Competition key to sales increases

Competition between businesses is strong, but expedited advertising can be usurped by increased agency collaboration

COMPETITION Is imperative for any progressive and functional economy to operate, but within the industry itself old habits continue to permeate.

With the drive from businesses to become more ethical in their overall practices, the agencies and production companies themselves need to embody a more progressive, innovation-centric approach to advertising.

The complicity to continuing stereotypes has only served to perpetuate the continuing divide between consumers and businesses.

Therefore beyond the ethical soundbites and periphrastic directives that carry little or no relevance to a company’s overall direction, the entire output of the companies you choose to develop your advertising with needs to evolve.

Thus the directive of your company should be to be more critical of the agencies and production companies you seek to employ, ensuring that competition proliferates and agencies themselves are better placed to combine specialities, delivering more efficient and successful campaigns.

With increased collaboration between agencies the pool of talent at your disposal will be greater, ensuring that your business can utilise the most relevant staff for your company.

Although some of the best agencies in the country may be generically successful, some niche brands – especially SMEs and start ups – will perhaps lack the tactile knowledge that smaller or different agencies may have of that particular sector.

While for the creative industry as a whole, this may seem counter-intuitive towards fostering increased sales, the increased reach from both a PR and marketing perspective will ensure that awareness of agency specialities also come to the fore, ensuring that both agencies and businesses can work together to optimise the innovations necessary for business development.

This competition will be the catalyst behind the break from the opaque nature of many agencies.

Of course you can research the respective agencies, but with increased collaboration or a service where specialities are forged, true competition can flourish with the increases in knowledge of operating techniques.

A detrimental outcome peripherally, the knowledge can ensure that true innovations and product developments are expedited: improving services and fostering trust in an industry that needs fresh impetus.

Leading UK agencies have been extolling the virtues of the industry and how the capacity for more agencies is abundant, yet principles from this perspective have not changed.

Creative networks exist from industry leaders like The Drum and Campaign Magazine; offering appraisal and analysis, yet so many agencies are pertinacious toward being toward providing generic qualities.

Particularly when it comes to direct response, clear understanding of niches and how to appeal scientifically to potentially consumer bases is vital.

Yet many in the upper echelons are simply driven by creative soundbites that often lack substance.

Celebrating and publicising true success in the age of fake news and consumer distrust has become increasingly difficult, but its ultimately the figures that truly matter to business growth that need to be more regularly disseminated.

Ultimately agreed codes of conduct need to be agreed to be agreed beyond agencies and businesses for that matter that ensure both consumers and companies respectively can enjoy increased trust and productivity.

With more competent staff members being utilised within respective jobs, not only is that in itself incentivising evolution and change at agency level, but it increases productivity and accountability for the business advertising.

Competition ultimately leads to growth, with the proliferation of opacity, it has been difficult for businesses and consumers to decipher what is fact and what is a distortion.

Therefore onus needs to be placed on more generic accountable metrics that can judge the output of agencies; from volume of ads produced, to the success of them – concerning sales increases, efficiency and ROI.

This can only be proliferated and made ubiquitous through collaboration between rivals in the advertising sector, ensuring that from both agency and business perspective your productivity increases, affecting the wider economy positively.

Productivity has been questioned from a UK perspective in recent years, with little progress made, however much can be done to arrest this relative stagnation exploiting this deontological approach to business.

Rule-based thinking applies to ads themselves, however arbitrary the system may be, yet for the agencies and businesses who produce and celebrate them, a lack of adherence and willingness to communicate has stifled the industry.

From a tertiary perspective too your business can enjoy increased growth.

With the exposure from just one agency or production company, you are limited with your growth potential; by collaborating with more agencies you can increase organic exposure, without sacrificing budget.

Space City has been producing TV, online and radio commercials for 25 years, collaborating with myriad agencies and media buyers to produce more specialist campaigns.

Contact the team now and increase your sales by as much as 600% through TV advertising, while reducing costs by at least 20%.

Ahead of hosting their exclusive, free event for would-be advertisers, Space City has enlisted Clearcast as the latest keynote speakers

CLEARCAST Are the latest keynote speakers to join the list of industry experts contributing to the, Make Your Own TV Advert event hosted by Space City.

The industry providers of clearance for TV ads work with advertisers and agencies, on behalf of all major commercial broadcasters, to get ads to air by ensuring they won’t mislead, cause harm or offend.

After Guerillascope – the eponymous UK agency and media buyer – were announced as the first batch of speakers for the event, Jan Cooper, Senior Copy Group Executive at Clearcast, will explain the importance of advertising clearance, how it works and where Clearcast sits within the wider context of the advertising industry.

