMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  19. 19. TIPOLOGIE DI VIDEOCosè un videoMedia con i seguenti codici di comunicazione:- immagini- scritte ed altri elementi grafici- parlato- musica- contesto sonoro (suoni o rumori dambiente)MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  20. 20. TIPOLOGIE DI VIDEOCome si realizza un videoUnazienda/ente ha unesigenza di comunicazione.Decide di soddisfarla con un video (inseritochiaramente in un piano di comunicazionecomplesso, probabilmente con altre attività insinergia). Per questa ragione si rivolge ad unagenziacreativa (termine generico, ma che permette dicomprendere diverse tipologie di agenzie) o ad unacasa di produzione.MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  21. 21. TIPOLOGIE DI VIDEOCome si realizza un videoLazienda incontra un referente dellagenzia creativa(normalmente unaccount o unaltro componente del team a cuiè delegato il rapporto con il cliente) ed espone i propri desideri ebisogni, con una prima idea di budget. Laccount, o un membrodel team creativo o di produzione che lo accompanga, raccoglieil brief del cliente. Cerca anche di coglierne gli umori, lepreferenze, le aspettative, le attività creative eventualmenteportate avanti con altre agenzie o internamente.MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  22. 22. TIPOLOGIE DI VIDEOCome si realizza un videoAccount e creativo che hanno preso parte allincontrorientrano in agenzie e fanno un debrief con tutto il team.Laccount continua a fare le veci del cliente, mentre il teamcreativo, in collaborazione con i resp. della produzione, iniziaa fare dei ragionamenti sulle esigenze emerse e sullemodalità creative per rispondere con efficacia. Terminata lafase di brainstorming interna, vengono realizzate delleproposte di progetto da sottoporre al cliente.MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  23. 23. TIPOLOGIE DI VIDEOProgettare il contenutoChe cosa raccontare per potertrasmettere attraverso il video i valori, ilprodotto, il servizio o direttamente ilbrand e il suo mondo.Professionalità principaliAutore / Content / CopywriterMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  24. 24. TIPOLOGIE DI VIDEOScegliere il trattamentoQual è la migliore modalità tecnicorealizzativa del video. Come la creativitàsi declina alle esigenze dicomunicazione.Professionalità principaliArt director / Grafico / Motion designerMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  25. 25. TIPOLOGIE DI VIDEOProgettare le modalità di diffusioneQual è la modalità più efficacie perproporre i contenuti video? Online eoffline. A volte è il punto di partenza delvideo, altre volte uno studio successivo.Professionalità principaliStrategic planner / CommunicationSpecialist / Online strategistMODULO: VIDEO DESIGNLesson 1 – 13/03/13
  26. 26. TIPOLOGIE DI VIDEOModelli produttivimolto differenti Risorsa interna____________________Come sceglierea chi affidare Freelance_____________ Freelance________________________la realizzazionedi un video? Casa di produzione____________________________Un approcciosemplificato Agenzia creativa________________________________ma pratico. Gara tra agenzie_________________________________________MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  27. 27. TIPOLOGIE DI VIDEOModelli produttivimolto differenti Risorsa interna____________________ Freelance_____________ Freelance________________________Cosa aspettarsie come relazionarsi Casa di produzione____________________________con le risorse cherealizzano un video? Agenzia creativa________________________________ Gara tra agenzie_________________________________________MODULO: VIDEO DESIGNLesson 1 – 13/03/13
  28. 28. Nella seconda parte della prima lezione....Tipologie di videoTrattamenti, tecnicheMODULO: VIDEO DESIGNLesson 1 – 13/03/13

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