Commercial and advertising tips: best practise

Whether you are advertising online, on TV, or both, it is crucial to advertise intuitively and with a commercial that embodies the following virtues: now is the time to succeed

COMMERCIAL Production is fraught with difficulty, but with more complex and detailed data streams, you can deliver lucrative adverts that eliminate wastage.

The problems your business faces in commercial production

Online advertising has become increasingly fragmented and targeted, ensuring that as measurement improves, the level of detail in consumer segments can be increased, resulting in adverts becoming more personalised: this is a negative step in advertising.

The reason for brands carrying leverage in wider society as a result of video and its power, is its ability to be spoken about by the masses to each other.

Adverts that are completely bespoke and automated to compliment individuals will lose that leverage and brand prowess, resulting in compromised efficiency and declining brand leverage.

People become brand advocates for your business as a result of personal experiences, not price-led adverts that merely focus on transient sales and not long-term effectiveness.

Promotional ads orchestrated in this way and sent to the consumer based on realtime search data may seem effective — and has led to digital spend overtaking TV for the first time — but it only stymies brand growth and precipitates a race to the bottom in terms of how your brand elicits sales.

If you only lead on price and no other USP, your profit margins will suffer as a consequence, with overall ROI falling and word of mouth communication also declining.

The key is balance, and securing an online advertising interface, which conciliates itself to the consumer through emotion and not price.

Of course this element is pivotal; you need to be competitive, but advertising that leads on price alone will not carry any emotive resonance and memorability.

What your company can implement to improve its advertising

For a consumer to return and recommend your products and services, a need for emotional engagement is imperative – without it, only your pricing is remembered, not your business.

Online can still be a place for compelling, targeted advertising, but it is the timing and nature of it that will determine its ultimate strength.

Attention spans are shorter online, therefore ensuring of a commercial that is naturally rife with call-to-action mechanisms, branding and a proposition immediately is key, while arranging for such ads to be viewed in the form of an exchange will be beneficial too.

In this instance, you can entice the consumer with a piece of gated content that would be of benefit — as a result of search data for instance — before playing the ad before hand in return for viewing the piece of material.

Saving this form of advertising, placing commercials in more protected, appraised and verified platforms is vital to protect against potential fraud, false impressions and inappropriate content.

Trust will increase with transparency and credibility, therefore these commercial productions need to be augmented by the inherent trust that inhabits TV and its increasingly digital derivatives.

While in previous years TV could offer you the mass awareness and overall reach, it lacked any true way to measure consumer receptiveness; why they purchased and when.

The usage of different phone numbers, promotional codes and URLs is still a prudent means of measuring linear TV advertising success, while also ensuring that generic creatives can be consumed by all.

A downside to this technique is ad wastage and paying for more broadcasts of an ad than is necessary.

What should your KPIs be?

Your business’ KPIs should be addressed to ensure that they reflect on whether an ad has been consumed, engaged with and ultimately resulted in a transaction: this can all be achieved through TV.

Therefore, using programmatically-driven TV advertising, which is aligned to connected TV, will ensure you have the data to extrapolate and make informed decisions about future media buying segments and creative directions.

A commercial should be delivered by one company and not separate agencies and production teams.

Moving files and exporting them between different servers and software will translate to poorer quality footage, which will not be of use to the very mediums that still carry great brand leverage: TV and cinema.

Online, too, needs to be able to have this visual quality to differentiate from the competition online – it is imperative that your footage, branding and context of creative remain the same omni-platform.

This contextual clarity is paramount to your business being trusted by consumers, thus enabling your online output to improve, also.

By taking a stance that places not just data, but the quality of data into your commercial production process, your business will enjoy increases in ROI and long-term attainment.

In order to maximise online and TV collectively, the adverts produced need to share the same assets and contextual messages.

Space City has been producing TV, online and radio commercials for 25 years, helping businesses including Nestlé, Moonpig and Asda advertise in the past.

Contact the team now and ensure your next advertising campaign launches your business to new heights, using the aforementioned commercial tips as guidance.

Having being honoured at the 2017 Brilliant Business Awards, Space City has enjoyed national recognition courtesy of the SME Business Awards

SME BUSINESS Awards has announced Space City as a finalist in the Employer of the Year Category at the National Business Awards.