Although legally obligatory for any advert looking to enter the TV domain, for those only looking to advertise online it is not a legal requirement to obtain clearance before adverts are released.

With VOD advertising increasing in popularity over the last five years, it is now advised in this instance that Clearcast is utilised to protect both consumers and businesses.

Under the jurisdiction of the ASA in the UK, Clearcast also provides advice on advertising campaigns set to feature overseas, ensuring that businesses have scope to expand legally, more efficiently.

Space City’s staffing roster has been trained and accredited by the perennial clearance providers, ensuring that campaigns can be delivered swiftly and compliantly.

The event on Thursday, 7 December 2017 will offer a visceral insight into the entire advertising world, ensuring guests can have a completely encompassing understanding of what it takes to produce successful, compliant and expedited campaigns.

The London-based company clears 65,000 ads-per-year, ensuring that consumers are engaged in the promotions and services of the UK’s 1.4 million limited companies.

Space City has been producing TV, online and radio adverts for 25 years, working with Clearcast and Guerillascope to deliver ads that have leveraged 600% sales increases.

Contact the team now and ensure you secure your free place at the Make Your Own TV Advert event – potentially securing at least 5% discounts from future campaigns.

PPC is an oft used and successful means of eliciting sales and usurping your competition, but is it efficient and worthwhile?

PPC Continues to dominate the advertising industry and provide irrefutable sales success as a result, but does it support your business in the long-term?

With any form of advertising you ultimately have to deliver it to appeal to some degree of sentiment, thus eliciting emotion and fostering trust.

The issue with PPC is not the fact that it does not target the wrong consumers – although it can – it is that it is doing so in a very insular fashion, without preparation for organic cultivation.

In the first instance, if your consumers have needed to source your business via a PPC ad, you have yet to impose and emboss your brand on them; you have not failed of course, you might be a start-up an SME without the established infrastructure to penetrate existing brand loyalty that pervades the industry, but it is an indicator that you need to.

Ultimately it should be a tertiary means of contact – after trust has been generated, and acts as a means of increasing your suitability to the consumer.

At this stage engagement should also proliferate on social media and through direct mail, but – although differing entities – the communicative style should be adjusted to compliment the mindset of the consumer.

This can be personalised at the point of harvesting data to accommodate the situation the person may be in: are they at work? On holiday? Surfing the web after work? Ultimately context is imperative to the successful implementation of advertising as a whole.

While this has always been the case, it has and continues in some quarters to be underpinned by stereotypes, but it can change quickly with more ethical advertising that deviates from this cautious tact.

With only demographical knowledge and the findings of focus groups for instance, advertising – particularly in a response sense – became very rigid and limited in its ability to target more consumers – now they are targeting less, but with greater efficiency.

Is this efficient though? Ultimately, as we continually enjoy the evolution of a more accommodating and reflective advertising sphere, the most successful forms of advertising focus on augmenting existing success stories to new innovation.

Print and online; TV and and video streaming; outdoor and video, all are providing added dynamism and leverage for your business to as it seeks increased awareness, resonance and responses.

The most successful means of advertising from a long-term perspective is TV sponsorship or that in general: this is driven through cohesive and complimentary emotive video that disambiguates any of the contextual confusion that may emanate from less structured media slots.

This is where the crux of the issue with PPC lies: you cannot dictate mood with PPC; influence it, nor can you emotionally connect with your potential consumers beyond a level of convenience and temporal satisfaction.

Once this ad has been displayed, clicked on and perhaps even utilised to purchase a product, you are only leading from a terminology perspective, not an emotive or cognitive one that will ensure you are searched for directly – negating the need for PPC in the first place.

Thus this means of advertising – although temporarily effective – only serves to illustrate the lack of community, rapport and resonance a consumer may have with your business.

Over a three-year period, ads that serve to sponsor specific programmes are more than six times as strong as those who serve to fill usual commercial spots.

Trust meanwhile is unparalleled in this context, with 89% of people of view sponsorship bumpers deeming them trustworthy, compared to just 39% in spots.

Moreover, the overall ROI is 40% higher even over a short period of time (three months), vindicating the creative direction.

With PPC, from a courtship perspective, you are only appealing to a modicum of the persuasive elements that underscore business success.

Just 8% of how someone is persuaded by something is through the words alone; it is the delivery that serves to index your business on the minds of consumers.

Thus as you look to generate true efficiency and prolonged sales potential, PPC should be used to support existing campaigns at a later date – after any initial TV, VOD or other broadcast media campaign.

