Production of adverts: what to consider

Advertising production can be a swift or convoluted process, but what does your business need to consider before an advert is produced?

PRODUCTION In advertising is the process that will optimise or emasculate your ROI, but what does your business need to consider before advertising on TV?

From when you decide the time is right for your business to launch a TV advertising campaign — or even online and radio campaign — timing is of paramount concern, and mitigating any potential delays or strife through proactively organising certain elements beforehand, will ensure your company optimises ROI and protects itself from missing broadcast deadlines, filming anomalies or other extenuating circumstances.

Media buying and knowing your audience

The importance of understanding and ascertaining the emotive response you desire from your potential consumers is ineffable.

When you create an optimal advertising campaigns, knowing what you desire most from the campaign; your KPIs; how you want your consumers to react and why is pivotal before you enter the pre-production process.

The creative ideas that are imagined and conceptualised embody the ultimate call-to-action, or desired response from the campaign – whether it be instant response or mass awareness.

Digital innovations have helped businesses improve the insights elicited from TV — in both linear and addressable senses — thus your work before the production process begins needs to involve a level of testing as you look to target the appropriate individuals and devices.

In a media consumption sphere that is dominated by cross-platform viewing, considerations need to be made to the aspect ratios of the screens your ads will be ingested on, notwithstanding whether the call-to-action is appropriate to the device or time.

Therefore, undertaking a degree of online diligence and testing to ascertain receptiveness to certain semantic traits, will be key to optimising any pre-defined digital adverts.

If you are looking at mass-awareness linear advertising, the permutations are not as directly severe, but if you are looking to align your adverts with specific programs, you need to ensure that matters concerning clearance, filming and editing are all delivered well in advance of your scheduled on-air date.

Production schedules and mitigation

Having a timeline of the process of advertising delivery is imperative, but equally you should have periods of time beyond that production cycle to afford yourself the opportunity to amend any issues that could arise.

If your advert is not cleared, for instance, you will need to facilitate time to get your ad cleared via the clearance body for TV advertising in the UK, Clearcast.

If you do not have the substantiation to quantify any claims made, your will need to provide it in order for an ad to be cleared – it is crucial you know a creative direction will be cleared before you go into production.

Even if you have cleared an idea or script before the filming of your ad, the final ad itself needs to be separately cleared, therefore no complacency can affect your schedule and expectations of meeting broadcast deadlines.

Through providing such substantiation and footage of your final commercial once it is in broadcast-ready form, you can mitigate issues regarding changes made in an online edit — which would effect the eligibility of the clearance — by not submitting any files until you have officially signed-off the final advert, which should compliment the earlier cleared script as closely as possible.

While your schedule maybe exemplary and definitive and allowances are made for disruption, you cannot help licensing hold-ups or issues with contracts, artists or the weather.

Post-production 

Before you enter the final stages of the production cycle, the strife you could face regarding inclement or disastrous weather can be rectified in an edit, contacts, artist issues and licenses cannot.

While using renowned musical scores offers mass benefits to the success of your advertising campaign, it can lead to issues concerning exorbitant costs, notwithstanding arbitrary issues that can dismantle the autonomy you have over your campaign.

Any media, therefore, should be purchased after such an event in order to safeguard your expenditure and boost ROI.

Contracts being signed before shoots will also protect your business should you face any issues on filming day.

Leaving the fate of your meticulously compared campaign to the whims of artists could cost your business the price of a shoot date, while human error can of course derail any campaign immediately.

Other than signing contracts before shoots, having insurance in place is vital – protecting your business from any losses incurred.

Ultimately, having the necessary kit to support your advert should conditions differ from your creative desire will help, but a grade in your edit that can artificially create the desired conditions is possible.

Space City has been delivering TV, online and radio advertising production for over 25 years, providing cost-effective and successful solutions for businesses around the world.

Contact the team now and ensure your business is in safe hands with the UK’s most productive advertising company.

Advertising is enduring a seminal transition period amidst a push for more diversity, inclusion and reflection, but why is it a difficult for businesses to change fairly?

DIVERSITY Is something that is not necessarily a prerequisite to successful adverts, but with a financial incentive to evolve, can businesses adapt smoothly?

Yes, but in order for that to occur there needs to be a form of quota, guideline or other incentive to change how advertising is delivered.

