Trailfinders appoint Space City as creative agency

EPONYMOUS Travel giants Trailfinders have appointed Space City as the creative agency for their forthcoming TV advertising campaign.

The company which provides bespoke itineraries for customers looking to travel worldwide will be advertising on TV for the first time in 25 years, utilising the creative work of the UK’s most experienced production company.

Since being founded in 1970 the London-based business have expanded from four-members-of-staff to currently employ over 1,000.

Space City themselves have an extensive travel showreel, boasting Villa Plus, Teletext Holidays, Scenic Tours and Titan Travel amidst their advertising portfolio.

The latest foray into TV for Trailfinders will encompass what consumers can expect within their purchasing journey, focusing on the in-branch care and the power of tactile and immersive interaction.

Having specialised in direct and brand response commercials for 25 years, the London-based production company have produced the burgeoning creatives for Moonpig, GoCompare, MoneySupermarket and Envirofone, building brand resonance while eliciting instant responses.

Therefore the focus for the forthcoming campaign will be on showcasing – not selling – the autonomous service Trailfinders provide to travellers and illustrating the power of face-to-face communication in advertising.

While Space City will focus on video and media production, the UK’s number one producer’s of cost effective TV commercials will not be providing full-service integration.

Space City has been producing TV, online and radio commercials for 25 years, driving long-term response to deliver six-fold business growth in some cases.

Contact the team now and advertise your business for less with the latest programmatic technology, saving up to 20% on your next ad.

 

 

Advertising across online has begun to desecrate pre-eminant stereotypes, now TV is beginning to liberate itself from regressive tendancies.

REGRESSIVE Advertising is gradually being expelled from the creatives that serve the success of your brand and consumer thought processes.

Historically and contemporaneously advertising has held the ability to influence consumer thought, whether that be through the impulse buying or through brand affirmation.

TV has long held the leveraging forces – or superior ones at least – that have secured prolonged sales growth for myriad companies, however with social perceptions changing and the very stereotypes that have dominated the creative tacts of ads for generations are now irrelevant, the current paradigm shift is one toward search-based thinking.

Therefore attempting to shape your company’s next advertising creative around demographic-based thought and prior utterances is erroneously misguided.

With the introduction of Adobe’s advertising cloud and the exponential increases and analytical sophistication, the accessibility of data that is relevant to your potential consumers is vast.

Moreover the presence of programmatic advertising provides further efficiency and appraisal as to your advertising’s effectiveness from both a brand a response perspective.

While it inherently lends itself to response optimisation – which is also massively beneficial to ascertaining immediate resonance – it can also through the increasing digitalisation of TV, how receptive consumers are to your proposed brand and journey.

Not every TV is digital yet of course, but through a proactive, innovative approach to the curation of your ad content you can ensure that your ads are optimised to succeed through the liberation of the ostracised, challenging of convention and championing of the esoteric.

Ultimately originality can still employ the recesses of previous stereotypes; in a time of instant gratification and decreased tolerances to advertising the tried and tested is often preferred.

While this tact remains successful in relative terms the incentive is now there for your business to provide more progressive, challenging advertising that can establish an exclusive brand niche.

Previously such challenger idiosyncrasies were consigned to online or outdoor marketing, where the reach has and continues to be minimal compared to TV.

While the majority remained loyal to linear TV, the incentive to adopt an advertising prerogative that shunned the regressive and championed more specific consumer and societal beliefs was lacking.

However as the shift towards creating content that inspires and intrigues once more, the power of TV can be exerted through progression.

With TV previously thriving and peddling the very stereotypes that will increasingly endure derision over adoration, the impetus firmly has to be placed into challenging the metanarrative.

Regressive ads are still enjoying a degree of success, due in part to the increasing efficiency that is created between the synergy of TV and online, however even more can be elicited thanks to empowerment and conciliating others to advertising.

Ultimately your business like any other seeks to ultimately grow and to assist with the overall progression of your shareholders, employees and consumers, therefore remaining entrenched in the stereotypes of a regressive society will serve only to cause stagnation.

Thus with an ever-increasing population and socially liberal society (British Social Attitudes Survey), not progressing with them in terms of improving diverse representation will render your business irrelevant.

Brand response advertising delivers twice the effectiveness in terms of long-term sales and this success is conceived through emotion and entertainment.

