Omniplatform advertising crucial for success

Businesses are always looking for new consumer insights, but why should you avoid focusing on just one advertising medium and instead focus on omniplatform delivery?

OMNIPLATFORM Advertising is crucial to ensuring of a successful, insight-rich and efficient marketing output, but how can you optimise your ad campaigns?

Using interactive and addressable advertising to help you improve targeting

Targeting consumers in a more personal fashion is key, but these advertising campaigns should be secondary to your overall brand commercials.

With the vast array of ways in which you can now interact with consumers, your business can provide a more bespoke experience, but taking a collective approach omniplatform is key as you look to boost long-term sales efficiency.

For instance, if you want to find out the most effective way in which to access consumers online, extrapolating data from an addressable TV campaign would not be useful from a response perspective.

The brand receptiveness and what actually led to website visits, sales and retention is, but for you to maximise individual mediums, it is key for your business to incorporate elements from across your entire marketing faculty to enable your overall output to thrive.

When using newer innovations, converging other proven elements will be vital as you look to optimise your budget – even if you are just A/B testing.

Programmatic advertising has helped businesses like GoCompare save 20% from their advertising budget.
Addressable, combined with this element and interactive advertising can ensure you have more specific data streams to analyse, which can be used to improve the relevance and quality of the campaigns you utilise on the radio, outdoors, online and via direct forms of marketing.

Low Cost TV advertising for Framd from Space City: the omniplatform advertising specialists
Finding an advert production company you like that can advertise omniplatform is crucial as you look to deliver multiple versions of ads.

If you know what triggers a response to a commercial and how that differs between varying consumer groups and individuals, you can enjoy response revenue, while also plying your marketing and analytics teams with unparalleled levels of data to support linear and future interactive campaigns omniplatform.

Standard A/B testing using phone numbers can still support a more efficient and lucrative advertising output, but as well as using this technique, your business can ensure that these numbers are used to explain why a consumer called, rather the just revealing the fact that they did.

If there are certain lifestyle traits, or elements that are driven by location, mood or any other metric you may seek to embed in a campaigns, you can be sure to place increased onus on them if it led to responses.

Use programmatic and link it to your interactive TV campaigns

Online and TV can compliment programmatic means of advertising, therefore learning from the results of the respective campaigns collectively is key.

You can now run interactive campaigns via connected cloud services, which can combine the data sources from both to ensure that you are not bombarding consumers with ads, instead, you can stipulate that your ads do not run on one platform if they have already led to a KPI being met from the other platform.

As well as knowing the ads that perform and where, when and why consumers react to them, you can save money and boost your advertising ROI.

Accuring impressions of ads that have already been consumed will no longer be a mistakenly named KPI, with those impressions being sent to your least performing and cheapest media spend outputs, while those consumers could equally receive a campaign that has not been received yet, which could be more brand based for instance.

Utilising both brand and direct response is key, but measuring it has been difficult in the short-term, when marketers have been under pressure to offer immediate, actionable and measurable results.

Facts should outweigh the force of immediate accountability, but a way of helping your brand campaigns and their effectiveness is offering augmented, interactive response ads to those who have been exposed to the other creative.

Effective TV advertising for the post-GDPR era can be achieved through incentivised adverts omniplatform
Successful DRTV needs to incorporate visual and audible call-to-actions – these are vital as you look to eliminate wastage omniplatform.

By offering a programmatic solution in this instance between several campaigns and more refined KPIs, you can more actively measure whether brand is being engrained in consumers.

Where to use the more actionable data you have accrued

Underscoring the omniplatform principle to advertising, the limits to where you utilise your data should not exist.

If you know of certain locations that were more receptive to a particular product, or whether a service was bought based on an ad that was liked based on a particular creative decision, you should utilise the myriad of platforms to prize upon the success generated and increase awareness via radio, outdoor, broader online and TV.

All platforms used together provide the contextual picture of how consumers enjoy advertising, with the volume of convergence necessary for catering to convenience and transient consumer desires.

Similarly, knowing when someone may have purchased a product interactively is vital as you look to cease marketing of that kind to the same person – the focus should switch to other similar products and services the consumer may need.

By doing this programmatically and in an addressable fashion, your business can avoid wastage and optimise the relevance of advertising and build brand resonance and consumer trust.

Space City has been delivering TV, online and radio advertising production for over 25 years, working with myriad companies to produce lucratively measurable DRTV commercial production.

Contact the team now and increase advertising ROI with the UK’s number one producer of cost-effective TV commercials.

