Nielsen Analytics evolution a boost to ads

With attribution the perennial concern for your business and the quality of brand driven, TV advertising, a seminal moment has passed through Nielsen

NIELSEN Has evolved to provide the integrated, intrinsic analytics service that broadcasters have been clamouring for: TV is back.

Through the integration that will incorporate the analysis of any increases in website views three and seven days after an ad has been displayed, your business can now visibly view the impact your branded campaigns are enjoying through TV.

While previously analytics could at best provide the analysis of your website and compare results with that of pre and post-TV, with gradual progression towards direct attribution, particularly when related to response campaigns.

Innovations from internal sub-brands at Adstream enabled business to have access to real-time, actionable data, without the need to wait for post-campaign analysis.

While these were steps in the direction towards online levels of transparency, the ability to enjoy instant gratification ensured that business have become reticent to utilise any means of advertising that does not incorporate instant, actionable analytics.

Online spend has surpassed that of TV for the first time, while Facebook is continuing to evolve through the integration of its own TV-style service within a sidebar on a users newsfeed: TV has had to act.

Although not directly accountable to TV, Nielsen is an ancillary force that is imperative for TV to provide the analytics necessary to satisfy the modern marketer.

Linear TV has seen advertising purchases decline as the live viewing figures have fallen slightly, what broadcasters have craved is the integrated service that includes any viewing figures from VOD and any of their online broadcasts.

Being able to provide this collective data as one source of income will once again provide further ammunition to broadcasters and agencies, as they look to reignite the ailing TV ad spends.

Ultimately your business has no care for the success of broadcasters, you are just seeking the optimal conduit to showcase your advertising, in the most accountable and measurable way possible.

Now though you can continue to advertise your business and services with confidence using TV as the driving force, knowing the work of Nielsen has facilitated maximum transparency between your TV display, effectiveness and ability to utilise programmatic.

Viewing figures of programming in general, notwithstanding the engagement that is enjoyed between ads that feature on linear and how it compares with the optimised nature of online and VOD.

Moreover the consent of platforms such as Youtube to facilitate this progress is resounding proof, and an admission from online conglomerates that TV is necessary for them to succeed.

They know in equal measure to broadcasters that through having access to the content and actual consumption and engagement figures, they can begin to optimise their own services and ad delivery to compliment what is successful.

In the short-term at least it can be the catalyst for broadcasters and media buyers to focus on initiating competition again; through the depth of viewing increasing once more, premium content will become more lucrative.

However from your business’ perspective the worry about cost increases can be allayed, in the knowledge that competition will only serve to lower the cost of upfront purchases.

Through aligning your own business with pre-determined content in the preliminary planning process, you can shape your advertising creative around programming that compliments your brand, notwithstanding other partnerships you can initiate to benefit your affirmative force.

Although programming rotates and changes in scheduling and timing, with the ability to implement  server-side delivery, you can seamlessly switch your advertising creatives to suit the consumers that are being delivered to.

Furthermore the ever-increasing ubiquity of internet-enabled TVs is ensuring that the calibration of net-native ad delivery tools can be installed on linear TV metrics, creating seamless, unilateral ties between TV and online.

In this manner the negotiation between your business, interactive TV providers and online outputs can embody optimal lengths and programming augmentation, which compliment the most efficient means of access your consumers enjoy to your ads.

As a result, Nielsen has become a source of relevance again and not just to assist with some parochial online outlets in denigrating the power of TV.

The entire advertising and broadcasting industry has continued to evolve, now your business can step back into the credibility of TV, in the knowledge of its enduring and increasing power with the presence of online.

Space City has been producing TV, online and radio adverts for 25 years, specialising in response commercials that drive consumers to exterior channels and initiate short and long-term investment.

Contact the team now and ensure you lower your advertising costs by at least 20% and increase your profits by up to 140% in three years.

Your business is constantly striving to lower advertising costs, through the implementation of charity partnerships you can thrive

CHARITY Partnerships have long provided mutual benefits to both the charity themselves and the business in partnership: celebrate it.

Advertising success is driven by emotive resonance and necessity, therefore by celebrating your virtues and providing joint TV advertising ventures your business can lower costs and provide collective benefits for yourselves and your affiliate.

Of course exposing the ideals of any charity that you may come across could be detrimental to your brand and your overall ethos; both your visions have to be aligned for the partnership to succeed.

Through the aligned display of both your brands and causes collectively you could not only share in the costs of delivering the campaign, but also enjoy the benefits of adding further distinction from your competitors.

