Catapult Media FAQ


GENERAL


Q1 – How does it work?

Initially we discuss the project with you to determine the most appropriate solution. We then work with the client on a consultative basis to establish the creative requirement. If appropriate; scripts, designs and supporting components are developed and approved by the client. The content is then created and filmed. All components are edited and formatted. The files are embedded or linked into web pages. The content is published to a web site and the end user can then view it.

Naturally different solutions require different approaches and we welcome the opportunity to discuss your individual requirements.


Q2 – What type of thing could I use it for?

Video is particularly effective in communicating complex messages. There are multitudes of ways in which it can be used.

• Sales presentations
• Key marketing messages
• Existing TV Commercials
• Corporate videos
• Filmed presentation highlights
• Major company announcements
• Product and Press launches
• New product demonstrations
• Marketing and promotions

Always remember, viewer's attention spans are limited. The key to using video successfully is to always create compelling content to capture and maintain people's attention.


Q3 – Why Catapult Media?

The company's background is in producing television programmes, marketing communications and technology; sectors in which delivery and results are vital. Combining this experience enables us to produce compelling communications. We have invested the time and money to produce high quality products so we can provide you with cost effective solutions.


Q4 – My web company / marketing agency can do this can't they?

If they are experts in television production combined with marketing communications and have a thorough understanding of Internet broadcasting and the associated technologies, yes. Otherwise, we believe our services are more cost effective and time efficient than any web, technology or marketing company.


Q5 – How much does it cost?

Our aim is to produce cost effective solutions. In terms of calculating costs, various factors need to be taken into consideration. Our work can be divided into three stages:

1. Planning
2. Content creation (Film / Edit / Encode / Author)
3. Distribution (Publish / Host / Deliver)

Different solutions may require some or all of these stages. For example some projects use existing footage and others may not require distribution. As such it is difficult to provide exact costs without understanding the specific requirements of a particular project.

However, as a starting point we publish the following costs:

• Existing content broadcast from £50 per month e.g. TV advert
• Studio filming from £750
• Interactive presentations from £2,000

As an example, excluding the planning and content creation stages, the content distribution of a basic one minute video (small size video - 2.5 MB) viewed up to 20,000 times a month would cost approximately £200, based on a 12 month contract. If the same video were viewed 400,000 times a month it would cost approximately £1,200 per month on a 12 month contract. The exact use of bandwidth is dependent on the number of times the video is viewed multiplied by the video file size which in turn is dependent on its physical size on the screen and the resolution quality at which it is encoded. As such, it is possible to make cost estimates on this basis, although we recommend clients initially commit to a low anticipated level which can be increased if required.


Q6 - What happens when I want to have video on my website?

Video can take many forms, not all are suitable for use on the Internet. There are many issues such as copyright and distribution costs which need to be considered. The content in these 'Frequently Asked Questions' should answer many of your questions. If you would like to discuss a specific project please contact us.


Q7 – What happens if I don't like it?

Producing content is a creative process. Wherever 'creativity' is involved so to is 'subjectivity'. However, producing this type of content follows a highly structured process in which the client is fully involved. We insist on client sign-off at every key stage in the process to ensure that what we are producing is exactly what the client wants.


Q8 – How often do I need to replace the video?

The shelf life of content varies dramatically from news based items which may only run for a number of days or weeks to a sales presentation that is used for a year or more. Longevity should be taken into consideration when the project is planned. One solution that works effectively for clients is to create a template into which updated video can be placed as and when required. This removes the need for costly redesigns and provides a quick turnaround solution for time sensitive material.


Q9 – How will this save me money?

Return on investment can be achieved from a variety of sources, dependent on the type of video used.

One example is to provide a 'virtual tour of duty'; a new executive at a global company is filmed introducing themselves to colleagues in distant countries. The savings achieved are direct travel and time costs.

Another example is a short video of a salesman demonstrating a new product; saving potentially many weeks of organization and travel.

We are not suggesting that video can replace all face to face contact. However, there are situations where it is more cost and time effective to use video as a communication tool.

Online video can also form an effective role in the marketing mix of a product. If your company has a television advert it can now be viewed on-demand direct from your website. This enables staff and customers to see your current campaign and link it to additional materials or product offerings such as online marketing activities.

It is not just about saving you money it is also about using budgets more effectively. Many companies invest heavily in corporate videos yet they are often not viewed. Our solutions enable libraries of content to be available on demand.