Following on from victory at the 2017 Brilliant Business Awards, the TV commercial production specialists have been recognised at a national level on this occasion, with the awarding body citing Space City’s hard work, enterprise and endeavour in business.

The awards are hosted annually by Events and PR Limited, with the 2018 ceremony taking place on Friday, 7 December 2018 at Wembley Stadium – the home of English football.

Honouring businesses with fewer than 250 employees, the awards celebrate the achievements of those nominated through categories ranging from Best Customer Service, to Not for Profit Business of the Year.

The SME National Business Awards are made up of 17 categories that allow any successful business in the UK to enter the prestigious awards, with all entries judged by up to four leading business personalities and entrepreneurs.

Based in Hammersmith London, Space City is the UK’s most productive producer of commercials per-member-of-staff, belying its relatively small stature to provide adverts that are broadcast more often than ads from similar companies with 10-times the staff.

By completing the entirety of the production and post-production process in-house, the process of delivering adverts is expedited, of better quality and of greater consistency – supporting brand growth for clients and ROI, for some, of 600%.

In turn with the National Awards, the SME Business Awards conglomerate hosts annual ceremonies celebrating the successes of companies by county, too, ensuring of recognition regardless of business size or industry.

Space City will be looking to emulate 2017 winner, White Cross Vets, who were also awarded overall honours by Events and PR Limited for their work in improving the employee experience.

Staff at Space City are trained to equally high standards regardless of hierarchy or position – with First Aid training and complimentary food and drink as standard to support wellbeing and confidence.

As a result, the UK’s number one producer of cost-effective TV commercials has been honoured for its continued work in placing staff at the forefront of business success.

You can find out more about the awards and the other finalists chosen alongside Space City at www.smenationals.co.uk.

Contact the team now and ensure you have an award-winning and nationally recognised company to provide your business with lucrative TV, online and radio advertising solutions.

Paradise Wildlife Park is advertising its new animatronic dinosaurs on TV, but what have Space City done to ensure the ad gets a roaring response?

PARADISE Wildlife Park has launched its first ever TV advert with Space City, with the Hertfordshire charity showcasing its new animatronic dinosaurs.

Filmed on location at the park near Broxbourne, Hertfordshire, the commercial features children on a safari-esque discovery of the prehistoric leviathans.

The 30-second TV advert will be delivered interactively via Sky AdSmart and hopes to target more local consumer groups initially, who will be more geographically conciliated to the park.

As well as the animatronic dinosaurs, the recently invested charity focused on delivering a direct response TV commercial to showcase the vast array of exotic animals that live in the park.

With more than 800 species spread across the site, many feature in the ad itself, while the eclectic array of activities visitors can partake in are also showcased.

From Lion feeding, to shadowing a zookeeper for the day, the advert blends both these elements and the new dinosaur experience, while upholding response mechanisms.

The commercial was shot without the usage of sync-sound, ensuring that the body language of actors and quality of the voiceover artist could help showcase the virtues of the more than 50-year-old zoo – boosting response and maintaining emotive consistency.

Produced by experienced Space City stalwart, Stephanie Davis and directed by Greg Simmons, the commercial combined more than 15 years of production experience to provide Paradise Wildlife Park with a potent debut TV campaign.

Space City has previously produced numerous commercials designed to be effective on Sky AdSmart, for businesses including ABC Estates and Mortgage Gym.

You can find out more about Paradise Wildlife Park and its continued conservation work, via the link, here.

Contact Space City now and find out how your business can exploit TV, online and radio advertising to induce record sales increases.

Watch the new ad for the zoo and charity, here.

An alternative new way for you to advertise your business in the best possible fashion

BEST Advertising practises do not have to be the reserves of mass-spending multinational corporations; there are simple steps you can take to improve results.

When approaching any campaign, whether brand related or direct response based, the key is to ensure that you devise a creative direction that can be adjusted to compliment both variants.

Although this may seem counterproductive in the sense of producing adverts that can succeed omni-platform and across various consumer segments, you can save money in the first instance and also ensure that your brand connotations are present within your response commercials, too.

