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02 août 2022
In Discussions générales
In the face of such a disparity between TV ad spending and the return—or lack thereof—on that investment, it’s more important than ever to design integrated video campaigns that use both TV and digital ads in conjunction to produce desirable results and meet business and campaign objectives. Maintaining Integrity During Integration Creating an integrated video campaign can be a challenging endeavor because different styles of video cater to specific platforms. Whereas a TV spot generally follows a classic story arc condensed into 30 seconds, a pre-roll ad gives the viewer the option to skip it after just five seconds of viewing. If you want viewers to quit scrolling through their Facebook news feeds and focus on your video, you need to make the first few seconds enticing enough for the viewer to watch the rest. How do you create a video that works for all channels? You can’t. With integrated campaigns, marketers all too often try to use one video to fill multiple roles. They create a beautiful TV spot. Then, they attempt to transform it into a direct response channel, such as paid social or pre-roll. To have a truly integrated campaign, repurposing videos won’t cut it anymore. 3 Ways to Create Effective Italy Phone Number List Integrated Video Campaigns I would love to be proven wrong and find one video that meets all needs and performs on every channel. But until then, here are three strategies that have worked for me to efficiently and effectively create videos that deliver across the entire marketing funnel: 1. Brief Teams According to the Funnel (Not per Channel) Briefing your teams by stage of the funnel is the easiest way to ensure that the campaign feels cohesive across many different channels. An integrated campaign starts at the top of the funnel, where marketing teams responsible for items such as TV spots and banner displays should be briefed together. Overall, this brief should focus on how to get potential customers intrigued enough to take the next step.