Online video: To repurpose or not to repurpose?

Posted by Chloe Della Costa on March 5th, 2013 at 11:34 am

Scot McLernon and Travis Hockersmith from YuMe presented on "Creative Best Practices in Online Video Advertising" yesterday at the iMedia Video Summit in Rancho Palos Verdes, Calif. They highlighted the narrative power of video, and presented the findings of a study released just yesterday. One of the key insights of the study was regarding the question of "to repurpose or not to repurpose?" McLernon and Hockersmith concluded that repurposed TV spots help build on offline initiatives and maximize reach, but web originals are generally the most effective. That said, there are important steps to take if you make the decision to repurpose.

Here are some of the study's findings:

  • In-stream video largely outperforms in-banner video and almost all other media.
  • Synchronizing your creative online and offline will maximize reach.
  • Increased frequency doesn't always mean increased purchase intent.
  • When repurposing, it is essential to replicate the TV audience through demo targeting.
  • Interactivity enhances brand performance. Interactive elements can be added to TV creative repurposed online.
  • Short-form creative (15-second spot) is more memorable, but long-form creative (30-second spot) is better for awareness. You can change the perception of brand in 30 seconds.

If you are repurposing a TV spot online, there is another step you should remember. While you often don't see branding imagery throughout a piece of TV creative, when you repurpose this material online there is a great opportunity to enhance visual branding. Hockersmith says, "Put branding imagery on every frame!" This could be as simple as inserting the logo in the right hand corner of the frame. Even this small detail makes a big difference when you transfer creative from TV to online.

Ultimately, if you have made the choice to repurpose, the key considerations you should be thinking about are what to keep, what to cut, and what to add. Don't simply copy and paste creative to a new medium without first thinking through what changes are appropriate.

"Flat LCD TV-Liquid Crystal Display with recyclable symbol" image via Shutterstock.

One Response to “Online video: To repurpose or not to repurpose?”

  1. Patrick Fitzgerald says:

    Offline content is intended to convey an impression, the most that most current TV's can deliver. The ethos of the digital media consumer requires relevance, the platform allows for measurable engagement and conversion. Well executed digital content strategy marries the rich storytelling capability of video with the interactivity of the digital platform. The content should be created with calls to action that realized the interactive capability of the platform. IMHO the opportunity to engage consumers on their terms and begin a meaningful relationship is worth the investment in content.

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