Currently, amidst a free-market economy, you cannot expect to artificially control how and when certain businesses advertise, but you can incentivise some form of change.

With the proportion of actors and artists overall utilised in adverts vastly disproportionate to the volume of that particular group in society, the gap between virtue signalling and actually reflecting society is almost impossible for businesses, with the need to appeal to different markets, appease different consumer groups and differ from rival creatives visually and emotively.

Of course steps can be made to be more reflective in advertising, but to ensure that the exact percentages of those in society is delivered in adverts, there would have to be a limit on the amounts of certain people you could use in commercials.

Although zealous in an attempt to expedite increases in diversity; trust in advertising and an increase in economic performance, it would incentivise the need for certain businesses to prepare adverts that would be more suited to their chosen demographics, or ensure more balanced approaches to creative ideas that place emotion before the visual person in the ad.

While issues regarding diversity span more than disparity of inclusion by race or gender; sexual orientation, social demographics and disabilities are crucial in their accurate portrayal in ads, with the need for the adverts to incite memorability and resonance crucial.

At a time where data volumes are proliferating, using these streams ethically, but also prudently is imperative as your business looks to encourage the wider advertising industry to encourage participation from all in society.

GDPR is being implemented in April 2018, therefore how you source data and disseminate it needs to be transparent, but in order to foster a more diverse talent pool for adverts, steps need to be made to encourage the memberships of talent agencies to reflect that of society too; then a true meritocracy can prevail.

Without such reflective memberships in this instance, then fairness for both businesses, agencies and the wider economy cannot ensue.

Artificially affecting who compromises on their advertising is a form of intervention that is not congruent with fair, unregulated free-market economics – principles that allow businesses and the wider economy to thrive.

Therefore, it is indeed possible to encourage and stimulate change in how advertising is delivered without artificial interference, but it requires some ostracised and underrepresented members of society to be inspired and encouraged to participate in careers that they are currently seldom seen.

Without such an intervention, the notion that advertisers have to compete for certain groups in society will ultimately not in itself solve the issue of diversity in advertising; it has to be a tertiary implementation once the volume of artists is available.

Initiatives and directives are consistently deployed by advertising bodies, businesses and the trade press, but are ultimately only pious efforts with a lack of practical solution and avenues to solve the issues that blight advertising.

In order for diversity to not only exist, but be reflective of the society it is serving, a more international mindset needs to forego this principle altogether.

For this system of monitoring how representation is enforced in advertising, you need to look at it nationally.

This principle in itself will suffice for many brands, but is inherently insular and will not serve to support economic success, thus your business.

Amidst the transition between the current state of fiscal and trading activity within the EU and once Brexit is completed, changes will have to be made to support exports, at a time where trade deficits hold the national economy back.

Therefore focusing on emotion should be of equal importance to diversity in advertising, with such evocations superseding emotive importance when compared to physical elements of adverts.

With this in mind, utilising animation can be a cost-effective and lucrative means of mitigating these issues, while being able to cater for an international consumer base that places emotion first, before any subconscious physical bias.

Space City has been producing TV, online and radio commercials for over 25 years, utilising diverse artists to create appeasing adverts that ensure of the award-winning agency being the UK’s most efficient.

Contact the team now and create advertising that is reflective of society, thus is consequently lucrative.

The UK’s new zero-commission art platform, Framd has arrived on TV with its debut advert produced by the award-winning Space City Productions

FRAMD, the UK’s first zero-commission art platform, has launched its debut TV advert in partnership with Space City Productions.

The advert showcases the company’s app via a humourous narrative centred around the renowned artists, Vincent van Gogh and Paul Gauguin.

An exasperated and disconsolate van Gogh is comforted by the arriving Gauguin, who informs him that the chances of selling his paintings can be improved through the nascent art-app.

Focusing on the experiential juxtaposition between 1888 Arles and the modern day innovations of Framd, the advert is underscored by the meticulous set-build that ensures of connotational resonance elicited through the ubiquitous traits of the era and artists.

The advert will play out across the UK until the end of March 2018 – as a part of an initial effectiveness test by the bourgeoning company.

Creative Director of Space City, Victor van Amerongen reiterated the importance of preparing an authentic set for Framd’s first ever advert. He said: “We had the challenge of recreating van Gogh’s studio in Arles in 1888, the period in his life when he was friendly with Gauguin.