Therefore, whether you are an established entity or fledgling force, the onus needs to be placed on video advertising to create the ebullient associations that will foster trust and memorability.

Focusing more resources on nascent forms of advertising like data-driven linear, or adding OTT elements to sponsorship bumpers will assist with your ability to drive response sooner, while acquiring the data you need to begin with the next stage of your engagement and CRM cultivation process.

Space City has been producing TV, online and radio commercials for 25 years, delivering sponsorship bumpers for businesses like InsureandGo and Envirofone.

Contact the team now through the free procurement service at Comp 365 and enjoy an exclusive discount on your next advertising campaign.

Advertising techniques are becoming increasingly streamlined in nature, but with certain gratifications necessary on specific platforms, there still has to be an element of native thought regarding hashtags and other means of personal advertising

HASHTAGS Are used as means of mobilising and fostering brand community, but as a means of alerting new consumers, it is fundamentally flawed.

Whether you are advertising on TV, online or other means, there has to be a fundamental difference in your delivery in order to appease the fulfilment desired from the consumer.

This has to be the ultimate directive; you cannot seek to enchant new or existing consumers when they are enduring insubordinate moods.

Thus to circumvent these issues, your entire advertising output has to reflect and evoke subconscious emotive resonance, notwithstanding the conscious.

In order to do this, the tendency to produce increasingly uniformed advertising has to be tempered.

Although formatting your video advertising material to suit all platforms can expedite success and improve productivity, the content within them needs to differ.

For instance, the trend of using hashtags has quickly dissolved in the wake of glaring inefficiency.

In 2014 8% of adverts on TV featured hashtags as a means of provoking discussion; in 2016 it fell to just 2%.

Creating a sense of community is vital as you seek to foster the emotive connections and rapport you enjoy with consumers, but with TV and all video advertising for that matter, it is counterintuitive to attempt to leverage this engagement early on.

Even if you are seeking to engage existing consumers through targeted advertising, notwithstanding new ones through brand awareness, the ultimate challenge for your business is to earn their trust.

Looking at instant engagement without already accruing the trust of consumers can lead to search that concerns your product, but not on your website itself – you are ultimately losing efficiency.

Experts of course can help; partnerships with regulatory bodies, but nothing will usurp the power that emotive resonance can have on garnering trust.

Hashtags distort and equivocate your advertising; without a clear vision and consistent direction that also assists with generating trust you are losing out on consumers and ultimately, engagement.

The irony emanates from the very intention of the campaign where your business will only immolate as a result of such contrived advertising.

From a direct response perspective you of course will want to ensure that your consumers engage with your business post-purchase, but that can come at the point of sale, as you begin to incentivise the next stage of the journey.

Thus the consumer journey does not stop at the point of purchase, but from a more collective perspective, it does.

The paradox emanates from the very advertising styles that elicit the results you desire: advertising to mass audience at scale appeals individually, while more individualistic marketing fosters community engagement – that is where the juxtaposition must lie.

Therefore as you look to create your own sub-trends within your consumer brackets, hashtags should be firmly left to the social media output of your business.

Ultimately social media does not increase the depth of your consumer base, therefore trying to court new clients using this means of marketing is inefficient and futile.

On the matter of trust; if your business is to utilise video, or in particular TV and its derivatives, you need to ensure that a degree of credibility is inherently instilled.

The ASA published its findings today (Thursday, 26 October 2017) on the volume of ads that had to be amended or withdrawn due to irregularities; they ultimately reflect the lack of trust in online advertising.

In the first half of 2017, the ASA had to withdraw 88% more adverts than they had to during the same period in 2016, when in the same period, online advertising expenditure grew 67 times more quickly than TV.

Although just an anomaly in itself, the quality of this piece of data can be reinforced by the declining trust in advertising from consumers.

Compared to 2013, 37% of consumers trust advertising less now, while only 7% trust it more, with 69% not trusting advertising altogether.

The reasoning behind this is a lack of integrity and brand messages that cannot be substantiated.

Trust can only be elicited through actual adaptation to the assertions you make and profess within your advertising.

Hashtags; singular creative tacts that look at mobilising a certain message, are both hollow measures that do not embody your business – you need to encompass your business in the concept you are looking to sell.

Therefore before trust, thus engagement is elicited and hashtags become effectiveness, the sale has to occur first, or at least trust in the product or service.

Space City has been producing TV, online and radio commercials for 25 years, focusing on showcase heavy creatives that serve to gain the trust of consumers.

