TV content redistribution key to ad success

CONTENT And audience are the consorts that certainly should be revered in regal proportions, having faith in broadcasters is key though to growth.

Although blighted in its overall linear consumption figures, TV continues to soar above the rest of its competition in terms of eliciting sales increases, brand awareness and maximising ROI.

Of the businesses who are now utilising the interactive offerings that TV provides, 75% of those are new to the TV fraternity completely, underlining its increasing relevance.

However what is inhibiting TV and subsequently the success of online advertising, is the success of subscription based content from the likes of Amazon and Netflix.

Consumers crave quality media to enjoy, but with the decreasing profits of some broadcasters, it seems programming is being compromised to offset the shortfalls in revenues.

What businesses, broadcasters and buyers make the mistake if doing though is assuming that this migration to alternative material has been accentuated by the clamour to avoid advertising per se.

It is in fact the quality of content that has decreased during this period of subscription content proliferation that has decreased on linear TV.

As a result the importance for businesses to trust broadcasters in their bids to provide quality programming, which can embody the brands they will be associated with is imperative.

With linear TV viewing figures ultimately distorting the overall health of TV, amid the emergence of VOD and the lack of overall analysis between the two, many including Adidas have been tempted away from TV.

However given the fact a similar tact was employed by Procter and Gamble just last year (2016), unilaterally severing ties with TV, the conglomerate endured declining profits and poorer ROI.

What has lead to such arbitrary decisions by major brands is quite simply the measurability, control and depth of data that can be elicited from online, ensuring a culture of expedience has ensued.

Ultimately what should be the only determining factors are the cost effectiveness of the campaign and the sales and resonation they create.

Thus creating an appeasing platform for advertising is not enough for your business as you strive to optimise performance and efficiency, the content and programming has to take precedence.

Of course the fact that advertising as a whole used to be a far more binary affair: you either advertised on TV or you didn’t, ensured there was far greater clarity within the advertising world, the state of TV advertising was just as buoyant then as it is now.

What ultimately has changed since then is the decline in the usage of print and outdoor advertising and relentless rise in online, however the credibility and quality of programming remains: it just needs to be prioritised and trusted by businesses and broadcasters once more.

This has been an underlying issue within a ruthless industry that thrives on entertainment, humour, creating or and excitement.

In order to cajole both advertising budget and viewers back to both linear TV and its on-demand accomplice, the need to offer content that has compelled consumers to pay for quality content as appose to viewing it for free with ads.

Thus the crux of the issue would seem to be the disruption of the ads themselves?

Far from it, the acceptance of ads within linear TV is manifest, with program switching as ubiquitous on ad-laden TV as it is on ad-free programming on the BBC.

Thus the quality of programming needs to be re-establsihed on TV, your business craves audience, scale and spots that will ultimately serve to elicit actionable data, which can be used to improve future campaigns.

To do so a competitive meritocracy has to be established once again, we have seen before that collaboration can be a most lucrative proposition for many a broadcaster.

The BBC’s own partnership with Dave and the distribution of some of its most viewed content on ad-driven TV has led to UKTV (Dave’s co-owner) enjoying continuing profits.

Therefore an implementation of a bidding war for such content will reward creative prowess, precipitating a content war that will ensure the quality of programming reaches the fore of advertising once again.

The notion that TV provides the credibility, quality and facility to upscale audiences, increase sales and improve brand resonation continues to be upheld, it is the material that needs to be delivered once more that businesses desire their ads to be allied with.

As a result your ads will inherently be stronger aligned to programming that emotively resonates with your consumers; by attending upfront selling events you can ensure your next advertising enjoys unrivalled growth.

Thus by committing funds earlier into TV ad campaigns the quality of creative can be enhanced and implemented with greater diligence.

To begin with though, encouraging your media buyers and broadcasters to offer content that resonates and is a proven success will serve to reignite competition and grow both your TV and online ad success.

Redistributing previously lauded material will ensure competition and growth once more for advertisers, businesses and broadcasters at all: working together will assist all.

Space City has been producing TV, online and radio commercials for 25 years, creating emotive concert that has been aligned to programming to deliver long-term business growth.

Contact the team now and utilise their excellent and long-standing relationships with media buyers like Guerillascope, to create ads that are guaranteed to deliver.

SPACE City is set to attend the free Power of TV Advertising event hosted by Guerillascope alongside Thinkbox and Sky.

The free-to-enter event on Thursday 29 June will represent a showcase from members of the advertising production, delivery, analysis and business community.

Members of the press, entrepreneurs and business personnel are encouraged to attend the  event, which will feature Business Development Manager of Space City, Amii van Amerongen as a keynote speaker.

Moreover the other speakers attending the gathering will include Matt Hill, director of research and planning at Thinkbox, David Yorath, managing director and founder of Guerillascope, Craig Lowther, business owner and entrepreneur, notwithstanding Rob Tierney, partnership sales controller at Sky Media.