“We went to considerable trouble to make sure that the details of the set were accurate.

“The only minor difference is that Gauguin has a mobile phone with the Framd app installed.”

The advert utilised Space City‘s state-of-the-art DaVinci Grading software, which ensured that both clarity and authenticity were imbued on the advert – crucial for an initial brand response commercial’s memorability.

Framd itself offers artists the opportunity to market their work with a £2.50 charge applied per-upload.

The company is also partnering with businesses; allowing them to exhibit local artists’ work, in exchange for being featured on the platform for free.

You can find out more about Framd at www.getframd.com, or watch the ad itself by clicking the link, here.

Influencer marketing provides irrefutable effectiveness for your business, but as the cost spirals, how can you lower costs and boost ROI?

INFLUENCER Marketing is integral to any business operation as you look to boost awareness and short-term sales, but how do you maximise it?

Amidst the clamour for big data; how to use it and when; being able to appeal to consumers at appropriate times and ultimately increase ROI, businesses have been ironically inclined to adopting the placebo practice – not what is actually effective.

Although in the case of influencer marketing this is not the case, how a technique such as this can be optimised efficiently, needs to addressed and evaluated.

The person being utilised in themselves is not enough to replace or even veritably challenge TV advertising in the long-term – there needs to be an emphasis on emotion still and context.

These are the reasons why TV continues to pay back more from advertising campaigns than any other entity, yet have been gradually discarded by some businesses following the promise of improved success and measurability online.

While online is imperative to the success of any advertising or marketing venture – whether inbound or outbound – it needs to be dovetailed with TV or other forms of above-the-line video.

This does not necessarily mean TV, but considering it is the most effective platform in offering experiential content to consumers, it presents your business with an opportunity to dictate the narrative of your business and the contextual perception of your advertising.

If an influencer on a sponsored social media ad is the first or only thing that your potential consumers see, you are not dictating the emotive context.

While the influencer may carry great leverage in terms of impressions, it is a form of transient marketing and advertising that does not assist with your long-term business success.

In order for you to maximise this trait of marketing you need to have the data first – through   either mobile or any TV related sign-ups or sales – before choosing appropriate influencers to align with.

By just simply using someone, where you extrapolate that they maybe appropriate to your potential consumer base, is counter-intuitive at a time where your data-driven advertising streams help your business react to moods and the gratification that is sought at any given time.

Riskier alternatives – especially in the long-term – could span from using your influencer in the the context of TV itself.

Although this can be a lucrative short-term technique – lifting sales by over 10% compared to not using the individual – as a long-term means of extracting sales increases, there is a risk of personal reputation and the evolution of your brand clashing and ultimately being counterproductive.

Therefore, influencer marketing is best placed in current and future markets online and where the long-term emotive traits generated through TV can be underscored and reiterated through the short-term campaigns leveraged by your chosen individuals or groups.

Partnerships are ineffably beneficial to your business. Having another company, individual or group that can align emotively and contextually with your overall brand advertising campaigns is crucial.

With the increased, combined and relevant reach elicited, your business can take advantage of any social media campaigns, competitions or other forms of inbound marketing on your website to harvest the data that has been stimulated by your direct response adverts and partnerships.

Ultimately, as long as consumers continue to flock to TV for experiential and relaxing content, any campaign you look to run – especially with something as powerful as a influencer – needs to be underscored by either a TV or VOD campaign.

Deploying this campaign through addressable, interactive and programmatic means can help you harvest more specific data streams, helping your business understand what elements performed well in your ads and what was inefficient.

Once you have finessed the advertising creative that elicits the optimum, most consistent balance, you can attempt to replicate these traits to compliment a consumer base that is more convenience-driven online.

With these traits underscored – regardless of the influencer you use – your campaign ROI can increase through the partnership with TV.

Thinkbox research revealed that adding TV to any campaign results in a 40% increase in effectiveness, but by underscoring your advertising with it you can enjoy long-term profit increases of 140%.

Ultimately, online only adverts or influencer campaigns will not perform in the long-term without the subconscious awareness impressed by TV or other forms of experiential content.

Space City has been producing TV, online and radio adverts for over 25 years, producing more commercials than any other company.