Inbound marketing underscores the potency of your overall consumer reach, but how can you improve its ROI and achieve your KPIs?

INBOUND Marketing should be underscored by the outbound marketing you disseminate to consumers, but how can you increase advertising ROI for less?

When looking to stimulate and keep consumers in your sales funnel, there needs to consistency and semblance of a journey when passing between your outbound and inbound marketing activity.

The first element of the process you should tackle above all else, is the strength, agility and potency of your website.

1. SEO and why language and terminology matter in marketing

Whether you are utilising TV, online, radio or print advertising, the outbound material and its communicative style, context and actual words have to tally with your inbound activity on company websites.

When looking to naturally boost leads via your website and organic search, there are myriad factors you can improve to boost rankings regarding search terms, which include descriptive alt-tags, simplifying CSS, longer header tags and more discursive content.

That aside, though, the overall content plan for your website needs to compliment that of your outbound marketing to truly thrive.

With the keywords used in your PPC reflecting that of what your consumers are searching for, notwithstanding the optimisation of the terms used in the showcase of your business and call-to-action.

This consistency will increase consumer trust and the credibility of your business omniplatform.

Framd low cost TV Commercial production from Space City - this boosted inbound marketing success for the company
Creative consistency will increase resonance and improve the memorability of your inbound marketing.

On TV alone, if an advert changes tack midway through an ad or creative, trust and overall success declines – this practice needs to be replicated across all inbound and outbound marketing activity.

If you confuse the consumer with your core services, you will lose advocacy – the need for an overriding USP that you utilise in certain campaigns is crucial.

2. Segmenting consumer groups and boosting overall inbound success

When boosting your website performance and overall leads from work that does not pertain to advertising, it is crucial you target different consumers with variants of the same USPs.

While not all consumers will be interested in the same product or service, any piece of inbound marketing needs to be underscored by an overall meta-tag, which can be segmented in itself to compliment user experience.

Internal links when used too prolifically in content can damage your website performance, thus embedded click-throughs that can link to similar services or products to those they are viewing will help keep consumers interested in other offerings, but it is consensual and avoids the sales-driven traits of PPC and online video, which lowers efficiency and brand trust.

Stimulating website visitors through your TV content is key, but with refined, campaign-specific search terms that are underscored by wider brand virtues, you will attract a broader consumer base, some of whom will become company advocates.

Segmenting can be achieved through improved data streams, which deliver ads based on increased KPI achievement – linking as many metrics as possible together will deliver more refined results.

3. Harnessing data from your inbound marketing

Using your inbound marketing to improve your future outbound campaigns is crucial to improving their relevance, thus improving the quality of data you enjoy.

When analysing data and extrapolating conclusions from it, your business needs to look at time spent on the website, certain pages; when they left; how they access the website and where to ascertain more information about browsing activity.

Once you know this, you can prioritise making targeting more specific and provide a bespoke inbound experience that can be optimised to make the user experience more convenient – the absolute requirement of all online content.

With your website supporting your future TV, online and radio advertising productions, you can showcase the very elements a consumer wants to see and find out about – boosting response, memorability and resonance.

4. Keep inbound marketing content ungated at first

When attempting to conciliate consumers to your brand, immediately putting up barriers stopping them from accessing your articles, blogs or other forms of direct marketing will be inhibitive.

Although useful in finding out more about consumers, this system should be used when trying to access content that is an extension of what they were initially shown – something they fundamentally need if they are to maximise the first piece of content disseminated.

 Cost-effective TV advertising production for Ecover from Space City - helping their inbound marketing flourish
Allow your consumers to enjoy your inbound marketing and build trust and rapport.

If you attracted them to the post in the first place because of its virtues, having either a paywall or currency for that information will merely reduce trust in your brand and lead to negative coverage.

Experimenting with certain content choices, too, can help you create more amenable word choices, which assist with encoding brand unequivocally.

5. Ensure you advertise on TV, online and radio

For many, it can be case of one or the other, but the need for all these advertising outputs is key to your overall marketing output succeeding.

Appeal is necessary based on all the key metrics: experience, convenience, emotive resonance and gratification.

TV provides the experience and emotive resonance, while convenience, choice and gratification is delivered strongly online.

For the outbound to supersede the competition, though, the overall keywords need to create and leverage influence in consumer thought, not vice versa.

By influencing through video and audio content, you can mobilise your inbound marketing, improve efficiency and improve the quality of your outbound marketing.

