Professionals discuss how to adapt creativity, segmentation and personalization in increasingly fragmented media spaces
In recent years, the universe of fast channels has gained a growing audience, transforming media consumption and driving a reconfiguration in the planning of advertising campaigns. Ads shown on these channels combine linear and digital TV, offering advertisers new creative possibilities, but also new challenges. To understand the strategies adopted by agencies and the impact on the media market, propmark spoke to professionals from some of the main advertising agencies in Brazil.
What can be seen is that, although fast channels are a new reality in the media landscape, they do not appear to replace traditional TV or digital platforms, but rather to complement the public’s consumption journey. The need to reinvent approaches is driven by a more direct, personalized and contextualized type of interaction, essential to engage the viewer amidst a flood of content.
Adaptations
The first difference between fast channels and on-demand platforms, such as Netflix and Amazon Prime, is control over the programming schedule. In fast formats, campaigns need to fit into an already determined space in the grid, unlike the on-demand format, where the user chooses the content at any time.
For Guilherme Froiman, media director at GUT, it is necessary to deal with the lack of flexibility. “The production of campaigns for fast channels does not necessarily require a break with the traditional creative line, but rather an intelligent and strategic adaptation. The difference lies in the active role of the media in guiding creation so that it reflects the specific dynamics of each channel, adjusting the content for different contexts and audiences without losing the cohesion of the campaign”, he explains.
In practice, this means that agencies have to be creative when developing ads that stand out in a format where every second counts. For AlmapBBDO, the main challenge is to capture the public’s attention right from the beginning. The agency’s head of media, Mel Carvalho, highlights that there is “a unique dynamic, combining free access with the digital rhythm, and this requires quick and creative thinking when adapting campaigns”. This accelerated pace, on the one hand, forces more direct and objective communication. But on the other hand, it demands more knowledge about the public’s profile, interests and behaviors.
For Andreia Abud, VP of media at WMcCann, fast channels represent an alternative to complement the agency’s strategies. However, the main focus must remain on the consumer, on their media and content consumption journey. “With this perspective, it is not about internal adaptation to new channels, but rather about maintaining focus on the target, integrating fast channels into the media programming as they prove appropriate and necessary to meet the needs and behaviors of our audience.”
Viviane Vela, general director of media at WMS/Fbiz, says that this adaptation “requires the agency to execute the campaign within predefined slots and windows, impacting the way the message is distributed”. The challenge is to adapt creative messages for linear programming, and on demand, into a single experience, maintaining relevance and adapting to the context.
At Artplan, Joana Chulam, national director of media and business at the agency, believes that fast channels “have the peculiarity of being more democratic compared to other platforms, therefore, we always have to question whether the message disseminated is relevant”. The agency adapts by combining strategic planning and consumption data to align campaigns with audience profiles. “The main challenge lies in the fixed schedule, which requires adjustments to ensure relevance, taking advantage of both the behavior of the digital audience and the programming style of linear TV”, he adds.
Read the full article in the issue of propmark from November 11, 2024
