In the early days of television, people basically watched long commercials that led to what we know today as sitcoms.
The same thing is about to happen to the Web, thanks to FedEx (FDX 64.98 ↑1.15%)’s new campaign that uses short, entertaining Web videos as ads. The “1-2-3 Succeed!” videos (starring Fred Willard as host of infomercials) are a strong step in the evolution of entertainment from TV to the Web.
It’s yet another indication that someone, somewhere, is busy building a media empire based off this new frontier.
That makes these FedEx videos harbingers of things to come is that they’re not just ads. I mean, they technically are, but their created as a form of entertainment, brought to you by FedEx. Just like the early days of television, when Americans were entertained while being relentlessly marketed to.
Except the FedEx videos were made for the Web. And they come on the heel of FedEx raising eyebrows by not advertising in the Super Bowl. As the New York Times’ article linked to above discusses, FedEx tends to be at the forefront of new endeavors in advertising. If the company opts not to advertise during the largest television event of the year, instead putting its resources to creating made-for-the-Web videos, what does that say?
It says we will see more companies generating entertainment for the Web that can double as ads. Even if FedEx’s videos aren’t viewed as successful (meaning views and FedEx revenue are low), I suspect other companies will give it a shot. The Web is too lucrative a platform to not try capitalizing off of it, and online video is gaining immensely in popularity.
That these Web-specific videos will do is increase the public’s comfort with shorter, scripted, produced videos. Right now the most popular video content on the Web is that which is less than a minute and amateur produced (YouTube) or that which existed offline first (Hulu).
The videos FedEx has created are hybrids. They combine the shorter, punchier aspects of YouTube-like videos, with the polished, acted made-for-TV content found on Hulu.
Is these hybrid videos grow in number on the Web, and they will, viewers will grow accustomed to this type of content. This will provide the right person, or media company, with a welcoming audience for these hybrid videos.
The launch of FedEx’s “1-2-3 Succeed!” videos is no small thing. It’s another step toward turning the Web into an entertainment platform from which tomorrow’s media giants can make money, and build an empire.
- Nick Barron, Green Buzz Agency Social Media Consultant