Space City is the UK’s most cost-effective TV advertising production company, producing outbound marketing that has led to unrivalled ROI of as much as 600%.

Contact the team now and improve your inbound marketing success with TV advertising that stimulates instant and long-term response.

Can you think of some of the best UK TV adverts to grace our screens? Take a look at our top 12 and see how you can emulate them in your next TV advertising production

12 TV adverts that shook TV screens; it must be easy to narrow them down, surely? With talented UK TV advertising production companies, it was not.

What actually makes a TV advert great?

Before we begin to whittle the myriad UK TV commercial productions down to the best, what do you think constitutes a successful TV advert? How visually impressive it was? The sales it generated as a result? Its longevity? The amount of times it was viewed? All high determining factors, but ultimately the best adverts are those that delivered above and beyond their expected KPIs.

Revenue is a key factor, so all of the ads mentioned below were highly lucrative for the respective businesses, but the relative impact will also be considered; whether it improved society for the better, too, will also be under consideration.

12 – Absolut – Bartle Bogle Hegarty

Timing, context and brand consistency are key to any successful advertising campaign; this was no exception.

The renowned vodka brand embodied its TV branding across its products and overall messaging, ensuring the communications was honest, credible and leveraging.

Being broadcast concurrently with Pride 2016 in London, messaging was unequivocal and assisted in creating more exclusive advertising.

11/12 – Haven – Iris

In the case of Britain’s favourite seaside holiday providers, this TV advertising production by Iris really was a breath of fresh air.

Moving on from previous iterations that had focused on the generic seaside holiday, the new ad’s creative, music choice and broadcast timing was perfect for maximum reach, social media proliferation and resonance.

Underscored by Portugal. The Man’s, “Feel It Still”, the screenplay, editing and visuals weaved in branding cues, aspiration and intrigue into a proposition that previously blended in amongst many others in a crowded market – one of 2018’s best ads so far.

10/12 – Honda – Wieden+Kennedy 

One of the most visually compelling ads of the last 20 years, Honda’s meticulously beautiful 120-second advert encapsulated the brand values that they wanted to emboss on the consumer.

Being one consistently moving shot, the seamlessness, accuracy and detail had to be faultless: it was.

Focusing on the intricacies, aspiration and quality that underscores the Honda brand, Wieden+Kennedy’s creative ensured sales increased by 28% for the Japanese marque.

9/12 – Volvo – Grey London

Winner of Channel 4’s Diversity in Advertising Award, this creative underscored Volvo’s commitment to equality and reflective advertising.

Featuring a myriad of individuals of varying ability, appearance and creed, the message was clear: just because a disability might not be visible, it does not make a difference; everyone has their part to play.

Such societal leverage ensures this commercial may well serve to be one of the best UK adverts of recent times, but for now, there are others that have commercially and culturally surpassed this creative, which elicited £1 million free airtime for the ad.

8/12 – Hastings Direct – Antidote

The eponymous ad that has ensured of the brand being remembered by the phone number alone, delivered the ultimate DRTV commercial.

Using the now renowned jingle and call-to-action in tandem, Antidote continued the consistent brand and response work begun by its predecessors, with increased resonance and memorability derived from the connotations associated with 1066 and the Battle of Hastings.

Being used for over 10 years, this revered creative’s success is indisputable and provides an enviable commercial lesson in how to undertake successful DRTV.

7/12 – Cadbury – Fallon London

Sometimes an ad does not need to reflect the product at all, but the emotions desired from consumers; the thoughts provoked and how it delivers creatively can dictate the success of an advertising production.

In the wake of its release, the ad was campaigned in countries across the world; the use of only instruments and lyrics ensured that the need for editing was minor compared to an ad using actors and sync sound.

Having been successful in Canada, Australia, New Zealand and South Africa, the ad was immortalised in the the Cadbury World Advertising Avenue exhibit.

6/12 – Maltesers – Abbott Mead Vickers BBDO

The synonymous confectionary giant has produced two commercially and culturally enriching TV advertising productions in 2017 and 2018, but its the latter that is deserving of  the most praise.

Looking at the poor representation of women in society, the ad focuses on publicising the similarities that bond everyone together; an affirming, aspirational and response inducing brand creative, which followed the immensely successful, “Looking on the Light Side of Disability.”

The ad was the Mars brand’s most successful commercially in over 10 years and cemented the business’ reputation as a leader in changing perceptions through advertising.

