Why Ubiquitous Creative Is Vital In Effective Storytelling
In this opinion piece, Richard Knott (pictured below), regional director for the Asia-Pacific region at Celtra, shares some storytelling words of wisdom.
In today’s technological world, where digital platforms are continually launching and evolving, it can be difficult for marketers to keep up. One of the biggest battles that professionals in the industry face is the ability to maintain consistent messaging across the plethora of platforms through which they can tell their story. This also includes having the necessary technology in place to make the user experience (UX) as seamless as possible.
To give you an idea of just how significantly the online world has changed, recent research revealed that among the 24.1 million people that populate Australia, 16 million are active on Facebook. That’s not to mention the five million on Instagram, four million on Snapchat and 2.8 million on Twitter. Then there are the changes in traditional media, with consumers often choosing to get their news online and through their mobile, as opposed to physical magazines and papers.
While this has created a huge amount of opportunity for marketers, it has also presented a barrier to creativity in the sense that they need to be able to create content which suits every possible platform. Building creative for multiple digital platforms can be full of friction because you have to take in consideration specifications, different formats, network speeds, data costs, and different technologies such as HTML5 and Flash.
Tailor your story
Before executing your idea, you must ensure that the story you are building is right for the platform(s) you are aiming to place the content on. For example, a TV advertisement will often be completely wide of the mark for mobile. Mobile audiences will be much more likely to resonate with a shorter, vertical, more personalised advert than a 30-second, 16:9 TV ad. From a tech perspective, ads made for television often appear clunky on mobile devices, so you have to make sure you are adapting it for each platform – not naively thinking that one piece of creative is a one size fits all. It must be tailored and personalised.
This was a discussion that came up recently on an IAB Mobile Advertising Council panel discussion. Ross Raeburn, CEO at Ansible, used the example of a campaign that the marketers behind the promotion of the Ex Machina movie did a couple of years ago. They created a Tinder account with a 25-year-old woman named Ava which users could match and interact with. The photo on the account was of Swedish actress Alicia Vikander, who plays an artificial intelligence in the movie. The Tinder bot asked hopeful swipers questions about what makes a person human, where they would like to meet and what attracts them to Ava, and after answering the questions, the user was directed to an Instagram account promoting the film.
The campaign was extremely targeted. Only Tinder users in Austin – the city which hosted South By Southwest, the event which Ex Machina made its North American debut at that year – could engage with the bot. The medium was correct from a storytelling perspective and the ad was created to work perfectly in the Tinder app, making the user experience completely seamless.
Get the tech right
There is a huge amount of work being done by vendors in the adtech space to try and make the creation, tailoring, and placement of creative easier across all platforms. Creative management platforms (CMPs), for example, are helping to create a world where ubiquitous creative is possible. They forge partnerships with digital platforms and build technologies, which mean creating and placing content specifically for these platforms is simple.
This means you aren’t restricted to which platforms to place your content on, and the user experience for each advertisement will be of the highest possible standard. It is this ubiquity that is the key to getting storytelling right.
Removing the barrier
In the technologically advanced world we live in today, advertisers and marketers should be empowered, not restricted. The media and online world is evolving so fast, and this should present them with greater opportunity and fuel their creativity. It is the role of vendors and tech providers to ensure that this is the case. We must strive to create a world where friction in digital advertising is minimal and doesn’t provide a roadblock to creativity.
Latest News
Surge In Kayo Subscriptions Helps Offset Foxtel Broadcast Declines
Kayo has been a shining light for Foxtel Group’s subscription video services in their latest quarterly report. The group – which includes Foxtel’s subscription broadcast service and streamers Kayo, BINGE and Foxtel Now – reported Q3 revenue of $455 million in the quarter, down by $22 million, or 5 per cent, compared with the prior […]
DEPT Doubles Down On Creativity With New APAC Executive Creative Director
Global digital agency DEPT is expanding its creative leadership in APAC with the appointment of Brad Stevens as the Executive Creative Director for the region. In this newly created role, Stevens will spearhead creative endeavours across the APAC region, driving pioneering work, and fostering a culture of excellence for clients such as Grill’d, eBay and […]
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
JCDecaux has unveiled its latest innovation, JCDecaux ICON. This unique wrap-around site is one of the largest Digital Large Format screens in the Southern Hemisphere, promising to captivate audiences and offering exceptional brand exposure in the heart of Melbourne’s bustling St Kilda Junction. Steve O’Connor, Chief Executive Officer, JCDecaux Australia and New Zealand, said: “JCDecaux […]
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
Following its premiere at the Cortina Film Club, the short movie is being made available on TikTok and Instagram to drive greater awareness of persistent anti-LGBTQIAPN+ policies and practices “The Cure” brings critical attention to the contemporary cruelties associated with homophobia with a searing story that takes aim at a history of harmful attitudes and […]
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The PGA of America has signed a landmark deal with ESPN Bet, becomming the first men’s golf major to sign a sports betting partnership. Meanwhile, St Kilda has locked down its defence in a new deal with NordVPN. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside […]
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
CommBank Matildas’ Mackenzie Arnold and head coach Tony Gustavsson will join this year’s Vivid Sydney taking part in an inspiring Vivid Ideas conversation at Sydney Town Hall on Monday, 10 June. Champions of Change: Mackenzie Arnold and Tony Gustavsson will explore the dynamic between coach and athlete, offering an in-depth look at the pressures and […]
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.