Giving up the sight, motion, and color of TV to use an existing radio creative is wasteful. The opposite is true as well – we’re all familiar with TV commercials in which the audio is just music and the video handles the branding and other messaging. Running one on radio might provide a nice musical interlude but not much in the way of marketing.
I bring this up because a recent study on how publications are presenting themselves on emerging platforms got me thinking about it:
Of the 78 consumer-facing English language publications detailed in the report, 83 percent have at least one app available in the Apple® App Store, Newsstand app or the Google Play™ service. Of these, 65 percent have published iPhone® apps and 40 percent have published apps for the Android™ platform. All 78 publish on the iPad® device. However, only 25 percent of these were optimized for any form of tablet display, with most publishers using scaled-down versions of their desktop sites instead.
That’s from a new report from the Brand Perfect™ initiative by Monotype Imaging Inc. And it’s not just print publications who are at fault here:
Despite the emergence of responsive Web design, which enables optimal viewing experiences across a wide range of devices, the report identified that publishers are not supporting its use in online advertising. Where device-ready sites are not available, advertisements served are scaled down, often resulting in illegible typography and distorted imagery.
In the broader sense, we’re all content creators, even if that content is labelled “advertising.” Restating the obvious (one of my specialties ), the TV ad on radio is as ineffective as a scaled-down, illegible banner in mobile. A publisher who can’t support marketers’ efforts to use proper cross-platform technology is a TV station continuing to broadcast in black and white or only in Standard Definition. Putting out content in a less than optimal form for new devices is buying a Ferrari to drive to and from the market at 35 MPH. The technology has moved along, as have your consumers. You need to catch up!