With this consistency, you can grab the attention of consumers swiftly, while your ability to resonate with them is enhanced thanks to the associations with your other campaigns.

Having different ads from the same core rushes and files will improve consistency and quality, as well as enhancing the credibility of your advertising as a whole.

TV is the most trusted advertising medium, therefore with differing creatives embodying identical creative principles, you can increase brand awareness and disambiguate any confusion that may arise between differing brand and response directions.

While the differentiation is necessary for stimulating response and increasing sales
in the short term, the lack of consistency between the campaigns can often cause confusion and haemorrhage trust from your business – wasting valuable media spend.

Therefore, filming both creatives simultaneously, with both directions using the same artists, jingles, voiceover, fonts and graphics will ensure that your brand is potent and prevalent in the minds of consumers.

Although differing creative techniques are needed to maximise both executions, keeping some elements of the creative without sync-sound gives you the scope to vary voiceovers between a more explanatory tone, to a more narrative one that will be pertinent to a brand campaign.

DRTV can be more product and service based, which is often more effective with a combination of both sync-sound and voiceover, but to give you maximum flexibility using the body language and tone of what your respective ads are trying to convey, will ensure the most lucrative and best advertising practise for your business.

Depending on your industry, it will sometimes be impossible to exploit the same creative when showcasing certain products in different settings, but you can lower costs through utilising the same settings in this case.

Showcasing certain product ranges, while incorporating your brand goals and emotive context for your brand commercials is possible to shoot at the same time.

If footage can be shared, but augmented with graphics changes, the usage of different cutaways, grades and contrasts, ensures that you can utilise all the standard best practises that assist standalone branded advertising productions.

Thinkbox research has illustrated the importance of certain creative directions, which aid both response and branded campaigns for TV, but these can also support your radio and outdoor campaigns, too.

By deciding to shoot your video ads in either 4 or 8k, your visual quality will be strong enough to use in outdoor campaigns.

Having a consistent brand context across all your ad campaigns will support retention and ensure that the understanding of your business will be universally unequivocal across all consumer bases.

When taking into account the campaigns that have already been viewed or heard, you can take advantage of the emerging digital radio and TV sphere.

With the knowledge of who consumed your campaigns and the subsequent data that can be elicited to reveal uplifts and conversions, you can decide to interchange the ads that are broadcast to consumers, based on whether they need to be subjected to an ad again.

If you have already enjoyed a conversion from an ad, you do not need to repeatedly show that ad to the same consumer.

By delivering adverts programmatically, you will be able to have ads that move around in real time to compliment the consumer – saving on your media costs and improve your future advertising campaigns.

This vindicates the reduced usage of sync-sound in a commercial, which you want to be used for both brand and response purposes.

If a certain dialogue was used that did not perform for your business, it would not be best practise to continue using that ad in its current form.

However, not having that flexibility in the first instance will impair your ability to change advertising creatives cheaply.

Changing a voiceover or graphic is substantially less expensive than reshooting an ad, or editing a commercial to include new footage.

Therefore, utilising TV, radio, online and outdoor collectively, but using the same assets and communicative devices to instil credibility and memorability, all while lowering costs.

Space City has been delivering TV, online and radio advertising campaigns for over 25 years, becoming the UK’s number one producer of commercials in that time.

Contact the team now and ensure that you maximise ROI and take advantage of the London production company’s in-house facilities to secure long-term business growth.

Advertising inclusion is something that needs to be implemented for the industry to flourish and increase societal participation, but what can be done?

INCLUSION In advertising has not improved sufficiently for advertisers to truly maximise ROI and brand trust, but through simple creative steps you can flourish.

Advertising has made steps to induce wholesale changes to how the industry operates, devises creatives and casts for roles in adverts.

What problems have blighted inclusion

Alienating people when casting for certain roles is a risk when attempting to merely contrive the presence of certain societal groups, but this misses the point entirely for a more diverse and reflective advertising sphere: it should convey equality in actions and premise.

What actually persuades and conciliates a consumer is the body language and emotion of the artist themselves, not the person portraying the character.

Problems only arise when you attempt to categorise a person a group based on stereotypes.

