04/01/2024, 04:01 partner material
Adam Nowakowski, Partner at CEE META Creative Agencies
The two types of video are enough to fill all major ad formats in the Meta environment and – dare I say it – on other SoMe platforms. Yes, two, writes Adam Nowakowski, creative agency partner, CEE at Meta.
Let's take a look. The number of ad formats in the mobile environment is approaching the limit of human endurance. There are regular ads, there are carousels, stories, reels, in-stream… and this is only on Meta platforms.
Creating an awareness campaign is still often a manual job, and few people have the time, patience, and resources to develop a whole series of separate implementations for the YouTube, TikTok, and Meta platforms. and then subject them to further refinement to suit the requirements of surfaces such as bearings and rollers. So many advertisers are throwing the baby out with the bathwater and cutting TV copy at all costs or simply giving up on mobile campaigns. Why does it break down when Sun Tzu wrote about the need to join forces?
Sun Tzu is great, but the art of his media planning was developed before the “No Silver Bullet” research report was published by teams at Cantar and Oxford universities. Its authors concluded that the best way to build a brand is through a variety of channels and content, because in this way the brand message is most effectively embedded in the memory. They also noted that no single medium should have more than a 50% share in the media mix. Above this level, the return on investment diminishes and therefore it is better to move that money elsewhere.
where As shown by the results of the econometric analysis – which GfK carried out on our behalf – it is better to use Meta platforms. The authors of the study found that conducting activities on television, Facebook and Instagram doubled the sales effect of the campaign, increasing the increase from 7.5 percentage points. (TV only) up to 16 p. (TV+Facebook+Instagram). If you are interested in the details, please visit the Meta for Business website (keyword 'cross-media opportunity' at facebook.com/business/news).
After this long introduction, it's time to describe these two forms of video that a creative agency should prepare so that the media team can freely execute their plan:
• The first form is a short video prepared according to the requirements of mobile-first design – frame 9:16, brand and main message at the beginning, 6-10″. The starting point of this execution is print, not TV advertising.
• The second form is native video, i.e. material that fits the rules of influencer activities. That doesn't mean it has to be shot on your phone, though it can't hurt to try. It is important that the video also has a frame of 9:16 and starts with a hook, that is, something that makes the viewer want to watch until the end.
Now the most important thing: if these two vertical video forms are prepared according to the safety zone suitable for rings, they can be broadcast without any changes, as advertising in stories and after reformation also in news (1:1, 4:5) – on Facebook and Instagram.
This is because wheels have the smallest safe zone due to the wide interface, so all the text that fits in it also meets the requirements of other formats. It is better not to violate the security zones. Ads whose text overlaps the application interface are less readable, which reduces their effectiveness.
For details about the safety zone, please visit the website linked to the QR code and profile below @thesafetyzonechecker on Instagram.
Finally, I would like to disprove the belief that it is necessary to prepare a separate advertisement for broadcast on reels, stories and similar formats available on other platforms. These are likely surfaces that require individual, specific approaches and styles. There is no evidence of this. The two forms of the mentioned video can be used in all these places. The results achieved by the campaigns, not the cost of producing them, will decide whether they are worth it or not.
Adam Nowakowski
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