Creative and the originality of it is imperative to distinguishing yourself from any competition and establishing what your values, service and purpose constitute.

Although this can be achieved through emotive, brand driven ads, this relative success is only going to provide your business with leverage contemporarily, to instigate increased success, economic growth and ultimately greater exposure will serve to boost your business for the long-term and in a wider context.

Whereas the only exposure on offer to your business is from your own marketing channels and your consumers, by conciliating another body to your company and the people that our involved with that, you are providing increased upscaling capabilities.

Of course the extent of the mutual exposure is defined by your own internal agreements or contractual obligations, but initiating the mutual celebration and truly immersing your business in your partner will serve to add credibility, authenticity and emotive leverage.

Faux emotive claims can of course be made, but through the inherent power and credibility that TV inhabits your business needs to ensure these claims can be substantiated.

As well protecting your business legally and commercially, by fostering official links between yourself and your partner the integrity of your business is fostered.

With increased credence offline, your online campaigns can carry inherent trust, ensuring that the joint exposure of your partnership can work from both a B2B and B2C perspective.

As you look celebrate the partnership mutually, having a combined data pool that could be established utilising the success of blockchain would essentially provide a free source of CRM improvement.

Moreover through a reciprocal affiliate marketing scheme you can establish free sources of new leads and potential consumers, which can both sample your business’ work and that of the charity and ensure cognitive affirmation and clarity as to what both your services provide.

Having another leveraging factor imbedded within your brand, your competitors will inevitable feel compelled to replicate, as has been the routine when any successful ploy is initiated.

As a result the onus once more returns to the symmetry and how your two brands compliment each-other: if your charity can only be aided through finance alone it is not a complimentary match.

The ensuing increase in competition for placement in this regard will concurrently provide wider economic boosts, with lowered costs and the publicity of them ensuring that more consumers can be mobilised and cultivate individual and national prosperity.

In addition to the direct personal benefits, from your business’ perspective, ensuring that the inclusion and celebration of groups within society that have been left underrepresented is prevalent, your business will be assured of the commercial benefits intrinsic to socially progressive advertising.

With the amount of charities in the UK approaching the 200,000 mark and the volume of businesses topping 5.5 million, the competition for charity partnerships that align with mutual values is abundant.

Once initiated your TV advertising will only increase in its unilateral emotive appeal, which will improve your long-term efficiency and short-term sales potential as you proliferate your USPs.

Through the instigation of this tact you will be reducing overall costs for your consumers, while more than absorbing the loss-of-revenue-per-unit through the increase in sales and exposure of your brand.

With the benefits manifest to both parties you can forge a permanent creative direction that can underpin your future response-driven campaigns.

Whether it akin to the Innocent, Knitted Hats campaign, or for instance a similar tact used to fundraising organisations that incentivise donations, through offering charitable donation matching for sales, notwithstanding Gift Aid.

Such initiatives can be seamlessly and appropriately timed utilising the latest media buying tools, namely addressable and programmatic, which can both optimise the audience that is viewing your ad and ensuring they are not seeing it too often.

Space City has been producing TV, online and radio ads for 25 years, working with charities such as the RSPCA to produce effective brand response campaigns.

Contact the team now and enjoy up to 140% profit increases in three years with brand-driven TV advertising.

Addressable, interactive and data-driven advertising has revolutionised TV and online, but other factors are more integral to brand building

ADDRESSABLE Advertising is providing efficiency and data garnering breakthroughs for myriad businesses worldwide, but it has flaws.

When you are looking to brand-build for instance as appose to just generate instant sales, your imperative is to amass scale, reach and emotive resonance; something that is difficult to obtain through targeted advertising.

Although vital to ensuring that you are targeting the correct or appropriate individuals whose circumstances pertain to your promotion, within brand building utilising such specific targeting to mould your brand is counter-intuitive.

Brand response ensures that your efficiency is improved and depending on the quality of your execution, your memorability too.

With targeted brand driven ads you are relying on the multiplier effect alone that TV enjoys to generate increased impressions and subsequent conversions.

Efficiency and optimisation is maximised through emotive resonance and scale: the human mind does not discriminate sub-consciously when it is relaxed and entertained.

Through the minimisation of scale with addressable advertising you are eliminating those – depending on the quality, depth and scale of your data – who could otherwise have resonated with your ads.

Although controlled in terms of display and budget, ultimately delivered to compliment certain programming that aligns with your brand, you cannot achieve the reach of traditional, linear TV.

While viewing figures have declined over the last year, with digital overtaking TV for the first time in overall expenditure, it still provides the optimal lucrative qualities that cannot be achieved through online, VOD or other SVOD.