If your ad is irrelevant socially you will be inhibited in your efforts to connect emotively, ultimately it may carry alternate content, it will not be something though in the world of social media and through word-of-mouth that will not be disseminated.

According to research by Screen life: TV in demand, the very metrics that compel your consumers to absorb TV: to unwind, for comfort and to connect, are all driven by context and the social environment and personal association with the ad.

Therefore in an increasingly entertainment-driven advertising world, which relies on the stimuli of context to provide the resonation necessary to increase affirmation with your brand, the effectiveness of outdated, regressive advertising will ultimately dissipate.

As you seek to optimise ads and future engagement on your website and other outlets, the power of search and the SEO compliance your content carries will serve to increase efficiency: the championing of change is being rewarded.

Space City has been producing TV, online and radio adverts for 25 years, launching companies like MoneySupermarket, Moonpig, GoCompare and Envirofone to national acclaim through championing a diverse a Britain.

Contact the team now and elicit sales increases of as much as 600% through the power of liberating yourself from regressive TV advertising.

Advertising across the entire spectrum is firmly out of touch with the wider public: how to create a true meritocracy.

MERITOCRACY: something that has been championed, peddled and reiterated as a staple of society as a whole has yet to permeate into advertising.

Although wider society is proven to be more socially liberal than in previous generations, the state of advertising does not reflect a society accepting of diversity and social progress.

While the recapitulation of many a previously coined idiom pertains itself to advertising, in hope of securing resonance through ubiquity, consumers will not be as receptive compared to the past to such linguistic techniques.

In a advertising world dominated by key-word-search, the ability for your business and agency for that matter to provide creative concepts that reflect the mindset of your consumers; how they search and why they search, is unparalleled.

Therefore by focusing on previously pertinent language, creative directions, topics and actors too, you are inhibiting the perception and relevance of your brand in continually evolving times.

Although due diligence is a part of any pre-production process as you seek to conciliate yourself to your consumers, there is often to much rationality and credence given to what people think is safe or like, as appose to what is effective.

With the developing scope for expedience in matters concerning accountability, measurability and automation, the entire marketing and advertising spectrum has swayed towards instant gratification and firmly away from that of patience, brand campaigns and creativity.

In order to placate superiors pre-eminatnely riddled within routine and to a degree obstinate in their attempts to appear perspicacious, there needs to be a statutory impetus from the beginnings of creative procurement.

When a creative vision is being discussed and deliberated, there needs to be a firm drive from a PR perspective from casting/modelling/voiceover agencies to cajole businesses and agencies toward a new direction.

To a forge a true meritocracy between artists, creative visions and from the view of social empowerment, a mutual collaboration or pact, similar to that of the pact conceived at Cannes Lions, except in this instance with a clear drive to implementing an incentivised meritocracy.

While the facility exists for anyone to appear within ads, a meritocracy is prevalent.

In practise though for it to truly incentivise all to engage within advertising, both businesses and agencies need to collude to produce mutual pacts bound by targets that hold them to account on championing a true meritocracy and inclusive advertising culture.

While to draft such a bill legally would take more time it has to be the long-term aim, in the meantime though – from both the agency and business perspective – ensuring that a pact is agreed between businesses and agencies is imperative.

In the midst of the Leveson Inquiry examining and elucidating on the conduct of the press, IPSO was formed in order to self-regulate the press.

Although The Guardian among others refused to join, their own charter underlines the ethical practices that should be undertaken, providing its own internal accountability.

Therefore with not only financial incentives to work towards a meritocracy, but ethical ones too, a framework will at least deter those advertisers from inhibiting some from applying to acting roles.

Moreover the creative aspects of ads – with script writing and screenplay for instance – have reaffirmed certain stereotypes and metanarratives simply irrelevant to wider society in the current paradigm.

While the notion of any censorship or control of what content streams are fit for broadcast or ulterior dissemination should be discouraged, ultimately the facts should prevail.

Currently ads that focus on delivering fairer, more inclusive, empowering and meritocratic content are enjoying the greatest praise amongst critics.

Of course this alone should not be enough to persuade your business to utilise a different advertising tact, but it is continuing to elicit improved commercial revenues too.

Five of the eight award-winning adverts from the Cannes Lions event featured a tact of empowerment, focusing on diversity to implement a campaign of morality and commercial gain.