Contact the team now and ensure your next advertising campaign inhabits great leverage and influence on new and existing consumers.

Creating the best adverts to compliment your TV, online and print outputs has to be done through consistency, but what makes a great advert in the digital age?

CREATING Adverts that have ubiquitous appeal is possible, but there needs to be a consideration of consistency and user experience.

Although TV advertising and its digitally-driven derivatives remain the most lucrative means of stimulating short and long-term sales increases, being able to exploit your other out and inbound marketing channels successfully is key.

In order for this to be possible, an overall consideration to the consumer journey; navigation for instance and contextual perception is key as you attempt to usurp the competition.

It is proven that having TV as the catalyst and overall spearhead of any advertising campaign provides unrivalled benefits to ROI and advertising revenue.

This in itself will represent the pinnacle of your video quality – unless you utilise cinema – ensuring that this can be the benchmark; point of reference that can underscore the rest of your advertising portfolio.

Regardless of your business sector of desire for direct or brand response, TV will represent the context and emotive integrity of your brand.

Online is dictated by impulse and convenience, while TV remains a source of emotive influence; with online, your level of influence is inherently thwarted by the gratification sought by the consumer.

In the instance, attempting to emotively influence consumers online or elsewhere can be difficult, but through replicating the creative cues that incited the emotional rapport elicited through TV, you can ensure that the connotations associated with your business are positive.

To achieve this universal consistency your business needs to ensure even the colours are exactly replicated from your TV or on-demand content.

Grading is pivotal in this context. Digressing briefly from topic, you need not worry about a shoot that may have gone awry for whatever reason.

Through colour manipulation you can achieve your desired context in the post-production process – in a similar fashion to when you would utilise Photoshop to optimise images for your online or print marketing.

In this case you can colour match and ensure that all your communications are identical and delivered in the same context regardless of the initial visual quality of your video or images.

Having the shots that create the same emotions omni-platform will be imperative as you seek to extract the same emotive response and affirmation with your business.

In the sense, you will be able to influence and dictate the narrative, ensuring that you will be harness interest and turn it into demand and sales.

Expediting this sense of community can be done through owning the emotive terms that consumers will associate with your business.

This is where the consistency can permeate throughout your brand and ensure associations can be made and affirmation forged.

Without the prior knowledge or awareness of your brand vision, product or values, perception can be influenced more by the intrusion found online.

Content of course is of ongoing concern, notwithstanding the threat of fraud and lack of trust in many sources due to the lack of action against fake news.

The trust inhabited by TV ensures you can create ads that carry inherent credibility – this can ensure you circumvent any subconscious prejudice a consumer may have surrounding interaction.

Creating a successful advertising campaign goes well beyond the initial advertisement; you have ensure your website is optimised, user friendly and concise to deliver for you.

Patience is not a commodity in copious supply online, with consumers looking to satisfy their transient desires and needs.

You can of course utilise online only and attempt to take advantage of search terms used to target individuals; you do not know the context of this search though.

That is why you need to ensure your company name is inculcated into the consumer through advertising means like TV or VOD, to ensure you are always dictating the narrative.

Optimising your website should be done to minimise load times and utilise the keywords you dictated in your website and your rivals’ websites.

As you look to also maximise your reach to those who have yet to see your ad, creating targeting metrics that can also drive-traffic to your site will boost short and long-term sales.

While just simple retargeting can be popular and lucrative means of snaring short-term sales, if it is underscored by the emotions that appease consumers, you can create the optimal connotations that can mobilise success.

With shorter load times through utilising smaller video files online; images that are taken directly from those shoots, you can instil the consistency that is vital for fostering the long-term resonance that leads to prolonged sales, ROI and profitability.

Of course the ads themselves need to initially reflect the content or programming they need to be associated with, so testing success is pivotal in this context too.

Space City has been producing TV, online and radio commercials for 25 years, ensuring of success by creating appeasing ads that have elicited sales increases of 600%.

Contact the team now and find out how much your business could save from creating your next commercial with one of London’s best employers.

GDPR implementation is looming, but how can you turn any inconvenience into an advertising ROI increasing masterstroke?

GDPR Is being implemented in May 2018, but the ruling should not mean compromised sales success; it can be the opposite with ironically simpler ads.