5/12 – Moonpig – Space City

Having never advertised on TV, former Dragons’ Den star, Nick Jenkins, approached Space City to produce Moonpig’s first ever TV advertising campaign: the creative style is still used today.

A simple, exclusive jingle that was relevant only to the brand itself, seamlessly orchestrated by the repetition of the brand name and products on offer, consumers could not get enough of the new brand.

As a result of the commercial, the former Dragon sold the company to Photobox for £160 million.

4/12 – GoCompare – GoCompare (Original Idea – Space City)

Another debut advertising creative that has remained the perennial commercial route for the comparison site, is the renowned GoCompare man and his unmistakeable jingle.

Conceived by the creative minds at Space City, the ad continues to utilise the same jingle today, underlining the impact of this original piece of music.

Despite being labelled ‘annoying’ by many, the creative tack ensured booming profits for the company founded by Hayley Parsons.

3/12 – Dove – Ogilvy and Mather

The real beauty advertising campaign resonated with so many people; as well as being successful commercially, it truly shifted societal thought on beauty and remains a truly admirable TV advertising production.

Before release in 2004, just 2% of woman felt they were beautiful; according to research after the ad, these figures doubled.

ROI was unparalleled, too, with revenue outstripping investment 30 times over; the campaign still remains today.

2/12 – Amazon – Joint 

This 2016 TV advertising production showcasing Amazon Prime has only been pipped to the post by its lack of longevity, but its impact, messaging and commercial reach ensure it should remain highly revered.

Following the meeting of a priest and an imam, who later exchange the gift of mats to each other, the advert looks at fostering inter-faith relations and ensuring products have a universal appeal.

As well as being released in the UK, US and Germany, the ad’s social responsibility determined its high positioning in our best adverts rankings – discussions with religious leaders helped create the most appeasing and lucrative ad.

1/12 – John Lewis – Adam&Eve DDB

This 2011 hit remains a piece of video production art in itself; entertaining, life affirming content that is worthy of its place in cultural folklore without it promoting a particular product.

Left with the seemingly hackneyed story of a little boy waiting for Christmas morning, the twist occurs upon knowing the ad context: he wanted to give a present more than receiving one.

On-brand and named the Campaign Magazine Campaign of the Year, the ad left an indelible mark on culture, the brand and society as a whole: the best ad of recent times.

Space City is the UK’s most cost-effective TV advertising production company, remaining the UK’s most productive TV commercial producer in 2018.

Find more of your favourite TV adverts through exploring the showreel on our website.

Willen Lake has released a new advert, but how has The Parks Trust-operated business decided to advertise with Space City?

WILLEN Lake has released its debut TV advert to broadcasters after joining forces with Space City for its debut foray into TV advertising.

The Milton Keynes-based company produced a 30-second DRTV commercial, which showcases the lake’s eclectic array of outdoor activities, including kayaking, wind surfing, canoeing and zip wiring, all within the premise of stock footage augmented to HD footage and a voiceover.

Choosing to advertise in the summer months, The Parks Trust-operated Willen Lake was looking to maximise the prolonged period of warm and dry weather across southern Britain to stimulate new consumers to visit and enjoy the myriad activities on offer.

Having never advertised on TV before, Milton Keynes’ largest lake utilised the services of the UK’s most cost-effective TV advertising production company to deliver its first campaign.

Space City's cost-effective TV commercial production for Willen Lake
Willen Lake needed an experienced, credible and cost-effective TV advertising production company for their first production.

The lake is the most popular park in the town, with a 5km walk around the perimeter awaiting those who visit.

Having launched a new website earlier in 2018, Willen Lake has increased its marketing output to accommodate the UK’s most lucrative means of advertising: TV.

Space City is the UK’s number one producer of cost-effective TV commercials, having delivered more ads than any other company since 2000.

After rising a further seven places in the Campaign Magazine agency rankings, Space City was awarded the Most Cost-Effective TV Advertising Production Company title in the Corporate Excellence Awards.

Watch the new Willen Lake TV commercial production now, or visit the company website to find out more about their services.

The UK’s number one producer of TV commercials, Space City, is officially the UK’s most cost-effective advertising production company

Production giant, Space City has been named the UK’s Most Cost-Effective Advertising Production Company in the 2018 Corporate Excellence Awards.

Having won the 2017 Best Local Employer accolade at the Brilliant Business Awards, the latest honour represents the London advertising production company’s first industry award – chosen on competency and high acumen in the commercial production sector.