Inexplicably too many within advertising have not encouraged the businesses they partner with to work toward a more meritocratic footing.

The conflation has been to assume that morality was inhibitive to commercial success, while this could be nothing further from the truth.

During a period in which 75% are unequivocally in support of same-sex relationships, compared to 42% 34 years ago, not improving representation and the encouragement of it within casting briefs, in the press and within your own brand ethos will be damaging to your business.

Therefore by working with agencies, the press and advertising authorities you can establish the statutes, pacts and expectations that will underpin change in advertising.

Space City has been producing TV, online and radio commercials for 25 years, working with myriad casting agencies to ensure a meritocracy in advertising without inhabitation or bias.

Contact the team now and ensure your next ad is delivered to reflect the consumers you are advertising too.

Diversity is continually providing a fairer reflection of society across professional faculties, where does advertising stand?

DIVERSITY In advertising has been perilously neglected and ostracised amidst a wave of data-driven, digitally enthused success: change is afoot.

While many in the industry – 97% according to a study by Unilever – utilise women in positions of leadership or management, a paradigm shift is emerging.

With the ability consumers have to impart their disapproval of something through social media now so ubiquitous, the data businesses and analysts can gather now is stark in comparison to the pre-social era.

Some ads may have previously incited consternation, but with the lack of interpolation or alternative thought to enlighten someone through social media for instance, stereotypes were free to proliferate.

Although many companies – particularly within response campaigns – seek to utilise these stereotypes to evoke feelings of familiarity, it is increasingly becoming a poisoned chalice amidst a more conscientious consumer base.

The fact that ads which focus on empowering a particular group, demographic or cause in society achieve increased encoding of up to 70%, is incentivising more than anything else to agencies and businesses to shift tact.

Companies that have decided to employ such diversity ostensibly have achieved lucrative, long-term sales success.

Dove for instance were pioneers of subverting the stereotype and instilling a sense of empowerment and liberalism to pre-existant metanarritives, ensuring 10 consecutive years of profit increases.

Space City themselves have employed diversity and empowerment within advertising campaigns.

The focus of ads for Ryvita, Jane Plan, Bioglan and FatBlaster to name but a few focused on the empowerment of females, either in a generic sense and through the usage of a role model to improve indexation.

In both instances the focus of the campaigns were to instil aspiration, ensuring that the ad was not guilty of simply peddling pre-existant metanarritives that serve only to stymie creativity and growth for businesses.

Moreover the presence of both ethnic minorities, the disabled and LGBTQ members of society is still sparse and widely disproportionate to the percentage of the population.

Steps have been made to promote the presence of the aforementioned, however this has been no more than a transient flirtation and has lacked a concerted effort.

Lloyds piloted the first ever TV ad featuring a gay couple, while Samsung began to integrate those hard-of-hearing into advertising.

Although these ads were pioneering they have not been engrained in the routine of agencies to produce an entirely inclusive tact.

The long-awaited first audio-descriptive ad has yet to materialise due to bureaucratic reasons, underlining an industry endemic that ensures a culture of expedience.

Of course just a little short-term effort would spawn into a firm social and cultural development trend that would envelope society and ensure we are evolving as a result of advertising, not stagnating or regressing.

Diversity evokes connotations of liberalism, virtue and progression, therefore at a time where advertising is progressing exponentially ensuring that the creatives and actors utilised reflect and influence the consumers you are advertising to.

In an effort to expedite matters regarding diversity arbitrary bodies around the world are beginning to circumvent existing policy on recruitment, in order to improve representation amongst ethnic minorities and other under-represented groups.

The Rooney rule has been adopted in America and mooted by many within UK domestic sport as a means of disrupting the existing consensus.

Although a cause for contention in terms of merit-driven appointment, the belief that expectation has inhibited many from applying for such roles is becoming more widely suggested.

As society changes and gender roles evolve, advertising needs to reciprocate.

On both the counts of representation within ads and the context of how they are utilised, challenges need to be made to avoid reputation elicited immolation.

Not a quota as such, but an active company pledge to champion a certain cause or issue will ensure that you a liberated from your competition.

Through the celebration of those previously maligned, you will not only morally provide a tact that consumers are increasingly receptive to, but you are increasing your consumer base through appealing to such people.

Still to this day more than two million people cannot access TV advertising, or any other with the exception of radio for that matter.

