Best Practices for Converting TV Ad Creative for Digital Video
By Tom Falcone |
The great benefit of working with a video technology partner that also distributes TV ads is that once you’ve handed over the final creative assets, you can rest easy that all aspects of archiving, converting and trafficking are under control. But did you ever stop and wonder what actually happens behind the scenes when your TV creative needs to be converted for a video campaign?
As it turns out, the process of TV to video conversion is a lot like driving a car. Under the hood thousands of carefully orchestrated steps are taking place, even if all the driver notices is a smooth, enjoyable ride. What should you look for in a partner to handle this critically important work? Here’s breakdown of best practices to seek out in a partner handling your TV to video conversions:
Find an ad tech partner that’s built to handle complexity
The best video technology partners have honed their conversion experience dealing with TV networks over many years. As the variety of TV channels proliferated from the networks to include hundreds of cable networks, so too have the technical specs, ranging from minute differences in encoding parameters, video size, resolution, and various types of metadata. The same is even more true for video publishers, who can often be equally obscure in their technical specifications. Make sure your partner is ready to handle anything that a publisher might throw at them.
Focus on partners with flexibility
The flip side of dealing with technical complexity is finding a video technology partner who knows what to do when publisher standards are not so clear. One of the key differences with video delivery compared to television is that some online publishers leave technical specifications fairly open ended. While this can provide more leeway for clients, it can also create dilemmas for agencies when they need to decide which format to deliver — not to mention leaving the door open for the use of lower quality creative assets. Having a video partner who’s confident and flexible enough to suggest the right conversion standards in these unclear situations is an invaluable asset.
Pick a partner who’s “got it all under control”
The rise of digital video alongside TV means multiple agency partners are often collaborating on campaigns at the same time. This can make managing and trafficking creative assets tricky. How can all collaborators be sure they have the most current, highest-quality, master version? The best video technology partners offer a single point of contact and a full archive of broadcast quality spots, allowing clients to manage their creative assets with ease. When it’s time to convert for video, all it takes is a single phone call or click of a mouse.
Make sure your ad tech partner is equipped for mobile video
With the increasing flow of ad dollars and consumer eyeballs to mobile, more advertisers are adding mobile video to their campaign plans. Be aware that video publishers sometimes have unique requirements for ad tags that are served in mobile environments, such as encoding for adaptive bit rates and live streaming.