Contact the team now and utilise the power of response driven advertising to elicit sales increases of as much as 600%.

After interviewing Scope about the state of advertising, the situation was inverted as Space City outlined what was necessary for long-term industry improvement and success – and it’s easy to attain through ethical practises

ETHICAL Marketing News has interviewed Space City Productions in order to ascertain the changes that need to be made to the advertising industry.

With overall efficiency and ROI being reduced online and practises being brought into question, ethical practises concerning a lack of transparency have encouraged increased mistrust in the industry, as a result of the cryptic nature of Facebook and Google.

Editor of the outlet, Stuart Mitchell, asked how important Space City thinks ethical marketing is and what campaigns have stood out and instigated change in the industry. Our response is as follows: ” Ethical marketing, whether our own or our client’s, is imperative to not just business success, but empowering society too and encouraging competition.

“Looking at the entire subject scientifically, without the usage of ethics in marketing, a culture of distrust and resentment proliferates.

“From the business perspective firstly, companies enjoy 70% increases in optimal business effects by empowering their consumers through the implementation of new ideas, or at least more moral principles.

“By perpetuating existing stereotypes or practises, a culture of stagnation will pervade the industry, thus stifling competition, spending incentives and capital growth.

“From a societal perspective too though; by simply including those previously neglected or ostracised by advertising and marketing, just a golden rule approach to the entire production process will ensure of economic stimulus and willingness to engage in society.

“Overall ethical marketing and by extension, all communication, is paramount to the efficient operation of a progressive and successful society and economy – encouraging social mobility and empowerment ensures that everyone is therefore ubiquitous, consequently eliminating dysfunctional elements of society through incentive rather than admonishment.

“From a company perspective, our campaigns for SkinBase and Baker Ross were particularly weighted towards instigating true social change.

“In advertising, the most successful adverts are ones that connect with consumers emotionally and provide the tone that normalises the campaigning, ensuring that it can be related to their own life.

“With one generic body and authority, the clarity regarding the basic expectations of advertising ensure that the industry can flourish globally.

“With barriers removed, costs can be lowered and a globally ethical advertising sphere can be fostered, improving trust and understanding through awareness.”

Mitchell continued to question Space City, concluding with the issue of fake news; whether it is an issue, and what work we think needs to be done to secure the future of advertising. We concluded: “Yes. At a time where rhetoric and intention is superseding actual facts, we live in very volatile times indeed.

Amidst the offer heavy, brand weak online driven advertising direction, the lack of originality has helped perpetuate long-standing issues

ORIGINALITY Is imperative for your business succeeding in the long-term, with only short-term success delivered through promotions.

Beyond your paid advertising, your business – regardless of size – strives to elicit the highest volume of organic sales as a result of the multiplier effect and SEO.

Whether this is within TV or online, there is much that needs to be universally to transform advertising and ensure it is a true reflection and compliment to your entire external communications output.

Although not a conventional news outlet, with an innovative and progress-centric mindset your business can channel long-term traffic to your online platforms through brand response advertising.

The mindset of consumers is innately suited to compulsion through TV, with the impulsive, convenience-driven element of the brain satisfied through online.

Thus for your online outlets to work efficiently there needs to be a clearly orchestrated plan, underpinned by originality.

Ultimately advertising has to be completely encompassing of ethics and inclusion to be truly relevant and trustworthy.

With the still gargantuan gulf between the state of advertising and the real world as it were, this can only be deviated through a shift towards being a pioneer – creating newsworthy material and directives as a result of your advertising.

Although more relevant to your wider communications team, the onus needs to be placed upon ensuring there is news permeating through your adverts.

If there is no presence of originality, your business will ultimately fail to elicit the long-term uplifts that will increase ROI and optimise your online outlets.

While this originality should stem from the advertising creatives themselves, those within the ads and the production of them can also provide news in a paradoxically marginalised advertising sphere.

With figures now in the public domain that detail vast potential gains for more inclusive and brand aware advertisers, the shift has been more to perpetuate the existing issues that have blighted advertising on and offline.

The most successful campaigns are more than just marketing exercises, they are awe-inspiring, story-driven pieces of creative concert that influence the minds of consumers.

In order for you to do this efficiently this element of the originality must leverage tone more than any other part of the consumer journey.

Tone comprises of more than 50% of the entire persuasion of an advert, whereas the words themselves leverage just 8%.

Optimising tone can ensure that you encourage potential consumers to visit your wider output online – regardless of what your business offers.

In order to be a market leader in any industry you need to have authority in what you are trying to sell – akin to a journalist.