Therefore ensuring you are the pioneers of the next movement will be imperative to lower costs, increased resonation and growth.

Space City has been producing TV, online and radio adverts for 25 years, mobilising the ostracised and satirising the conventional to increase client sales by 600%.

Contact the team now and champion advertising diversity to increase your business’ profits by up to 140% in three years.

When advertising should be emotive and affirming, some brands are producing confusing ads.

CONFUSING Advertising has continued to proliferate the TV screens, search engines and social media pages of myriad consumers nationwide: it has to stop.

When we should be enchanting the minds of consumers across all advertising channels, many are persisting to offer jargon enthused deals that ultimately serve only to alienate and quell any emotive resonance that may have occurred.

Tone and body language of course provide the scope for your ads to organically leverage a cognitive response; not as a result of language, but the manner in which it is conveyed.

Fundamentally though case studies conducted by Opinion Leader has stated that in the case of selling fibre-broadband, consumers were left ambivalent as to the meaning of the term.

Although specific to the selling of broadband in this instance, a wider issue has been illustrated and also indicted the current consumption of data-driven or consumer-centric advertising.

Of course even before the current digital paradigm of autonomy, PMPs and overall advertising convergence, the ability to segment audiences through demographics and ages was prevalent.

However even this trait is being brazenly ignored, with a clear oversight of what is necessary to enchant consumers.

Clearly the usage of jargon is necessary as a tertiary force to distinguish yourself from your competitors, however as a means of showcasing what you can offer and ensuring indexation it is inhibitive unless it has been appraised as a source of consumer engagement.

This is also something you can utilise cost-effectively to avoid confusing adverts.

Through the optimised, SEO driven analytics that can align with your consumer/media buying data, you can optimise the linguistics and subsequently the tone through which you impart your information.

55% of the decision making process is dictated by the body language of your conduit for advertising, according to research by Lead Forensics.

Moreover the same study stated that 38% of the process of elicit instant sales at least was through voice and tone, therefore the importance of using a competent voice-over artist is of ardent importance.

Many of the confusing elements of an ad are also accentuated by tone and not correlating with that of your intended brand message.

Thus while many maybe aware subconsciously that what you are communicating is a availing to your product of service, the confusion will still persist, rendering the effectiveness of your ad redundant against your competitors who will continually be applying increased diligence.

When these more data-driven means of advertising become more ubiquitous as the results of success continue to emerge, those who do not utilise these metrics of advertising will firmly be consigned to potential loss-making.

TV is the most successful means of advertising your products and services, at a time when digital is carrying increased onus, your business will be underperforming while the overall quality of ads is improving.

Therefore ensuring your adverts are bereft of confusing elements will ensure that the process of resonation cannot be disrupted.

At the same time subjectivity and clarity is not a guarantee as such of successful advertising.

In order to establish an advertising tact that can embody your brand in the most affirming, inspiring and emotive context the need for your creative to employ a distinct original voice is imperative.

Similarly with the importance of avoiding confusing jargon, ensuring that the portrayal of your brand message is complimentary to the cause, vision or message you are championing is vital.

Therefore alignment with credible and similar media is something that you can do to organically assist with troubleshooting any ambiguity.

If your message for instance is looking at empowering a message, ostracised group or member of society, ensuring that the side of the issue you are on is clearly underpinned across both your aligned media and ad itself is paramount.

Consequently another issue has surfaced as you seek to provide the most consumer friendly advertising experience: knowing that any versions you create compliment the programming it is aligned to.

Of course if you have a channel specific plan, the latest programmatic software will automatically optimise your ads to appear at preferential times, however if you are working more programmatically the risks are increased of confusing consumers.

As a result if you do chose this means of optimising TV, the key is to add further algorithms that will ensure ad placement is not actuated unless the tone of programming matches that of your ad.

There are of course further issues in this context that have also blighted online, in terms of the decision making of online’s algorithms that link your ads to audience as appose to context and your creative vision.

In this regard avoiding such troubles in the future can be achieved through programmatic, linear TV advertising.

Through the inherent credibility and certainty that comes with TV, your brand is safe in its ability to build a successful, trustworthy, profitable business.

Space City has been producing TV, online and radio adverts for 25 years, securing long-term for success for brands like Moonpig, GoCompare and MoneySupermarket.

