You ever wonder what it costs to produce an advertisement? At Ydraw we turn down a mountain of clients each and every week because they feel our prices are just too much. But how do our prices stack up against other companies? And just how cost effective is a whiteboard animation compared to other forms of advertising on the market?
Let’s do this thing.
I’m going to start with whiteboard animation, since that’s what Ydraw is primarily known for — though our library is quite diverse in terms of the types of products we offer.
A whiteboard animation running sixty seconds costs $7,500. This includes the customer’s choice of voice over artist, visual artist, a screenplay, and music/SFX.
Here’s an example:
Now, check out these prices for various forms of advertising, per Adage.com:
The average outlay for a commercial during the fifth season of AMC‘s “The Walking Dead,” making it the costliest scripted series on TV. The Oct. 12, 2014, season premiere drew 17.3 million viewers; the March 29 season finale, 15.8 million. According to averages from media buyers compiled by Ad Age during the upfronts; ratings according to Nielsen.
The amount Snapchat demands per “Brand Story” ad, a branded post (or “snap”) that appears within the app’s “Stories” feed. Snapchat doesn’t disclose user numbers. According to media buyers interviewed by Ad Age, January 2015.
The cost for a thousand impressions on Hulu for standard run-of-site in-stream video ads, with a minimum requirement of two ads per campaign. According to Hulu’s rate card, March 2015.
The cost of 30 seconds of ad time in the championship game of the 2015 NCAA Men’s Division I Basketball Tournament on CBS, when Duke will take on Wisconsin. That’s up from $1.49 million in 2014. Last year the championship game averaged 21.2 million viewers, down from 23.4 million in 2013. According to Kantar Media, Nielsen and media buyers interviewed by Ad Age.
The average cost for 30 seconds of commercial time in prime time broadcast TV last year. That’s up from $110,00 in 2013. According to Nielsen
The average cost of a 30-second commercial during “The Big Bang Theory” on CBS, the most expensive comedy on TV. “Big Bang” averaged 16.7 million viewers this season through March 12. According to Ad Age interviews with media buyers during the 2014 upfronts; audience according to Nielsen
The cost of one full-color ad on the front page of The New York Times. To appear on the Times’ front page, though, marketers must commit to a certain frequency, such as front-page ads every Tuesday for six months; the total cost of running frequent page-one ads would likely top $1 million. According to current and former Times executives interviewed by Ad Age, March 2015.
The average cost of a thousand impressions for a 30-second commercial in broadcast prime time in 2014, down from $25.06 in 2013. According to Nielsen
The cost of a thousand impressions for a sponsored photo on Instagram, down from $40 in 2013 when Instagram first rolled out ads. Instagram says more than 300 million people around the world check out the photo-sharing app each month. Instagram’s minimum ad spend is $200,000. According to rate cards provided to media buyers by Instagram in spring 2015, before any discounts; minimum spend is according to a media buyer interviewed by Ad Age, March 2015.
The cost of a thousand impressions for a sponsored video on Instagram. According to rate cards provided to media buyers by Instagram in spring 2015, before any discounts.
The cost of four weeks on Times Square’s biggest billboard, Clear Channel’s eight-story sign on Broadway from West 45th Street to West 46th Street. According to sources familiar with the sign’s cost as of March 2015.
Can you imagine paying over a million dollars for an ad that runs less than one minute?
Obviously, these are extreme examples. Here are some you might be more familiar with, according to this website:
National TV Advertising
Setup Cost — $63,000 to $8 million
Cost of Media — Approx. $342,000 per 30 second ad
National Magazine Advertising
Setup Cost — $500 to $397,800
Cost of Media — Approx. $250,000 per ad
National Newspaper Advertising
Setup Cost — $11 to $1.4 million
Cost of Media — Approx. $113,000 per ad
Direct Mail Marketing
Setup Cost — $50 to $7,200
Cost of Media — Approx. $51.40 per order
Setup Cost — $1,000 to $5,200
Cost of Media — $7-$70 per hour, or $35 – $60 per lead
National Search Engine Optimization
Setup Cost — $4,000 to $10,000
Cost of Media — Free, though it’s roughly $500 per month for an internet marketer
National Pay Per Click Marketing
Setup Cost — $4,000 to $10,000
Cost of Media — $0.05-$3 per qualified visitor, plus $500 per month to internet marketer
National Email Marketing
Setup Cost — $4,000 to $10,000
Cost of Media — $0.05 – $3 per qualified visitor, plus $500 per month to internet marketer
Web Content Marketing Campaign
Setup Cost — $6,000 to $12,000
Cost of Media — Free
A Whiteboard video falls in line with the final choice: Web Content Marketing Campaign. So, while the upfront cost of $7,500 for a sixty-second ad might throw you off, consider it a lifetime investment in terms of how you can promote your business.