Based on criteria including previous accolades and achievements; peer esteem and level of industry experience; physical and digital presence; contracts, products and services of note; commitment to growth and expansion and extra curricular activities and community involvement, the awards are a reflection of Space City’s continued improvement internally and creatively during the last year.

As well as providing the highest productivity of any advertising company per-head, the most cost effective producer of TV commercials delivered increases in advert ROI of more than 25% between the 2016/17 and 2017/18 financial years.

The awards are selected on merit and are non-entry based, with all winning companies chosen based on qualitative and quantitive research undertaken by Corporate Vision Magazine.

Award logo for Corporate Excellence Award for cost-effective TV advertising production company, Space City
Space City has been named the most cost-effective UK TV advertising production company.

With a circulation of over 130,000 business professionals and industry leaders, the publication chooses to publicise its awards scheme within its editorial, as appose to utilising paid-for award ceremonies.

Upon selecting Space City as the Most Cost-Effective Advertising Company, Head of Features at CV Magazine, Jo Holloway, explained why the Hammersmith creative experts were deserving of the award. She said: “Once a shortlist had been identified, our team produced a form of overview which was then passed along to our in-house jury.

“They made their final evaluations as to whether or not they agreed with the teams’ decision to put Space City forward.

“Following on from this, our team identified Space City as the winner, which the jury felt best reflected the company’s hard work and success during the past 12 months – congratulations, it’s well deserved.”

Having also climbed seven places in the Campaign Magazine agency rankings, Space City has continued to innovate and invest, to provide more companies with cost-effective TV, online and radio advertising solutions.

You can find out more about the awards, selection process and CV Magazine here, while more information can be found out about Space City’s award-winning, cost-effective TV advertising services across the website.

There’s a lot more to it than grabbing a camera and using catchy slogan, so: how do you make a TV advert?

TV Advert production is something that needs to be approached with diligence if your business is to succeed, but how do you produce the perfect advert?

Decide how you want your brand to be perceived in your advert

Above all else; before the decision on where you will broadcast an advert; before any creative decisions are taken; decide the emotions you want to convey in your advertising and how you can ensure of the same context across your business.

A consumer will trust your business more if your ads are consistent and seek to appeal on an emotional level, which also carries benefits pertaining to memorability and long-term success.

Therefore having a decision taken by your collective marketing team regarding brand perception is imperative before any pre-production is undertaken – of course, at this stage you can get agency/production company input into what direction may help on TV or VOD.

Choosing an advert production company or agency

When selecting the company to assist your business through the ineffably important process of advertising to consumers, your desired KPIs from those who pitch to you need to cover the following: previous industry experience; ability to offer full-service delivery; no requirement for outsourcing; success in your industry and an ability to produce brand and direct response commercials.

Low Cost TV advertising for Framd from Space City
Finding an advert production company you like is as crucial as finding one that has been successful.

Once a company has pitched to you, the decision needs to include a degree of emotion – you need to have rapport with your production company or agency.

If the ideas seem aesthetically attractive, but offer little or no business rationale behind it; look to other ideas or companies.

An proposal should not be accepted because of just what you like about it, but what is effective about it.

Clearing your advert concept for broadcast

When scripting and preparing your initial ideas — if your production company does not suggest otherwise — you should ensure that all suggested directions are cleared by Clearcast.

Although an advert will need to be cleared after filming in broadcast and rough cut form, ensuring that an initial concept is approved is vital before commencing any production planning and filming.

Ads have been filmed in the past and found the concepts are incompatible with TV or most desired broadcast slots – wasting time, money and pivotal marketing periods that could have been integral to a particular product/services promotion.

Preparing for the shoot

Depending on your creative direction, you may need actors, certain filming licenses, thus contracts that would need to be agreed prior to filming.

It may not be known how many times your business intends to broadcast your ad, nevertheless having the licenses that either compliment short-term usage or potential long-term success is key.

For artists, you can choose between a lifetime buyout, or one based on individual broadcasts – for brand ads, lifetime is recommended.

Where locations are concerned, having contingency plans should circumstances change; the weather changes course, or there are potential issues that could arise for crew and artists, is of huge importance.

Insurance will protect you in this case, but where timings are concerned, having plenty of time to mitigate any issues regarding your desired broadcast slots is key and should be considered objectively.

Whether abroad or not, making sure all your crew are pencilled for the shoot is key; general etiquette usually allows for as much flexibility as possible in these situations, therefore committing crew as early as possible should be a priority in pre-production.

