MERCADEO Versión en español
Byron Beach From Orcí Advertising: Brands Should Pay More Attention To Digital Media
Liz Unamo| 26 de octubre de 2017
Beach: La creatividad específica puede escalarse a una audiencia más amplia
Orcí Advertising’s Strategy Director, Byron Beach said that the extensive work they’ve done with optimized digital video has led them to use a wide range of formats as an ongoing scheme that works very differently from TV. “By working with paid and organic media, we’ve developed different strategies for each format and amplification, taking into account all formats, from traditional 15 and 30 second spots to 6 second clips, live stories, vertical formats and more extensive content formats.” Millennials and Gen Zs live in an almost totally mobile world, a fact that is recognized by the major media. “Brands should pay more attention to digital media, because the learning process isn’t obvious and takes more time to complete and to work with. Developing digital content impacts the overall process of marketing, production, buying and measuring, and brands should be open to change in order to keep up with this trend” Beach said. To boost mobile campaigns, some elements should be considered. Beach notes that Facebook alone has nine video formats, and each one is focused on one specific audience’s preferences and behavior, and all these formats must be coordinated. “You have to carefully consider the content being created to truly engage the target audience on each format and the story options available for all the formats required now. Without this clear planning and precise execution, brand and creative teams will risk losing much of a format’s content and storytelling capacity for digital optimization.” “Budgets can suffer in many ways due to the growing need for content in less time and with more adjustments for each format in order to allow digital optimization” Beach noted. “Due to the current strong positions of Facebook and Google, media budgets for multi-platforms in both of these online giants can easily reach a scale never seen in TV advertising. The result is that a successful creative approach can quickly attract a wider audience. The budget impact can be explained by the urge to develop numerous content pieces to make sure all audiences get the message that most attracts them.”