Finally, our solutions are about making you money. Online video provides a powerful way to capture people's attention, to differentiate you from you competitors and to help create relationships with your customers, employees and stakeholders. Online video works.



CREATIVE


Q1 – I've never been filmed before. Does that matter?

It depends! Different solutions require different approaches. Many people are used to presenting to different audiences and even if they haven't been filmed previously the skills are still there and they generally perform very well in front of the camera. However, we can arrange training if required and as with any presentation, practice is always very beneficial. We are experienced with working with people who have never been filmed before and always work to create the very best results. Alternatively we can use professional presenters, from actors to television news presenters.


Q2 – What is my involvement?

As little or as much as you like. Many clients have very specific requirements with stringent brand guidelines and marketing departments who provide polished scripts. Other clients expect us to develop every element from the original concepts through to scripts. We can work at whatever level you need or would like.


Q3 – Where do you do the filming?


Filming can take place wherever required; from a client's office to a studio in central London. In some cases there will be significant cost savings by filming in a studio, in others it is more beneficial to film on location.


Q4 – Can't we do this in-house or through an agency?

If they are experts in television production combined with marketing communications and have a thorough understanding of Internet broadcasting and the associated technologies, yes. Otherwise, we believe our services are more cost effective and time efficient than any web, technology or marketing company.

Unless you are producing video on a daily basis it is highly unlikely to be cost effective to produce your own video in-house.


Q5 – Who does the work?

When we are commissioned Catapult allocates a project manager who works on a consultative basis with your nominated point of contact. The project manager utilizes the services of a range of specialists, from scriptwriters and cameramen to editors and designers.



TECHNICAL


Q1 – Why hasn't this been done before?

Until recently video content on the web failed to live up to expectations. Bandwidth limitations, the complexity of authoring video for the web, and inconsistent integration of video and other web content were just a few of the technical and creative challenges. Today, these problems are resolved and video on the web is transforming communications.


Q2 – What format is the video?

We record footage in a television broadcast standard digital format that can be converted to any required output. Video on the web can be made available in a variety of formats, each has specific benefits and drawbacks. There are four main formats; Windows, Real, Quicktime and Flash. For most scenarios Flash is the most appropriate medium.


Q3 – Who sorts out putting it on my website?


We liaise with your web and IT specialists to ensure our work is compatible with your existing systems. Catapult's work is often driven from the marketing department or senior executives of a company. If a company has not previously used video on their website there may be a degree of uncertainty from clients regarding technical implementation and delivery aspects. We are used to working with both web and IT departments to answer specific questions.


Q4 – Technology never works, why will this?


The technologies we use are tried and trusted. The biggest issue in terms of the technology used is not creating, hosting or delivering the content, but in viewing it.

In June 2006, online video could be viewed by more than 97% of Internet-enabled desktops worldwide. However, some companies configure firewalls to block video and as such, even if computers are technically able to view video, user's networks are designed so they can not. Some companies are choosing to only let their staff watch 'company' content via intranets. Other companies are taking the opposite view and using video only on their public sites for their consumers to view. Increasingly though companies are discovering the benefits of using online video as a communications tool and enabling their users to view it. Online video has a multitude of uses and is being used in different ways by different companies. It is most successfully used as part of a marketing mix, whereby video is one of a number of channels that are used to communicate information.


Q5 - How is the video hosted / distributed?

Many companies struggle with the technical requirements of creating an infrastructure to support video. However, it is neither strategic nor cost effective for the vast majority of companies to buy, install and maintain the hardware and software required. The practical solution is to use a Content Distribution Network (CDN).

CDNs offer hosted services for delivering video across high-performance, reliable networks. They provide the most effective way to deliver video to the largest possible audience without the hassle of setting up and maintaining your own streaming server hardware and network.

Features and Benefits of CDNs:

• Built-in load balancing and failover to scale video despite the heaviest traffic
• Video streaming that starts the instant viewers click Play
• High-performance network that ensures video isn't clogged up on the Internet
• Automatic tracking and report generation at the click of a button
• Flexible bandwidth and storage based on client needs

Catapult Media partners with one of the world's largest and most successful CDNs to ensure our products are distributed in the most effective and cost efficient way. However, some companies prefer to maintain distribution in-house and in these cases, Catapult simply 'hands over' the finished content on completion.



If you have any questions that are not covered in our FAQ, please contact us.



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