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How can ad delivery help create content at the speed of culture?

24th May 2019
Photo by Jonalyn San Diego on Unsplash

With Cannes Lions International Festival of Creativity coming up soon, we’re looking at some of the themes that will be discussed at this year’s festival. In this article we’re taking the opportunity to ask how it’s possible for brands to make a valid contribution to a constantly changing cultural conversation.

There’s a question that really leaps out of the Cannes festival this year that totally sum up our era: how can brands create content at the speed of culture? More than just a buzzy soundbite, this is a key question for advertisers looking to make a meaningful connection with their consumers.

Brands have kissed goodbye to the age of the ‘captive’ consumer, a time when they could project messages to a receptive and part-primed audience. The onus now is on the brands to generate a compelling and attractive content proposition that the audience will choose to engage with. They need to build connections with consumers and become relevant by inserting themselves into popular culture.

Punishing pace of popular culture

This is no easy task when we consider the punishing pace of the pop culture production line these days. Social media provides the best example. You’re on Twitter. You see a tweet and think of a comment to add to the conversation, maybe even something funny. But when you scroll through the other responses you see that the joke’s already been made – quicker and funnier by 10 people three hours earlier. And the accompanying meme’s already gone viral.

The idea has been hatched, enjoyed, extended and become passé all in the space of an afternoon. So how does a brand authentically and seamlessly enter such a rapidly flowing conversation without hitting the wrong note? They need to be coordinated and they need to be quick. And these are two areas where advertising delivery can make a strong contribution.

Coordinating quickly is key 

Good advertising distribution should bring every stage and player in the marketing process together in one place and on one platform. Coordination at this level speeds up creative collaboration, allows quicker decision making and gets content approved quickly. It’s a streamlined process that’s going to be vital if brands want their message to keep pace with popular culture.

Then when the content goes out into the wider world and (hopefully) takes on its own life, the brand can continue to tweak the campaign as it plays out. With everyone on the same platform, the content can be refined in real-time depending on how it’s received and the way it’s performing, while the brand remains always engaged with the consumer conversation.

From contributing to leading the conversation

As well as a streamlined production and approval process, advertisers need to be able to rely on a strong global network to get their files to wherever they need to be, instantaneously. Any destination, any audience, any platform. Without speed to market their quick creative thinking doesn’t get out of the starting blocks.

Having this pace and infrastructure behind them gives brands the best chance that their content will make an impact in the small window they have before the pop cultural agenda moves on to the next must-see meme. In fact, with the right ad delivery solution in place advertisers can raise their aspirations from simply making a contribution to leading the conversation themselves.

We’d love to help ensure your content keeps pace with the popular cultural conversation. Get in touch to find out how we can help.

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