Amidst the clamour for more data and an increase in its quality, you would think advertising campaigns need to be naturally more segmented and prolific? Thankfully for your business; no.

Although collecting any new data streams consensually and with greater transparency for the consumer, your business is best equipped to do this by creating advertising campaigns that will provide the most broad and generic relevance possible.

Event specific or seasonal campaigns are popular and effective, but with the need for more immediate and quantity-rich responses and sales, a more simpler advertising tack will ensure your business can enter the new era of data usage in a buoyant state.

Regardless of your business output, encouraging the purchase of a low-cost product or service will ensure that your business increases short-term sales and interest.

The data accrued from this campaign – regardless of whether it is looking to sell something immediately or through sign-ups – can equip your business more effectively for the future times when you want to market more time limited promotions or products.

Through maintaining the same tack until the regulatory change, your ROI in the short-term and with subsequent campaigns will be reduced.

With both your online advertising campaigns and any data-driven TV or VOD campaigns, you will need to change how your business obtains data – taking valuable time and resources away from your advertising and wider marketing plans.

Although GDPR can be implemented through with improved ease if you were looking at using your current data pools for email marketing campaigns for instance, you would to ensure of actual consent, as appose to either the complicity or ignorance when it comes to how and when data is being used.

The explicit nature of the new regulation ensures that a new form of compliance can greet your potential consumers, once they either purchase a product or sign-up to something within your business.

This, therefore, should be the only change in how you accrue data. With more explicit information and requirements of the consumer, transparency can help foster improved trust throughout advertising – not just online.

TV may be the most trusted form of advertising, but as with any evolving industry, it can improve.

In order for it to improve, it needs to continue in its support of online. The increasing convergence of online and TV will assist this, as well as sales.

When you add TV to any advertising campaign, you enjoy 40% increases in effectiveness, while a TV campaign is 14% stronger when supported by online (according to Thinkbox research).

With data being harvested in a more ethical and transparent fashion post-GDPR, your business will be able to form more accurate consumer segments – based on the emotive rapport with your brand, not just sales or search-based relevance alone.

The reliability of data can be improved too. Having the knowledge of how and why someone interacted with an ad, piece of marketing or your website as a whole can mitigate any fears regarding fraud or fake impressions.

Knowing that actual consent is a prerequisite, your business can continue to converge TV and online campaigns – with immediate knowledge heightened through the direct response advertisements that can swell your data pools ahead of the GDPR rollout.

In terms of what your business needs to do in the short term and with the campaign, the imperative will be for a call-to-action and incentive to dominate the ad.

The advertising creative underscoring it will also need to be communication heavy, feature actual people and have a tangible benefit.

While the communicative elements in an audible sense are crucial, it is the delivery of them that will ensure of optimal responses.

Having a narrative that ultimately showcases what you want the consumer to do, yet interspersed with humour and branding cues, will support your responses post-ad.

Media buying in this case will be more crucial than ever, with the need to utilise times where consumers will be receptive to any prompt to engage – this may seem expensive in the first instance, but the ROI is proven to be lucrative in the short and long-term.

By utilising TV as appose to online in this instance, you can increase our chances of eliciting organic gains in consumption through word-of-mouth and social media.

People consuming an ad on TV are more likely to be with other people than they would be with an online advert.

Overall, by offering something consensually and through the communicative platform that is TV, your business can elicit the short-term responses necessary to underscore a post-GDPR future with increased trust and sales.

Space City has been producing TV, online and radio commercials for over 25 years, delivering more adverts to broadcasters than any other company since 2000.

Contact the award-winning team now and ensure your GDPR compliance is optimised through direct-response TV advertising.

TV advertising is enjoying a renaissance – if it ever dwindled in the first place – facilitating digitally savvy marketers and consumers for the first time – increasing sales

SALES Are ultimately the reason why any business exists and seeks to cater for a demand that exists in society, but how has TV adapted to help your business?

Aside from being able to measure the success and responses elicited from your ad campaigns directly and in a more actionable fashion, the capacity for your business to align your digital and TV advertising has been facilitated.

With the Adobe Advertising Cloud; services from Videa that allow businesses to purchase ad inventory seconds and even years in advance, while having the ability to use data from your digital campaigns to systematical target and programmatically remove certain consumer segments from your advertising output.

This has conciliated businesses who sought more direct measurability and consistency with their advertising back to TV.