Ultimately the deviation of many consumers away from traditional TV toward that of subscription services or on-demand, is choice.

Through addressable advertising that may compliment your consumers’ practical or hedonistic needs, you are not necessarily providing them with the content that suits their frame of mind.

This should be reserved for response advertising, whereby your business is seeking consumers and targeting them at particular times based on search, depth of data that can pinpoint when for instance a particular consumer is due for renewal on their insurance, or whether they have a mortgage.

Such knowledge ubiquity one could conflate to mistrust in advertising emanating from the selling of third-party data.

Of course consent is mandatory and non-negotiable at a time where – as well as needing to restore the trust in advertising – data is becoming an increasingly lucrative business for some companies.

Ultimately, both ethically and commercially for your business and wider society, this should not be the case.

Like with any presence of competition where the quality, benefits and nuance prowess support the reduction in costs and improvement of services, efforts need to made to encourage the use of blockchain and OpenAP to both increase competition and protect IP in equal measure.

With the fledgling efforts of Amazon and Google working toward the protection and growth of accountable, shared data through OpenAP; as data volumes increase in relevant in sub-groups you can protect and ensure specific, protected and credible data sources that can lower your costs and competition intensifies.

As companies provide greater quantities of data, your costs will be lowered and the trust you can foster with your consumers will be increased.

Although integral in the pursuit of your business achieving an advertising panacea, when related to branded advertising it can be vital toward eliminating those you know categorically will not be emotively enchanted by it.

If for instance there are mental inhibitions or certain personal traits that cannot be overcome emotively, your efficiency will be boosted through the intervention.

Therefore addressable advertising carries relevance with branded advertising, but should be a supplement; not being used to underpin your campaign.

Through overall implementation you are inhibiting scale and reach, which could otherwise enchant individuals who are watching the complimentary content.

In order to maximise the clear benefits of addressable, data driven advertising the prerogative should be to use it to formulate your direct response campaigns.

With brand you are inherently limiting the very reasons for developing your business in the first place: mass awareness and emotive courtship.

Through simply using programmatic for such campaigns you can ensure that your least performing segments are demoted regardless, thus a firm hierarchy of efficiency will be established.

With greater awareness in the correct context you can optimise your data brand campaigns around those you have engaged through direct response.

Therefore addressable’s relevance increases with the number of ads you broadcast, initially though the elimination of ads through specific, addressable metrics is stymieing the very impact of brand awareness.

Space City has been producing TV, online and radio ads for 25 years, developing brands through complimentary content coupling.

Contact the team now and ensure your business creates the emotive ads that can resonate with more consumers and for longer.

Advertising has perpetually served to boost commerce, but its ability to foster competition and improve standards ensures IMF forecast can change.

IMF Forecasts have long been riddled with inaccurate and varied prophecies, what has been certain though is the scope for them to change.

Unlike a rigid or terminal diagnosis for instance, your business has an ever evolving and shifting success barometer that is dependent on the power of your marketing, competence of your product or service and quality of your staff.

Each is a unique selling point waiting to be used in your marketing, the power of advertising and its influence on the human mind is grossly underestimated.

Productivity in the workplace is ultimately driven by myriad factors, some of which are not out of your control in influencing.

By creating aspirational advertising, content that can provide assimilative, yet escapist facilitation your business can uphold its right to influence society and individuals responsibly and progressively.

Helen Mirren stated in an interview with Campaign Magazine that an insecure individual can be more disposed to creative thought – although not scientifically proven the theory does lend itself to empathy and the ability to circumvent complacency.

As a result there are human influences, emotive ones too that will serve to alter the contemporary forecasts of the IMF, which have stymied the fortunes of your company thus far.

Although falling share prices do little to improve the confidence of your board or that of your spin doctors, it is a reminder that complacency is the single greatest brand and sales slaughterer in existence.

Advertising serves to educate, entertain and reflect in many instances the lifestyles, discourse and traits of those it is broadcasting to, as a result the paradox has been the fear of failure stagnating the very means of affecting consumers, reducing the trust and credibility in advertising.

While steps have been taken by the ASA to advise the creative teams behind the ads, which will shape the sales success of your business in the months and years to come, what directions should be avoided, the imperative has been clear that creativity and originality foster success.

The IMF forecast, although driven by manifold ancillary factors has been conceived from underperforming brands.

Advertising is the primary leveraging factor which affects how successful your business can be, if any business is not optimising itself and utilising the more interactive means of ad delivery and analysis, you are already inhibiting potential output.