Contact the team now and utilise the power of search to deliver consumer-complimentary ad campaigns that avoid confusing them.

Advertising is in the midst of yet another paradigm shift, programmatic could now be more lucrative

PROGRAMMATIC Advertising is in the ascendency across all media and ad platforms, harnessing it to work for branded ads though is possible.

While it continues to be successfully utilised as a means of eliciting optimal, efficient short-term sales increases, it has failed in the case of online to provide a reliable means of hosting branded ads.

Given the myriad scandals transcending programmatic related – but not derived – issues, it has lead many businesses to question the merits of the means of advertising, with some migrating back to TV in more linear forms or into print and outdoor.

Although prompted by brand perception concerns, with the ability in online’s case to drop your ads alongside any given piece of content that stimulates the algorithms within Google, the case for programmatic as a source of pertinence to it is far from redundant.

On the contrary given the success that mobile is enjoying – notwithstanding TV – programmatic is continuing to provide means of delivering ads to the consumer conveniently and in a location, routine and complimentary driven fashion.

The inhibitions to online aside from the issues regarding placement have arisen from the variability of signal strength and inconsistency while consumers may be on the move.

These dropouts, although not a concern to linear or home inhabited TVs, will be a concern when Private Market Placements become more ubiquitous, consequently affecting the delivery of ads integrated within VOD.

These obstacles aside though, which are of course not insurmountable in due course, programmatic has the contemporary ability to enchant and provide businesses with a plausible and measurable means of infiltrating consumers instantly, in turn with the long-term.

As you would with a direct response campaign, the software on offer would optimise your buying strategy to marry the most effective ads with the equally strong channels.

To ensure this can also work from a branding point-of-view, notwithstanding the scope to further enhance the efficiency and sales elicitation from response campaigns, aligning this buying format with blockchain principles and search driven placement will be key.

In the exponentially growing clamour for businesses to acquire data with granular quality, harnessing such data to ensure it is credible, pertinent and accountable is becoming the new imperative besides having the data itself.

Thus with the implementation of blockchain through matching and purchasing data from consenting parties, you can have access to the potential efficiency of utilise such data, but not potentially create any issues of privacy breaches or access to the data itself.

Such means allied to programmatic TV ads can ensure that consumers who are broadcast to have been appraised within the data hubs as to their relevance, ensuring that your creative can be optimised as a result to compliment the consumers in question.

When also factoring in the implementation of some form of synergy with either Adobe’s Advertising Cloud, or a similarly search-driven targeting hub, you have the data and capabilities to know who to target, how to engage with them and when to do it.

Consequently you can optimise your online and TV campaigns respectively, with the knowledge of when consumers will not be able to access online and vice versa.

With the data and software on offer to inform you when your consumers watch TV, you can align this with when they are also using other devices simultaneously to begin the brand journey organically.

If other devices are in use, you can utilise your brand-driven ads to enhance your chances of consumers visiting the website if you systematically set your algorithms to display ads at times where TV and online can compliment each-other.

Incentives at end branding are likely to purport the existing emotive resonance instilled within the ad itself, mobilising it create organic cognitive intrigued that will begin the journey towards resonance, short-term and long-term sales.

Ultimately as a conduit for successful, brand-driven programmatic advertising online is not best suited given the complete lack of certainty and credibility as to your brand alignment.

The control you have with TV, added to the inherent credibility it has possessed during its entirety will continue to serve you business as it seeks to implement a continuous cost-saving prerogative.

While it is now the most efficient and effective means of optimising linear TV, it can also provide your business with an increasingly automated alternative towards instilling your brand within consumers.

Programmatic has already elicited budgetary savings and increased sales for GoCompare within a recent trial, improving results by nearly 20% in both cases.

Space City has been producing TV, online and radio adverts for 25 years, optimising the latest media trends to provide unrivalled visual, audio and composition quality.

Contact the team now and you could increase sales by up to 600% with a new TV advertising campaign.

CREATE Ads that are not necessarily the most prompting, but original and you can enjoy the power of TV advertising for less.

While TV in terms of cost-effectiveness, reach and overall sales elicitation firmly leads the way, the latest online optimisation software that has provided advertising solutions to TV advertising stalwarts is improving efficiency.

A recent study by GoCompare compared the cost-effectiveness of utilising TV in its burgeoning programmatic guise and through online, the difference though was the ability to source those who would not have access to TV.

