“Repurposing” is a dirty word and great ads deserve to be transformed online, not just translated.
This is a bold statement, and one that we truly believe… To an extent.
Firstly, brands have a wealth of content assets at their finger tips and most often they are not getting the most mileage from them. For example, with the right optimization and distribution, a newsprint circular PDF can become a dynamic, online circular with offers targeted and scaled across channels and devices to an individual shopper based on expressed product interests.
That is not “repurposing.” That is transforming an existing promotional asset to drive more sales.
Secondly, there are always exceptions. And in the traditional sense of the word “repurposing”, the entertainment industry gets a pass.
Why? In the world of digital media, video is consistently a top performer, and entertainment companies have loads of it – already produced, super high quality, and readily available. It seems impractical for agencies and partners to attempt to beat the content that the brand already has. Instead, they should be focused on personalization that puts to use the multitude of video assets that already exist.
According to eMarketeter, programmatic media buying is already gaining traction in the entertainment industry. But the technology is also available to take existing video assets and dynamically assemble hundreds of localized, date-coded, demographic and behavior specific versions in real-time. By enabling the brands to show viewers creative that is relevant to their viewing preferences, agencies can add a high level of precision to advertising while lowering costs. When you add in the bonuses of interactive overlays, autoplay video, and social sharing features, the potential for engagement among high-value customers becomes even greater.
Any of this can be done across all screens. Which is crucial, because according to a Deloitte study, 90 percent of traditional TV watchers report multi-tasking. And since consumers tend to pay more attention to digital ads as compared to traditional TV advertising, with nearly 75 percent of consumers saying that they tend to multitask more during television ads than during digital ads, it’s imperative that digital marketers create cohesive message and experience across all screens.
So go ahead, entertainment advertisers: shamelessly repurpose that video content!
Just make sure you’re delivering the right ad to the right person at the right time – on the right device. Make sure you’re actually transforming the experience the consumer is having from a mass message to one targeted with relevance and intelligence.