Although factors such as a weak Pound have had adverse effects on import costs, causing automatic hindrances, domestic behaviour and productivity can stimulate these ailing faculties once more.

Rhetoric does carry great influence on public opinion through every aspect of society, whether that be the work place, Government, national security, family life or popular culture, what underpins it though is a sound basis of truth, but also emotive affinity.

Conformist emotive content that regurgitates former stereotypes or metanarratives is now 70% weaker than advertising which serves to progress social thinking.

By doing so you will be conciliating more individuals and groups to advertising, while also providing valuable competition within your industry, ensuring that investment in TV and subsequently online advertising boosts economic growth and increased, relevant exposure lowers cost-per-conversion.

As a result gross profits can still increase, while the ebullience of the results will provide the fiscal benefits currently inhibiting your business.

Ultimately emotive advertising is successful advertising and will optimise your efficiency and lower costs, while ensuring that your brand response campaign acts as the precursor to any direct response campaigns is crucial to resonance and memorability.

In fact through prioritising the initial, short term response before implementing a brand ethos, you are placing your chances of memorability in your ad placement alone.

Of course you can combine elements of branding within response campaigns – it is vital to do so – but considering a showcase is necessary for successful DRTV, it is stymieing to your creative when simply showcasing.

By combining emotive context, ensuring that neural coupling and mirroring can occur, you will boost your sales potential and affirmation by 50%.

Therefore the current UK economic forecasts by the IMF are by no means binding, of course the only faculties that can affect this are the media, Government and your business.

Through more personalised, emotive advertising that maximises the optimisation available through linear TV contemporarily you can boost efficiency, lower costs and improve economic output immeasurably.

Space City has been producing TV, online and radio adverts for 25 years, building emotive links between businesses and consumers through participatory advertising.

Contact the team now and you could reduce your advertising outlay by more than 20%, while increasing sales by up to 600%.

DRTV and overall response advertising consistently elicits sales; ensuring that you are cathartic for audiences omni-platform is imperative.

CATHARTIC Advertising may seem in some instances somewhat of an oxymoron, the notion is vital though in all advertising as you seek to resonate.

The delivery of adverts, whether seen to be response driven or brand driven cannot form the guise of sales, disruption or long-form.

In an attempt to generate leverage and relevance online, advertisers and brands have resorted to longer ads.

Although this may seem pertinent when seeking to embody the metrics that have assisted the elevation and cementation of TV as the most effective means of brand affirmation, ultimately it juxtaposes the very reasons why most consumers will be utilising online services.

With the desire for convenience, consumers do not generally go online to relax, be enlightened or to be entertained per se, but seek a platform where they can ultimately access what they desire at the moment they require it.

Through long-form ads or creatives that embody disruption, the intended call-to-action will be dismissed from a contextual and emotive perspective.

With TV also, the ability to utilise longer ads at least is more mobile, but the overall length, composition and tone of any ad style will support product and brand recognition as and when your creatives’ shift.

Of course there must be a differentiation in composition in your ads as you seek to create distinction between your brand driven ads and response ones, but an overall cathartic tone is imperative in the context of selling and retaining your brand in the minds’ of consumers.

Ultimately sales is dictated more by body language and tone rather than the language itself, therefore aggression, shouting or any other form of disruptive advertising such as this will reduce your sales potential by 60% (IPA: Marketing in the era of accountability).

Thus focusing on the cathartic context will ensure a correlation between the mindset of your consumers as they consume your advertising, in turn with that of your actors within your ad.

Moreover the entire concept should be interwoven to provide the transitions and musical cues that compliment the tone of voice of the narrative conveyed.

Without such consistency your ads will emit ambiguity, something which will be more detrimental to branded advertising than DRTV, but ultimately distort the tone and assimilative experience necessary for both brand and direct response.

Ultimately DRTV is the most successful means of eliciting short term sales, even more so than PPC, which continues to have a higher cost-per-conversion rate than TV, therefore ensuring your consumers are relaxed and satisfied from a media perspective is vital.

Conversely as your business looks to create unilaterally successful campaigns that compliment both TV and online – notwithstanding mobile, when working towards a response driven campaign the imperative should be towards showcasing your product or service, embodying humour at its heart.

In this manner the disruptive nature of online advertising can be stymied and the need for convenience can be satisfied.

Ensuring that your website for instance has the capabilities to deal with the convenience offered by your online video is equally imperative; if the call-to-action cannot be exercised without separate intervention by the consumer, you will ultimately just be collecting obsolete views.

Therefore having a branded underpinning to your creative is integral in order for any corresponding online campaign to work.