Shooting your advert and preparing for post-production

On shoot day, most matters should proceed seamlessly according to the meticulous plans of your production company, but ensuring of your attendance on the day of any shoot or edit — should it be merely a reedit of stock footage — will help align your brand values to the creative input of an editor or director.

Shooting in the highest resolution possible should be recommended, with at least one back-up of the files stored to protect your newly filmed marketing collateral.

Good low cost TV advertising from Space City
Keep your advert safe from disaster with multiple backups. This will support any insurance claims.

Editing your advert and preparing for broadcast

If you did have a shoot, having your director present in the edit with you will be vital in you conceptualising your ideas comprehensively.

Although your editor should do this as a prerequisite, ensure that they edit the commercial in a lower resolution first, before applying any after effects, grades and other graphics tweaks.

Once you have a rough cut of your commercial, you should send this to Clearcast for approval and amends – having substantiation at all times is crucial for an expedited advert delivery.

With everything approved, final online edits can take place and broadcast copies prepared for their delivery to stations.

If you want to save money on transmission cost — which is additional to any production costs — sending your advert via Sky AdSmart means you only need to send one clock per version – although this form of advertising is not recommended for mass brand building.

Your advert is finished!

With your ad completed, you are ready to reap the rewards of TV advertising.

Whether you are advertising on traditional TV, VOD or via addressable means, the diversifying means of marketing that is TV is providing unrivalled ROI: now is the time for your business to enjoy its fair share of sales success.

Space City has been delivering TV, online and radio advertising productions for over 25 years, working with businesses like Nestlé, Moonpig, Karcher, GoCompare and Wowcher to improve their fortunes.

Contact the team now and find out how cost effective TV advertising can be thanks to the unrivalled prowess of TV and Space City’s award-winning delivery.

The World Cup in Russia has gripped the nation, but football isn’t the only thing that could be coming home

WORLD CUP buoyancy is naturally great for the UK economy, but from an individual business perspective, it illustrates advertising’s unexploited potential.

Pubs are awash with perfervid fans; businesses are closing early, while the roads are quieter than Christmas day, but what lessons can we learn from the economic uplifts enjoyed as a result of England’s prolonged stay in Russia?

From an advertising perspective, the potential for direct response commercials is manifest, but how you display that needs to reflect the context in which the respective country is performing.

Having generic DRTV ads will not help with the conciliation of your business to new consumers, but having specific elements of a generic brand response ad, will ensure that your products and services can have global relevance.

The insular nature of maximising internal buoyancy is effective, but why should this be limited to sporting events that matter to Gareth Southgate’s England team?

Someone’s failure or disappointment is another’s success and joy, thus making your business as agile and versatile as possible is key to a successful DRTV output.

If you are an ecommerce business, this process can be expedited and exploited further thanks to the flexibility of your operations, which can ensure of adverts that can be sent via server-side delivery.

Stadium featured in Dream League Soccer World Cup advertising production
World Cup buoyancy can help your business advertise beyond the conclusion of the tournament.

Reactive ads are common during sporting events — World Cup, Premier League, or SuperBowl games for instance — but such ads can do so more to generate broader appeal.

The cost of such linear spots — particularly in the case of the SuperBowl — is high, but their effectiveness cannot be questioned; accessibility, though, is something that may inhibit some from taking advantage of these periods of high consumer attention and relevance.

In the case of addressable or interactive advertising, you can limit the display of certain ads to certain consumer segments, while depending on where the ad is being broadcast — if purchased via linear streams — you can customise certain graphics to compliment the specific consumer groups in question.

Therefore, even after the World Cup, where the moods if many consumers will depend on the outcome of prospective sporting events, another nation maybe gripped by it in a different, more ebullient fashion, or vice versa.

Ultimately, having a generic creative, but versions that are flexible and can be inserted in realtime to react to real life events, is imperative.

A singular creative that appeals to all is necessary, but there are infinite ways in which you can adapt the context of such ads to allow for increased consumer relevance omni-viewer.

The World Cup is an event that has seen the highest TV viewing figures in the UK for several years, which can only lead to the increased effectiveness of branded commercials, too.

With this in mind, looking at new markets and any major events that may be occurring with relevance only to them would be prudent as a means of generating awareness and response around the world.

Given the level of choice across TV, VOD and online, the amount of viewers condensed onto one platform has been declining on the whole, but when you include viewers enjoying on demand, the figures are only increasing.

