During the pitch/proposal phase we encounter a fair amount of skepticism regarding the use of video online, and whether its costs are merited. And rightly so. Adding a professionally produced video can significantly expand the budget, and it’s not a trivial sum for a business of any size. But the difficult question to answer is the one about ROI, as in: what do I get back for what I’m putting into this thing?
This article will provide some background on why the cost of a video (in the context of a website project) is difficult to measure in traditional ways (i.e. a purely monetary calculation of ROI). We’ll also explore the sometimes hidden advantages of using videos on a website, it’s oft understated utility, and unperceived value.
A video we produced and directed for Topnotch Resort in Stowe Vermont