With TV the expectation and mindset is collective and in situ, there is no imperative need to reiterate brand – it’s a tertiary factor, but not integral; with online though it is vital to ensuring the limited time you have with the consumer is maximised.

Thus in order to amplify this cathartic influence a more descriptive tone will be beneficial: from a showcasing, inclusive and PR point-of-view.

With accessibility, equality and diversity firmly in the spotlight, ensuring they are all celebrated in unison within your advertising will serve your business from a retention and response perspective.

Contemporarily over two million people still cannot access advertising effectively; whether it be through visual or auditory impairment, many cannot access your content as a result of habitual advertising: this needs to change.

The software is available, the creative teams are in place, the action from your part is simply to offer a versatile, emotive and brand centric, cathartic offering that will serve to increase your reach and sales potential.

Space City has been producing TV, online and radio adverts for 25 years, pioneering the first audio descriptive TV advertisement awaiting broadcast.

Contact the team now and ensure you celebrate cathartic advertising, facilitating up to 70% sales growth compared to not doing so.

Greater Anglia are utilising TV once more to showcase their latest advertising campaign, what’s changed though

GREATER ANGLIA have released their latest TV advertising campaign after collaborating with Space City and agency, Jacob Bailey.

Having released seasonal campaigns in the past utilising the renowned creative flair of the eponymous production stalwarts, the Dutch company returned once more to the Hammersmith-based production company, via the aforementioned Jacob Bailey.

Combining a live-action-shoot and animation, the creative conceptualises Greater Anglia’s campaign name: let the adventure begin, through the escapist immersion provided by the impression of a train running underwater.

Proceeding previous campaigns under the East Anglia franchisee’s previous trading name, Abellio Greater Anglia, the brand ethos was accentuated further through the pseudo-real settings ensuring the emotive resonance necessary could be achieved.

Director of the commercial, Nick Sneath, was delighted with the final ads, he said: “It was a fantastic commercial to create, full of technical challenges and weather beyond our control, with a result that looks so fluid and effortless.

“Thanks to the crew, actors, delightful clients and the amazing production team at Space City.”

Having shot at Liverpool Street Station itself, the authenticity combined with the escapist nature of the ad facilitated the aspirational concept seamlessly; assisted by the state-of-the-art, in-house DaVinci Grading Software used by Space City.

The previous campaign devised by the partnership of Space City and Jacob Bailey elicited  ROI of 4:1, ensuring the campaign well surpassed the national average of 2.5:1.

Having previously delivered ROI of 6:1 for client, Jane Plan, the team are renowned for providing creatives that deliver short and long-term results throughout the last 25 years.

Contact the team now and you can ensure your sales remain firmly on the rails with TV advertising from Space City.

Click here now to watch the commercial and let your adventure begin.

Linear advertising has perennially been associated with TV, however with online having asserted its authority it has also increased your costs

LINEAR Advertising online fundamentally is insidiously working to undermine your brand and will weaken resonation, trust and increase advertising costs.

Here’s how.

With the relentless clamour for accountability, measurability and transparency that online could offer in abundance when compared to TV, many flocked to its shores knowing their jobs could be made easier, not necessarily more rewarding.

Of course individual gratification besides, your business is heavily compromised by just online campaigns, whether PPC, banner or video.

As explored in our previous blog, the cognitive mindset when going online juxtaposes to that of TV, with a prerogative of convenience and choice prevalent online, one that does not lend itself to being emotionally enchanted by advertising.

Of course advertisers and brands know this and have installed campaigns that compliment this medium of advertising, with the unwavering evolution and innovation of new technology that has further enhanced the ability to target and display content of relevance.

While this may assist with click-through-rates and ultimately your business’ own designated conversion metrics, you are ultimately perfecting something, which when used in linear form, will carry little brand resonance.

The focus that can be conferred on the consumer is dictated by the quality and emotive weighting of the content disseminated.

However within a paradigm where instant gratification has been paramount and the desire for instant sales pressing, the patience of marketers to allow for more brand centric campaigns firmly fell by the wayside.

 With results being delivered from a response perspective, online, the incentive for businesses to gamble on a means of advertising that did not carry instant results, nor the ability to accurately measure them was void.

Therefore we have seen a shift away from not necessarily brand driven ads online and on TV for that matter, but a deviation from what is integral to produce a branded advert that delivers for the long-term.

Notwithstanding the clamour for measurability, which has distorted the priorities of marketers during the digital revolution, the lack of dynamism to the campaigns that have been released during this period has accentuated the countner-productivity of linear online advertising.

