I’ve been smack in the middle of the heat of it. Hot on the fire of the burn to make campaigns last, thrive and taste delicious when they are prepared and when they are released into the sub ethanet thing. The dynamic creative experience. The Media folks call it optimization. Refine your target. Geo-target-behave —target. But what it means is producing creative emdia in a way that enables it to live past the release of it into a placement. How that can be achieved will continue to vary, but one global element in that is the “shell” concept.
The shell is the holder of the gateway to content integration and refreshes and the ability to change the creative overtime. This is an area of which I have been evangelizing about more and more recently. The idea of a “content module,” not an ad placement.
The biggest hurdle are the publishers, the actual properties, or websites that have areas where content can be inserted through a purchase of real-estate, the inventory that is made available. It’s more like renting a car for a few days or weeks. It is in this digital real-estate or lease agreement that the hurdles really lay. The publishers don’t want a content module to overshadow the content that they themselves have propagated on their property. But this is also where some publishers miss it. The user has come there for a reason already. They may consume the new content module and the content they are there for. And the issue of to much k size in the leased real-estate is an antiquated issue at best at this point.
The topic of content optiomization was also on the table at the recent digital evangelist roundtable. John Morton of supergeekery hits on the aspect of the meeting that nailed the traditional inventory concept of media and how planning media and optimizing media can clash. Optimizing is also about creative production and writing and experience. Very different than old school, choose a channel and insert final and approved creative.
To that point, the client also has a hard time in many ways understanding the break from traditional, and having a lasting content experience, and even more basic than that, why in the world the creative needs to keep changing over time!
We are in period of growth for digital. But we are also in a period of education. As the budgets grow, and the interest grows, so too will the learning and executing. Plenty of failures await, but so do many successes. Producing original content will in many ways fuel the successes and those conglomerates and the such that already have content that they can share in new and established ways. The users have spoken. If it is entertaining or engaging, it might grab them for a period of time. And they may return. I boiled it down with that phrase, it’s really more than that; get users to encounter. Perhaps be disruptive. Be prolific. Be in many places. Drive through multiple channels. Perhaps have pieces of stories in more than one area. But make it fun. Or terrible. Most people remember both. And they might even talk about it with others and share. The viral. The free PR. The free press?
If a campaign can in one-way, do something first- new- innovative, or just down-right - well right. Then the media channels of news and entertainment may just pick up on it. After all, they have their inventory content to fill. And the AP being re-used everywhere gets old. And those content placements come free.
Tags: digital, content, content as king, publishers, new age, ad online ad, concept, shell, interweb thingamajig