Connected TV: A New Frontier for Agency Creativity.
The connected TV revolution has changed the way brands connect with their audiences, offering endless opportunities for creative departments of advertising agencies. Far from being simply an extension of linear TV, connected TV brings together the best of the TV and digital worlds, opening the door for creatives to experiment with new formats, more precise segmentation and much more agile storytelling.
A new way of conceptualizing campaigns
It’s not just about linear TV, so the creative department no longer works thinking about a 30-second spot to reach everyone. Now, in addition to the story we want to tell, it is time to think about who is watching connected TV, their behavior in front of each of the screens -smart TV, video game consoles, streaming devices-. That is, how a message must be relevant and, many times, interactive. That is, the user today does not just want to see an ad for the sake of seeing it, but to expect something in return, whether it is to click for more information or to make a direct purchase.
Personalization and segmentation: The new creative vision
In connected TV we incorporate data, a new ingredient in the creative equation that even allows us to think of 100% tailored campaigns because, instead of a single ad for all connected TV, in most cases, we can make multiple ads tailored to different audiences, their behavior, their interests, and even their geographic location. Hence, we need to reinvent production in a more modular way, where we run different scripts, images, and tones for each of these segments.
Interactivity: the next level of engagement
Another key advantage of connected TV is the option to create interactive experiences. The creative team can devise ads that allow viewers to choose how the story continues, navigate between products within the ad or directly compete in exclusive promotions. This new level of engagement means that campaigns are no longer passive and become a unique experience for the audience.
Challenges and opportunities for creatives
However, working in Connected TV also involves challenges. The multiplicity of devices and platforms means that the format is somewhat changeable, and that sophisticatedly, you have to understand in each case what will work best. In addition, the balance between privacy and personalization will mean that creatives will all have to excel in the art of respectful and seamless communication. However, the real-time understanding of whether an ad piece is working also gives creatives the option to tweak pieces on the fly, and even toss out multiple ideas to see how well they work. In the end, greater agility proposes a continuous learning process, which, if well used, can raise the impact of our creative pieces to unsuspected levels.
Conclusion
Connected TV is not just a new space, but a new way of doing things. It gives creative departments the option to tell stories that are more interesting, more participatory and better tailored to ͏cad͏a ͏person. Those agencies that manage to use these options without pr͏oblems in their creative processes will have a big advantage in tomorrow’s advertising world.
