transmedia
Definisjon
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Synonymer3
Antonymer2
Eksempler på bruk1
The transmedia campaign included a novel, a video game, and a web series; Transmedia storytelling allows for deeper audience engagement by using various platforms; Many modern franchises use transmedia to expand their story worlds.
Etymologi og opprinnelse
Derived from the prefix 'trans-' meaning 'across' or 'beyond' and 'media', the plural of 'medium', referring to communication channels. The term emerged in the early 21st century to describe narratives that span multiple media formats.
Relasjonsmatrise
Utforsk forbindelser og sammenhenger
Account based marketing (ABM)
Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with highly personalized campaigns, while transmedia marketing involves telling a cohesive brand story or delivering content across multiple platforms and formats. The relationship between ABM and transmedia lies in how transmedia strategies can be leveraged within ABM to deepen engagement and build richer, multi-dimensional narratives tailored to each target account. Specifically, transmedia enables marketers to craft a sequence of interconnected content experiences—such as personalized videos, interactive microsites, social media touchpoints, and offline events—that collectively address the unique pain points, decision-making processes, and stakeholder personas within an account. This layered storytelling approach helps ABM practitioners move beyond single-channel outreach, creating immersive, contextually relevant journeys that resonate with diverse stakeholders across an organization. By integrating transmedia storytelling into ABM, marketers can enhance message recall, foster emotional connections, and accelerate account progression through the buying cycle. Practically, this means ABM teams design content ecosystems where each piece of content on different channels builds on the others, reinforcing key messages and insights tailored to the account’s industry, challenges, and goals, thereby maximizing engagement and conversion potential.
Email marketing software
is a tool for
Ad creative testing
Ad creative testing and transmedia intersect in their shared goal of optimizing audience engagement across multiple platforms by tailoring and validating creative elements for each unique channel. Transmedia marketing involves telling a cohesive brand story through various media formats and platforms (e.g., social media, video, podcasts, interactive web experiences), each with distinct audience behaviors and content consumption patterns. Ad creative testing provides a systematic, data-driven approach to experiment with and refine creative assets—such as messaging, visuals, formats, and calls-to-action—within each platform-specific context. By conducting iterative tests on different creative executions across the transmedia ecosystem, marketers can identify which narratives, styles, or formats resonate best on each channel, ensuring the overarching story remains compelling and consistent while maximizing effectiveness per touchpoint. This synergy allows businesses to allocate budget efficiently, reduce creative waste, and enhance the cumulative impact of their transmedia campaigns through evidence-based creative optimization. Without ad creative testing, transmedia efforts risk relying on assumptions about audience preferences per platform, potentially diluting the brand story or missing engagement opportunities. Conversely, creative testing gains strategic depth and scale when applied within a transmedia framework, as it moves beyond single-channel optimization to multi-channel narrative coherence and performance.
Ad placement
Ad placement in the context of transmedia marketing involves strategically positioning advertisements across multiple media platforms to create a cohesive and immersive brand narrative. Transmedia campaigns unfold a story or message through various channels—such as social media, TV, websites, mobile apps, and physical spaces—each contributing unique content that complements the others. Effective ad placement ensures that each touchpoint not only reaches the target audience but also reinforces the overarching narrative, driving engagement and brand recall. For example, a transmedia campaign might place teaser ads on social media that link to interactive web content, followed by in-app ads that deepen the story, culminating in experiential ads at events. This coordinated ad placement maximizes audience immersion and encourages cross-platform interaction, making the marketing effort more than just fragmented ads but a unified storytelling experience. Thus, ad placement is critical in transmedia strategies to maintain narrative consistency, optimize audience journey, and leverage each platform’s strengths to amplify the campaign’s impact.
Account executive
An Account Executive (AE) in marketing and digital strategy acts as the primary liaison between the client and the internal teams responsible for campaign execution. When managing transmedia campaigns—which involve telling a cohesive story or delivering a brand message across multiple platforms and formats (e.g., social media, video, web, events)—the AE’s role becomes critical in orchestrating the complex coordination required. Specifically, the AE translates the client’s objectives into actionable briefs that align with the transmedia approach, ensuring each platform’s content contributes to a unified narrative and business goal. They facilitate communication among creative, media, and analytics teams to maintain consistency and timing across channels, manage client expectations regarding the iterative and multi-channel nature of transmedia storytelling, and track performance metrics that span diverse media. This hands-on coordination and strategic oversight by the AE enable the transmedia strategy to be executed effectively, maximizing audience engagement and ROI. Without the AE’s role in managing these multifaceted interactions and client relationships, transmedia campaigns risk fragmentation, misalignment, or diluted impact.
