Creation has changed. The time when a brand could plunge all its heart, soul and budget into one and the same creative experience is over: for example, an advertisement on television. It's 2019; you can not be so singularly focused.
You still need big ideas, such as Dos Equis' "The Most Interesting Man in the World", P & G's "Thank you, Mom" campaign, or the "Mac vs. PC" concept. from Apple. But today, brands need to think about how to translate these great ideas across all channels and on all screens, especially video, so that they can tell a cohesive and engaging story.
Companies are scrambling to secure their platforms and support them to advertise programmatically, but without effective creativity, these tools do not make much sense. Technology and creation must go hand in hand. It's time for brands to consider the nuances of each format at every stage of the campaign's production, allowing them to create an effective video for the multi-screen world of today.
Understand your audience. Be prepared to dig deeper and discover things that question what you thought you knew. To do this, you will need to access and analyze data continuously. Brands that use data intelligently often discover surprising information. Perhaps their audience has evolved over time or that they have a secondary clientele that they had never thought of before.
In addition to the "who", you must understand the "where" and the "how" before. you start to photograph your creation. Does your mobile audience watch videos while traveling to work or is it "second projection" while watching TV? You want your creation to reflect these different scenarios.
Tip: Considering this information, consider creating custom creative experiences for each audience segment, each screen, and each use case.
Creation is too often an afterthought in the digital world. Take for example a car brand. They put all this work into making a great video ad that looks great on TV screens. Several months later, there is a digital media plan and this beautiful TV spot must be reused on different digital screens, for which the behavior of users can be very different. The creative partner ends up cutting the original footage into shorter spots or letting the TV spot work as is, which can lead to rather bad user experiences. For example, a car that rolls off on a beautiful background looks fantastic on television, but on a laptop, this car looks like an ant. This brand should have turned with digital in mind from the beginning.
For digital, you need more close ups and quick cuts. You must also upload the most important part of your ad, whether it is a brand slogan or an aspect of your product. If you can, always go overboard. You may not know all of your strategies at the time of shooting, so additional clips will be useful as your media plan evolves.
Practical tip: Consider how to tell your story without trusting the audio. This can mean using subtitles, more powerful visuals, or more logos and product photos.
When you run your campaign, stay agile and ready to try new tactics. Just make sure your creative reflects each strategy. Reuse of assets is possible but do it with care. For example, if you reuse mobile footage, you may need to add inlays or interactive features. If your video has been shot for the landscape, you will need a creative partner able to edit it for vertical screen environments in which many mobile viewers consume content.
Quick Tip: When evaluating your campaign, think more deeply about what is different. The statistics tell you the success of your campaign in driving consumer behavior. Think beyond standard KPIs such as CTR and completion rates, and look at things like time spent and post-click. What about the creation that specifically drove these measures, and how can you apply that knowledge to current and future campaigns?
Brands have the data and tools they need to reach audiences with unprecedented accuracy, but with creativity. Do not talk to them effectively, it's for nothing. It's time to assemble the pieces.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
As Senior Creative Director, The Seifer directs Tremor Video DSP's in-house creative studio. His team brings creative video intelligence to media campaigns, combining advanced advanced creation with unique data and information. His creative roots are deep in the office. As a painter, his works have been exhibited in galleries and museums across the country.