One of the most challenging things that I’ve found in working with clients is that most of them, even those in the interactive or advertising industries, aren’t aware of the trends and possibilities of online video. Many people are excited, but don’t know how to handle it. I’ve found it’s important to educate potential clients.

That’s why I created the Online Video Crash Course. It’s an entertaining, informative, 25 minute presentation brings everyone up to speed and makes sure that we’re all talking about the same thing. And we get to watch and discuss some great online ads.

It covers topics such as:

• The popularity and reach of online video.
• What actually is a viral video? And what makes them work, or fail?
• Beyond viral videos: Serial content, online TV shows, destination sites
• Great online ads.
• Is it an ad, or isn’t it? The importance of authenticity.
• The formula for successful viral videos.
• How to engage an audience.
• Promotion, distribution and seeding.

If you’re an advertising agency, interactive shop, or company that’s interested in learning what’s going on in the world of online video and how to use it effectively, please let me know and I’d be happy to come speak to your group.

One way to tell if your video may be interesting enough for people to pass around is write a headline describing it. On the Internet, unlike on TV, people decide what to read and view based on the text that appears in links. If your video can’t be summed up with catchy link text, it may not be compelling enough. It’s a sign that your premise needs work.

The web is not TV. It’s a different medium with different rules. We’ve put together a compendium of the top 10 rules for success with online video. These are the principles we’ll be following for our own projects and we’re certain they’ll help others as well. Read 10ton’s Top 10

Here’s a question: How much community does the average car, sneaker, or beverage ad create? None.

And it doesn’t make sense. Why not create an ad with the potential to promote itself?

You can’t bore people into buying your product by making intrusive, repetitive ads. Ads like this tell the audience nothing more than, “Yes, we have a product and, yes, you can buy it.” Because these ads lack intrinsic entertainment value, you end up having to pay for every viewer experience.

But there’s another way. Why not give your audience something that they intrinsically enjoy? That way the viewers can pass it on themselves, creating their own community around your ad. With every new friend added to the chain, so grows your product’s notoriety, and the number of people who have not only an awareness, but have actively participated in promoting your ad. New connections, blog posts, forwards, love letters, affairs beginning and ending — all around your product!

Just like TV creates community. Just like movies create community. Your ad brings people together. Remember those halcyon days snuggled around the RCA floor set waiting for Jack Benny to come on? Well neither do I. But I do remember making dates to watch X-Files. (Come on, I’m not the only one!) And you know what? It wasn’t any less entertaining because 20th Century Fox got something out of the exchange. And I still remember all this stuff years later.

It’s a powerful idea. And the great part is, people will be drawn to your ad because they’re getting just as much out of it as you are.

Welcome to the 10ton blog! We’ve dedicated ourselves to making effective, entertaining video for the web, and in this blog we’re going to talk about the best way to accomplish this, highlight the best uses of video online, and talk about the people, companies and businesses that are doing a great job harnessing the power of online video.

This is a brand new medium, and we’ll be joining you along the way in discovering its possibilities.

One thing that’s obvious is that the older ways of advertising are going to have limited effectiveness online. When browsing, the user has near total control, and intrusive ads, like the traditional 30-second television commercial, just aren’t going to work. If we can’t engage the consumer, and make it an enjoyable experience for them, why bother? The ads that we make are also going to be the ones that we’d actually want to watch.

On the 10ton blog, we’re going to talk about how advertising on the Internet is different and show, with our own ideas and videos, how to make it work. It’ll certainly be interesting!