Beginning at 10am and concluding at 12.45pm, the presentation will take place at Guerillascope’s Rosebery Avenue headquarters in central London.

With the event being open to all, the eponymous media buyer and planner are encouraging businesses of all niches, sizes and sectors regardless of whether they have advertised on TV before to attend.

As analytics, measurability and the diversity of TV advertising continue to expand, a business’ overall advertising scope to succeed is only increasing with TV.

Space City continues to collaborate with Guerillascope for their own TV buying and planning, underpinning the company’s values as a business that practises what it preaches.

The UK’s number one producers of cost-effective TV commercials have been specialists in producing DRTV, brand, online and radio commercials for 25 years, enshrining businesses including Moonpig, GoCompare, MoneySupermarket and The Belgravia Centre in public folklore.

During 2016 Space City produced their first TV ad in conjunction with Sky AdSmart, ensuring businesses can enjoy the power of TV for less.

You can have your questions answered by representatives from both companies during the event, which will provide unfettered access to the world of TV advertising.

Space City has consistently delivered results for its clients, assisting clients like Jane Plan achieve six-fold business growth during 2016.

If you would like to find out more about the free event, or would wish to sign up for it, please contact [email protected].

Contact the team now and you can get your business on TV for less, with commercials produced at competitive rates.

 

 

SUCCESS In the advertising industry is being inhibited by the ongoing ineptitude of companies as they seek attributable advertising for the digital age.

While the clamour for businesses as they look to improve ROI and overall cost effectiveness, has been to boost credible audiences, the irony is in fact the opposite: by compromising on the quality of creative, online effectiveness is inhibited.

Linear TV advertising continues to provide insuppressible reach and upscaling abilities, however even the efficiency of linear brand awareness or DRTV ads can be optimised through digital.

Ultimately though that success on either side of the advertising spectrum is dependant on  creative that optimises its internal KPIs.

In order to deliver this the key emphasis of your advertising needs to be focused upon your brand, the reiteration of it, as well as the formatting of it before broadcast.

For the algorithms within Google or other search engines to align your ads to material that compliments your own creative concert, the need to prioritise audience; understand how they interact online and what is necessary to create a subjective visual and auditory solution that ensures maximum cognitive immersion.

In order to achieve this across both your TV and online media, creative diligence has to be executed in order to ensure optimal visibility alongside the media outlets your consumers are enjoying.

This is essentially the operative word, with the tendency for brands as they seek to assert their offers and image upon consumers, to saturate their screens with banner ads, pop-ups and obtrusive links maligning them as they seek to engage.

Scores of businesses have been left disappointed by the failings and lack of efficiency in online display, regardless of how effective it is in terms of measurability and attribution.

TV accounts for 51% of overall advertising related sales, yet only 34% of budget.

Conversely 90% of all viewed video media is accessed through TV and its subsidiaries, with only 10% of the most viewed ads being online original.

Therefore from both perspectives the video created for online, TV or both is failing from the perspective of delivering for audiences omni-platform.

At a time where businesses are seeking more control and ability to alter their campaigns in realtime, ensuring that the creative in itself mobilises the brand and the response itself is contained within it.

Consequently the emphasis should be- especially if you are seeking to produce an interactive TV campaign- to deliver a creative that maximises key words; signs, symbols and symbolic pauses or breaks that can immerse your audience in your intended message.

Thus to elicit success for the digital age, utilising the creative direction that will marry your TV content to audiences in a complimentary fashion is imperative.

To deliver this though a focus on a totally entertaining or inspirational creative will ensure that your ads have the scope to not only succeed on the native medium they were built for, but also to enchant viewers beyond that medium.

While TV has a strength rivalled by no other in terms of generating new traffic organically, operating an online only campaign will only serve to inhibit your efficiency and lower your reach.

What an onus on higher quality creative will deliver is the ability to enchant audiences from an indexing and response perspective, which is compromised within the current response driven age.

A strong call-to-action is of course integral to the success of your ads, it is though something that also has the potential to stymie your efficiency, unless of course there is a more actionable analytics prerogative instilled within your business.

Campaigns that can be automatically dropped and placed within spots that can maximise efficiency are edging closer to the norm, while this formatting within addressable and interactive ads is already firmly in ubiquity.

As a result the emphasis will no longer be in disruptive advertising, but that of enchanting advertising that succeeds.

In order to extricate yourself from a culture of persuasion and disruption that annoys the consumer, focusing on delivering ads that seek to circumvent this tendency is vital.

Procter and Gamble have already criticised the overall advertising landscape, decrying its lack of imagination in the pursuit of reaching consumers.

To exonerate your business from such issues the need to implement a strategy that focuses on the brain is manifest.

If you are connecting emotively you are twice as likely to engage, remember or respond to an ad.

Furthermore, ads that elicit the most success ultimately situate within their own identity.

