Adaptation is the process of creating secondary versions or adaptations of a primary creative asset, such as a TV commercial or print ad, for use across different channels or platforms while maintaining the core messaging and identity of the original asset. Adaptations may involve modifying the original asset's content, format, or messaging to suit each channel's requirements and limitations.

Adaptation in marketing ensures that the original asset's core messaging and identity are maintained across different channels and platforms while tailoring the content to fit each platform's unique characteristics and behaviours. The benefits of adaptation include greater reach and engagement, improved targeting and relevance, enhanced efficiency and cost-effectiveness, and consistency in messaging and brand identity.

What key benefits can be derived from adaptation?

  1. Increased reach and engagement: By adapting a primary creative asset to suit different channels and platforms, secondary creative production can help expand a campaign's reach and engagement. For example, a TV commercial can be adapted into shorter versions for use on social media, which can help reach a broader audience on those platforms.
  2. Improved targeting and relevance: Secondary creative production can enable advertisers to tailor their messaging to specific audience segments or geographies. For example, a print ad may be adapted with language and cultural differences in mind to make it more relevant to a particular audience, thereby increasing the ad's effectiveness.
  3. Enhanced efficiency and cost-effectiveness: Secondary creative production can reduce the time and resources required to create new assets from scratch for each platform or channel. For example, a TV commercial can be adapted to fit different screen sizes, resolutions, and aspect ratios, saving time and money that would otherwise be spent creating new assets from scratch.
  4. Consistency and brand integrity: Secondary creative production can maintain consistent messaging and brand identity across different channels and platforms. For example, using primary assets as the basis for secondary adaptations can ensure that campaigns maintain a consistent look, feel, and tone of voice, helping to build brand equity and recognition over time.
  5. Localisation: By adapting a primary creative asset to suit the cultural and linguistic nuances of a specific region or country, secondary creative production can help improve the effectiveness of a campaign. For example, a print ad can be adapted with different imagery or copy for use in other regions or countries, which can help the ad resonate better with local audiences.

Developing adapts through creative automation tools.

Creative automation platforms can enhance the adaptation process by streamlining repetitive and time-consuming tasks such as resizing and formatting ads for different platforms and channels. Reducing time and resources on these tasks frees creative teams to focus on more high-value tasks such as concept development and art direction. 

Creative automation also helps to ensure consistency and high quality across all platforms, making it easier for brands to maintain a consistent brand identity and effectively communicate their message to their target audience. 

When combined with creative automation, adaptation can help brands reach a larger audience, save time and resources, and make data-driven decisions about their creative strategy.

Last Updated:
April 17, 2023
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