This process conducted by Collective using their TV Accelerator software could segment campaign specific audiences, ones that would pick up those unreachable to TV and provide relevant audiences that would be likely to respond.

Similar software and trials from businesses like Adobe are facilitating the ability for companies advertising on both TV and online to target their consumers based on search data.

However what if your company wants to limit saturation, spend and overall out-sourcing?

The imperative in this case will be to create a compelling advert that will inhabit the leverage and stimuli to induce share-ability online after the initial TV appearance.

The very best ads, particularly those that are brand driven do not necessarily have to waste budget through appearing in copious amounts on various channels.

For instance what has partly embodied the very success that TV has had during its long and illustrious history is its ability to penetrate and stimulate the minds of consumers sometimes with just one showing.

Superbowl ads have perpetually been conceived as a result of frenzied up-front bidding wars; not just for multiple spots, but for individual spots too.

These particular ads for the most powerful indexing for the lowest price let’s say would comprise of a 30-second commercial.

Of course the lowest price pales into insignificance if it does not elicit results, it is the overall cost-per-sale that carries the greatest weight.

Therefore if your business’ prerogative is to build the power of brand for the lowest possible price, the joint imperatives are convergence and to be emotive.

The most effective ads regardless of the platform they are published on are emotive, entertaining and thought provoking.

In order to establish these traits for less though and create ads that do not need the relentless display to be seen, ensuring that the synergy between TV and online is established is key.

Online, although now extremely cost-effective in its ability to harness the interested created by TV is by no means the most efficient means of brand building.

Above all when the fate of your business and its brand perception may rest on one spot, trust can only be placed in TV.

As a supplement online is proving to be consistently more reliable, however as a stimulant it cannot compete with the clarity and display of TV.

Thus to create an ad that will have the ability to provide unrivalled reach, a multiplier effect and potential monetisation online, your ad needs to provide intrigue; an incentive.

Branded ads as a starting point provide overall payback of 1.5 acquisitions per-spend.

Moreover if your preference is to focus on your brand as a whole and not promotions, you will enjoy half of all your ad-induced sales up to two years after your ad may have been displayed.

Therefore as you create your ads, focusing the most on the facilitation of organic consumer resonation is key.

Creating stories is crucial to embody this, while mobilising an ideology through your sub-editing, filming and concept is crucial to the instant encoding you will need to save on costs.

Reiterating brand, but also driving your desired consumer thought processes through the power of music and tone is crucial, ensuring that the consumer is ultimately entertained or inspired by the content.

To execute this from both a creative, cost-effective and media buying point-of-view, ensuring there is an incentive to form apart of the consumer journey is key.

Even though TV ads can still elicit long-term affirmation and growth, in order to maximise this and your budget, facilitating further engagement in the courting process as it were is essential.

By incorporating your TV creative within your website, before providing additional content unseen on TV, you can maximise our natural curiosity to source information, boosting impressions and resonance without increasing media spend.

Within any initial foray into TV though it is advised that your business runs a test to ascertain the strength of TV first with your media buying.

Any test can provide you with vital data that will reveal whether your desired call-to-action or visibility was optimal in relation to what could be possible.

By being noncommittal to TV initially you can ascertain and maximise the initial impressions and upscaling this would have provided, before contemplating a prolonged TV presence.

In this regard you are left in control and can tether your costs as a result and not leave them at the perils of overspending, should for instance similar spots become available in your media plan.

Space City has been producing TV, online and radio commercials for 25 years, creating an autonomous platform for high-quality, low-cost advertising.

Contact the team now and create your next ad for less by saving on production, media buying and online display costs.

 

CHRISTMAS Is perpetually the time where businesses in their droves will seek to secure a culturally symbolic ad that embodies the entire period.

While this time represents the periods where businesses and advertisers revert to a more traditional, linear, brand-driven tact when it comes to their marketing, it highlights a fundamental failing within advertising: why don’t businesses attempt to deploy similar tactics throughout the rest of year?

From a pragmatic point-of-view it is the exorbitant outlay of producing the ad that may inhibit some from producing a similarly derived creative within the same year, however given the leverage advertising carries with consumers, why wouldn’t it be successful?

Well some would point to the fact that linear TV at least does not garner quite the same volume of impressions as it used to – this could not be further from the truth though.