Therefore originality and creating that through the artistic flair of your production company is key.

By reiterating brand your business statistically enjoys 9% increases in sales and brand retention, while sales are boosted by a further 10% with increased conversation, underlining the power of emotion, which is only boosted through increased conversation.

Space City has been producing for TV, online and radio commercials for 25 years, utilising the power of brand and emotion to increase business size by as much as 600%.

Contact the team now and you could enjoy lower advertising costs and engagement increases of 140%.

BUDGET Is the operative concern for many companies, by converging both traditional and digital means of advertising you can ensure absolute control.

The relentless pursuit of TV by online has led to somewhat of an advertising paradox: in order to continue strengthening it needs to collaborate with TV, its previous nemesis.

With advertising budget being syphoned off of TV and increasingly absorbed by online ad means, the clamour for measurability and granular consumer data has led to a distorted success picture.

While online has indeed provided an advertising solution that yields relatively strong results in turn with unrivalled attribution, it has yet to provide the display, levels of trust and stimuli that has underpinned TV’s supremacy.

The overriding issue marketers have had when trying to justify TV to their superiors is the subject or cost and realtime attribution.

Although TV has continued unabating in its ability to engage wider and more populated audiences than online, notwithstanding the fact it also delivers higher sales and more efficiency, TV has been playing catch-up to the online fraternity as it attempted to pour scorn on the online revolution.

However neither tact from online or TV is prudent or commercially viable as they seek to optimise their respective strengths.

In terms of harvesting consumers, indexing them in CRMs, boosting inventory and improving consumer understanding online continues to offer superiority.

Amid the relentless evolution war though, TV is beginning to offer ample competitive diversity to show businesses of all sizes that their advertising budget is better invested in TV.

With TV centric means of analysing from Adalyser, the providers of the first ever realtime, dynamic means of delivering automated TV advertising campaigns, the relevance to your business from an expedience point-of-view is unprecedented.

This new means of orchestrating your advertising ensures that efficiency essential is in a state of perpetual optimisation, with a reduction in play-outs indicative of an inefficient ad or targeting strategy.

Thus as well as providing the insurance policy that will protect your business from over-delivering an underperforming ad, it ensures you can optimise future campaigns and who you target.

What needs to be developed though is the ability to gather inventory, or have the ability to merge separate analytics software to create a more granular data proposition, one that can utilise budget by providing names, addresses, locations that will be vital in the data procurement stage.

While Google have already stated they will be willing to liaise with exterior analytics providers to offer their own customers a more detailed advertising picture, one that can illustrate all detail rather than just the selective data that individual pieces of software may provide, this format is seemingly another step towards heightening the advertising paradox.

Although immensely useful from TV’s perspective as it seeks to garner advertising budget back from online, in terms of making life easier for your business, a tact of further collaboration will be necessary to avoid businesses, tech companies and consumers paying too much for a compromised service.

From the progressive perspective then ensuring in future that the OpenAP philosophy adopted by fellow TV practitioners, Fox, Viacom and Turner is the tact executed by other analytics, data and media buying firms is imperative to true industry progression.

In the meantime though this progress cannot be underestimated in terms of providing your business with advertising control and transparency, unprecedented within TV.

Thus with the means to improve your advertising efficiency and have awareness of your spots shifting in realtime, adapting your online advertising is imperative.

With the progression of actionable technology that can circumvent the presence of ad blocking, server side ad insertion can be utilised to manipulate spots that maybe altered organically as a result of your TV campaign’s success.

In terms of your universal budget, both online and TV will ultimately become more efficient, by striving towards blockchain and the ability to access an ever increasing cache of data, your business will have the ability to align online spots to compliment your TV advertising and potentially vice versa.

Factoring in the rise in interactive, data driven TV sets and the power that they have exerted thus far with addressable or programmatic campaigns, added to the ability to change broadcast spots in realtime and you have an advertising portfolio that compliments your consumers and budgets perfectly.

Of course there are creative factors that carry great weighting regarding the overall success in comparison to similarly delivered campaigns, some that can improve resonation in turn with short and long-term sales.

For example as you look to elicit short-term sales, which carry the greatest pertinence to the delivery of more adjustable, efficiency delivered campaigns, conversation can carry great leverage towards the impact an ad will make.

Ads that chose to mobilise their overall creative through increased conversation elicit 10% increases in responses.

Therefore as you look to immerse your consumers in the desired outcome of the ad, simulating the very call-to-action you are looking to elicit is something oft-repeated in our production company.

It creates a subjective situation, one that is devoid of confusion, one in the world of delivering to more highly targeted audiences will and has elicited more sales, with growth in some quarters as much as 600%.

Space City has been producing TV, radio and online commercials for 25 years, utilising the latest digital technology to ensure your consumers are going to act upon your ad.