Should this be the case, you will ultimately endure weaker ad performance due to the alienation and context that you portrayed the individuals.

This is pertinent to the portrayal of all groups in society, which has ensured of universal inefficiency in some quarters.

The most common error a business can make when looking to induce instant response, is attempting to offer relevance to particular groups through contrived, gender, age or race specific scenarios.

Although it is the emotive resonance woven into the scripts and conveyed by the artists that leverages response and memorability, it is the fact other groups are excluded from these creatives that remains the issue, ensuring that subconscious associations have not been built with all members of society.

Whether it is those who are disabled; within an ethnic minority group, or of a different sexual orientation, many have not been reflected sufficiently in advertising, ensuring that these consumer groups are being wasted.

Therefore, from both a moral and commercial perspective, advertising as a whole needs to ensure that these mistakes are not replicated through steps that boost inclusion.

What your business can prioritise to improve inclusion and results

From a creative perspective, not a lot needs to change – no creative needs to be amended or doctored to suit different consumer groups.

There are still some elements that may require more attention from a media buying perspective — when looking to provide adverts that can be acted upon by disabled people — the core focus needs to be body language and tone.

The context of your creative delivery and how it resonates with all potential consumers is crucial if you are to conciliate all.

Remaining unequivocal is key; if your business changes tack in how it delivers on a particular point, you will haemorrhage trust from your creative, while viewers with learning difficulties will tend to take what is said in advertising literally, thus such changes will emasculate the commercial greatly.

Amazon produced an advert that truly appealed universally in the sense of not marginalising and alienating consumers.

Featuring a vicar and imam, the premise was that we are fundamentally all enriched by the gift of kindness, with differences in beliefs, appearance or jobs not affecting the emotional response and sheer feeling of joy as a result.

This perfectly secured an emotive premise for all to engage with, while no stereotypes in terms of gifts, home or other elements were intimated.

By remaining as objective as possible in the creative direction, inclusion was ensured, while efficiency optimised thanks to its generic contextual tack.

This is imperative; without a consistent emotional premise, you will ultimately endure ads that are not maximising efficiency.

In a targeted advertising sphere, you should only augment your advertising with graphics and complimentary on-screen text – do not fundamentally change the artists, locations and graphics to suit a particular consumer segment.

In this instance you will stymie an ad’s ability to be conversed about and lose any form of mass awareness appeal – ads perform better in the long-term when they stimulate conversations on and offline.

TV advertising remains the strongest platform for this, while radio and outdoor advertising also remains relatively efficient.

Your next plan should be to ensure that these platforms replicate the contextual leverage from TV through creative interpretations.

Utilising agencies can be expensive and seem ruinous financial – especially where brand awareness advertising is concerned.

Production companies like Space City work transparently and at cost, with clear profit margins outlined to ensure that companies maximise budgets and ROI.

As well promoting sheer numbers in terms of those unrepresented in advertising, utilising them in a respectful and universal regard emotionally, ensures they can maintain aesthetic differentiation, but unified in terms of whether they can utilise your business and its services.

Space City has been producing TV, online and radio adverts for over 25 years, delivering sales increases of over 600% to some clients, while promoting diversity and inclusion through internal quotas, notwithstanding dialogue with LGBTQ+ advertising and marketing network, PrideAM and disability charity, Scope.

Contact the team now and ensure you lower costs and equip your business to succeed omni-platform with the award-winning one-stop advertising shop that is Space City.

Having previously advertised on TV, provider of luxury reverse auctions, Lifestyle Bids, has produced its new TV commercial with Space City

Lifestyle Bids’ new TV commercial has been completed by Space City, debuting its ‘winner’ advert featuring aspiring boxer and singer, Nicky Robinson.

Filmed in a studio location in London, the 30-second commercial features an interview with the aforementioned artist, which looks at the benefits already enjoyed through participating in the luxury reverse auctions.

Using a real case study, the advert was built in the direct response mould, utilising visual cues from the on-screen graphics, to act as leverage in conciliating the consumer to the fledgling brand.

Succeeding the initial commercial released by Lifestyle Bids, which featured a variety of aspirational stock footage shots, while being delivered to reiterate brand, the new commercial focused on eliciting response from consumers.

