Rethinking moving images: 10 theses for more screen power
Consumers switch seamlessly between screens, platforms, and channels. Isolated planning inevitably leads to inefficiency. The key to sustainable advertising success lies in a well-thought-out cross-screen video strategy. With 10 key points, Oliver Schönfeld of TWMedia shows how campaigns can be orchestrated more effectively and synergies leveraged.
1. cross-screen thinking
A successful moving image strategy takes into account all screens relevant to the objectives and target group - TV, online video, digital out-of-home, cinema - and orchestrates them seamlessly. Fragmented silo thinking is a dead end.
2. plan usage situations
Different usage situations - lean-backward (e.g. TV, cinema) and lean-forward (e.g. smartphone, desktop) - have a direct influence on the advertising impact and require specific adaptation of the content.
3. clear target definitions
Define your goals precisely: Is it about brand building, activation or sales? Your moving image strategy should optimally support these goals.
4. observe effect thresholds
Every medium has an impact threshold - the minimum budget above which relevant effects can be achieved. Without sufficient investment, your campaign will fizzle out.
5. maximize multimedia reach
Use tools to calculate the reach across all screens. Precise control makes it possible to close impact gaps and use the budget efficiently.
6. design messages to be channel-specific
Your messages should be tailored to the respective platforms. Different formats, tonalities and lengths increase the impact of your content.
7. combine qualitative and quantitative KPIs
In addition to reach and ad impressions, qualitative indicators such as likeability, engagement and brand perception are important success factors.
8. use frequency capping strategically
Avoid over-contacting and wastage through clever frequency capping - both per channel and across channels.
9. use cross-screen storytelling
A well-orchestrated story that is told across different platforms increases target group loyalty and impact.
10. exploit technological possibilities
Plan as precisely as possible, for example down to zip code level, and use technological developments - such as AI-based planning and optimization, for example with "all eyes on screen" - to optimally reach target groups across all screens.
Conclusion
The future of moving image planning is networked. An effective cross-screen strategy offers the opportunity to take the reach and impact of your campaigns to the next level. Those who make clever use of the synergies between channels will stay one step ahead in the increasingly fragmented media world.
If you would like to delve deeper into moving image planning, you can download the free whitepaper by Oliver Schönfeld on the topic: TWmedia Whitepaper 5 Moving image planning. The IGEM is also organizing the Event "Moving image beyond TV" (currently fully booked, waiting list available).
* After holding various positions at media and creative agencies and as head of marketing at an outdoor advertising company, he took over Oliver Schönfeld took up the position of Managing Director at TWmedia in Basel in 2018. He has acquired his knowledge through a great deal of curiosity, many years of experience and by studying marketing and psychology on the windy Baltic coast and in vibrant Manchester.
With the launch of his whitepaper series in 2024, Schönfeld has shed light on the key factors for the right choice of media, debunked myths and shown why some truths of advertising effectiveness research that were believed to be dead - or ignored - are still valid in the digital age. You can read about the first four topics here:
