Digital Risk Aversion is the Biggest Risk

By Eric Hogan, President and CEO at Hogan Millar Media

The idea that “he who hesitates is lost” has been around for about 300 years now.

It has never been more true than it is today.

So why are traditional ad agencies dragging their feet when it comes to selling their clients on the potential of transmedia and integrated content?

I think they are afraid of risk.

Traditional broadcast advertising uses familiar metrics and creates a safe, one-way mode of communication, the thinking goes, so why rock the boat? Well, the boat is rocking with or without the support of big ad agencies and their clients.

In the digital Wild West where we are working today, being averse to risk is the biggest risk there is.

Integrated content leverages the power of transmedia to create engaged audiences that can actually become content producers for your brand.

Canadian Tire’s “We All Play For Canada” campaign is a great example of successful integrated content. What started with a shoot for a few TV spots turned into a full-fledged transmedia experience, focusing on the communities that support Olympic athletes like Jonathan Toews, told through a digital hub, 14 short digital documentaries and a full documentary broadcast on CBC. Best of all, fans submitted their own content about how they help others enjoy the game.

Tara Hungerford and Eric Hogan at Two Story Productions similarly produced a documentary called “A Window Looking In” for the Knowledge Network, which profiled twelve artists based in British Columbia, giving insight into their creative process.

The project spoke to the public broadcaster’s values and went beyond entertaining content to serve as a brand building exercise for the network itself.

Audiences are looking for authenticity, creativity and depth, regardless of the channel or format. Meeting audiences where they are, and in a way that reflects their values, is a key to success, whether it’s in advertising, entertainment or — as is increasingly is the case — both working together.

Your audience learns who you are and the values your brand embodies, in a seamless, entertaining way.

The creators and producers are ready to roll.

Isn’t it about time traditional ad agencies caught up?

Don Millar is a Managing Director at Hogan Millar Media, creators of digital content, television and advertising.