A rebirth in imagery transfer thinking is taking place between traditional and online media. The ‘Imagery Transfer’ we’re referring to is that perception in the mind of the consumer that carries over from one media channel to the next, usually from a rich media channel such as TV to a less rich media channel such display advertising or Twitter posts.
Campaigns were typically planned with imagery that moved from an initial heavy TV campaign followed or accompanied by radio, then billboards and finally print. In-store media and packaging, if possible, were on the shelf throughout the entire campaign such that the remembered imagery from the mass media would be recalled as the shopper entered the store and saw the same imagery on the shelf or in the display.
This is how a marketer could produce a fully integrated campaign. Difficult to accomplish, but when done right, it can squeeze out an ever-increasing incremental value in the campaign for the brand and the company.
How does that work with digital, social, online video and search? Is there imagery transfer between them? Is there imagery transfer between mass media channels and online channels?
Yes, there is. Of course, there may be less of a chance that a young millennial or GenXer would watch TV in a traditional sense – linearly, non-time shifted – but the concept is the same. In an ideal world, the media would be planned to highlight first the richest media possible (video) to then be followed up with less expensive audio or image media and then lastly with text.
We have defined an imagery richness hierarchy (sometimes referred to as media richness theory). Media channels that incorporate the highest level of richness tend to deliver the strongest connections with the brand. The more connections the advertisement makes with the brain, the longer they last, the stronger the individual will react to the message, recall the message and build an emotional bond with the underlying brand.
But this not only has an impact on the effectiveness of the media, but it also has a strong, valuable impact on the sequential timing of the rest of the media involved.
If richer media is experienced initially, following on with less rich media will tend to trigger recall of the richer media by the individual and thereby have a stronger effect than if it was singly experienced as the less rich media alone. It is in this way, with proper media sequencing, that the brand can deliver significantly more value for lower cost, since most less rich media can be placed at lower cost than more rich media.
This has significant implications in the sequencing and flighting of all media insertions across traditional and online. To properly plan media, media planners can no longer operate in a silo of traditional or digital. They need to have all media – both traditional and digital – at their fingertips in order to increase overall campaign effectiveness.
Please join us during our upcoming webinar to find out more about this and other topics related to driving more value out of digital and traditional media. Dog Wagging a Tail or Tail Wagging a Dog