The ad is set to join fellow Reginald Larry-Cole business, Buy2LetCars on TV, with the commercial due to be released for a nationwide test later on in June 2018.

Robinson, star of the commercial, recently enjoyed auction victories that took him onto a private jet, as well as the renowned United States-based music festival, Coachella.

Space City has recently risen a further seven places in the Campaign Magazine agency rankings, while the UK’s number one producer of commercials also enjoyed recognition for its recent CGON advert in the world’s leading business media magazine.

You can find out more about Lifestyle Bids, here, and watch the company’s new TV commercial via this link.

Contact the team now and find out how much you could gain from TV, online and radio advertising with Space City.

Technology has consistently helped the advertising industry improve, with companies benefitting from improved measurability and more cost-effective production cycles, but why is it now failing the sector?

TECHNOLOGY Needs to improve quickly to save an advertising industry that is in need of increased creative prowess, but what needs to be done to help?

The final analog TV transmitters were turned off in 2012, following a three-year phase-out of the systems of broadcast: a seminal moment similar to this is needed to support advertisers and viewers.

With a universal switchover from digital to connected TVs, companies can universally communicate with server-side IP data and ensure that consistent, measurable and granular data streams are available to maximise the full potential of TV and other forms of advertising production.

For TV and online’s continued success, the presence of data doesn’t just need to be there, but the quality of it needs to be improved.

Your business has the ability to measure real-time website traffic reports in relation to your TV advertising impact, but with an increasingly fragmented viewing base, which still prefers to watch on-demand programming, even, through traditional TV sets, the need to satisfy the viewer and advertiser is brazenly clear.

Although strides have been made in terms of tracking TV advertising viewed on other devices — tailoring it to the platform and displaying it at more appropriate times for the consumer — the potential of linear TV still has not peaked.

Connected TV should provide the targeted campaigns necessary for boosting direct response — yet engraining brand — but does not.

Pairing data with the TV sets itself is something that is tangibly possible, but is not yet a common reality.

To ensure that mass media advertising is optimised, the technology that has been offered to consumers, needs to be mandatory.

Economic improvement is inevitable; with increased volumes of data available and being elicited, the quality of advertising can improve.

With advertising that is tailored to the consumer, receptiveness increases in the case of online direct response, while with TV, knowing the factors that stimulate memorability will help with increasing ad efficiency, ROI and long-term success.

Adverts with increased consumer understanding will enjoy greater viewership, as well as ROI.

Thinkbox research showed that the usage of device-viewed VOD had been relatively stagnant between 2013-17, but with broadcaster VOD those viewing figures had more than doubled in the same period.

With a lack of measurability to compliment the demand, viewers are not being served the ads they desire.

In terms of actual gratification sought, further research by the company showed that viewers were nearly twice as likely to enjoy escapism on VOD, as appose to live TV, which is crucial to boosting memorability.

Therefore, from both a brand and response perspective, having the knowledge of why and how viewers respond to the techniques deployed to induce escapism, will eliminate ad-spend wastage.

Augmenting these changes in measurements to programmatic advertising delivery, will also help save your business money.

If a certain creative is broadcast to a consumer via server-side IP delivery, you can ensure that the ad is not sent to them specifically again if a purchase has been made, or another KPI is met.

Although the process does not work in this manner with linear TV, you do have the ability to reduce your spending on such spots that are underperforming, moving more appeasing creatives around in realtime to optimise spend.

The key is flexibility – for both consumers and advertisers. As viewing habits shift, so should the technology that serves the industry.

With more viewers looking to view something in the traditional TV setting, but not at pre-defined live broadcast times, ad quality and measurement need to be able to reflect this.

Through traditional means of measurement, you will not be able to ascertain realtime uplifts associated with broadcast VOD, therefore why a consumer is reacting in a certain way.

TV advertising production is consistently improving in itself to cater for the demand the technological revolution has facilitated.

Ads can be sent to stations more quickly; versions of ads can be fashioned in shorter periods, while the quality of the footage continues to improve and further satisfy consumer needs for escapism.

