Maximising Utility In Advertising

All great advertising should maximise utility. Yet this is not often done. Measuring advertising’s effectiveness in the past was largely a subjective matter — there were few metrics to measure a campaigns success other than sales volume. Data at the disposal of company’s today means they can make piercing insights based on customer information and direct their campaign more efficiently.

Yet there are other ways of maximising utility from advertising: creating many stories from one single campaign. Traditionally, advertising was either print or television — only two forms of content. Today however, companies have no shortage of outlets where they can distribute out content — Facebook, Snapchat, Instagram. These new platforms create different ways of telling stories as well. e.g. snapchat and youtube are both video platforms, however snapchats are more likely to be framed as “sneak peaks” rather than a commercial on youtube.

These different outlets means that companies can and should create different forms of content for their advertising campaigns.

If a company wanted to do an elaborate stunt with influencers, they could create vlogs on youtube of putting the stunt together, they could have updates on snapchat from the influencer and they could have a teaser trailer on youtube as well. This is all before they have even released the main commercial. They could even have a de-brief of their commercial as cards for humanity did.

Significantly, many of these channels actually cost very little to use.

Using these different platforms, each with their own characteristics, will allow companies to tell stories that reach their entire audience.

Companies should be finding ways of distributing all these forms of content to spread their complete brand message and maximise their spend on campaigns.

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