B-roll refers to supplementary video footage used alongside primary footage or audio to provide context. It can include raw footage, photos, or video clips. B-roll footage gives background and covers up mistakes in main footage. It has various uses in communications, marketing, news, and fundraising by making topics more engaging through visuals. B-roll provides free publicity and marketing while being a cost-effective tactic. Statistics show videos with b-roll are more likely to reach audiences and drive purchases. However, b-roll risks being taken out of context and overuse.

1. Strategic Tactic: B-Roll
IPMP 510
Leslie Hetherington
October 2, 2012
Alessia Testa
Whitney Love
Crystal Ruis
Catherine Wilson

2. What is a B-Roll?
 Supplementary tool used to explain a
topic, issue or product
 Used in the form of raw footage, video
clips, photos, generally accompanying
audio
 A cut-away from the main footage
 B-Roll is complimentary to other
tactics

3. Where Did the Name Originate?
 A-Roll refers to the primary audio of a track,
while B-Roll refers to the footage that is
added to the original audio
 Gives context to the voice over
 Used to cover up mistakes in filming

4. What Does It Do?
Communications
 News/Media/Public Relations
Marketing
 Stock B-Roll
 Publicity
 Product
 Promotions & Services
Fundraising
 Evokes emotional response
 A Picture’s Worth a Thousand Words

5.  YouTube Video
• http://www.youtube.com/watch?v=AHffiD
YUMy0

6. Advantages
 Free publicity for services
 Gives a ‘face’ to an organization
 Cost-Effective

7. Statistics
 53% more likely to be on the first page
 55% of people who view a video also visit
the company’s website
 24% make a purchase after watching
video

8. Disadvantages
 Misconstrued context
 Editor has final say
 Overuse

9. Case Study
 http://www.newswire.ca/en/story/1038
211/-r-e-p-e-a-t-video-b-roll-available-
via-cnw-heart-and-stroke-foundation-
s-new-smartphone-app-puts-health-at-
canadians-fingertips
 http://www.youtube.com/watch?v=9Zr
OejUtGHg

10. What’s In It For Me?

11.  Marketing Tool
 Cost-Effective
 Broadens Audience
 Visual Aid

12. Thank You

13. Sources
 http://www.youtube.com/watch?v=SItFvB0Upb8
 http://www.youtube.com/watch?v=AHffiDYUMy0
 http://www.newswire.ca/en/story/1038211/-r-e-p-e-a-t-video-b-roll-
available-via-cnw-heart-and-stroke-foundation-s-new-smartphone-app-
puts-health-at-canadians-fingertips
 http://www.youtube.com/watch?v=9ZrOejUtGHg
 http://www.quora.com/What-is-b-roll-and-how-and-why-is-it-used
 http://bars-tone.com/2010/02/whats-a-b-roll-package/
 http://www.jacksonmg.com/blog/what-everyone-ought-to-know-about-
b-roll/
 http://market2world.com/the-new-way-things-are-blog/2012/5/14/how-
video-b-roll-pays-big-pr-dividends-a-skyreader-media-cas.html