Different Types of Web Usage
Clearly, nothing has upended the voice over industry quite like the Internet. On all ends of the spectrum, from the basic sourcing of voice over talent to right on down to hyper-targeted, increasingly personalized messaging, it can feel a little “Wild West” to navigate if you’re not going directly through an agent. And one of the biggest stumblers when sourcing for voice talent? The concept of “web usage.”
Usage — a.k.a., how the finished voice over is being used — will cause the greatest fluctuation in a voice talent’s quote. As we all know, there are myriad ways any material can be used and distributed online… and not all distribution is created equally.
Below, we’ve got a handy little guide detailing all the different, standard types of web usage we tend to come across here at Blue Wave Voiceover (Heck, the way things are going, we might have to update this once more before you finish reading it).
Feel free to refer to this when putting together any kind of web campaign with voice over, whether for a national pre-roll political ad promoting a candidate, or simply making an Explainer video detailing your organization’s strategy and work. Of course, we’re always happy to provide a custom quote for your campaign based on your intended usage.
Let’s dive in!
Pre-Roll & Interstitial Ads — The best way to get in front of the most eyeballs is to momentarily interrupt/delay their binge of cat videos on YouTube. These are the Web ads that, for voice over, are most akin to national, broadcast commercials: typically between :06 to :15 seconds (or skippable past the :06 mark) with TV-quality production, style and sound. These ads always involve paid placement, a.k.a., the buyer has to pay extra for the ad to reach viewers.
Streaming Radio & Podcast Ads — The parallel to terrestrial radio, streaming radio commercials are similar in formatting, style, production, and delivery (save for having voice over style & audio production tailor-made to headphones, rather than car speakers on a highway). Common platforms include Spotify, Pandora, and iHeartRadio, though just about any no-fee internet radio network will have some form of these. Another example of “paid placement” advertising.
Podcast Intro & Outro — A similar feel to streaming & podcast ads, but typically, much more welcomed by the listener. These are pretty straightforward: setting the stage properly for the listener to engage fully with their chosen show and its guests.
Explainer Video — A style we’ve all seen since bandwidth allowed, Explainer videos are typically between :40 to 3:00 animated videos that break down a larger concept into bite-sized, easy-to-understand pieces. By nature, they’re longer than standard commercials and engage the viewer one-on-one to connect directly with the concept (as opposed to “selling” the viewer). A really fantastic tool for any campaign that already has a party interested and looking for more info, and while they can be used for paid placement, they typically are not — instead living on the organization’s website or social channels.
Narration Video — Similar to an Explainer, a Narration video is typically longer than a commercial (usually :60 seconds or more) and engages far more of a storytelling aspect with “live” (a.k.a., not animated) footage. A good example of the differences between Explainer and Narration production would be, say, a potential voter interested in a candidate’s policies would watch an Explainer, while a voter interested in a candidate’s background as a person would watch a Narration video.
Social Media Campaign — Engaging hearts and minds via Facebook, Twitter, or Instagram, these are often either a) broadcast quality video created to reach viewers incredibly quickly, or direct testimonials from a candidate or candidate’s committee. Another form of “paid placement” advertising.
In-App Narration — Not too likely to show up in the political spectrum, but you never know just what a crafty campaign might be cooking. This is voiceover narration for individual prompts, guiding the user through a more immersive experience.
What kind of web usage does your campaign require? Let us know via the form below, and we’ll be in touch to help launch another Blue Wave for your organization, too!