With the introduction of new advertising channels over the years, like TV, digital and mobile, brands now have the opportunity to tell layered and complex stories.
However, these new platforms and channels bring with them new considerations. Each has its own rules of use, audiences in different frames of mind and structural limitations. So campaigns must embrace transmedia – the art of adapting a creative insight and strategy to a plethora of channels.
Steve Spence, course leader in Advertising at London College of Communications, explains why and how it should be a priority in advertising.
Transmedia is the next level from 360 integrated advertising. So integrated advertising is when you say the same thing across different platforms. Transmedia is when you take the message itself, but you say it in different ways. The important thing to do is to bring them all together, so there’s one cohesive message.
Consumers are savvy to marketing, so marketers will need to find ways to tap into video culture in ways that seem natural. They’ll need to have context front-of-mind, as we look for coherent experiences on- and offline.
Because at the end of the day, advertisement is about persuasion, not about shouting. You’ve got to put the right message in the right place for it to work.
The years ahead will see more producers, more channels, more opportunities to augment the video experience. Strategy, insight and resource will be crucial in navigating transmedia video marketing.