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Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted.
The rise of digital video does not mean death to TV ads. In fact, a recent study by Facebook IQ found that combining the two can help boost ad recall. While marketers may be tempted to simply transfer TV ads to Facebook and call it a day, different mediums mean different viewing experiences. The most effective video ads take into account the platform on which they will be viewed, and the user’s experience interacting with each channel. With that in mind, here are just a few brands that have created or repurposed ads that drive results on both TV and social media.
On TV, Subway uses its ads to tout the importance of lunch breaks at work, and encourages viewers to step up to preserve their well-deserved lunch hours. On Facebook, the sandwich chain builds on that theme by creating short animated vignettes that show characters going to great lengths to salvage their own time for lunch. It’s a concept that users will already be familiar with after seeing the TV ads, which makes this series of videos instantly recognizable in addition to reinforcing Subway’s brand image. These snackable cartoons also work well on social channels because they can be followed without audio, so users can get the point of the ad even if they choose not to engage with Facebook’s autoplay feature.
In TV campaigns, the video game Destiny is presented like a massive movie launch. The trailer-style ads show off the game’s impressive graphics, emphasizing plots and characters in a style similar to a film preview. So it makes sense that Facebook video ads for Destiny would be bite-sized segments of this larger trailer, creating a series of short, independent skits that can be understood on their own. Also, these brief snippets of game build anticipation and excitement by cutting out right as the action builds up. Put it all together, and you have a gaming campaign that fits right alongside promotions for the next big blockbuster.
Think Energy‘s ad works double duty on TV and Facebook because it has elements that make it resonate on both platforms. The ad for the energy company is all done in one take, providing a sweeping, holiday-themed shot that reads like a montage in a movie. Think Energy drives home its selling point of unsurprising energy bills by employing an interesting visual element throughout the ad: transparent wrapping paper on numerous holiday gifts. This image doesn’t just communicate the benefits of Think Energy on TV; it also reads well on Facebook by providing an easy-to-understand metaphor for Think Energy’s transparency. Creative elements like this help audiences comprehend and remember the point you’re trying to get across, even if they’re watching your video ad on smaller screens or in an environment where there are plenty of distractions competing for their attention.
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