Winning The Battle: Top 5 Tips to Develop Engaging & Effective Digital Video Creative
The media landscape has seen a major transformation over the last decade. Gone are the days when the entire family used to sit in one room and watch the favourite TV program aired at a definite time. Rapid improvement in technology, increasing internet penetration (especially mobile internet), emergence of social media platforms and proliferation of multi-screen device usage have all played a role in making the media landscape more complicated than ever before.
The rapidly changing pattern of media consumption has posed a lot of challenges for the brands as they try to decode what works in digital and how is that different from the traditional channels. While this does pose a challenge for brands, it also offers greater opportunity for brands to reach out to their customers in ways that were not available before. Among all creative formats that digital has to offer, video is by far the most popular and effective format that brands can leverage.
However, with the proliferation of content and the rise of simultaneous multi-screen usage, it’s harder than ever for ads to break through to viewers and get viewers' attention as the digital environment is increasingly getting cluttered.
The creative best practices that define success for TV advertising can be different for the digital world. This is because while the creative format is the same, the way the two media channels are consumed is very different. While TV being the traditional media channel remains a more “sit back” media, digital/online is more “lean forward” thus putting greater emphasis on customer engagement in advertising. This means brands will need to have more direct, real-time and interactive exchanges with customers that provide immediate feedback and builds personal connections.
Even though the broad principles that ensure success of a creative do not change drastically from TV to digital world, we need to take note of some of the finer nuances that make digital different from TV both from the way message is delivered to the way it is received by the consumers.
Based on our experience of helping brands build great communication across different creative formats, we have come up of top 5 tips to keep in mind while developing digital video communication that can help brands win the digital battle and make their digital media investments work harder.
Refer to the attachment for the full list of tips!
