Design Practice Blog: Youtube Advertising Rebrand.

Initial Idea

With the content and research into traditional and new media style advertising, I would like to apply and show people the way advertising can be effective and cause impact. One initial idea I would like to produce, is a new, interactive way of advertising within youtube. Looking into the methods of advertising that youtube portrays, I intend to produce different, more subtle methods of advertising that impact, and convert the way that adverts impact the user.

Below are 4 methods of advertising, I intend to alter, edit, and create new methods of applying these adverts.

I will keep current methods in place, but alter and change the way they affect and impact a customer.

The Display Ads will be the basis of my change. I will use the Display ads as a platform and interactive surface for people to access and view advertising products.

Below are some opinions on the current advertising methods, It shows that people get annoyed, people even created a petition to get it removed as it just irritates and seems to put people off the brand that is being advertised.

My Vision is to produce a youtube advertising system that not only reduces annoyance, allows users to freely access their video without any inconvenience, but also allows adverts to still be as effective and present. I will create an interface that allows the user to browse videos, pick and choose, without being disturbed, then view their video with no annoyance.

The concept I have created is applying a connected resemblance onto the logo, then applying this concept to the layout of youtube to apply a continuous theme.

One idea was to develop a sort of, television style advertising technique, that will have a stationary box that contains advertising. This will act as a continuous box that will include different advertisements, depending on the genre of video. I have sketched further ideas however I believe this "central hub" idea having all the adverts located in a stationary position that will not move, not cause annoyance before videos.

The circle will be implemented into a section of the advertising box, which will refresh at certain parts of the video. The user can also click, or hold there mouse onto the advert which will promote a changing and cause a new advert to be shown and displayed.

Aswell as sketching out a stationary box, I sketched up various ideas that changed the way the adverts were displayed once a video was coming to end. The advert would take a section of the black section of the youtube video which will play as the next video is loaded.

I played around with the idea of including a side tab that could appear on the video once it had ended. A simple slide to display side bar would appear once the video ended, leaving room for the user to pick there next video, but also giving an advertising hub for news and new information.

I also questioned having different tabs that appeared on screen when the video ended, however I believe that having anything on screen would still cause annoyance and irritate the viewer.

Having the connected element to my concept, I worked the circle into the embedded video to allow linking between brand and youtube advert.

When the advert is triggered it will load the video ad the side of the advertisement. This idea was a problem as it linked to much to the skippable element of the advert, invading the screen and causing the user to miss some of the content they were watching. The side option for the design needs to be changed to cause less irritation to the user.

After completing sketches for this pop out tab, I decided to change my idea back to the original idea of creating a central hub that contains all the advertisements and aspects within one section. Making the adverts immobile and in a single place for the user to easily identify as an advert.

I started by testing out frames, and understanding what aspects can be changed and manipulated, I rearranged the order of the videos and advert and separated a section for individual adverts to go, instead of being linked with the next videos and content selection. This organises the youtube site as it gives clear navigation and separation from the videos and the advertisments.

I looked into the aspects of the youtube logo that could be edited and what sort of manipulations could be added to the logo.

I initially created this circle aspect that would be linked with the youtube branding that would suggest connectivity and the way the advert refreshes would display a circle element that refreshes.

After consideration I created this, I used the aspect of the advertising centre which would be a square box and squared it, I wanted to give the effect of shadowing youtube, providing the idea that it is present but in the background and much more subtly.

I then redesigned the above element to this to create a bolder effect that works better with the type situated in the Youtube branding. I made sure that redesign was clear to inform the consumers about the redesign and the new elements to come with it.

VIDEO STORYBOARD

VIDEO EDITS

GREEN SCREEN

I figured out how to use green screen as a way of taking the background from a specific image and applying it to my video. I used the effect Keylight 1.2 which selected a screen colour which applied the green screen to the video.

This is what the design looked like without the keylight effect added to the video. It makes the whole imagery behind the video hidden by the green element to the design.

I produced the greenscreen by loading a full sized image of a green jpg then screen recording and capturing the movements. Once applying it to my after effects work It appeared like this.

Once taking the colour code of the green and applying it to the keylight. It removed the green element leaving me with the recorded mouse that works with the video.

VIDEO TEST FOR HOVER

This is a test to show how the video hover worked and to show how successful the greenscreen was within the video.

TRANSPARENCY CHANNELS

My video worked with different transparency channels. To make sure that I could link, work, and have animations playing underneath the video element of the youtube site. I had to apply a transparency level when exporting my images. The frame of the youtube aspect to the design was created by exporting the image as a tiff, which captures the alpha channel working with transparency settings.

Before transparency levels.

After transparency levels.

OPACITY CHANGES

Another element I used within my video are opacity settings, giving a smooth, slick transition when appearing. I used keypoints which allowed selection and accurate changes to opacity as the frames change. It allows me to form a transitional element linking the different parts of my video.

ADVERTISING REFRESH

I wanted to use adverts that had a main focal point in the middle, to give example of the type of advert that could be placed in the advertising section. I also found these adverts to be enticing to view and hover over.