The technology is present, but for advertisers and consumers alike to both benefit from the commercials disseminated, directives similar to the analog to digital evolution, need to be implemented to assist businesses.

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

Contact the team now and find out how you can exploit their award-winning creative flair and productivity to improve your business’ advertising fortunes.

Advertising is imperative to the success of competitive business sector, but how can you ensure your ads continue improving your sales success?

IMPROVING Advertising success in a cost-effective fashion is something that has become all-the-more realistic in the increasingly digital era.

There are myriad elements of the advertising process to consider for first-time advertisers, as well as those returning to advertising.

Regulations are continuously changing from a clearance perspective; transmission technology is improving, while the methods of embedding your adverts into a variety of platforms are proliferating.

With such a constant evolutionary process, looking at things too insularly can be costly to your advertising efficiency and be inhibit you alongside your industry competition.

Therefore, as you look to remain at the forefront of your sector, improving the advertising production process will be imperative to delivering adverts that compliment consumer desires, while offering affirmation and contextual relevance.

Clearance: future-proofing your advertising

A particular creative concept you may have decided upon or taken an interest in may in fact be contentious, if not in breach of advertising regulation.

If something is controversial, but not banned, erring on the side of caution is to be advised.

Being more transparent, ethical and diverse improves your advertising success conclusively; there are no adverse effects on business success as a result.

Conversely if a means of conciliating the consumer is chosen that is contentious, or perhaps is not looked on favourably by wider society or the press, you will be diluting the organic uplifts in awareness and coverage of your business.

Financial incentives, both in the production cycle and after it, all serve to help your business – from a cash flow and ROI perspective.

Should an advert be compliant at one moment, but ultimately fail to comply as a result of a change to advertising codes of conduct, your ad could be retrospectively banned, rendering your previous creative redundant – depending on whether you used sync-sound or not.

If you are looking at producing a DRTV commercial, but worried that your script could potentially be contentious, or even your business usp could change, then choosing either to shift creative tack or style will be necessary.

With clearance as a whole, you need to have scripts, creative concepts and executions cleared before any final advertising shoots are sanctioned.

By safeguarding your business in this sense, you will not be wasting money on ads that are inherently non-compliant, but also protecting your business from having ads that are not ready in time for pre-paid broadcast slots.

Clearance from the industry provider, Clearcast is arbitrary and cannot be helped conclusively by substantiation, but having an advertising production company that knows what normally gets cleared by them, is key.

Should you produce your campaigns, in their entirety, in-house, you may lack the knowledge of what it would take to get certain creative style cleared – however legally compliant or ethically produced they may be.

Thus utilising these experiences is vital to expediting the clearance process, while ensuring that you do not place any potentially problematic creatives across TV, online or radio.

Transmission, analytics and media buying

When looking at optimising a creative, it is crucial that your workflow does not prioritise choosing any particular airtime before you begin the production of your adverts.

While tailoring your advertising to compliment the platforms and channels it is likely to reach is recommended, you should ultimately look at the channels and contextual situations that will compliment your final advertising creative.

The transmission process does not need to be convoluted, too. When sending your adverts to stations, sending the versions you want broadcast from the software that developed it will help improve quality and finish, while ensuring of consistent quality control checks can save valuable time, also.

All files that are sent to TV need to be exported differently to those exclusively appearing online, therefore, having the versions produced quickly and consistently can ensure you run the campaigns concurrently.

The transmission process itself has been sped up, too, with companies like Honeycomb and Adstream offering cheaper solutions for those advertising via addressable and targeted means.

Analysing your linear advertising, as well as your collective online output, is now possible.
tv
Whether you are choosing to gather more insights via connected TV advertising spots, OTT advertising or linear, you can look at realtime clicks and uplifts of those viewing your ads device-by-device, ensuring your adverts can be increasing tailored to compliment desired consumer gratification.

Choosing these integrated campaigns will help with both response and brand – if you are broadcasting with TV-derived content.

Improving your overall advertising beyond this requires creative bravery and an ability to convey emotive consistency throughout your ads.

If your ads are confused in their tone and composition, your potential consumers will be too.

Space City has been improving TV, online and radio advertising for over 25 years, providing sales increases of more than 600% with some ads.

