Beyond the TV Spot: Reimagining Digital Video Advertising

The Old Way vs. The New Approach

For years, brands treated digital video advertising like a simple copy-paste exercise. Take the TV commercial. Upload it online. Job done.

But that’s no longer enough.

The 20th Century Fox Experiment: A Masterclass in Digital Video Strategy

Breaking the Traditional Mold

When marketing “The Greatest Showman,” the Fox team did something radical. Instead of just uploading their trailer, they:

• Tested multiple video versions
• Created a strategic ad sequence
• Measured viewer engagement

The Experimental Approach

Step 1: Creative Testing

• Ran three different trailer versions as skippable ads
• Measured key metrics:
  1. Watch duration
  2. Ad completion rate

Step 2: Adaptive Storytelling

They created a sophisticated ad journey:

Anchor Ad

• Initial 30-second trailer
• Served to all viewers

For Viewers Who Skipped

• 20-second romantic subplot edit
• Targeting those who didn’t engage initially

For Viewers Who Watched

• Long-form behind-the-scenes video
• 10-second reminder ad to watch in theaters

The Results Were Stunning

Compared to the anchor ad alone, the strategic approach delivered:

• 149% uplift in consideration
• 33% uplift in view-through rate
• 157% increase in organic title searches

Key Lessons for Digital Video Advertising

1. Experimentation is Key

• Don’t assume
• Test multiple creative approaches
• Let data guide your strategy

2. Create a Narrative Journey

• Think beyond a single ad
• Design a sequence that tells a story
• Adapt content based on viewer engagement

3. Measure Beyond Traditional Metrics

• Look beyond views and clicks
• Track consideration, organic search, and long-term engagement

The Future of Digital Video Advertising

Successful brands will:

• Treat digital platforms as unique ecosystems
• Design platform-specific creative strategies
• Use data to create personalized viewer experiences

Practical Recommendations

For brands looking to evolve their digital video strategy:

1. Test Relentlessly
   • Create multiple ad variations
   • Measure performance meticulously
   • Be willing to pivot
2. Think Sequentially
   • Design ads that build on each other
   • Create a narrative arc across different ad formats
3. Prioritize Viewer Experience
   • Make content genuinely interesting
   • Respect viewer time and attention
   • Provide value beyond pure promotion

The Bigger Picture

This isn’t just about movie marketing. It’s a blueprint for how brands should approach digital video across industries:

• Entertainment
• Technology
• Consumer goods
• B2B services

Conclusion

The era of one-size-fits-all digital advertising is over.

The future belongs to brands that:

• Understand their audience
• Experiment boldly
• Tell compelling stories
• Let data drive their creativity

Are you ready to transform your digital video strategy?

Contact Dorrington Media today!