Other campaigns, such as magazine or newspaper ads require constant updates and monthly fees. And while you’re certainly guaranteed to get a lot of impressions, chances are only a small percent of them are catering to your audience.
You have a little more leeway in this regard with a television or radio ad since you can choose which time of day, or programs to run it; therefore, guaranteeing the audience is at least fit for your product.
But, again, the fees. Lots and lots of fees. Plus, such ads quickly become dated. Or, they may not even be seen at all!
According to an article written in The Guardian in 2010 (!), it was reported that nearly 90% of audiences skipped through TV advertising. Such is common practice in today’s high-tech world of streaming services, and DVR satellite systems that let you fast forward through advertisements.
Ask yourself: when was the last time you truly paid attention to the commercials during a TV show, sporting event (outside of the Super Bowl), or movie you were watching?
In my house, we have our smart TV connected with our Google Movies account. Between that and Netflix, Hulu, and HBO Go, our exposure to TV advertising is quite limited.
Same with radio, where most ads go unheard because there are so many more convenient streaming options for music these days.
Now, the thing about a Whiteboard video, specifically, is that it features eye-catching visuals that are designed to attract an audience’s attention. And there are so many inexpensive ways to market them.
Yeah, Facebook charges a fee to advertise on their site, as does YouTube, and Instagram. According to FitSmallBusiness.com:
The short answer is $0.65 per click in the US. In other words, every $65 you put into Facebook gives you around 100 clicks on your ad, according to the Salesforce Advertising Index Q3 2015.
You can put your Whiteboard video on Facebook, and then, using the site’s unique features, ensure it gets seen by your target audience. You can customize the features to allow only specific states or regions to see your content, and you only pay when a potential client clicks your ad. That cuts out a lot of needless excess cost.
No, I’m not here to advertise for Facebook, but merely to demonstrate the myriad of ways you can use a Whiteboard video. You can post them on YouTube, or simply post them on your website. You can share them with clients, potential clients; use them at shows, and even put them on TV if you’ve got the budget.
And you can do all of this for $7,500!
There’s no worrying about OCD directors, stuck up actors, shooting schedules, or the myriad of problems that exist with a live-action commercial production. Check out this quote from JLB Media Productions:
The DGA (Director’s Guild of America), of which I am a member, considers low budget commercial work to be $75,000 per day, up to $225,000 for a three-day production. Most national commercials are several hundred thousand dollars up to a few million dollars. Directors are typically paid anywhere from $10,000 to $50,000 per day of shooting, but many times that means $25,000 for a one-day shoot that also involves two weeks of prep and another week bidding on the job against other directors.
And that doesn’t factor in the aforementioned cost to advertise your product. Smaller production companies will charge less, but the result more often than not looks like this:
Yikes! Does that ad reflect the company it’s promoting well?
Now, check out this Whiteboard video, which cost less to produce:
See the difference? Which business looks more professional? Which one required the least amount of time and headaches to produce?
So, before you dish out a gazillion dollars on a thirty-second TV, radio, or newspaper ad, give Ydraw a call. Our process is simple and guaranteed to produce the results you’re looking for.
It was the 2nd quarter and he launched his clipboard into the ground, breaking it into pieces.
“#&*$^%^…get over here. What the #$%^$?” (we love it)
That, my friends, is Shane Battier, my coach for the next 3 days. For those of you who do not know who Shane Battier is, you should Google him. He was probably one of the best NBA players nobody ever knows.
Hoop Scoop Magazine named Shane Battier the fourth-best seventh grader in the United States. When he graduated from Detroit Country Day School in 1997, he received the Naismith Award as the best high school basketball player in the nation. When he graduated from Duke in 2001, where he won a record-tying 131 college basketball games, including that year’s N.C.A.A. Championship, he received another Naismith Award as the best college basketball player in the nation.
On day two of our tournament, Shane and I were talking basketball and warming up for the game. I tossed him the ball and watched him rim check 5 shots in a row. He told me he hadn’t shot a ball in a while, but still, I expected him to hit a couple shots at least.
My thought… “How does this guy have an NBA championship ring?”
It was at that time Shane Battier changed the way I looked at basketball forever. I will never play the game the same again. He ended up leading us to the championship where we lost to a much better team. (Just picture a bunch of old guys trying to relive their glory days. It’s a blast.)
In the 90s a virus of statistical probabilities infected professional sports.
Math geniuses began to take all the data that sports lovers keep and put it to work. Think Money Ball.
He asked me what I thought the worst shot in basketball was. I wasn’t sure, so I guessed a side shot. I was wrong. It’s a jump shot off the dribble.
