Adapting creative for digital formats can be daunting, but there are ways that publishers can make the process easier for marketers. During a session at the Beet.TV executive retreat earlier this month, Ashley Swartz, discussed digital creative with executives at Gannett, Innovid and Jun Group.
Oftentimes, the tech team at a publisher can find ways to leverage existing assets, says David Payne, Senior VP and Chief Digital Officer with the Gannett Company. He points to Lamborghini. “We have a team of HTML developers and designers who look to see what our clients have on their existing site and they just built a beautiful HTML 5 full-screen browser from assets taken from the Lamborghini site. We didn’t have to go to an agency to put that together,” he explains.
Brands can also boost the effectiveness of their creative by making an ad addressable, clickable or more dynamic, says Tal Chalozin, co-founder and CTO of Innovid, an online video advertising technology firm. As an example, a film trailer might have a “click to buy” option localized so a viewer could buy tickets in advance at a nearby theater, he explains to Swartz. He adds that in the fourth quarter Innovid ran nearly 1000 campaigns, each with interactive components.
Effective creative has to do with how the ads are displayed and distributed as well, says Mitchell Reichgut, CEO of video platform Jun Group. “If that [person] is opting in, there is something in it for the viewers and they aren’t being interrupted so the reach and frequency argument is now out,” he says.
For more insight on scale and simplicity in creative and digital video, check out this video.