They should tell stories that match how people watch.
This article says that with people switching seamlessly between channels, the explosion of touchpoints creates more opportunities and complexities for marketers. The author states that marketers can tackle this complexity by bringing media and creative together to capture viewers’ intent and context to inform who they talk to, and how and when they do.
Marketers should know their audience at a deeper level, uncover unexpected insights and reach them when they are most receptive. To avoid ad fatigue, they should use tools that display new series of ads while “delivering repetition through variation, not redundancy”.
Further, creative campaigns should be optimised for the platform’s best practices and marketing objectives. Media and creative should complement one another to create “game-changing, breakthrough creative”.
[3 minute read]