If your business is going to prioritise one medium over another then TV is the means of generating the interest necessary to ensure the affirmation, however as a combination TV and online are at their strongest for generating sales and harvesting the data subsequently accrued.

Thus amid a time where the very cornerstones of brand-driven advertising have been neglected: emotive stimulation, neural coupling, mirroring and communication, the efficiency of your campaigns will be suffering equally.

For every metric that you neglect within your advertising, the ability of your consumers to remember and retain your business is impaired.

Ultimately though the concept of branded advertising online is more greatly flawed than simply advertising in a linear fashion.

With the desire of consumers to be informed at their own convenience online, the disruptive nature of your ads cannot be circumvented by efficient means of display.

Of course the masses of data now privy to agencies, businesses and broadcasters alike ensures that the latest programmatic or server-side ad insertion can be optimised, providing the story-telling brand response that will enchant your next consumer base.

What is lacking though from this construct is the inherent inefficiency of brand-driven advertising online.

Notwithstanding the mindset that stymies the efficiency and consumption of linear online ads, the natural clamour for convenience online, as appose to more objective viewing through TV, ensures that patience to immerse oneself fully in the entire ethos of the campaign is inhibited.

With costs initially reduced it seems through online display and pre-rolled video, the lack of efficiency and scope for impact renders your ad redundant.

While online has become more expensive in real terms to deliver payback, TV has continued to evolve and lower costs thanks to its own programmatic offerings and inherent emotive, affirmative qualities.

Therefore by directing budget back to TV to support online – and not stopping it altogether – your business can truly compliment what your consumers desire from advertising and associate it with cathartics and not disruptiveness.

Through advertising omni-platform you can utilise the respective advertising metrics to optimise consumer generation and harvesting – the two are weaker when being undertaken in a linear fashion.

By utilising the two most lucrative forms of advertising you can lower your advertising costs immeasurably, depending on the creative execution, on average though you will enjoy gains of at least 80% (IPA research).

Space City has been producing TV, online and radio campaigns for 25 years, utilising the omni-platform approach to improve efficiency and lower overall costs.

Contact the team now and you can utilise emotive TV advertising to lower your CPC rate by 140%.

Adverts continue to cause contention, inspire and dictate consumer feeling, being impactful though need not be fraught with difficulty.

ADVERTS Are essential for any business as they seek to absorb and immerse a consumer within a brand or product, research though reveals simplistic truths.

Ultimately in the pursuit of accountability, measurability and granular data, myriad businesses have migrated away from the calm and safe shores of TV to the more controlled, yet turbulent confides of online.

While online undoubtably provides unprecedented depths of information about consumers, ensuring that targeting can evolve in real-time to provide programmatic and complimentary solutions for your consumers, how these adverts are consumed though should ensure you focus on TV to enchant your customers.

TV – although improving – still lacks the levels of granular data to provide similarly specific, addressable campaigns that online can deliver, given the limitations with data provided by set-top boxes.

Businesses, broadcasters and third-party data providers are beginning to harness the data necessary to ensure that TV can be appealing to businesses unilaterally once more, although there are more fundamental reasons as to why your business has to utilise TV as its advertising catalyst.

When comparing the very reasons why people go online or watch television for instant, the conclusions that are drawn are stark, yet unsurprising when you consider the trust that TV inherent generates.

Notwithstanding the regulation that consumes the adverts that you view on TV – and not online – the emotive reasoning for seeking out TV is one of the crucial factors maintaining its advertising superiority.

Adverts that are displayed either unilaterally on TV, or at least form the catalyst of a campaign, are trusted by 20% more of the public than that of campaigns originally associated with online.

Moreover through the very means of being of having your business displayed on TV as a whole, you benefit from the emotive mindsets that can assist and further lever resonation and affirmation – vital to both brand and direct response.

A study by Thinkbox, the commercial television marketing association, found that TV as a form of cathartics is a necessity for human emotive satisfaction.

The main reasons cited for watching TV were to unwind, for comfort, to connect, for an experience, to escape and to indulge.

In this context then as you seek to enchant consumers through your adverts and product, utilising the state of mind of individuals will serve to benefit you more pertinently than with online.

Thus with your consumers in a more relaxed and impressionable mindset delivering adverts, showcasing – as appose to selling – your products can be fulfilled in a complimentary fashion to standard cognitive behaviour.

Considering that more than half of all the most viewed programs on TV currently comprise of news bulletins or non-fictional topics, it may seem ironic given the emotive reasons for connecting with TV.

