Facebook and Television create a unified video strategy

Written by Tim McLarty

December 31, 2015

We talk a lot about the death of television with digital mediums like Facebook driving a stake into its heart.  But the reality is, TV is still alive and well.  Having said that, any sophisticated media buyer will tell you, successful video buying strategy means planning for multiple impressions using both television and digital media such as Facebook.

Facebook began the plan to become much more dominant in video over a year ago and 2016 looks to be the year when Google’s YouTube will need to look more seriously over their shoulder.

With any strong media buy, the secret is to create the impression a message is “everywhere”.   That’s done by reaching a consumer in at least two different locations (viewing options) on more than two occasions over a short period of time.  Facebook proposes to give video strategists the option to both prime a television run in advance and supplement video impressions after the fact.

If you purchase video placement through Facebook, you’ll reach your target initially and prime the pump.  Then, when the viewer watches that same message again on conventional television, the “everywhere” effect begins.

Similarly, if someone sees a commercial on television, and then the same ad appears on their facebook feed the next day, the same goals are achieved with those “everywhere” impressions.

It’s important to also take  native advertising into account.  When we create a commercial we take different elements into account based on whether it’s appearing just on television or as part of a cross platform digital strategy. You have your root visual branding, but you should alter it to the screen it’s appearing on and take view patterns into account based on the medium it appears.

Here’s an excellent article from AdWeek talking about the importance of a multi platform digital strategy.

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Tim McLarty - Ontrack Communications Inc.

About the author

Tim McLarty is creative director at Ontrack Communications in Toronto. He’s a podcaster, and his background includes 9 years as professor of media creation at Humber College and 17 years as a broadcaster across Canada.  Ontrack is a media studio creating video, motion graphics, audio and podcast content.  In his spare time he makes short films and travels to any country that will have him.