The work of Sky and their AdSmart services has ensured that connectivity is rising increasingly to the fore – with the ability to segment consumer groups more specifically, while being augmented by the encrypted data streams that are now emerging thanks to blockchain technology.

A collaborative advertising is proven to be a lucrative and successful one where sales and ROI are concerned.

Delivering adverts that compliment consumer moods is crucial; with tailored ads that can meet certain criterion, not only from an interest side, but also from the perspective of where the content is being viewed.

Such integration has been difficult and inherently incompatible thanks to the differences in trust levels, perception and overall content online compared to TV.

In a multi-platform world, though, where programming and material can be viewed at varying times, the premise now exists for businesses like yours to enjoy increased advertising success for less.

With demand for TV spots declining marginally in a traditional form, your business can still enjoy the unrivalled merits of utilising the platform to boost brand reach and knowledge – it is still the number one means of growing a company.

While digital continues to offer the data harnessing qualities, which has lead to hoards of businesses utilising its measurable and targeted shores to increase sales and relevant exposure, the lack of contextual and cognitive relevance has remained an issue though.

The lack of payback from advertising online through duopolies like Facebook and Google – besides the ethical concerns – has stemmed from the inefficient ROI.

Compared to TV, advertising online carries less than half the overall efficiency – between online video and PPC – meaning that for your business to succeed on both platforms, a synergy between the pair needs to be fostered and initiated.

Thankfully, demand is increasing in turn with lowered costs and sales increases. Of the businesses utilising interactive TV advertising for the first time, 80% of them were new to the process entirely – underlining TV’s renewed relevance to businesses and consumers amidst the digital revolution.

What has compelled businesses to return to TV in some quarters and migrate spend away from digital, is the lack of actual results and need more than ever for TV to take precedence.

For online to work well, it cannot be a standalone driving force of your outbound marketing, you need to have a consumer base that has had its subconscious penetrated by a brand or direct response TV commercial.

Video is imperative for any business as it looks to increase resonance and rapport with consumers; without it, a company is essentially left in a direct response PPC price war – leading to increased costs and removing the autonomy you have over your advertising sales success.

With a stimulated consumer group that is emotionally onboard with your business, you can now ascertain and act upon the success or lack of success of a campaign.

Interactive innovations derived from both cloud-based and connected delivery can ensure that segmented, chronological advertising campaigns that can influence consumers systematically throughout the process.

Similarly, ads can be removed that do not offer optimal efficiency, with programmatic ads ensuring that the best performing creatives take precedence, while inefficient creatives are exposed – increasing ROI and consumer receptiveness.

Ensuring of long-term sales though, it is crucial that you have the ability to remove adverts from view that have already lead to consumption or some sort of purchase.

Although this does not apply to generic brand campaigns or sponsorship bumpers, with your response, sales-driven adverts, you can now ensure that with the latest media buying you are optimising ROI and eliminating DRTV ad wastage.

Space City has been producing TV, online and radio adverts for 25 years, delivering some of the UK’s most efficient advertising campaigns that have elicited record ROI.

Contact the award-winning, Campaign Magazine ranked advertising production company, now, and increase your sales potential.

ITV has finally decided to facilitate a consumer base that has been clamouring for flexibility and measurability, but is it good news for your business?

ITV Has removed late penalty charges to would-be advertisers for the months of April and May, but is this reason enough to utilise more reactive advertising?

With online providing the facility for your business to react to certain market changes, or implement campaigns that are more interchangeable and driven by transient, unforeseen opportunities, TV has seen its revenues stymied by the demand catered for by online.

Although gratification has been achieved from the measurability and actionability perspective, businesses are struggling to see consistent returns, with ROI struggling in comparison to TV.

While the culture of convenience, transparency and measurement has led many either away from TV or with a reduced output, given the lack of consumer understanding elicited through it, ITV’s decision has enabled TV to compete on a more even and reflective footing from a cost and targeting perspective.

Why TV advertising and its costs need to change

With the need for more data, knowledge and understanding of how, where and why consumers consume and interact with the advertising that is sent to them, addressable has enjoyed continued development to cater for the increasingly flexible TV advertising sphere.

Although it may seem ironic that a broadcaster itself is utilising what is a effectively a direct response initiative to stimulate short-term sales, the action in itself is showing that the broadcaster is listening to what businesses want.