Contact the team now and you can ensure your advertising budget is maximised, with the use of the latest state-of-the-art facilities and technological advances to increase your turnover.

SYMBOLISM Can ensure your advertising impact is stronger when conveying brand messages, leveraging call-to-action and eliciting sales.

The power of online is irrefutable in terms of harvesting your potential consumers, measuring how and when people are engaging with ads, as well as ensuring real-time sales attribution.

With Google even today continuing to make steps towards providing a more encompassing, autonomous analytics solution, the death knell of TV would appear to be closer than ever.

This though is firmly not a notion that can be substantiated at a time where the very conglomerates like Facebook, Twitter and Amazon are continuing a vehemently strong TV advertising presence, notwithstanding the eclectic means you have of exploiting TV’s prowess.

Ultimately what conveys your brand message in the most visceral, cognitively absorbing fashion is TV and the symbolism that can be employed.

With online as a singular entity you are naturally inhibiting your ability to upscale your audience, whether that be online or through word-of-mouth.

Statistically, according to the IPA, advertising that is emotive or entertaining is twice as effective as an ad that focuses on being informative or persuasive.

Furthermore such ads that are emotive are also becoming increasingly trustworthy on TV, with 42% of consumers (still too low) now trusting of TV ads, in comparison to just 10% with online ads.

Adding further credence to the notion that online advertising has expedited a waning in consumer trust, is the fact that online market share has increased in recent years, while trust has increased in TV.

Therefore a correlation between increases in trust and the emotive qualities of TV ads, ensures the notion that trustworthy advertising is something a consumer can feel an emotional connection with is credible, while sales increase as a result.

Thus as your business seeks to maximise your advertising through optimising ROI, ad efficiency and overall attribution, ensuring that you subsequently utilise online to essentially harness the success of TV is imperative.

TV is online’s most powerful organic impression generator, with 33% of all organic hits to your website emanating from TV.

Therefore to ensure you are maximising your ad spend, ensuring that you can safeguard a captive audience- one that is continuing to view TV on increasingly more devices- is imperative.

While Facebook is continuing to provide TV style broadcasts that deliver realtime engagement, interaction and integrated ad interface, it is TV that provides the most effective means of engrossing mass and targeted audiences.

More people tune into broadcasts before preceding to talk about them online and through word-of-mouth, with 53% of TV ads talked about in the public domain, notwithstanding the 26% of consumers who will also talk about your brand online having seen it on TV.

Moreover social media provides the only frequency where fewer people talk about your ad in person than online, underlining the lack of trust online generates with consumers.

TV accounts for 90% of all viewed video, yet of the ads viewed online, TV accounts for just 10% of the most virally acclaimed ads.

Thus the issue is not in emotive resonance with TV, it is the ability to entertain and utilise the aesthetic metrics associated with it to provide the symbolism that cannot otherwise be created with online.

Credible advertising is a form of engagement that can cognitively elicit emotional responses, while emotive advertising is the most effective means for your brand to generate sales.

Thus as you seek to entertain your consumers with advertising, utilising the inherent credibility TV has to exhibit symbolic, humourous ads is the only way you can optimise your advertising efficiency.

Using the power of aesthetics, transition and canny editing your creative- as well as complimenting the behavioural and demographic factors- you can utilise symbolism to define the intentions of your chosen filming tact.

For instance adverts that utilise breaks, or brief pauses for instance, are 20% more successful than ads that do not ply focus into leveraging this vital editing tool.

As you seek to convey any message, the presence of contrast can reiterate and engage a viewer if it is in merely just language, tone or basic imagery.

Conversely if you want to emphasise the presence of your brand in an aesthetic sense, colour grading can optimise granular segments of the media, in order for increased emphasis to be placed in certain quarters.

By executing such a means of aesthetic manipulation you can enhance your brand indexing by nine-per-cent on average.

While as you seek to further emboss your creative concert with symbolism, ensuring that music is utilised and calibrated efficiently with your media is imperative.

Using music to mobilise your brand or call-to-action for instance can improve response rates and overall retention by 14%.

Through auditory manipulation and complimentary alignment you can engineer a symbolic message, which stimulates receptors in the brain to associate with previously embedded connotations.

These connotational quirks can be manipulated either through editing that emphasises these elements, or the quality of the colour grading in post-production.

Space City has been producing TV, online and radio commercials for 25 years and has in-house DaVinci Grading facilities to prepare your advertising material to convey the highest symbolic influence.

Contact the team now and you can utilise the in-house facilities to grow your business six-fold within one year.

 

 

BROADCASTS On TV and the now unyielding flexibility that VOD services provide ensures your advertising needs more collaboration than ever to succeed.

While TV remains stoic amid the onslaught from online advertising, the measurability, attribution and audience guarantees it provides, both businesses and production companies need to liaise with broadcasters more as the seek advertising nirvana.

