Creative has changed. Gone are the days when a brand could sink all of its heart, soul and budget into a single creative experience – say, a television ad. It’s 2019; you can’t be so singularly focused. Your audience sure isn’t.
You still need big ideas, like Dos Equis’ “Most Interesting Man in the World,” P&G’s “Thank you, Mom” campaign or Apple’s “Mac versus PC” concept. But today, brands need to consider how to translate those big ideas across channels and screens, especially when it comes to video so that they can tell a cohesive and engaging story.
Companies scrambled to secure the platforms and support they needed to transact advertising programmatically, but without effective creative, those tools don’t mean much. Technology and creative must go hand in hand. It is time for brands to consider the nuances of each format at every stage of campaign production, allowing them to create an effective video for today’s multi-screen world.
Begin by understanding your audience. Be willing to dig deeper and uncover things that challenge what you thought you knew. To do so, you will need to access and analyze data on an ongoing basis. Brands that use data smartly often discover surprising insights. Perhaps their audience has evolved over time, or they have a secondary customer base they had never thought of before.
In addition to the “who,” you need to understand the “where” and the “how” before you start shooting your creative. Is your mobile audience watching video while
Read more here: https://marketingland.com/heres-how-you-build-creative-video-experiences-for-a-multi-screen-world-259805