Expanded Creative Services Add Value

 

Newspapers, radio stations, TV and cable companies have always helped smaller advertisers create ads. Now there’s a trend developing with some of the biggest media companies are creating custom advertising for clients – advertising that can also be used with other media properties.

These companies are offering creative that ties the advertiser’s ads more deeply to the content of the media. For example, publisher Hearst created a custom campaign for phone manufacturer LG that included different print ads for each of six magazines and each ad included links to a separate micro site. The ads were created by Hearst to run in Heart magazines but LG also had the rights to use the creative on their own sit and in stores.

Conde Nast has a creative services unit – CND Studios – that has created advertising for a variety of companies, and will do creative even if it is not meant for Conde Nast titles. CND recently created YouTube and Facebook ads for Kenneth Cole.

Marketers understand that linking ads with media content make them more effective, and it makes sense that the media property creating the content could help design advertising that fits.

On the local level, part of being a consultative salesperson is understanding your advertiser and their goals. When you’re helping them create advertising for your medium, do you make sure it fits with the other advertising they do? Or suggest ways it could be adapted for other uses? Remember, the more indispensable you become, the more valuable you are to your advertiser.

[Sources: More Media Companies Offer Creative Services, MediaBuyerPlanner.com; What Is Conde Nast Doing Making Kenneth Cole's YouTube Ads? AdAge.com]