![]() Critically, it enables pinpoint identification of their media consumption and attitudes towards product advertising, all of which become crucial in informing TVC strategies. Creative consolidationĬreative content agency re:act manages the always-on content, organic and paid, for a raft of renowned UK beauty and grooming brands, allowing the agency to understand the audience’s needs in detail. The prolific #GRWM hashtag – where creators invite users to ‘get ready with me’ – has over 74 billion views on TikTok, so it’s a popular starting place for brand creatives. With social media dominant in user-generated content, creative needs to work hard to both feel authentic in the space yet stand out amongst the noise. ![]() Gen Z-targeted brands are increasingly taking their ‘TVC’ briefs not to traditional ad agencies, but to creative content agencies specialising in social and digital media. The winning agencies future-proofing their wares are embracing the merging marketing world. With the younger generation making the majority of their purchases via advertising seen on TikTok and Instagram – the #tiktokmademebuyit hashtag has a mind-blowing 49.7 billion views on TikTok – those closest to understanding the digital landscape can also be best placed to advise on the most impactful creative. ![]() The ‘ad agency leads, everyone else follows’ approach is a dying formula set to restrict creativity and drain marketing budgets. With this, traditional agency silos have been blown wide open. That said, video remains king: 66% of us would rather learn about a product or service via video, but creative direction on TVCs is rapidly being led by the latest TikTok trends, turning its back on broadcast TV placements to instead dominate video-on-demand (VOD) and video display. We know broadcast TV is the least suitable format for reaching the ever more social media-obsessed consumer. That’s precisely how much broadcast TV 16- to 24-year-olds watch daily now on average, according to Ofcom, versus the three hours spent on social media.įor brands targeting this younger demographic, it begs the question why we’re still referring to TV commercials (TVCs) at all. TV ad for Batiste Leave-In Dry Conditioner (source: re:act)įifty-three minutes.
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