Sessions at SXSW Interactive 2012 about Documentary and Feedback on Friday 9th March

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  • Speed Tweaks: How Fast Can Audiences Drive Edits?

    by Mark Hillman, John Havens, Sally Daub, Bryan Mochizuki and Matt Naylor

    When it comes to shaping video content for target audiences, how real-time can we get? Dynamic iMedia allows digital agencies to track who's watching what content, where they're watching it, and for how long. But how can brands put this real-time feedback to use when months of approvals have already locked in a final cut? If they shoot documentary-style content, they have the flexibility to make measurement mean something. An archive of doc footage from the production phase can offer drastically different cuts.

    Bringing together a digital guru with surgical media measurement tools, the media director from the Clinton Global Initiative, who has used twitter feeds to create documentary highlight reels, and the Creative Director of branded documentary powerhouse, Flow Nonfiction, we look at how the documentary process can yield footage that makes real-time feedback actionable. How good and how fast can this feedback loop become? Are brand managers willing to follow the near spontaneity it allows? How much is too much -- when does the stat geek kill the magic? And what does this mean for filmmakers and marketers who want to keep pace?

    At 3:30pm to 4:30pm, Friday 9th March

    In Room 18ABCD, Austin Convention Center

    Coverage audio clip

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