Events akin to the World Cup are few and far between in terms of the leverage they carry with the overall population, but having agile creatives, adapted to prise upon international periods of collective interest, is vital.

Low cost TV advertising production from Space City for Paradise
Advertisers need to be proactive before any major tournament like the World Cup, for them to exploit it.

When undertaking your advertising production, having markets in mind and the substantiation necessary to send certain ads to stations is key.

In Britain, anything that appears on TV has to be cleared by Clearcast, while using ads abroad will mean separate clearance, by which the versioning itself will need to be conducted separately if necessary.

Ensuring of compliance is imperative. Online adverts do not require clearance and this has haemorrhaged trust in advertising from consumers, with PPC ads, pop-ups and other creatives stymieing industry progress given their unpredictable nature.

Ads delivered to compliment World Cup buoyancy are best delivered to mass audiences, whom will be more inclined to engage with others about your ad and brand.

Online is inherently more insular and symptomatic of an advertising sphere keen on stifling conversation – something not seen during the effervescent World Cup period.

Communication leads to awareness, which can lead to sales, advocacy and repeat business; the potential for your business to grow is vast, if a change of tack looks at exploiting mass awareness and creative consistency.

Space City has been producing TV, online and radio adverts for over 25 years, delivering versions of ads in over 20 languages, while being the UK’s most productive advertising production company.

Contact the team now and ensure your team doesn’t score an own goal through ineffective advertising, and bring home the sales increases your company is capable of.

Social media and TV have more in common than is currently reflected across the advertising production sphere, but what needs to be done to improve matters?

Social Media is a vital source of advertising revenue for businesses, but what needs to be done to make ad placement more lucrative for advertisers?

The divergence of creative styles between online ads on social media and those seen on TV is too great to ensure of production consistency and credibility – something that needs to change to boost ROI and overall results.

When advertising on social media, you are invariably targeting someone based on predefined metrics that are chosen by your business, but this tack is far too transient and does not serve to conciliate consumers to your company in the long-term.

The impression of your business will be brief and you have no control of the context in which the ads will be displayed, while placement may not be appropriate to the subject matter of your ad.

While the ads themselves need to change across social media, companies like Facebook, Twitter, Instagram and LinkedIn need to do more to offer increased relevance and similarities with TV, VOD or even YouTube campaign.

This can be done, but through utilising more sophisticated algorithms that will not place ads alongside content that does not compliment subject matter or brand ideology, your business can appeal emotionally, as well as having the ability to create ads that ultimately reflect one-another omni-platform.

CGON's cost-effective TV commercial production from Space City
Creative consistency omni-platform is key to your advertising production succeeding on social media and TV

With banner ads, or those that need a form of consumer interaction to convey the entire contextual message of an ad, the difficulty is confusion and not knowing how much of an ad was consumed to ascertain what may need to be done to improve it.

Through TV advertising, you know something is being displayed unequivocally to the consumer, without the distractions that surround social media, but for TV and online to succeed in tandem, there needs to be a larger degree of convergence on messaging, ad delivery and consumer segments used.

The previous USP and main advantage of online and social media advertising, was the ability to target consumers based on their search and purchase habits, but this can now be integrated into  TV advertising purchases.

One issue is the lack of reciprocation in the development of the respective advertising entities.

On the one hand, you have an advertising juggernaut that continues to enjoy increased revenues despite falling efficiency, yet the platform with the most efficiency and ROI possible has endured spending declination in recent years.

This complacency is not offering value for money where businesses are concerned; duopolies are enjoying a greater hold on the overall industry, while those seeking to provide increased transparency are not serving businesses.

Good advertising invariably needs video or audio at its core – PPC and banner ads are ineffectual when compared to the more sophisticated video seen on TV.

For your brand to resonate emotively, there needs to be a degree of context to disambiguate the tone of your product and adverts.

Without video or radio, where the undivided attention of consumers is prevalent, you need to ensure that this means of advertising is ubiquitous online, as well as off it, without causing your consumers to resent your brand.

Brand response TV commercial production for Broadband Choices by Space City
Consumers need to know the context of your ad to trust your business. You will endure inefficiency if this is confused – like in social media ads currently.

The issue with forcing viewers to watch an ad, is the potential for them to download blocking software, which will only harm the quality of the premise available to your business as you advertise online in the future.

Therefore, the help that needs to be provided by social media platforms like Facebook, Twitter et al, is the need to improve the consent offered by consumers to view ads – if the incentive is there to view it.

