Should ad content for the same campaign be completely different

Content is a valuable commodity; we are all aware of that. However, when this same content in communicated through a medium of communication that the content is not suitable for, then this content becomes irrelevant and does not appeal to people.

The content that is suitable for TV will not be suitable for Radio as bother very different mediums that employ different techniques to get the message across! While an ad content can be rather simple and not have any dialogues, that can be aided by visuals and turned into whole new visual concept while if the same content without much dialogue is presented on radio then it will leave people very confused. 

While the gist of the content for one single ad should always have the same storyline across all platforms, its the delivery that needs to vary form one medium to another. The same story needs to be presented in more visually appealing way on TV while it needs to be very conversational or almost like story telling when its utilising radio as its medium. 

Similarly, social media is fast paces and for people who like everything on the go so a content that people will watch on  tv for the amount of duration, it will not be the same on social media. On social mediate ad content needs to eye catching, entertaining but precise and short enough to not bore people!