Kobe Bryant, one of the best players of all time would become pretty inefficient when Shane guarded him. If Kobe dribbled left and pulled up for an 18 foot jump shot: his numbers tanked. Shane knew this.
Shane’s success did not come from his raw talent. It came because he understood the numbers. He would cause his opponents to always take the lowest probability shot.
On offense, Shane would always get the ball to the right teammate where he could take the highest probability shot. It’s all about the numbers.
Shane’s game is a weird combination of obvious weaknesses and nearly invisible strengths. When he is on the court, his teammates get better, often a lot better, and his opponents get worse.
When I step onto a court, I see a court, a basketball hoop, and my opponent. When Shane steps onto a court he sees probabilities, a grid, and numbers.
Knowing the odds, Shane can pursue an inherently uncertain strategy with total certainty. He can devote himself to a process and disregard the outcome of any given encounter.
To the point…
Do you know and understand your numbers?
When Ydraw creates a video, we like to take into account the numbers.
We know, statistically speaking, a well-written script with a story is going to have a higher success rate.
We know that a testimonial is going to increase your conversions.
We know that if you start your video off from a high level of intensity, your click through rate goes up.
We know that by adding humor and some special effects you’re going to enhance the viewer’s experience in a positive way and your success rate goes up.
Lastly, we know that boring videos, have zero chance.
These types of numbers come from years of experience. We also apply this to our video marketing division. We can’t tell you all the little things we do to shift the probabilities in our favor. We just do them because we have been in the game long enough.
I watch so many video marketing campaigns fail because they are playing a game they do not understand.
Our job is to do what works statistically speaking and yet 35% of the videos that leave our office end up being sabotaged by the client.
It hurts and I am begging you to not do it.
We want to create an amazing video for your company.
Call or shoot us an email to get started.
PS. It’s that time of year. Some of you have year-end budgets left over. If you are looking for a way to spend your budget, we would like to chat. We want to show you what we have been working on. It’s amazing.
We love our customers and appreciate the business you all have given us. Without you, we would not be eating.
You would think that after creating animation videos for five years our ideas would run out, but they have not. Success breeds more success, and animation video creation only breeds more video ideas. It’s racking our brains and we just have to make it stop.
You’re going to help us…lol
Over the last year we have come up with some glorious ideas that will certainly go “viral” or at least put you on the map.
For our happy customers, we are going to present you with three video styles and ideas that could change your business forever. These ideas can be adjusted, changed, or adapted to your business, so my hope is that your marketing director will take a look and maybe bring us back some more ideas.
Now, I must warn you that these ideas do not come cheap, nor are they going to be simple. It’s going to take a big budget and for this to work you are going to have to let our professional animators do what they do best:
Create amazing stuff!
I will tell you whom these video ideas are not for…
· Companies with a very tight budget. (Sorry, it’s going to take a lot of time and teamwork. This does not come cheap.)
· Companies that have a hard time pushing the envelope.
· Companies who worry about offending every Tom, Dick and Harry on the planet. These videos will be loved by most, but there will be haters. There always are.
So lets jump in.
I am going to give you examples of these ideas so that you can see what type of traction they have received in the past. Remember, the reason for sharing our ideas is to spark a few ideas of your own.
Video Campaign Number 1
“Fart On A Plane”
All of us have experienced the misery that comes with plane travel. It ranks among the worst experiences – next to death. Personally, I feel like we are being treated like a bunch of lost sheep and I am sure airline workers feel like we are a bunch of dumb lost sheep.
We want to create a series of funny videos. (Five of them to be exact.) These videos are going to show the different scenarios that happen on a plane. It’s something we all relate to and it will bring a smile to the face of the audience.
The kicker is, after each video we will have branding and a message that applies to your company. It’s marketing without the audience knowing.
Here are some great examples:
Have you ever heard of “Dumb Ways To Die?”
It was a video created by Metro Train Station that has over 100 million views, but it doesn’t stop there. The campaign we would create would mimic theirs in that we would create.
Can either of these examples be applied to your business? “Fart On A Plane” could be perfect for a Net Jets, Magellan Jets, Flex Jets, or a private plane company looking to show the misery of commercial plane travel.
What are the pain points of your business that the audience can relate to?
Video Idea Number 2
“Training Like You Have Never Seen Before”
Have you ever seen “The Bottom of the Ninth?” I’m guessing you have not. It is probably one of the cooler ideas I have seen, but it did not get any traction due to lack of marketing and lack of usefulness.
This style of video is 3D, with 2D elements encompassing a comic book feel.
Take a look:
This style would be perfect for a training video series. Could you imagine being trained by videos and a comic book style pamphlet?