However when linking this research to the knowledge we already have concerning those who trust TV, it is not surprising that your consumers flock to TV to ingest fact; looking to TV for affirmation as the media conduit it trusts.

Furthermore when compared to online, where the conscious desire has been proven to embody routes of interaction and engagement, adverts there are more disruptive and not intrinsic to the media experience.

Although display has improved with online, measurement also in relation to understanding of true consumption, video is often circumvented by ad blocking or non-ingestion.

83% of online users have stated they flock to online for the flexibility it provides: watching what they want, when they want.

Adverts on TV by contrast form an accepted element of the TV viewing experience, while if placed and formulated with cognitive thought in mind, can ensure lasting and lucrative connections with consumers as a result.

Conversation drives subconscious emotive resonance, therefore by initiating this within your adverts you can systematically ensure assimilation during and after your ads thanks to another of TV’s nuances.

Of those watching TV, 54% are watching with more than one person ensuring that the power of your advertising instantly goes further, while single viewers accounts for 70% of VOD viewing.

Therefore as you look at the mediums you are advertising on, the core reasons for your consumers utilising should bear the greatest pertinence to your marketing strategy.

With consumers looking for escapism with TV, your adverts can provide the connotational links that foster the faith and trust in your business.

Space City has been producing TV, online and radio commercials for 25 years, focusing on TV to provide profit increases of as much as 140% within three years.

Contact the team now and you could get your business on TV quicker and through using less budget thanks to completely autonomous in-house facilities.

The ASA has moved to expedite the ailing efforts of advertisers to eliminate stereotyping, will it disrupt or compliment though?

THE ASA has taken the step to propose banning orders on certain ads that fail to address the existence of stereotypes; it has much to consider though.

With the continuing clamour of businesses to have ads that are guaranteed to succeed and is verified through data and pretested means, the progression of it in the mainstream has been limited during the current century.

While relative success is achieved an endemic has spread that is averse to any advertising experimentation, with the impetus of advertising driven by the tried and tested.

Paradoxically though it is the very audiences they seek approval from that are stymieing any potential shift from the advertising metanarrative and stereotype that remains entrenched in the creatives of many businesses.

Advertisers have fundamentally underestimated the influence they have on popular culture, as well as the social stigmas that continue to plague many TV screens, perpetuating many of the issues that have led to the ASA’s suggestions of how to facilitate social change.

The scenarios portrayed within ads can be replete with emotive cues that serve to create cognitive mirroring in the minds of consumers, thus ensuring relative success.

This faux portrayal of normality though has been proven not to represent the current state of society.

For instance according to research by the Lloyds Banking Group just 0.06% of ads featured members of the disabled community, while 17.9% of the population is disabled in some way, shape or form.

Conversely 0.29% of ads feature single parents, with 25% of the population comprising of this demographic.

Overall the disparity between the actual state of society and what is portrayed in ads is woefully prevalent, but has partly been as a result of the competition between online, TV and other means that have lead to more risk averse content.

The price of failure for agencies, businesses, media buyers and broadcasters to display risky or untested content has been too much of a deterrent amid the guarantees of measurability and instant gratification from online.

Therefore as TV has remained the strongest source of advertising revenue during all periods, thus carrying the greatest leverage, businesses have been reticent to deviate from the proven.

Although statistically consumers have said they would be 70% more willing to engage with brands if they sought to empower ostracised or underrepresented groups, businesses in the age of accountability have been unwilling to shift toward a more forward thinking prerogative.

While the ability to measure and understand how and why consumers are searching in the manner they are can assist with the pretesting of creatives, the conformity and ability effective advertising has on the consumer can be a formidable leveraging force in itself.

Therefore regulatory reform has been undoubtably delayed over the beginning of the 21st century, with complacency and consumer exploitation superseding representation.

Thus in order to expedite the matter of stereotype elimination, a form of regulation will of course improve representation and portrayal, what is not needed is the exclusion of certain ads which may not conform due to context or through overzealous bureaucracy.

Lessons should be sought from the fallout in the wake of the Leveson inquiry into press standards; IPSO was formed (Independent Press Standards Organisation) and led to inhabitation and disincentive of quality journalism.

Although sanctions have been relaxed since, what the ASA needs to refrain from is the inhabitation of certain creative ideas – a simple evolution would be fitting.

Akin to the regulations and statutes of times past which have served to protect consumers and improve advertising quality, the latest evolution in advertising jurisdiction needs to follow suit.

A thorough revolution which banned certain creatives or fundamentally blocked any form of arbitrary intervention will only serve to weaken advertising and not enable them to flourish once more.

