Creative production creates different versions or adaptations of a primary creative asset, such as a TV commercial or print ad, for use across other channels or platforms. These adaptations may involve modifying the original asset's content, format, or messaging to suit each channel's requirements and limitations.
A TV commercial may be adapted into shorter versions for use on social media, or a print ad may be reformatted as a digital banner ad. Depending on the channel and platform, these adaptations may require changes to the layout, image resolution, copy length, or aspect ratio.
Creative production can maximise the reach and impact of a primary creative asset by tailoring it to the unique characteristics and behaviours of different channels and audiences. It can also help to improve efficiency and cost-effectiveness by reducing the need to create entirely new assets from scratch for each channel or platform.
Creative production delivers several benefits, including:
Greater reach and engagement: Secondary creative production can help expand a campaign's reach and engagement by adapting primary creative assets to suit different channels and platforms. Adapting assets to fit different screen sizes, resolutions, and aspect ratios can help ensure that the content looks and feels native to each platform, increasing the likelihood of viewer engagement.
Improved targeting and relevance: Secondary creative production can enable advertisers to tailor their messaging to specific audience segments or geographies. Advertisers can increase the relevance and impact of their campaigns by adapting primary creative assets to reflect local cultures, languages, and nuances.
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. By repurposing primary assets for use across different channels, advertisers can improve efficiency and cost-effectiveness, enabling them to allocate resources to other aspects of their campaigns.
Consistency and brand integrity: Secondary creative production can maintain consistent messaging and brand identity across different channels and platforms. By using primary assets as the basis for secondary adaptations, advertisers can ensure that their campaigns maintain a consistent look, feel, and tone of voice, helping to build brand equity and recognition over time.
Creative production can benefit from creative automation in several ways:
Increased Efficiency: Creative automation tools can help streamline repetitive and time-consuming tasks such as resizing and formatting ads for different platforms and channels. By automating these tasks, creative teams can save time and focus on more high-level tasks such as concept development and art direction.
Consistency: Creative automation can help ensure that ads are consistent 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.
Cost Reduction: Using automation tools, brands can reduce the time and resources spent on creative production, leading to cost savings.
Scalability: Automation tools can help brands scale their creative production efforts, allowing them to produce more ads in less time and reach a larger audience.
Testing and Optimisation: Creative automation tools can also be used to test and optimise ads, helping brands identify the most effective ads and make data-driven decisions about their creative strategy.
Using automation tools, brands can reduce the time and resources spent on these tasks, freeing creative teams to focus on more high-level tasks such as concept development and art direction. Additionally, creative automation can help ensure that ads are consistent 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.