Linear TV advertising is incorporated around broadcasts with pre-purchased spots, although the display and placement of these often varies depending on any over-selling or underselling on the media buyer’s part.

So while a degree of transparency has inherently existed within TV advertising, it has never provided a panacea to ultimately supersede the appeals of online ad placement.

TV has continued to provide businesses with unrivalled pay-back from their advertising budget, notwithstanding the brand security that underpins the perennial success of TV.

However what has lead to syphoning off some of their investment in linear TV particularly, is the now neglect it seems of producing native advertising that will compliment the broadcasts the ads are being associated with.

Ultimately online continues to improve in its metrics of display, circumventing ad-blocking software through dynamic ad insertion, as well as providing the targeted metrics that can be the conduit for instant sales and ultimately gratification.

This is fundamentally where the problem is emanating from in terms of the vicious cycle that has become endemic to a decline in awe-inspiring, encompassing TV ads.

With the increasing clamour for such instant success and results, many agencies and production companies are reticent to suggest new or innovative ideas to businesses, ensuring a culture of expedience and achieving relative success has enveloped many.

Ultimately what will serve to boost your business’ short and long-term sales output is to focus on your brand.

Consequently spending more time with the broadcasters whom you will be aligning your ads to- whether that be in linear sense, VOD, or both- will be imperative as you seek to circumvent the natural dissonance between consuming ads and being absorbed by them.

Ultimately broadcasters know they rely on advertising to exist, as a result providing fresh programming, or ameliorating the successful has long been championed.

The use of a pilot is a ubiquitous technique of ascertaining public approval of a particular show, although such principles are perilous if the marketing is not substantial.

Ultimately testimonials, awareness and evoking emotion are the mobilising factors behind the launch of a successful TV show, or advert and business in the same sense.

The overall synergy is optimised through word-of-mouth and in the zeitgeist: online targeting and sharing.

Therefore a seldom used tact in the current age needs to be exercised once more in order for your next campaign to truly penetrate wider markets and audiences.

By collaborating with broadcasters and forging a subliminal, credible creative alignment, cognitively at least you can forge increased brand awareness as well greater organic leverage.

With audiences on TV migrating to more personalised and convenient viewing, ensuring that your campaigns are program complimentary will serve to improve resonance and memorability.

However the need for broadcasters to invest in VOD friendly content has been compromised by the fall in linear ratings, ensuring investment in new projects has been curtailed.

As a result it is imperative that you utilise online to boost your TV campaign, in order for the aforementioned ad/s to deliver the upscaling, sales increases and resonation renowned with TV.

TV is now more successful thanks to the presence of online, underlining the impact collaboration and putting consumers first has and can have on your ads as they appear next to broadcasts.

People are now paying subscriptions fees for services such as Netflix, Amazon Prime and Hulu in order to watch entertaining content, thus ensuring that impetus is reestablished in linear TV and VOD.

The power of VOD as an advertising entity is vast and has represented a lucrative advertising tool to businesses, however it is still greatly underused.

While overall ratings when factoring in linear TV and VOD as a collective have improved, traditional analytics focusing on just linear by Nielson have reflected a waning influence for TV.

Therefore as you seek to readdress the balance as more general means of analysing are implemented, the key is to work with broadcasters to produce material that will shape your advertising.

Of course many will still choose to consume some elements of video through streaming providers, however if you can offer the same content for free and with complimentary ads, the power of linear and VOD together will swell the overall TV market again.

Ultimately broadcasters want your ad budgets to be fed to them, thus offering to collaborate or partner through either sponsorship bumpers, or subtle brand nuances in your ads and their broadcasts will serve to immerse your business in your own branding, firmly bringing programming and advertising back to the consumer.

Space City has been producing TV, online and radio commercials for 25 years, utilising close relationships with myriad media buyers, including Guerillascope and AdStream to marry your content pertinently with the programming that will elicit responses.

Contact the team now and you can take advantage of TV advertising and its unbridled strength for less than in previous years, but with increased sales for your business.

 

FINANCIAL Security continues to dominate business headlines amid the ongoing Brexit and election uncertainty, although matters are to improve for consumers.

The latest development from Downing Street is the announcement that there will be a full-scale, Government commissioned review into zero-hours contracts.

Although a highly contentious issue, the merits of such contracts have been exonerated by McDonalds’ decision to offer all staff the option of guaranteed hours, with 80% choosing to remain within those contracts.

While this championing of the scheme is testament to the desire of many consumers to reside with such contracts, the financial permutations ensure that qualifying for credit, signing direct debit contracts and committing to larger purchases are inhibited.

From your business’ point-of-view the review ensures that it maybe mandatory for any company to offer permanent hours to workers, while strict, statutory stipulations enforced to marshal those who seek to exploit staff or the legalisation.

As a result, in terms of financial harmony those individuals who remain within the confides of a zero-hours contracts will be their voluntarily.