In the past the impetus within TV would be centred almost completely around branded content; ads that could be engrained within the minds of consumers, ensuring that when needed they would call upon their services.

Amid the rise and breadth in the consumption of technology, which has served to both improve measurability and consumer harnessing, many have taken this shift towards instant gratification as a conflation to the demise of linear, branded TV advertising.

Despite TV audiences as a whole stagnating – not falling as some would make you believe – its ability to provide cost-effective, sales inducing ads would have declined perhaps?

Sadly not for the doomsayers, who seek to peddle the myth that online can provide the standalone, analytical, data-driven lynchpin to your entire advertising operations: TV is inexorable in its ability to act as the catalyst to any successful campaign.

Like Christmas embodies intrinsically sympathetic, selfless, virtuous and harmonious thoughts, TV carries the inherent stimulus to grow quickly and permanently.

While the recycling of the eponymous Christmas TV commercial has become as much a seasonal staple as the culinary trimmings of it, the message to all has to be that if you want to curate an encompassing brand image the only premise to showcase it is on TV.

For instant responses, creating a lasting brand perception and to ensure the greatest efficiency, TV still is and will continue to be the leader or catalyst for growing businesses.

The key for your business though is to harness this advertising panacea in two ways: one is to execute it in the first-place through TV, the other is to extend the core messages of it to implement similarly emotive, messaged focused campaigns that can deliver not only year-round success, but mobilise social change.

Notwithstanding the trust this will reestablish in advertising as a whole, your business can take advantage of the success TV and online can generate as a collective.

Amidst the emergence of online as serious advertising harvester and generator of sales success, the merits of adding TV to your ad portfolio have increased from 27% in 2006 to 40% in 2016.

Previously TV as a standalone entity provided mainly the branded aspect to advertising, knowing audiences tuned in it was an easy decision for marketers to use it.

With the current age though and the ability to analyse not only online campaigns fastidiously, but TV too thanks to the latest cloud driven, analytics enhanced ads.

Given that TV can provide unparalleled levels of both brand resonation and instant sales increases, the scope to exploit its abilities as a lead generator are stark.

Christmas may still be some time away at the time away, but ultimately it and its values should be embedded within the prerogatives of businesses all-year-round.

By implementing regular TV spots with not too much saturation, costs can be reduced and when considering the more interactive and programmatic means of advertising now available, you can establish your most effective channels and creative tacts swiftly.

The emphasis therefore has to be around empowerment, entertainment and resonation, embodying and mobilising a particular movement or force.

It is really the connotational association with the time of year that provides the instant emotive resonance, thus artificially creating the facility for this is imperative.

Christmas may only be one day, but its effect on your business is profound.

By simply creating a generic version of an all encompassing tact, your brand can begin to embody a new trend, one that mobilises resonation reach and growth all-year-round and like keeping a dog: not just for Christmas.

Ads that focus on empowerment enjoy up to 70% increases in engagement and optimum business effects.

Space City has been producing TV, online and radio ads for 25 years, creating ads that employ enduring appeal to facilitate unceasing growth.

Contact the team now and enjoy your advertising with ads that have produced as much as 600% increases in ROI.

 

SPACE City is delighted to announce that it has been awarded the tender to produce Amor Beverages’ first ever TV advertising campaign.

Having pitched to the producers of the Amor Pure brand of water, the Berkshire-based business were looking for a production company to bring their new Vitality energy drink to life.

The team were shown an eclectic array of live-action and animated concepts by Space City, before ultimately choosing an animation that focused on underpinning the brand values of the burgeoning force: Refresh, Revive, Renew.

Launching long-term sales and brand resonation success has formed the foundations of Space City, as they have facilitated the profitability of companies like Moonpig, GoCompare and MoneySupermarket to name but a few.

Work on the advert will begin immediately ahead of Amor’s initial test on TV due to take place later on in the summer.

By choosing to eliminate many of the added ingredients that augment the industry conglomerate, Red Bull, Amor are seeking to create a more holistic and encompassing brand that focuses on social empowerment.

Amidst the news that Amor would be launching their debut ad campaign with Space City, eponymous recruitment website CV Library have also awarded the London-based production company the tender to produce their latest radio commercial.

Having produced a TV campaign for the Hampshire-based company previously, Space City is acutely aware of the brand context necessary to empower and stimulate potential consumers within the forthcoming radio advert.

