Creating Platform-Appropriate Assets: How To Get The Most Out Of Your Ad Spend

Creating Platform-Appropriate Assets: How To Get The Most Out Of Your Ad Spend
B&T Magazine
Edited by B&T Magazine



Keeping up with the ever-growing number of digital channels nowadays could be considered an exciting opportunity for advertisers, or a headache – depends on who you ask.

Whichever side you land on, this means creative agencies now have the task of producing even more content for audiences, tailored to chosen platforms. A ‘one asset fits all platforms’ approach to creative no longer seems to cut the mustard.

At the end of the day, it seems there’s no point investing in media spend across digital channels if you don’t have the right creative to go with it.

We spoke to Lauren Easton, Head of Creative Production at full-service digital marketing agency Resolution Digital, to understand the latest in platform-appropriate assets that capture attention in an increasingly diversifying space.

According to Easton, brands now need to create different assets depending on what platform the content is appearing on.

“On each of these platforms, you’re having a different experience,” said Easton. “You’re looking for different things, and you’re consuming the content differently.”

To thrive in a digital landscape, agencies need to consider how users are actually using the platform and tailor their creative with this in mind.

“For example, we know that Tik Tokers have a really low tolerance to ads, so these assets need to look organic to the platform,” Easton explains. “On Instagram and Facebook, we know that we have less than 2 seconds to catch users’ attention. And Pinterest is different yet again.”

“Putting money behind assets that aren’t fit for the platform is essentially a waste of your media spend. We’re so saturated with content these days that if it’s not something that stands out and grabs your attention, you’re just not going to watch it.”

So, what does grab people’s attention?

Easton put it simply, “Bright colours, limited text, straight-forward copy and getting to the point – but of course, this varies from platform to platform.”

This mentality towards creative is quite different to the typical process of creating a traditional TVC – making it sometimes difficult for brands to wrap their heads around.

“It’s scary for brands,” says Easton. “If you’re investing huge budgets into a TVC, why would you want to spend more money making an asset just for TikTok?”

However, once you look at the outcome of this new approach, the results speak for themselves. It’s just a matter of convincing brands to try something new.

To find out more about Resolution Digital’s services and creating platform-appropriate assets, click here.




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