Whether it be through the desire of flexibility, or the need for a supplement to their existing income, the accountability of businesses will ensure that you can begin to advertise to more consumers.

With more guaranteed hours or knowledge of how zero-hours contracts are utilised, your business can begin to exploit consumer data on incomes for instance, or when they maybe in a position to spend more transparently.

Of course the ongoing uncertainty and fiscal ambivalence contemporarily is stymieing growth, as wages continue to fall behind inflation, but once the election result is confirmed and a long-term fiscal plan is implemented, markets, currency, inflation and interest rates will begin to reach states of equilibrium and buoyancy respectively.

With interest rates remaining low, house prices are beginning to fall once more, although with purchasing also decreasing due to the concurrent squeeze on savings, the current economic situation is accentuating any uncertainty you may have over advertising.

Any financial outlay at a time where profit margins continue to be squeezed will be appraised thoroughly for its prudence, thus the clamour for transparency and attribution will be manifest.

This coupled with expedience and the desire to enjoy better measurability has led to many business choosing an online only advertising output.

However given that TV remains not only the most successful, but also the most cost-effective in both the short and long-term, utilising a platform that variably inhibits itself in achieving results would be ill-advised at a time where maximising trends and improving efficiency is paramount.

In terms of overall payback, TV provides double the ROI compared to online, while online and TV as a partnership improves the efficiency of both.

At a time when you can measure the success of TV and online campaigns in realtime, efficiency and ensuring that your audience is optimised throughout your display period is potentially fervent.

Often efficiency in both the cases of TV and online campaigns suffer after time, as resonation declines, some may have already engaged with your product or creative may not be relevant anymore.

Knowing when your ad’s efficiency is beginning to decline is imperative, but is also easily attainable with the usage of analytics software that can directly attribute online traffic and sales from TV, or through data matching within targeted, inventory driven campaigns.

In the case of the latter, at a time when you are looking to drive more relevant traffic to your website, utilising software that can compare the success of two co-dependant metrics in realtime will be a vital marketing source.

Given the fact that more consumers will be in a position to engage with any DRTV campaigns, should you be able to drive your ads to them in realtime, your efficiency can be improved as well as ROI.

With the abilities to understand how and why consumers may have begun to reject your campaign of elements of it, ensuring you have the ability to refresh them quickly is imperative.

Given the downside of such specific targeting is that scale will be compromised, ensuring that either a new product, offer or creative change is exhibited is vital.

By producing an initial TV campaign that embodies your brand values, but can be ameliorated and augmented to provide a direct response mechanism, you will save on advertising costs, while maintaining increased consumer focus, sales and resonation.

Considering the volatility that currently persists, maximising any statutory reform that will broaden your consumer base- like the zero-hours contract review- will underpin prolonged ad growth, but crucially boost your ability to deliver ads to consumers when it compliments their financial circumstances.

Space City has been producing TV, online and radio commercials for 25 years, utilising their in-house editing and DaVinci Grading software to create new versions of ads from £4,000.

Contact the team now and maximise the team’s work with new and evolving technology like AdSmart to perfect your next advertising campaign.

INVENTORY And audience are forming an integral bond for successful advertising, in the age of collaboration to improve sales, taking this further is vital.

Announced concurrently with the ongoing malaise that Google’s sister company, YouTube found itself in regarding extremist content, the conglomerate announced that inventory matching was now being delivered for both TV and online campaigns running simultaneously .

With the clamour to garner such inventory as quickly and efficiently as possible for your business, myriad broadcasters, data providers and agencies have been combining forces to ensure advertising is maximised.

The issues plaguing TV include the fact that by attempting to digitalise their advertising tact, it is merely being seen by some as a compromise and not matching the more specific, actionable data that is provided by online inventory.

While consumer data can be matched for instance by the software provided by Google, it has to be accrued from external sources or by agencies themselves.

Self-titled OpenAP exists within the USA between companies like Viacom, Fox and Turner to further the depth of more behaviour driven-data on offer from TV, it does not however provide the pantheon of algorithm driven, cookie-esque spots online provides through organic means.

While this principle of essentially sharing inventory and making TV a more relatable proposition in the data-centric world will improve accessibility, it does not ultimately create a panacea to usurp online in this regard.

Ultimately TV’s success has been delivered through its inherent quality, credibility and display, while offering unrivalled scale and reach at the same time.

In order to maintain that strength in an age where measurability, attribution and audience are imperative, the directive has to be one providing evidence that upscaling is unrivalled within TV.

Although proven when analysing long-term brand awareness campaigns, to provide such information from inventory-driven TV advertising the key will be to utilise a means of advertising that can keep costs down, but impact up.

Thus other than attempting to produce advertising that is more inclusive and encompassing to those inhibited and ostracised by advertising- the visually and auditory impaired for instance- ensuring you purchase media time and the algorithms that actuate them is key.

