James Thurber said it best: “There are two kinds of light—the glow that illuminates, and the glare that obscures.” I don’t think it could be summed up better, especially from a man who was partially blind. Continuing from my previous blog about Developing Video Content for the Web, in which I introduced this series and discussed the ins and outs of purchasing a camera, today we’re going to delve into the world of lighting.

The one thing I want to reiterate from the previous blog is that just like there are many cameras on the market, there are also numerous lighting solutions. These solutions, depending on the amount of light you need and your choice of brand, can range from hundreds to thousands of dollars. Purchase only what is needed to accomplish your shoot professionally while staying within your budget.

In the production world, many people say that lighting is the trickiest, most complex aspect of shooting. This is definitely true if you are not prepared. Today I will go over the preparation, set-up, and equipment needed to accomplish a professional-looking web video. With that said, let there be light!

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It’s only been three months since mobileStorm started offering digital video distribution—and using our own service to disseminate mobileStorm’s marketing news/comedy show. Already our product release and own leap into online video marketing have proved astute, at least according to a new survey.

Ipsos MediaCT—which researches the media, content, telecoms and tech industries—says that early this year, online video viewership rose while viewership of other types of media fell. Among those surveyed:

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The digital marketing world is one in constant flux, which is the nature of any industry that centers on technology. From Apple vs. PC to BluRay vs. HD DVD, standards for new technologies become the battlegrounds for many companies trying to have their chosen formats to be the winners. Of course, this is hardly surprising given the vast sums of money spent to win such format wars.

As a result, companies trying to establish their particular format as the standard tend to dismiss the other proposed suggestions. So-called “early adopters’ are used to such shifts but by the time a particular technology reaches the mass consumer audience, normally one standard is established… hopefully.

Digital marketing channels are no different when it comes to standards, both good and bad. Some communication vehicles are more or less uniform in their standards but others offer digital marketers a sometimes bewildering array of options, causing many to go with the less common denominator approach. To help sort through the mess, here’s a quick guide on how various digital marketing communications deal with standards, from the easiest to the most contentious.

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From the moment you click on a link, you are privy to the variety of online entertainment turning your computer monitor into a visual media carnival. From Youtube to Vator.tv, there are numerous video sites reeling people in to watch their content. People can watch anything from a documentary on sea monkeys to people pitching their next big idea to potential investors. Videos are being uploaded at an overwhelming rate and there is no doubt in my mind this will not settle down anytime soon. In fact, it is pretty much been set in stone as the future of how we will view entertainment. So I guess the question is how do you want to make your mark on this video blank canvas, as paint by numbers or Picasso?

In the online video world, both paint by numbers and Picasso have their place. The web is large enough to mix commercial, narrative and artistic video simultaneously and harmoniously; that is what makes it so great. In this and the following posts to come, I will discuss everything from purchasing the right equipment to finding the right talent and even which video codecs and players work best. This information will help you on the path to the style of video you want to produce and put your name or company behind.

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