What techniques from other industries can marketers adopt to improve their storytelling abilities and ultimately their ROI?

Montage is a film technique we have all seen movies use in order to achieve things like the-telling-a-story in a few minutes, when it normally takes days or weeks for the actual character(s) to accomplish this. But what about in advertising – can montages be an effective tactic in TV advertising and, if so, what is the best way to use montage to best engage viewers?

This November 20, 2019 webcast dove into the different uses and types of montage and the keys to success when using this editing style in advertising.

Key Takeaways:

• The three primary use of montage include the speeding up or slowing down of the perception of time, creating a visceral response, and eliciting a stronger meaning that one image does on its own.
• Sergei Eisenstein developed the 5 methods of montage that we see today (Metric, Rhythm, Tonal, Overtonal, and Intellectual). The most common and easy to execute in advertising are Metric, Rhythm, and Tonal.
• A successfully executed montage in an ad will make the meaning and story easier, not harder, for the viewer to follow.
• Some keys to success to drive a strong execution include having a good soundtrack, cueing the unifying them early, and anchoring attention on a common theme.

Presented by
Russ Turpin, Associate Director, Ameritest

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