Of course amid the rise in addressable, programmatic and interactive advertising, where the behavioural aspects of data control your ad delivery, market share has increased given the power it has to offer the best of both worlds as it were, it does not though deliver the ability to upscale like linear TV.

Thus to improve efficiency and ensure your market share can be boosted in the wake of such over-saturation, especially when looking to elicit instant responses from consumers, utilising Google’s inventory matching with VOD and addressable broadcasters will ensure that you are not suffering wastage.

Furthermore by utilising this inventory, which may have been provided by an outsourced provider, your own own consumer data, or an agency for instance, you may still be incurring ancillary costs that need not be in place.

Although the clamour from companies within America in particular to provide a more collaborative solution to the ongoing industry inroads online continues to make-which should be celebrated- in terms of saving on your costs this tact will be inhibitive in the short term.

Success is irrefutable, although with the depth of data that your ads will be privy to, the levied cost will only rise, breaking from a norm where broadcasters have struggled to justify mounting costs with decreasing audiences.

Therefore if your chosen advertising tact is one underpinned by data and online measurability, in order to attain the levels of credibility and upscaling TV provides, ensuring you maximise spots which are more semantic driven, ultimately saving you the financial pain of paying for potentially wasteful spots.

With those across Viacom, Fox and Turner aiming to offer the depth of inventory across multiple channels simultaneously, from a cost and impact perspective this is ultimately counter-intutive.

The strength of data-driven ads now is the ability to match creative concert to programming that compliments it.

By doing this in an addressable sense whereby you can tether your ad spend, thus engage with a designated number of appropriate consumers, you can eliminate waste, optimise ROI, while revel in the inherent credibility of TV.

Given TV currently comprises of 90% of all daily viewed video, it is damning that it only amounts for 10% of the top viewed ads online.

Therefore for your business to truly reap the benefits of matching data between TV and online campaigns, ensuring that the campaign it is allied also intrinsically links TV and online too.

Space City has been producing TV, online and radio ads for 25 years, working with companies like Sky in order align advertising tact with modern, interactive advertising display models.

Contact the team now and ensure your advert enjoys the credibility and success of TV advertising for less, with TV adverts possible from as little as £4,000.

 

 

 

INCLUSIVE Advertising will serve to boost your ROI and advertising efficiency whether it be in a brand or direct response driven campaign.

However the vessel that ultimate hosts this creative concert has to be delivered within an evocative conduit, one that ultimately stimulates auditory senses that immerse the audience in the semantics of the ad.

One integral leveraging factor to the success, long term efficiency and awareness of any advertising campaign is the visuals.

However by focusing on this tact alone you are eliminating up to two million consumers from your potential reach.

As a result with the technology now in place to support audio descriptive advertising, without the need of intervention from clearance providers, Clearcast, your next advertising campaign can be unbridled in its pursuit of creating an advertising panacea for all.

While this form of advertising will ultimately detract from the overall creative format in a ubiquitous sense, simple software should be implemented across online media to ensure that audio descriptive ads can simply be turned off for non-impaired consumers, with the general norm ensuring they exist.

Similarly with TV, such means where files exist by default, but can be circumvented by a non-impaired viewer needs to be implemented to ensure that those already ostracised by TV are belatedly engaged.

Of course by having additionally scripted audio on top of a traditional ad would be ultimately distracting and language intensive, however having settings switch off like you would for instance to adjust your browsing settings online, but for your digital TV device will ensure such inclusive techniques can be muted for those without the need.

With such means implemented both your brand and direct response campaigns can enjoy stark gains in reach.

Two million visually impaired people are currently disengaged with advertising, as a result by simply instilling the software by default, you can begin to increase your brand and linear advertising portfolio grossly.

Of the two million and increasing members of the British public, more than three quarters watch more than five hours of TV a week, with 86% of those stating they would consume more of audio descriptive services were more readily available.

Thus it will serve the TV and advertising industry as a whole to ensure such software exists unilaterally to those as they engage with an increasingly visually dominated media world.

Although efforts have been made with signed ads for those hard-of-hearing, no consistent roll-out has ensured that valuable context- which is imperative to successful advertising- is being missed on that side too.

While not as fundamentally damning in comparison to the plight of the visually impaired, the lack of contextual assistance within ads ensures that from a brand point-of-view particularly you are going to endure less efficient ads.

This wastage is something that is being combatted generally with autonomy, which actuates campaigns based on real-time analytics studying the efficiency of ads and the effectiveness of certain elements, however it is being fundamentally overlooked in the sense of inclusive advertising.

While data and analytics and the growing convergence between TV and online campaigns is ensuring that greater control is being placed back in your business’ hands, such control and levels of data will not address the shocking waste of linear ad time created by ignorance.

Although such short-termism is saving money transiently, if you interpret this in the same regard as the lower cost of online advertising- yet with a lesser impact, your campaigns are inherently stymied until such progressions are installed.

