Broadcast Beat Magazine 2018 NAB Show Edition | Page 68
right chord with its intended
audience, then it will quickly be
forgotten. Versioning to pro-
duce regionally relevant and
resonant material is critical to
successful branding and pro-
motional efforts.
There are also technical consid-
erations. We’re seeing more and
more direct integrations into
video platforms—from social
media to pre-roll ads and on-
demand TV systems. Most plat-
forms demand that advertis-
ers deliver not only a TV spot
but also tailor creative for the
smaller screen or to the plat-
form’s specific requirements.
These creative and technical
parameters require a strategic
approach and high-quality, tar-
geted content that’s carefully
and thoughtfully executed.
Brands as storytellers
Increasingly brands are look-
ing to do what films and other
long-form video content can do
– create an emotional response.
To build brand loyalty, you need
to make an emotional connec-
tion. Doing so in today’s digital
media landscape means using
more sophisticated methods
as audiences have the power
to avoid or ignore unwanted
marketing material with a swift
stoke of a key.
The ultimate goal is to bring
audiences in. Consider Old
Navy’s campaign with SNL
comedian Amy Poehler. The
company used Amy’s appear-
ance in its TV commercials
to create videos of Poehler’s
humorous outtakes, which were
posted to YouTube. This “vol-
untary” online content gar-
nered more viewership than
the “involuntary” TV ads and
Old Navy succeeded in creating
Hollywood-level content that
audiences sought out on their
own for its entertainment value.
More and more brands are look-
ing to connect with viewers
though emotional appeals and
cinematic production values
across multiple platforms – like
Coca-Cola tying their brand
to ‘happiness,’ Virgin Atlantic
embodying ‘empathy,’ and
Apple identifying with ‘individ-
ual empowerment.’
To do so brands like Nike have
68 • Broadcast Beat Magazine • www.broadcastbeat.com
commissioned animated shorts.
Häagen-Dazs and fashion house
Miu Miu have created documen-
taries while BMW, Estrella and
H&M are going all out with cin-
ematic fiction.
There’s sure to be more experi-
mentation and content permu-
tations. The landscape evolves
at lightning speed, which is why
brands need to be nimble and
able to meet changing mar-
ket conditions and deliver high-
quality, fast-turnaround content
efficiently and cost effectively.
If Hollywood can do it, so can
the world’s brands.