Contact the team now and ensure you increase ROI with your one-stop advertising shop.

When global economic powers are fluctuating in strength, how can your business advertise to compliment a transient world?

GLOBAL Economic activity can affect short-term business output, but how can you ensure that your business enjoys a constant advertising income?

Advertising production is, relatively speaking, a nominal cost compared to the gargantuan amounts spent on media spots and other digitally-driven campaigns.

How to mitigate against global economic changes in your ads

The difficulty during the process of creating your TV, online or radio adverts is ensuring that the versions of your commercial are versatile, emotively-driven and not lifestyle-orientated; you need to facilitate ad placement that compliments transient desires.

By moulding an advert to compliment a consumer segment that may only have an interest in your product of services for a brief period of time, you will endure reductions in your ROI and ad memorability.

The need for mass-awareness, communication-intense advertising could not be more necessary in times of recessive economic strife, however even in moments of uncertainty, the leverage notable, memorable brands have is magnetic compared with the direct response ads, which you think would be prudent to deploy when looking to elicit instant uplifts.

What is necessary, though, is the ability for your ads to embody memorability and create the emotive connotations that will nurture consumer loyalty – protecting and nurturing your brand for more buoyant times.

While the threat of short-term sales declinations remain large, the imperative needs to be to have adaptability in your overall creatives.

As appose to creating adverts that have sync-sound and spoken dialogue that refer to particular transient offers, it would be more prudent to showcase your brand and products – conciliating consumers too your business, while also facilitating the ability for you to amend offers, legal text and call-to-action mechanisms.

This consistency will also assist your inbound marketing teams; if your TV or online advertising production features a consistent group of artists, settings or contextual references, you can replicate these emotions, design features, branding cues and messaging within your website and other forms of marketing.

Having consistent brand figureheads is crucial to long-term awareness, sales success and advertising ROI.

Why these changes are important to your advertising production

Creating new adverts, or fashioning promotions every time there is a change in the global economic sphere would be ruinous and not cost-effective, but ensuring you keep a basic suite of creatives and adapt the voice-overs; visual prompts for instance, you will enjoy a more cost-effective advertising output, while your consumers will also be more receptive to your business on other platforms.

Trust and search rankings are key; taking a comprehensive approach to your outbound marketing success will ensure that your business is equipped to rank highly at all times – not just in transient periods of time when the global economy is shifting.

By building your creative around these regular global changes that are often based on the whims of fiscal market leaders, politicians and stock brokers, the need to have autonomy to propel your business to new heights is key.

Through dictating the narrative of your business; its ideals and virtues, you can control the emotive associations consumers have with your business – not merely the price-led associations of a temporary promotion.

This is the ultimate issue with online: businesses clambering over one another to offer the most cost-effective solution to a consumers immediate desires.

Not being permanent, though, the PPC spend will allow your business to enjoy renewed data streams, but your overall SEO prowess and brand resonance omni-platform will be judged by the experience with the product, staff and brand: without any knowledge of it, you will not leverage future brand advocates.

Therefore, as you produce inbound marketing material to compliment your TV, online or radio advertising production, your business and its organic ranking success is fostered on consistency, actual relevance to your business and its familiarity with your mass-awareness advertising campaigns.

The flexibility should be sought from having dialogue that is VO focused, with periods of time that are without visual distraction, to allow your consumers to focus unequivocally on the element you want them to engrain on their minds.

If you have promotional text, someone addressing the camera and a product or service being exhibited, your consumers will invariably finish watching the advert with unanswered questions; something you do not need when looking to maximise direct response.

Targeting consumers cross-platform, too is something that will be necessary in offering consumers the gratification they desire on the media device they are using.

In order to target consumers, while getting the data needed to actually measure performance, you will need to use an analytics interface that distinguishes between the platforms yours ads are viewed on.

With this done, your business can begin to provide brand response adverts that do not need wholesale changes, but minimal changes and investment.

Space City has been producing TV, online and radio adverts for over 25 years for global companies – becoming the most productive UK advertising production company in that time.

Contact the team now and find out how you can combat intermittent global economic woe to launch your business to new heights.