Pay attention, get attention – Part 2
WHEN IT COMES TO CRAFTING EFFECTIVE CONTENT, THERE IS NO ONE SIZE FITS ALL SOLUTION. WHAT MIGHT SHINE ON ONE PLATFORM MAY GET LOST ON ANOTHER. IF YOU WANT WIN BIG, IT’S TIME TO SWEAT THE SMALL STUFF.| August 16th, 2016
Last week, we shone a light on a common creative misstep we’re seeing on an almost daily basis; forgetting to optimise content for the environment in which it will be consumed.
Our philosophy is that content should always be designed with connection in mind. At the heart of this is the belief is creating assets that are ‘fit for purpose’ and shaped with the comms platform in mind – based on an a deep understanding the way that people behave and consume content in different environments. For every point of connection, there are two key areas to explore before getting to work on creative ideation. The first is ‘User expectations and behavior’ – what type of content are people expecting / wanting to see there. And the second is the ‘Creative principles for delivery’ – what should the content look like to be fit for purpose on the platform e.g. average viewing times, audio experience, or viewing orientation. Simple right? In practice, not so much.
While these principles will always apply, the reality is that platforms we are talking about are continually transforming, at a blink and you’ll miss it pace. If you fail to pay attention to them, you’ll pay by failing to get attention. Platform nuances can be subtle but significant and minor creative tweaks can reap big rewards when it comes to brand recall and purchase intent. Whether introducing algorithmic feeds or extending video length limits, or even brand new functionality, major platforms are evolving at an unprecedented rate in the race to keep consumer’s attention. So you need to stay alert, be agile and adaptive.
MediaCom’s access to platform data and insight places us in a unique position to understand what ‘fit for purpose’ content looks like. So, in an effort to stamp out bad practice, MediaCom Beyond Advertising introduced the ‘Ready’ tool, a creative adaptation service which shapes your content (usually a TV ad) into fit for purpose assets. Whether you’re contemplating in-feed, instream or in more exploratory channels such as dark social, we can help.