Turning the Marketing Rules UPSIDE Down
“Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your BRAND to go and how to get there.”
– Richard Branson
Here’s some knowledge about Branding and Reach:
The name of the digital marketing game in 2020 is Disruption through disruptive advertising in traditional media and CTV/OTT.
Disruption works best if it enhances the brand across a myriad of media platforms. Either cable or streaming media offer novel new ways to reach your target audience.
TV Creative Do’s & Dont’s
U.S. cord cutters will increase from 55 million in 2022, to 33 Million in 2018.
This makes advanced TV a necessity for a growing number of television advertisers.
It is the same “lean back environment” of linear: OTT/CTV viewers are relaxed and all-in for a good story. By combining the inherent powers of the big screen with audience targeting and emerging interactive capabilities, brands can create next-level advertising experiences.
That said, the stakes are high. Uninspired ads are jarring on the big screen, especially when audiences are watching quality, cinematic content.
Here’s what you have got to do….
Consider viewer behavior and nuances of the medium. Don’t always assume your “TV ads” will be seen on TV screens. CTV ads play on a larger format. Grab the viewer’s attention by front-loading your value proposition and consider more close-ups or larger text treatments.
Think creatively and study entertainment trends. Consider the content that resonates with your audience Connecting with audiences in a novel way is KEY.
Avoid user fatigue with creative refreshes. We can’t tell you how many times we have seen the same ad over and over on a CTV platform. By the fifth time, it’s annoying and boring – probably not the emotions the advertiser was hoping to elicit. So, refresh your creative. In a perfect world, this means shooting a few versions of your ad. But if that is not possible, you can still tell a sequential story by breaking your video ad into smaller snippets or making simple edits, such as adding overlays or end cards that evolve over time or coincide with current events.
The Takeaway…
Advanced TV is the new frontier of brand storytelling, but many brands are just scratching the surface of what’s possible. By understanding technical possibilities and creative best practices, as well as what is on the horizon, you will create ad experiences that reflect viewer behavior and marry the best of the TV and Digital worlds.