At a time where advertising revenues are only increasing online and the measurability of TV’s success is being stifled by the outdated analytic systems programmed to more linear advertising, both businesses and advertising agencies will benefit from introducing more inclusive advertising.

It does not even mean creating new ads either, much like the cost-effective bonuses of utilising online and TV data-matched campaigns, it is simply a re-edit that would be necessary to ameliorate your existing creative.

With clearance, thus credibility already instilled, you can simply provide the semantic driven audio that can deliver from both a commercial and ethical perspective.

By being the first companies associated with audio descriptive or signed advertising campaigns to enter the zeitgeist, you are already potentially eliciting increased sales of up to 70%.

When bearing in mind today’s further fall in unemployment, the space is there for your business to alleviate any plateauing or decline in sales due to the squeeze on consumer spending.

By opening fresh consumer avenues, your business can be the catalyst for further industry growth, boosting your company’s PR, sales and long-term brand image.

Space City has been producing TV, online and radio commercials for 25 years, being the creative force behind the first potential audio descriptive advertising campaign.

Contact the team now and ensure that your brand can flourish using the credibility of the UK’s most experienced and number one producers of TV commercials.

INFLATION Has reached a four-year high in the United Kingdom, however with interest rates set to rise to combat it, DRTV will be ever more imperative.

While DRTV remains the most successful short-term sales medium, in terms of delivering swift, accountable, measurable instant uplifts in sales, with the squeeze on consumer spending expected to continue as the UK continues to adjust to ongoing market, currency and spending volatility, advertising spending will be tested and left to the robustness of the creative and media direction.

Amid the continuing diversification of TV advertising, as it begins to collaborate with the features of online that continue to provide measurability and accountability, media buyers in addition to affiliated and non-affiliated inventory providers increasingly provide solutions that can further enhance the efficiency of TV and online as an overall advertising medium.

While the continuing rise of inflation is stymying further business growth, notwithstanding the overall spend within advertising itself, consumers are becoming increasingly selective with their spending.

Although it has decreased slightly during the last quarter, amid the continuing low interest rates (0.5%), figures will potentially online decline without any renewed short to medium term improvement.

This could be sought from the forthcoming General Election, with a more long-lasting mandate or fiscal direction ensuring that economic stability can ensue.

Brexit uncertainty has led to many corporations considering their short-term commitments to the UK, thus any return to buoyancy will be dependant on the final deal and ultimate savings made from the eventual departure.

In the meantime as your business seeks to maintain sales, contracts, awareness and reach,   the timing of your creative concert will need to be more data driven.

While TV inherently provides the power, credibility and sales elicitation, it will naturally lose effectiveness as ambient savings decrease.

Thus not only is the need for your advertising to compliment the programming it is aligned to manifest- from a brand perspective- your timing will have to be driven by that of your consumers transient spending habits.

Therefore utilising traditional means of DRTV that purely focus on demographic based research only, will serve to reduce efficiency at times when disposable income is reduced.

Despite this though it will still be more efficient than online PPC campaigns, however as you seek to create ads that can be ameliorated quickly and cheaply, ensuring your creative reflects the timing of your is crucial.

As such focusing on the language that your consumers use when advertising will not only help you understand how users interact with your brand, but why.

Consequently you can devise semantic driven campaigns that will compliment your ads more so than brand awareness campaigns.

If you are focusing on a core market and looking to elicit instant sales, amenability is crucial as you look to strike the instant rapport and authority that will serve to empower your campaign.

The rise in inflation- although slight once more- will serve to accentuate the more frugal appetite of the consumer, thus brand awareness campaigns would naturally seem the most lucrative means of advertising.

Ultimately though at this time, by focusing on purely your brand you will suffer stark slides in sales without the presence of a complimentary DRTV campaign.

Your brand ethos and the connotations it evokes will be financially immortal, your ability to elicit instant sales is not; the creative and media plan cannot stagnate.

Ultimately if the media plan changes it is to compliment a shift in viewing habit or consumption by the consumer, therefore the language and call-to-action needs to be distinct to liberate your new creative from the old.

Once you have shifted your creative to suit the inflation driven, prudent consumer, by ensuring spots are mood or at least payday dependant, you can continue to enjoy the unrivalled strength of DRTV.

Although the long-term efficiency of it pales into insignificance when compared to brand driven advertising, your instant ROI can only be maintained by supplementing your campaigns with DRTV.

Even when factoring in the increased costs of launching a TV campaign, the cost-per-sale is 15% lower than that of PPC, while its efficiency is also far superior.

Therefore amid inflation dominant times, when brand inefficiency will temporarily at least proliferate, the need to implement data-driven DRTV is manifest.

Space City has been producing TV, online and radio commercials for 25 years, utilising DRTV to deliver ROI of 600% for some clients.

Contact the team now and get your company on TV for less than £10,000 and ensure your profits continue to increase.