For too long, broadcasters and media buyers alike have been too keen to maintain the status quo – remaining risk averse, while trying to advocate a means of advertising that seems highly risky when compared to the more measurable and actionable means of advertising on offer from online outlets.

Consumers still enjoy TV in large volumes, but the overall industry is consumed in a more fragmented, convenience-driven fashion.

With a more individualistic outlook, businesses have needed to adapt their advertising to suit individuals and their transient needs.

While this often leads to clicks and occasional short-term uplifts in sales, the long-term prognosis has been all-to-often proven to be of weaker ROI and a decline in business trust from consumers.

Therefore, TV cannot extricate itself from its founding values too much; values that have instilled credibility and continue to increase the coffers of myriad businesses worldwide.

The shift towards data-driven, realtime-analysed campaigns is something that was needed to supply the demand that continues to grow for knowledge-rich adverts.

What is not needed is a shift from how this advertising is delivered – this is why ITV’s new measure has to be a transient measure if it is to uphold TV’s position as a source of captivating and experiential content.

Why TV should not abandon its roots

Although necessary in the short and long-term, an onus on more short-term, reactive advertising will only serve to weaken the cash flow cycle and funding for the compelling programming that leads consumers to TV currently.

While the need for some form of surprise gratification is necessary, some form of financial incentive should still be active for those looking to plan ahead and provide a more brand-driven advertising campaign – something that is not as effective online, which is in turn the home to data-driven, reactive advertising.

In order for TV to remain relevant to both businesses like yours and consumers, it has to be effective.

While many false assertions have been made about the demise of linear TV, the future partnership between it and the data-driven and online sphere needs to be fostered, not a simple convergence of every metric of online and retrofitting it to TV.

The psyche, therefore, needs to be changed. Instead of punishing those desiring to react to a change in the market, rewards should be offered to brave and proactive TV advertisers – incentivising loyalty and demand.

Although the principle is correct from ITV and should be applauded, the nature of how a future costing overall is implemented needs to look towards reward in a world dominated by free markets.

The long-term solution for low cost TV advertising 

While cost has been firmly placed on the back burner for businesses in an attempt to increase data streams and knowledge, it is something that continues to beat online and will continue to do so.

With the need for memorability and the emotive leverage that is inherently lacking with online content, TV needs to prise upon the developments in ACR (automated content recognition), to boost both linear and addressable advertising.

Knowing who consumed an ad and when will help businesses like yours tailor advertising in a more bespoke fashion, but creativity should not be compromised by any direct mimicking of online.

Space City has been producing TV, online and radio ads for 26 years, being named the UK’s number one producers of TV commercials.

Contact the team now and increase your sales by as much as 600% in the short-term and 140% over a three-year-period with low cost TV advertising.

Having led numerous start-ups and SMEs to their first forays into TV advertising, Space City produced Lifestyle Bids’ first TV commercial

LIFESTYLE Bids, the luxury reverse auction provider, has released its first ever TV advert with Space City Productions, in a nationwide campaign.

The Surrey-based business utilised the UK’s number one producers of TV commercial’s state-of-the-art DaVinci Grading editing software, to deliver an advert underscored by stock-footage and a voiceover.

In order to keep costs down, but versatility high, a differentiation was deployed between the voiceover artists, ensuring of increased relevance and resonance to more consumers in the brand response advertising campaign.

Although the need for response was key, ensuring that brand was emphasised in an aspirational context was imperative, with Space City’s award-winning creative team providing the direction to the voiceover artists and editing team to ensure that this context was protected.

Lifestyle Bids was founded in 2016 by entrepreneur, Reginald Larry-Cole with the aim of creating a platform that requires minimal consumer outlay in the form of bidding low amounts, in pursuit of luxury prizes, holidays, objects or experiences.

The low-cost TV advert will be delivered under the campaign line, ‘Don’t just Dream It , Bid It”, with the emphasis of the ad from opening to end branding being escapist and experiential – crucial traits for successful direct response.

Space City has been producing TV, online and radio adverts for over 25 years, delivering the debut commercials for Moonpig, MoneySupermarket and GoCompare.

Contact the team now and ensure your business enjoys record sales increases with TV advertising from a Campaign Top 50 advertising agency.