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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.