Radio remains alongside TV the most effective means of leveraging emotion within advertising, eliciting nearly twice the payback of online according to Ebiquity.

Space City has been producing TV, online and radio ads for 25 years utilising the power of emotion to deliver up to 600% business growth for some clients.

Contact the team now and exploit the UK’s most experienced production company to produce your next ad.

 

 

 

TECHNOLOGY Is continuing to evolve and provide advertising solutions that will soon eliminate ad wastage and provide a true marketing panacea.

Through the latest innovations and collaborations between Sky and Virgin Media; Adalyser, Optimad and Carat, notwithstanding Adobe, businesses and its cloud, your business can deliver truly targeted, pertinent ads that can emotively enchant consumers.

While the rise in programmatic has ensured businesses can be kept abreast of the success of differing creatives, why they may or may not be succeeding, as well as providing complete, realtime automation, technology is ensuring that you can optimise creatives before even sending them to broadcast.

Through Adobe’s latest software: Advertising Cloud TV, the eponymous tech giants will be able to evolve the burgeoning programmatic software into a perceptive piece of software, than the receptive.

Although the ground made in recent months by companies to Sky, Virgin Media and Adalyser as they strive to broaden TV’s appeal and relevance, Adobe’s latest interpretation of media buying software ensures initial costs, accountability and attribution can be reduced and optimised.

Moreover the very cloud that Adobe will harness to process data and align it to your media buying strategy ensures that it is a learning piece of software, something that will continue to build an evolving CRM and data pool for your business to implement.

Although the cost of utilising this software has yet to be disclosed, the ability to finally offer completely accountable, relevant TV advertising has been facilitated.

Having a knowledge of existing search trends – in turn with previous ones – ensures that your ads can be placed in front of the screens that will statistically elicit sales and brand affirmation hitherto seen online.

However with essentially the same ability to track, optimise and segment audiences to suit the individual requirements of the consumer as online, TV can provide the first advertising panacea.

Through blending the best of online and TV and optimising it in realtime, you will ensure that your business is satisfying and supplying consumers with ads that are both relevant, impactful and entertaining.

While certain online-only campaigns have delivered on the two of the three counts – impact omitted – they simply do not supply the upscaling and ability to resonate that TV does.

The mitigating variables that have always stymied and inhibited display, quality and true consumption may subside as improvements in device screen resolution and broadband speeds are made, but they will ultimately falter with quality, upscaling abilities and credibility.

Ad technology has continued to provide your business with the scope to improve accountability, measurability and growth, through more targeted, data driven ads that migrate more from just linear TV.

Although this means of advertising alone remains stronger than ever in terms of sales elicitation and sales, thanks to internal technological advancements, picture resolution and the complimentary impact both TV and online have on each other, impact alone has not been enough for advertisers.

Audience, understanding them and cultivating the qualitative and quantitative data that can facilitate proactive advertising, not reactive.

While overall spend in TV has remained strong, online’s surge to the top of ad spend has been sparked by the clamours for both attribution and expedience.

This of course does not necessarily elicit increased sales growth, improve brand retention, or credibility.

Through the technologies that Adobe are pioneering, audience is firmly being placed at the heart of advertising, with impact and understanding at the heart of providing a more complimentary ad experience.

The result of a recent US survey conducted by Adobe themselves has found that just 26% of TV ads are relevant to them.

Given the fact the 90% of all daily viewed media is on TV,  the scope to improve efficiency, spend and sales growth is stark.

With greater impetus on personal data and not necessarily device-driven-ads that have led to issues with relevance in online’s case in the past, the technology provided by Adobe ensures that the symmetry between TV and online is exacting.

As a result the stimulus your TV advertising supplies to your online channels is increased further, securing a fully autonomous and co-dependant platform for success.

Consequently the paradox is for both advertisers and businesses is that through working together and essentially sharing each-other’s data and knowledge, can serve to compromise your business, yet provide the most effective means of increasing success.

To optimise your ads organically and ensure you maximise this paradox, your business and production company will need firmly place the power back in the creative and the science behind it.

Space City has been producing TV, online and radio commercials for 25 years, steering start-ups, SMEs and major corporations to increased long-term success thanks to creative science.

Contact the team now and exploit the power of collaboration to increase business success by a minimum of 30% compared to linear TV advertising.