We’ve just come across an interesting interview about the importance of a value- added buying proposal. In other words agencies (who seem to prefer being involved in the content development part) recommend maintaining message consistency while adapting it to the media it’s displayed on. There is a rising awareness that the technology used influences the rate of engagement and recall through the content it displays. A simple replication of TV commercials on digital signage screens seems to be less efficient than ”screen- adapted” messages (a certain brand claiming a 58% recall and engagement after implementing the strategy).
So while striving for an integrated marketing message, brands need to adjust it to the screen used (mobile, TV, panels) in order to maximise results.
You can watch the video here.