The current system is clearly flawed, but this should not instigate the thorough implementation of banning certain elements of advertising, the freedoms namely that ensure creatives can continue to flourish amid an increasingly targeted advertising world.

Overall the ASA’s intervention is long overdue, however the reasons for it doing so have been facilitated by the very technological advances that have paradoxically entrenched many in the industry to persist with the very stereotypes they have created and maintained.

Space City has been producing TV, online and radio adverts for 25 years, celebrating diversity and denigrating stereotypes through aspirational advertising.

Contact the team now and enjoy sales increases of up to 600% with celebratory advertising that delivers.

Pretesting has been increasingly maligned amid the rising dependancy on data and the power of search, jettisoning it completely though would be detrimental

PRETESTING Remains an imperative force behind advertising, despite its inherently emotive averse tendencies that has seen it alienate ads.

Ultimately the thought process needs to begin long before: what programming or content would our brand be best situated with?

The questions that need to be raised prior to any consideration to ad placement is: how are  viewers being compelled to watch certain content? Whether that be via SVOD, or through standard programming.

If viewers of a certain ilk as it were are receptive to certain content styles, genres of programming, or the emotive traits within those shows, replicating them to compliment your brand will assist with resonation, indexing and long-term payback.

Within such a transient world of instant performance, optimising current performance and contemporary accountability, many are resolved to neglect to importance of branding and building associations.

While not endemic to the ad industry as a whole, amid such an age of instant gratification where ads are optimised to drop under-performing creatives, very little patience exists within the era of transparency to persist with brand-driven advertising.

Of course this is more of an issue regarding the power of response advertising and not the power associated with the garnering of quantitative and qualitative pretesting-derived data.

Emotion is more of leveraging factor than any means of persuasion or selling, thus the notion of asking unequivocally as to someone’s approval or likeness of a product or service would seemingly deviate from the desired final outcome.

In terms of looking for approval of a tact subjectively and singularly for your ad you will be lost; there is no previous point of reference, the only means of utilising pretesting is through accruing an understanding of the programming you are associating with.

Through drawing comparisons between the approval of the shows you are considering aligning your ads to and your own creative tact, it can act as an imperative reference point and form a part of your qualitative data, which can be evaluated for any correlations as you look to establish the optimal alignment.

Whether this just the programming you are looking to embed your creatives within, or potentially sponsoring an entire show for instance, by combining a variety of data sources you can scientifically and transparently establish whether the correlations between programming and your own ads are to trusted.

Through the reliance on just one data source, or many, but derived from search data for instance, you will be only marginalising your ability to collate valuable data and hinder your long-term brand development ethos.

Your creative and consumers should be intrinsically linked, therefore safeguarding the success of those links need not inhibit creativity, but assist with the delivery of a concept.

If something is proven to work and you chose to adjust the concept to work for you, that is still risky, in the same regard as a business and agency that decides to attempt an entirely data-driven strategy.

In order to source a tact that can deliver for your business, sourcing the emotive stimuli that correlate will be imperative to at least underpinning the tone of your ads.

The concept itself can be adopted to infinite scenarios, it is not necessarily the receptiveness to the concept itself at pretesting, but the indexing and long-term payback that would otherwise be lost through transient, qualitative data.

Thus to shift your business toward a more brand response centric means of advertising, the marriage of emotive stimuli and editorial symmetry is paramount to ensure that the risks of utilising branded advertising are vindicated.

The risk are only really relative to your KPI achievement metrics, but to truly enjoy long-term success your business has to deviate from being risk averse.

Branding and sponsorship remain advertising’s greatest elicitors of payback.

Therefore marrying the pertinent content to your advertising is imperative to optimisation.

While overall brand health percentage points were up 5% with complimentary content that reflected brand, ads that did not have suitable partners were less than half as efficient.

Therefore as you seek to implement payback generically without specialist product launches, pretesting your creative with complimentary programming that delivers can improve your long-term payback vehemently.

Nine months after an ad has ceased broadcasting in the form sponsorship it still carries 81% of the effectiveness it had after its last broadcast, while generic brand awareness lost all but everything of its awareness after a nine-month period.

Thus if your business’ prerogative is to sell individual promotions or multiple services modularly or in the short-term, sponsorship lacks the same levels of penetration, however if you seek long-term affirmation and awareness, using it and program-intrinsic pretesting will be vital.

Space City has been producing TV, online and radio commercials for 25 years, utilising the power of sponsorship for businesses including InsureandGo, Neilson financial services and Karcher.

Contact the team now and utilise the most efficient form of advertising for less, while enjoying up to 600% sales increases.