Sony Pixel Power calrec Sony

8 Ways To Make An Ad Campaign Dynamic

07/08/2017

At never.no we're passionate about innovating with advertising creatives, brands and broadcasters to create dynamic and engaging ads. Including live social content into the creative can transform video advertising campaigns for versioning across multiple platforms.

It's not all just about social though - ad campaigns can be made dynamic with reactive content, personalisation, live pricing info, integration of data feeds or custom messaging.

Increases in engagement, brand affinity, dwell time, brand awareness, loyalty, viewership and purchase intention are some of the benefits our clients are seeing as a result of enhancing their campaigns. We discuss 8 ways to make your ad dynamic and make great creative work even harder.

1. Incorporate social media content and make the audience the star Everyone loves having their 15 minutes of fame (which is more like 5 seconds in todays digital world!). We've seen that people are eager to interact with ads if there's a chance they may get to be on TV. Making a call-to-action for your audience to share their photo or comment for a chance to appear on air gives them a reason to engage.

Added bonus: When people use a campaign's hashtag, handle or social page to participate, they're ultimately extending the reach of the campaign. Personalisation of ads drives audiences to share with the wider community. When someone's name, photo or message is shown on air they'll be excited to tell someone about. We often see people sharing photos and videos of the moment they see themselves on TV.

2. Interactive ad break takeover Giving audiences the ability to interact, and then have that reaction included live in the next ad break gives them a reason to watch.

Channel 4 showed just how effective an interactive ad break could be with their takeover for 20th Century Fox's Alien Covenant movie. Viewers were shown a teaser clip from the movie and asked to share their reactions using hashtag #c4aliencovenant and selected Tweets were chosen to feature in the next ad break. The immediate social activity around the promotion led to the campaign's hashtag trending on Twitter.

Time for an exclusive look at #AlienCovenant in the #Gogglebox ads.

Tweet #C4AlienCovenant & we might show yours in the next ad break. pic.twitter.com/J0HUc6y3NK

- Channel 4 (@Channel4) May 5, 2017 Feeling scared for the new @AlienMoviesUK !! Looks amaze ! #C4AlienCovenant pic.twitter.com/YhPa9MrzqR

- Katie Santhouse (@xx_Katiee_x) May 5, 2017 3. Brand's own dynamic data feeds There are exciting possibilities to extend great data-driven outdoor campaigns to multiple channels including broadcast.

Spotify's innovative DOOH campaign published localised facts and user listening statistics on billboards in cities around the world. The ads used aggregated data and some individual listening data to create lines like Dear person who played Sorry 42 times on Valentines Day, what did you do?.

Great creative like this would work well extended to broadcast with frequent content refreshes.

4. Live ad competitions Similar to an interactive ad takeover but with an extra incentive! As well as generating brand awareness and engagement levels, live competitions also help retain viewers as they are eager to see if they've won.

Playstation and Channel 4 ran an interactive live competition during reality show Gogglebox to promote the game Horizon Zero Dawn'. The interactive Ad gave viewers the chance to win a PlayStation prizepack via a live competition mechanic on Twitter which trended across Europe - the on air reveal was done a matter of minutes after the competition closed retaining the audience for longer.

5. Make every ad unique with custom moderator content Flight prices, product details, live betting odds, late offers for stock, responding to market changes - whatever content it is you want to update, it can be changed easily with STORY to make every ad unique.

Creating vignette spaces for custom content lets you update just part of an advert as and when needed. Moderators can then update content and render multiple broadcast-ready versions at the click of a button. Why should every ad be different? When the audience know that certain elements in the campaign creative will change, it builds anticipation and a reason to watch again and again = better brand recall.

6. Reward audiences for participating in cause-based initiatives Enhance cause-based initiatives by rewarding the social audience.

QVC's Beauty with Benefits #BraveIsBeautiful campaign supports women with Cancer. Viewers have the opportunity to upload a photo of their brave face' on Facebook, Twitter or Instagram with hashtag #BraveisBeautiful for a chance to appear in on-air promos and win a beauty prizepack.

7. Weave social videos into the creative Weaving user-generated content in live TV ad breaks gives brands a way to integrate the worlds of social media and television seamlessly.

The #CantIsABadWord campaign by fashion brand Missguided allowed viewers to upload videos via social media with selected clips featuring in a mashup of international influencers.

Missguided's customers are among the most social media savvy and switched on people in the UK and across the world, and this exciting technology gives us the opportunity to reach out to our fans and followers in a more dynamic and impactful way than ever before. said Sarah Lynch, Global Brand Manager at Missguided

The brand's online community then extended the campaign as they shared clips of themselves on TV back to their own networks.

8. Sponsored promos One of the reasons why TV is so valued is because it provides an important source of entertainment, information, relaxation and of course a shared point of interest between household members and millions of others throughout the UK explain Th
LINK: http://www.never.no/news/8-ways-to-make-an-ad-campaign-dynamic...
See more stories from neverno

Most recent headlines

04/08/2024

Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation

Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....

03/06/2024

Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives

Dalet, a leading technology and service provider for media-rich organizations, a...

