Every movement begins with a moment.
From the tried-and-true :30’s and :60’s to six-second Vines and pre-rolls, video advertising is faced with a format surplus. And many of these emerging opportunities are no longer one-offs but rather part of programmatic platforms with scale.
I just wrapped up on OMMA’s panel: “The Creative Conundrum – Defusing The Format Explosion” at MediaPost’s Internet Week in New York. We challenged each other to solve for no longer being able to just re-purpose TV spots to “version” for new media formats. As marketers, we want our message to be told where our audience is. Due to timing and budgets, Media planners are being forced to either (1) go with a non-channel-relevant, chopped-down video or, possibly worse, (2) having their vendors execute. If creatives and planners are not working together and thinking strategically about building video campaigns with format fragmentation in mind, then our message won’t ever reach our audience in an effective way.
Here are three possible solutions that kept coming to the front:
Media planners are storytellers, too.
Coming to creative with insights and data that start to tell the “why” will help creatives get to a big idea that can be amplified. This translates into a solid content strategy with a bigger yet more targeted reach. Re-setting expectations up front will start to change the conversation as well as the industry’s universal KPIs.
What’s old is new again.
Remember when media and creative used to collaborate up front and develop the strategy together? Let’s get back to what worked in the first place. This will determine if we need to create content that is modular and automated, for example, to keep us relevant and on the right side of our budget and schedule.
Find new ways to test.
Historically, much of the testing was conducted through focus groups, which enabled concepts to be crystallized prior to investing in creative or media. However, the pace has changed. Today, if we think digitally first, then we can test with infinite variables. By “check testing” it and optimizing it on the fly, we can go to market with the content that will make the biggest impact (versus just relying on scale.)
New technology, ample data and creative content bring us new opportunities to amplify programmatic platforms in truly innovative and more effective ways. As a creative, I can’t wait to see how partnering with my media friends will enable us to reach our audience in a meaningful way that we’re proud of.
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