Your audience would not forget it!
They could watch the training video series on their phone, at any time, or they could read the comic style pamphlet. It would be the most effective training ever done on planet earth.
A year or two ago we created a training video for The Cosmopolitan and it was a huge success. I think it is time we push the envelope a bit and really create a training video style that will be recognized by companies all around the world.
We can do this; we just need the right customer to make it happen.
Video Idea Number 3
“Still Coming Up With A Title”
If you have been with Ydraw for a while you will know that we love the Chipotle video.
I have written about it a couple of times before. Check it out below:
They nailed the message and were rewarded with millions of views. We want to create something like this for your company. Once again they took the pain point of the audience and exploited it.
Did you see the poor cow?
Now can you see the challenge that we are facing? We have some amazing writers, Disney animators, and editors, who want to be stretched to the limit.
Currently we are doing a full campaign for National Safety Council. They had the budget and we were able to let our artists create. It has stretched them a bit, but they still have hidden talents that we have yet to see.
Here are some screen shots and scenes.
Let’s chat and discuss ways to make this happen. It’s for the greater good. If these video ideas do not stop soon we might have to start creating them on our own.
It’s our job to build it, and the audience will come… lol
Hope you enjoyed…
The Rise Of Video Marketing Ideas and How To Make It Stop
Sometimes it doesn’t work to just tell your audience how your company can be essential to their business plan and how they need you so they can live a long and fruitful life. There are a lot of ads that are patronizing to the audience with incredibly dull narratives and poor acting. Perhaps by explaining what you do will persuade consumers better than any actor pretending to care about your company ever could. But here’s the problem, sitting and explaining your company is boring. It’s not engaging, it’s uninspired and it’s so very boring. Like, Jane Austen narrated by Ben Stein boring. So how do you balance out an entertaining video and explaining your company’s concepts and ideas?
Whiteboard explainer videos, of course! Let’s go through why.
ILLUSTRATIONS CAN HELP CONVEY COMPLEX CONCEPTS EASIER. Visual concepts are a driving force that allows your audience to grasp your ideas easier. The perfect example are the before and after pictures of meth addicts, though grisly they may be. The before pictures shows a healthy person who doesn’t seem to have any effects of drug abuse. The after pictures show the devastating and shocking effect that meth has on the human body. It appears as though the life had been sucked out of them. Without having to go into detail on how the drug has this effect, or why the person started to take the drug, the story of how it destroys you is clearly presented instantly.
WATCHING THE CREATION OF THE VISUALS IS CAPTIVATING. As the artist creates characters, environment and situations, the viewer is watching the story unfold in front of them. The simplicity of being able to watch that process pulls in the viewer and in turn they are keen on watching to see what comes next. Being able to see the illustration come to life adds a human touch to the video. Rather than having a polished animation from start to finish, the viewer gets to connect with the person behind the drawing. Knowing there is somebody behind that pen lets the viewer know there are people behind the drawing, just like there are people behind your company.
SIMPLE AND AFFORDABLE. Without having to use a crowded infographic that can come across more complex than it intends to be, a whiteboard animation is simple and tells your story without having to assault your viewer with statistics and mission statements. Perhaps the thing that stops most people from using video for their company is the cost. Luckily whiteboard explainer videos are incredibly cost effective and can reach a large number of people quickly.
USING NARRATIVE CAN PERSUADE AND MOTIVATE VIEWERS. Any parent knows the influence any kids TV show has on their children. Why when I was a lad, I too became a victim of Saturday morning television shows and for about 2 years straight dressed up like Pee Wee Herman…. EVERYDAY. It happened, deal with it. Just because the audience you have are now older and wiser doesn’t mean they can’t be persuaded by an engaging video. A study by LaMarre and Landreville in 2009 found that the difference of watching a film that reenacted a historical event and a documentary on the same subject had similar levels of issue interest and engagement with the narrative presented. Fictional stories are as effective as factual stories in persuading and shifting ideas related to the narrative. Both can be engaging and compelling experience for the viewer.
EASY TO DISTRIBUTE. Distribution of digital video is incredibly simple. A video can be uploaded to a many platforms an infinite amount of times. It can be sent in an email to consumers or link to your YouTube account. The entire world can take part of your company and the video can work its magic every hour of every day. Reaching your audience has been easier than ever.
A promotional video using whiteboard animation can present a complex subject matter into something that can be easily understood while being entertaining. That entertaining video can retain a high engagement rate and rack up views to direct consumers to your company. It’s simple, affordable, it’s easy to distribute to your clients and perhaps you’ll be able to have some free time to catch some Pee Wee Herman yourself. If that’s your thing, it’s certainly mine.