Thus utilising similar directives used in journalism can ensure that you safely inform, but also inspire your potential consumers to engage further in your business.

With genuine originality and progression within your advertising, you will inhabit inherent newsworthiness, ensuring that you increasingly become a reference of credibility.

Word-of-mouth exposure of your brand is at its highest level through TV advertising, yet so many within society are not engaged with it themselves.

Notwithstanding the £239 billion lost each year through not providing inclusive advertising, the potential your business has to grow organically is also not being exploited.

Producing similar advertising creatives will only serve to cause confusion and negate any possibility of boosting your presence in the wider media.

Your adverts need to not only inspire consumers to respond to your ads, but also convey the emotions you want them to feel as they engage with you; there has to be consistency.

Given the remarkable rise on online media consumption, the irony of the decline in more emotive, brand driven advertising online is a flaw that is easily redeemable.

Time needs to be taken to implement a consistent authority that can lead to online superiority, as a result of SEO.

Although you will be targeting consumers in an increasingly OTT advertising sphere through search terms, interests and behaviours, ensuring of originality in your search terms is vital in forging your brand niche before another does.

Ultimately those search terms have been derived from personal interests, necessities and curiosities; it is therefore your job as a business to foster those curiosities.

By supporting existing search terms you will be in a constant battle for direct response supremacy, not leading your industry and dictating the thought processes of your consumers.

Ads that are more progressive are 70% more effective than ads that dwindle in the continued usage of hackneyed stereotypes.

Space City has been producing TV, online and radio commercials for 25 years, focusing on delivering brand niches that are the precursors of search, not associates.

Contact the team now and ensure of profit increases of as much as 140% in three years through the power of originality in branded TV.

Advertising is fraught with difficulty beyond just the quality of the advertising itself: our tips can ensure you deliver higher quality ads.

TIPS To produce indomitable advertising: it should not have to be gated; restricted: your advertising can be formidable with simple display tweaks.

Ultimately there is a gargantuan amount of due diligence to undertake before you submit your advertising campaigns for broadcast or online placement.

An increasingly perennial issue with online advertising and placement has been the issue regarding transparency.

Myriad businesses struggle to actually track where and who there ads are being displayed to; without such transparency or at least knowledge of actual consumption of the ad, the paradox surfaces as thus: businesses migrated to online for attribution and actionable data, yet the opacity has been perpetuated by complicity to a counter-intuitive sphere.

Although amidst a profusion of issues maligning online advertising, the other matter that is inhibiting ROI and advertising efficiency is timing.

Optimising timing for both TV and online

One of the tips for improving the quality of your advertising placement is to ultimately work around them.

In order to expedite preemptive advertising, myriad business look at marketing their brand when there is a known interest in something – through search for instance.

What is inhibiting businesses like yours in this instance is when the display of your ads is occurring – ultimately you have no control, unless there is a concerted attempt at placement to compliment moods and lifestyle.

This ultimately juxtaposes the idiosyncratic ideals of the pioneers of truly addressable programmatic – something that could circumvent traditional placed advertisements to steal a march and lower budgets.

Ultimately what has proliferated though has been the opposite; increasing costs, opacity and declining consumer trust.

The tips to avoid this, yet deliver the sales increases and data that you crave, would be to influence mood in this instance through is to not use this at all.

What would be preferable in this instance is to become an influencer; focus on brand and not on response necessarily.

Consumers are not receptive to being sold to either on TV or online, thus becoming a voice of information and guidance is imperative.

The instigation of a consumer journey is key as you look to gather the relevant consumers into your sales funnel, before separating these consumers utilising the latest CRM means – utilising Blockchain for instance.

With TV and VOD this in inherently easier; you can compliment a consumer who is cognitively disposed to being entertained, informed and enlightened, while the issue of convenience and fraud continues to blight online.

By utilising programmatic on TV and online you can target identical consumer segments to ensure that you can maintain a relevant advertising output – and not annoy them.

The ultimately advertising nirvana will be to ensure of proactive, reactive adverts; ones that are set to be inserted server-side.

Google – despite their opacity – are striving to provide TV like display for online, as well as currently linear TV advertising outputs.

Whether it is previously purchased or auction won airtime, the new software can ensure that consistent omni-platform rollouts can occur.

How to optimise display

With the complimentary timing ascertained, the ultimate tips to accommodate an increasingly convergence centric industry are thus: consistency, conformity and diversity.

Although not known for intertwining both display and creativity in the same motion, the advertising industry can utilise effective display to placate the creative cues that can ensure improved brand affirmation, notwithstanding lowered costs.

