Framework Is Everything: Transmedia vs . Built-in Campaigns [Video]

With the introduction of new advertising and marketing stations, brands have the opportunity to tell more complex— and more interesting— stories. Content upon different channels and on different gadgets is consumed in different ways; because of this, there are more challenges for the storyteller— but more opportunities, too.

In built-in marketing campaigns, the particular (more or less) same information is told across various systems. But when we adapt an advertising campaign to the unique characteristics of those various channels, we’re engaging in transmedia storytelling.

Transmedia is a more appropriate method to consider media planning today, because it takes into account the behaviors, locations, plus user journeys associated with the various press.

For example , we might talk about various product features in a e-newsletter, but not in a way we might in a TELEVISION commercial. Or we could ask for an instantaneous direct response on Instagram, compared to building brand awareness on radio stations. But , no matter how far and wide the strategy, it’s important to keep the message coherent.

In this, the second video of the Context Is Everything* number of interviews, Steve Spence of the Greater london College of Communication discusses transmedia storytelling and argues for the convincing capabilities of storytelling across systems:

*The Context is Everything series of movies presents highlights associated with discussions with neuroscientists, linguists, plus behavioral psychologists about how people respond to video messages in the digital atmosphere. The series is a project associated with video intelligence platform vi , which usually connects publishers, content providers, plus brands through video storytelling.

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