"ABC-Analyse (Strategic Method of Inventory Management)"
no direct connection
Ad creative
Ad creative and transmedia are interconnected in marketing and digital strategy through the deliberate design and deployment of cohesive, platform-specific content that collectively builds a unified brand narrative. Ad creative refers to the actual content assets—visuals, copy, videos, interactive elements—crafted to engage audiences. Transmedia marketing strategically distributes these creative assets across multiple channels (social media, websites, apps, physical spaces, etc.), each platform offering a unique piece of the story or experience that complements the others. This approach requires ad creatives to be adaptable and tailored for each medium while maintaining consistent messaging and brand identity. The WHY is that transmedia campaigns rely on strong, versatile ad creatives to effectively engage users on different platforms, encouraging deeper audience interaction and brand immersion. The HOW involves creating modular ad creatives that can be reinterpreted or expanded upon across channels, enabling a seamless narrative flow and maximizing audience touchpoints. Without compelling ad creative, transmedia strategies lack the essential content needed to activate and sustain multi-platform engagement, making their relationship fundamentally interdependent.
Ad copy
Ad copy serves as the core messaging unit that conveys a brand's value proposition, call-to-action, and emotional appeal in marketing campaigns. In a transmedia strategy, this ad copy is adapted and tailored across multiple platforms and media formats—such as social media posts, video scripts, influencer content, interactive web experiences, and offline materials—to create a cohesive, immersive brand narrative. The WHY is that transmedia marketing relies on consistent yet platform-optimized messaging to engage audiences at different touchpoints, and ad copy provides the essential textual and conceptual foundation for this. The HOW involves crafting modular ad copy elements that can be reinterpreted or expanded in various media, ensuring that each platform’s unique format and audience preferences are addressed while maintaining narrative continuity. This synergy enables brands to reinforce messaging, deepen audience engagement, and drive conversions more effectively than isolated single-channel campaigns.
Ad monitoring software
Ad monitoring software plays a critical role in optimizing transmedia marketing campaigns by providing real-time data and analytics on how advertisements perform across multiple platforms and media channels. Transmedia strategies distribute a brand's narrative and messaging through diverse formats—such as social media, video, podcasts, and interactive experiences—requiring marketers to track ad effectiveness across these varied touchpoints. By leveraging ad monitoring software, marketers can identify which channels and formats yield the highest engagement and conversion rates within the transmedia ecosystem, enabling dynamic allocation of budget and creative adjustments tailored to each medium. This feedback loop enhances the coherence and impact of the transmedia narrative, ensuring that each platform contributes effectively to the overall brand story and business objectives. Without precise ad monitoring, it would be challenging to measure the incremental value of each media channel in a transmedia campaign, limiting the ability to optimize cross-channel synergy and ROI.
ad exchange
An ad exchange is a digital marketplace that automates the buying and selling of advertising inventory through real-time bidding, enabling marketers to efficiently allocate budget across multiple channels and audience segments. Transmedia marketing involves telling a cohesive brand story across multiple platforms and formats, engaging audiences through varied but interconnected content experiences. The relationship between ad exchanges and transmedia lies in how ad exchanges facilitate the precise, data-driven distribution of transmedia campaign components across diverse digital touchpoints. Specifically, ad exchanges enable marketers to programmatically place targeted ads that complement transmedia narratives on various platforms—such as video, social media, mobile apps, and websites—ensuring that each piece of the transmedia story reaches the right audience at the right time. This integration allows for dynamic scaling and optimization of transmedia campaigns by leveraging real-time audience insights and inventory availability from the ad exchange, thereby enhancing the effectiveness and reach of the transmedia storytelling strategy. Without ad exchanges, transmedia campaigns would face challenges in efficiently and programmatically distributing their multi-platform content to segmented audiences at scale.
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