By preparing advertising creatives to conform generically you can save your business manifold sums of money, lowering budget and improving brand consistency.

Something that has pervaded many within the industry, including major brands like Ziffit, is poor quality display on TV.

This alone is damaging to your brand as a point of authority and transparency – you could incur the litigation from the ASA.

Although online is currently exempt from such procedure, your business needs TV or VOD to prepare ads that will be legally astute and trustworthy online.

Ensuring that your video aspect ratios and end boards are in alignment is crucial, while having a knowledge of how to manipulate this for online avenues is imperative as you look to compliment the display enjoyed by your other channels.

Consistency is one of the paramount tips you can heed; with most transmissions now offering the same cost for HD ad delivery compared to lower definition, it is imperative you utilise this for all your marketing.

Brand has never been enforced by the inconsistencies and opacity of online thus far, but with more generic advertising that is implemented to compliment the consumer, your business can instil an inclusive and consistent advertising platform that can organically increase sales.

Space City has been producing TV, online and radio commercials for 25 years, utilising DaVinci Grading to create more contrast heavy, consistent content that accentuates brand and improves memorability.

Contact the team now and ensure of sales increases of up to 600% with advertising that underscores long-term retention.

Advertising has become increasingly enamoured by qualitative, targeted consumer segments; scale though is intrinsic to long-term success

SCALE Has become the passé term within advertising contemporarily, ultimately though this element is crucial for brand awareness.

During the last year, the ROI of businesses in advertising has fallen, with the common denominator being the omission or reduction in TV advertising expenditure.

While TV has maintained a steady share of market expenditure, online has increased its own presence year-on-year, culminating in it accounting for over 50% of total spend by businesses.

Although spend has increased and eclipsed TV by 17% in the 2016/17 financial year, actual ROI is completely subverted, with TV enjoying 51% of all elicited advertising success.

This is despite the fact the increasingly fragmented TV advertising sphere has been perennial difficult to account for, while VOD has also added to the amount of parameters needed for evolution.

Ratings agency, Nielsen, has now adapted its analytics and insights to incorporate shows and thus ads that have been consumed on-demand.

As a result the sophist-intensive prerogative of the TV and now online sphere ensures that the means of analysing engagement have been improved, yet overall success is being stymied by utilising addressable advertising too often to boost your brand presence.

With targeting based around search-metrics, certain interests; behaviours for instance, your business is eliminating the potential for uplifts in sales from those who may have not previously felt the need for interacting or searching for products and services like yours.

Therefore the solution needs to embody scale for enchanting – attracting the preliminary interest and accord – before utilising targeting online and on TV to appeal to more specific consumer groups, whose intentions and interest have been explicit.

Given that brand driven or response advertising is the most successful means of eliciting long-term success, utilising contemporary addressable or targeted tactics for this means of concert, should be discouraged.

Of course if you are a start-up or SME for instance, you may not have the budgetary capabilities to absorb the costs of committing to medium-term branded advertising – through program sponsorship or just complimentary placement.

Utilising TV within pilots or through the sponsorship of one-off series can provide the payback not seen within online.

Although inefficient compared to generic mass awareness in the short-term, the context and cultural association that your business with the programming and tone set from the content you have been aligned with, ensures of unrivalled payback.

At a time where online is becoming increasingly protectionist in its principles, with DuckGoGo and Apple providing consumers with lucrative browsing measures that are averse to data sharing.

While these limitations to search are inhibitive in a sense of automating your campaigns to deliver to consumers simultaneously omni-browser, it does open enable your business to inspire others through your PPC and pre-rolled ads.

Re-targeting maybe compromised until a conformed means of delivering the service to consumers is universally agreed, but with opaque duopolies dictating the narrative it has taken for the Interactive Advertising Bureau to save the industry from immolation.

TV has been evolving, while online has been damaging itself through inactivity – the supposed advertising panacea has been exposed by its inherent failings.

Ultimately, TV and online are stronger when complimenting each other, but to provide the stimulus for a successful online output, your business needs to prioritise branded scale to secure the emotive resonance that is bereft from online.

TV still provides the unrivalled scale and ROI that ultimately indexes your business in the minds’ of consumers.

Thus the impetus within your business should be associate your business and create the advertising concepts that are both cost-effective and contextually viable.

This element is imperative as you not only instil scale, but contextual scale; are the emotions being conveyed within your ad reflective of those within the shows and other ads even?

Without such complimentary alignment, your ads are 48% less effective in terms of resonance and long-term payback.