29/04/2024

Screen Australia announces James J. Robinson's debut feature First Light

29 04 2024 - Media release Screen Australia announces James J. Robinson's debut feature First Light First Light Principal Photography is underway on Firs...

29/04/2024

Capitol Broadcasting Becomes First Company Inducted into NC Media and Journalism Hall of Fame

Capitol Broadcasting recently became the inaugural company honored with inductio...

28/04/2024

Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2

Mediahaus delivers the first SRT live-streaming sports production over 5G with U...

27/04/2024

L3Harris Chair and CEO Christopher E. Kubasik Discusses 1Q24 On CNBC's "Closing Bell: Overtime"

On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...

27/04/2024

Audinate Adds Major New Features to Dante Connect

PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...

27/04/2024

Bell Media Launches New Portfolio of FAST Channels

TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...

27/04/2024

Study: Broadcast TV Evening News Avoids Serious Economic Issues

An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...

27/04/2024

Hughes Opens Manufacturing Facility and Private 5G Incubation Center in Maryland

GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....

27/04/2024

Broadcasting Legend Harry Pappas Dead At 78

Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....

27/04/2024

Televisa Selects Synamedia For Broadcast Distribution Overhaul

ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....

27/04/2024

Participate in the Survey - The Impact of AI on Media and the Creative Industry

Participate in the Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this surve...

27/04/2024

SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show

SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show Brie Clayton April 26, 2024 0 Comments SDVI, the leading platform provider for clo...

27/04/2024

Berklee's Music and Health Institute Launches Community Health Musician Certificate

Berklee's Music and Health Institute Launches Community Health Musician Cert...

27/04/2024

Charter Reports Higher Q1 Profits Despite Broadband, Video Losses

Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....

27/04/2024

Environmental Groups Aim To Make Unscripted TV More Sustainable

Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...

27/04/2024

Sarah Garcia Named Weekend Anchor at Telemundo 40 in Texas

Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...

27/04/2024

CBS Sports Kicks Off FAST Channel for UEFA Champions League on Pluto TV

CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....

27/04/2024

Brian Roberts's Pay Rose To $35 Million at Comcast

Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...

27/04/2024

John Lithgow Goes Back to School in Art Happens Here'

Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...

27/04/2024

FETV Wants Upfront Buyers Seeking Cable Viewers To Join Its Family

Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...

27/04/2024

Catchy Comedy Features Gomer Pyle, USMC' Weekend Marathon

Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....

26/04/2024

Sundance Film Festival CDMX 2024 kicks off today at Cinpolis

Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...

26/04/2024

Interview: Lourdes Portillo, Director of Las madres de la Plaza de Mayo, La Ofrenda

[Editor's Note: This interview is part of a larger feature about the women d...

26/04/2024

Career insights instead of everyday school life

Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...

26/04/2024

L3Harris Technologies Reports Strong First Quarter 2024 Results, Increases 2024 Profitability Guidance

Orders1 of $5.5 billion; book-to-bill of 1.06x Revenue of $5.2 billion, up 17%,...

26/04/2024

What Makes A Network Resilient?

Five Considerations For Communications Modernization In The 21st Century In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...

26/04/2024

CBS Sports Launches New Free Streaming Channel

CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...

26/04/2024

Roku Streaming Homes Hit 81.6M

Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...

26/04/2024

Sarah Farrell Named General Manager Of Pinewood Toronto Studios

LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....

26/04/2024

Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and Myriad Solutions

Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...

26/04/2024

FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talent' award

FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...

26/04/2024

Picture Shop Announces Chris Evans as Head of Unscripted

Picture Shop Announces Chris Evans as Head of Unscripted Brie Clayton April 26, 2024 0 Comments Picture Shop announced Chris Evans will lead Unscripte...

26/04/2024

Participate in a Survey - The Impact of AI on Media and the Creative Industry

Participate in a Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this survey,...

26/04/2024

Hi Barbie! Mattel Launching First FAST Channels on Samsung TV Plus

Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....

26/04/2024

Marty Moe Named President Of Trusted Media Brands

Trusted Media Brands (TMB) said it named Marty Moe as president....

26/04/2024

Ron Howard Directs Jim Henson Documentary for Disney Plus

Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...

26/04/2024

Kraken Skate Away From RSN Root Sports for Deals With Tegna, Amazon

The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...

26/04/2024

Warner Bros. Discovery Launches Olli First-Party Data Platform

Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...

26/04/2024

The Equalizer' Gets Season 5 on CBS

CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....

26/04/2024

The CW Inks New Deal for Miss USA, Miss Teen USA

The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...

26/04/2024

Fuse Urging Young Viewers To Vote With Blunt Campaign

Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....

26/04/2024

Neil Gaiman's Sandman' Universe Expands With Dead Boy Detectives'

Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...

26/04/2024

The Story Collective opens largest film and TV studio in the heart of London

The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages By Matthew Corrigan Publi...

26/04/2024

Richard Perkett joins Amagi as chief product officer

Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries ...

26/04/2024

Teradek Announces Smaller More Robust Built-in Antennas f...

Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...

26/04/2024

Amagi Names Richard Perkett Chief Product Officer

NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....

26/04/2024

NAB Board Election Results Announced

WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...