It is also opening up mental capacity for the sale; through the actual consumption of brand sponsorship ads, consumers are more disposed to engaging and recommending your business compared to a non-viewer – boosting trust.

This issue is what has ultimately prompted some search engine providers to repudiate certain mores of online advertising, in order to regain the trust of consumers once more.

Reform is pending in the online world, but in any case, not utilising TV to create the mass scale of awareness vital to your business expansion would be profligate of your advertising resources.

Thus at a time where trust is being haemorrhaged, it is imperative that brand and sponsorship bumpers are initiated for the benefit of all business sizes.

For smaller businesses, the benefits of sponsorship can be as much as 16 times as strong as larger corporations.

Thus ensuring of scaled, brand centric advertising is imperative to long-term business growth.

Space City has been producing TV, online and radio ads for 25 years, creating sponsorship bumpers for business including, Villa Plus, Karcher and InsureandGo.

Contact the team now and lower your advertising costs by as much 50% with the UK’s number one producers of cost-effective TV commercials.

Advertising is becoming increasingly accommodating to the gratification sought by consumers, avoiding these mistakes will ensure of resonance and sales growth

MISTAKES Have been perennially made by businesses and agencies alike as they look to increase growth through advertising: this is how you avoid them.

Although there is no definitive mantra to produce adverts, there are increasingly paradigm dependent nuances that need to be addressed.

As you look to produce ads that are online friendly in their ability to engage, enchant and beguile consumers, there above all needs to be an avoidance of offer based advertising – delivered in a persuasive context.

The tone of your advertising

Above all, the tone you look to establish within your advertising creatives is imperative.

An oft-made mistake by advertisers looking to maximise the success of more targeted, personalised advertising, is to deliver creatives that focus on delivering persuasive offers – regardless of whether the ad is on linear TV, VOD or online.

Advertising using traditional PPC is intrinsic to your business harvesting consumers, developing your CRM and increasing understanding, but its implementation has been woefully inefficient for businesses.

Notwithstanding the malaise that this form of advertising has created surrounding security, display and intrusion concerns, the very fashioning of this style of advertising has precipitated and perpetuated the decline in brand centric ads online.

Although direct response commercials are vital to eliciting short-term sales uplifts, but the very delivery of these ads is flawed in indexation and affirmation regards.

Your advertising delivery has to embody a tone that reflects the very mindset you want to instil in consumers, therefore avoiding any form of video advertising even in the digital age would be detrimental.

Therefore establishing a tone and discourse that pervades your advertising is imperative; only 8% of the persuasion is dictated by the speech, or terminology in itself.

Although vital in sourcing and displaying your adverts to the right individuals, search does not just need to be intrinsic to your prospecting and means of targeting.

Adapting SEO to optimise online adverts

Targeting is becoming increasingly integral to advertising unilaterally, it is necessary if you are looking to exploit local, behavioural, online or other forms of addressable advertising.

What you cannot avoid though in this context, is not just ensuring of the optimisation of your site/s themselves, but all of your advertising assets; images, video files, audio files and links should all be updated to reflect the search terms you want to be associated with.

Simply plastering your assets with your desired terms will be counter-productive though, there has to be concerted effort not to try and deliberately just augment every file with identical search-terms.

Thought should also be given to your video too in this instance; although words themselves are not the most important factor, as you look to instil the context, indexation and memorability, ensure that your desired SEO direction is complemented in your ads too.

For instance when your potential consumers are engaging with your brand online, it pivotal that you reflect the emotions that they will be embodying at that moment.

One of the most fatal mistakes you can make when looking to stimulate long-term affinity and sales elicitation is lacking empathy, knowledge and awareness of consumer emotion.

To be as placating as possible, it is vital you utilise the terms used in your video ads to leverage your display campaigns.

In this regard the context that was conveyed on TV, online or VOD can be translated into the terminology in your PPC campaigns.

As a result, the consistency of your advertising, brand ethos and context will be unambiguous, shifting the onus back to the advertising creatives themselves and your delivery style.

How to deliver your ads efficiently

Whether you are a major corporation, start-up or SME, the direction of your business from a placement perspective should be to streamline your data and delivery into as close to mono form as possible.

With services from Adobe in their nascent form gradually influencing the entire advertising outputs of myriad companies, your business will soon be able to utilise the same data sources for all your advertising campaigns.

In the short-to-medium term though, at least ensuring that your company utilises some form of programmatic advertising is imperative – not doing so would be one of the grave mistakes of the modern advertising era.

Although online has been maligned by issues of inappropriate content matching, with TV it is providing unprecedented cost savings.

GoCompare in a trial pilot saved 20% from their standard national display budget, while also acquiring more granular data that illustrated why consumers were less receptive to certain ad creatives.

Context is paramount, therefore one of the greatest mistakes your business can make is using identical ad creatives omni-platform.

Just because a potential consumer is online, it does not mean that they are necessarily going to be enchanted by a showcase ad itself; you need to natively gauge the gratification sought by the consumer – exploiting native specific terms that will increase the esteem of your ads.

Space City has been producing TV, online and radio ads for 25 years, utilising completely autonomous facilities to deliver adverts that are equipped to leverage long-term impact.

Contact the UK’s most experienced producers of commercials now and enjoy savings of up to 50% compared to most agencies.

Advertising clearance is mandatory for any ad going on TV, but with increasing doubts over online security, the clamour for universal clearance is palpable

CLEARANCE Of your adverts is imperative as you look to maximise spending and eliminate wastage, but how can the process be simplified?

Clearcast are the judiciary of your advertising creatives, ensuring that ads do not breach any laws or cause controversy.

With such vast and eclectic factors that affect advertising; any claims, contextual portrayals or stereotypes need to be addressed.

By not having a universal law or set of guidelines, the arbitrary influence on your adverts is rife in a global context, despite the efforts of domestic and international clearance bodies like Clearcast and the Global Advertising Lawyers Alliance.

While such conjecture and deliberation continues, your business is not only wasting valuable time in your production process, costing you time and potentially nominal costs, from an expansionist perspective you are perpetually hindered by the lack of universal clearance law or direction.

As a collective industry, the obligation to deliver lower costs and a more consistent and uniformed level of ethics should be a prerequisite, but is not possible with the current bureaucracy.

Although collaborations continue to occur between the aforementioned bodies concerning legal and general copy production advice, helping brands conform to the respective national entities, a lack of universal advice ensures that more dialogue, time and money has to be spent on specific clearance.

With various social, cultural and legal nuances affecting the respective broadcast rights and ad guidelines, by instigating a global pact and concordat, your business can facilitate globalised advertising in a unilateral and unfettered fashion.

Although hardly a tangible ambition, by lobbying agencies, broadcasters, and bodies such as the GALA, steps can be taken to work towards achieving coming goals; metanarratives of advertising per se that can be developed upon to provide further clarity and disambiguation.

Currently if you want to advertise in countries around the world; instil a global brand message; one not dominated by financial, cultural or geographical nuances, your business can seek the advice and tutorials of experts at Clearcast.

While this can provide your business with the specific guidance on how to deliver compliant ads within individual countries, it still requires differing guidance and time to discuss the respective differences.

To strive for conformity, your business will ultimately enjoy stark reductions in cost, notwithstanding expedited advertising creatives that have been further facilitated by the continuing collaboration between TV and online.

With addressable inventory increasing annually, programmatic software that is ensuring online-esque delivery for TV ads, businesses now have the capacity to collaborate with myriad broadcasters and inventory providers worldwide to deliver more cost-effective advertising.

Having a more productive output globally ensures that the competitive incentive from both the respective countries, regulatory bodies and broadcasters to innovate, mitigate and provide more accessible routes to advertising, ensures your business has the capacity to boost productivity.

Moreover, given the desire for international authorities to deliver more accessible solutions for you to do business, logistically at least barriers should be removed that may currently inhibit your company from expanding globally – if it is in the interests of the countries’ concerned.

With increased collaboration comes uplifts in exposure, thus the potential for commercial gains.

By sharing financial burdens, providing emotive and financial incentives to consumers and businesses, you improve the indexation of your business within the minds of consumers.

From a national perspective it is imperative to have definitive and unambiguous brand ideologies and visions, by having a global output with differing creative tacts thanks to varying regulations, your chances of global expansion are stymied.

Thus a clear drive from all concerned with advertising is needed urgently, if the increasingly convergence centric ad placement and delivery world is to be complimented by clearance and legal protection.

With competition more vociferous than ever in all the aforementioned areas, it is now the imperative for your business to strive for not only more emotive, humourous and empowering adverts, but the clearance that will facilitate a global advertising tact, not simply geo-centric ones.

Having a direction that strives for compromise and psychological appeal should also assist with the disillusioning of stereotypes in advertising – something that the IPA and ASA are encouraging.

Space City has been producing TV, online and radio adverts for 25 years, continuing to encourage global facilitation through in-house editing software and close relationships with Clearcast.

Contact the UK’s number one producers of cost-effective TV commercials now and ensure your business saves money on your next advert.