Increased intellect between news-feeds across the spectrum of social offerings and the ads being displayed is imperative – if such a scheme could provide realtime gratification from consumer browsing trends.

Once the ad is consumed, a locked screen would then ensure of the attention needed to provide the same context and information consumed by TV viewers.

Although TV advertising production generates the demand for your business, in order to gather the data needed to improve your campaigns for new linear ads, you will need stimulative response ads that maximise the platform you are utilising – branded ads are not as successful online.

Without such sophistication currently, you will need to prioritise social media ads that represent shorter versions of your branded ads, with response ameliorations to induce response and memorability.

Space City has been producing TV, online and radio adverts for 25 years, becoming the UK’s number one producer of commercials since 2000.

Contact the award-winning production team now and ensure of the consistency of quality omni-platform, which your business needs and can achieve through the company’s ad delivery.

Award-winning London advertising production company, Space City, has facilitated international trading abilities with its latest innovative step

LONDON Advertising production specialist, Space City, has joined the Department for International Trade supplier list to provide creative services worldwide.

Having produced adverts for companies internationally before, the UK’s number on producer of commercials is now visible to businesses across the globe seeking creative, video, radio, online, or TV advertising production services.

The public showcase was conceived by a partnership between HM Government, the Department for International Trade and the Welcome to GREAT Britain and Northern Ireland initiative.

Any registered UK business can join the scheme, wherein a company has the opportunity to showcase its previous work and specialist knowledge; key services and contact pages, which are visible to any overseas entity either directly approaching UK companies, or viewing the profiles of those who may have pitched for commissions that are also published on the Department for International Trade’s website.

All potential export opportunities are negotiated by the UK Government themselves on the behalf of all registered suppliers, of whom Space City now is.

Economic growth can be stimulated by successful branded ads. Now Space City can take its London services abroad.
Economic growth can be stimulated by successful branded ads. Now Space City can take its London-based services abroad.

Space City is also on myriad national directories and registers, including The Drum Recommended Agency Register (RAR).

The leading commercial production company was recently named as the only London-based creative business nominated for Employer of the Year at the SME National Business Awards, due to be hosted at Wembley Stadium in December 2018.

Upon becoming one of the Department for International Trade’s suppliers, Space City was the only advertising production company or agency listed from Campaign Magazine’s Top 100 agency list.

In the past, the leading London production company has delivered adverts for international brands like Novasol, FatBlaster and Postal Gold, all of whom needed adverts in either continental Europe or Australia, underlining Space City’s credentials as a credible international exporter of advertising production services.

Contact the team now and find out how much you could increase your ROI through Space City: the UK’s number one producer of commercials.

Advertising needs creativity for businesses across the world — of all shapes and sizes — to succeed, but why is it so important to every advertising production? Here are 10 reasons to justify the approach

10 Reasons to bang the drum for increased advertising production creativity? There are many more, but here are some reasons why you need it.

The most successful adverts, whether online, on TV, or elsewhere, need a degree of nuance; something that ultimately distinguishes it from a competitor that is not price led.

From a cost and long and short-term ROI perspective, you will need a compelling creative proposition to boost the following metrics outlined in this article.

Without it, you will statistically endure falling sales, reduced awareness and a brand that is not leading Britain’s conversation.

Reason 1 of 10

Sales.

If you choose to utilise a commercial production tack that looks to prioritise selling as appose to showcasing, your business will endure reduced efficiency levels.

By trying to persuade the consumer to buy your product or service, you will ultimately endure relative ineffectiveness when compared to an ad that seeks to entertain or showcase a brand or product to the consumer.

Whether you are looking for instance responses using DRTV, or looking at a branded ad to boost long-term resonance, looking at a price-led, persuasive advertising creative will only limit your success.

Reason 2 of 10

Memorability.

An ad that seeks to stimulate through the negative virtues addressed will not be memorable or successful.

Being such a transient metric in the first place, leading on price can be helpful as an ancillary force, but as a primary means of conciliation; no.

Leading with a context-driven creative that is symbolic and pertinent to your brand will boost resonance – ensuring of emotional weighting for your business.

TV commercial with CGON from Space City
The TV Advertising production for CGON utilised the 10 steps to success and enjoyed rave results.

Reason 3 of 10

Boosting conversation.

Ads that are conversed about will generally succeed and support awareness and sales increases, as a result if the increased advocacy.

Other than through TV ads directly — which is the second strongest means of brand advocacy — word of mouth recommendations serve your business most prudently.

The most effective means of stimulating conversation: prioritising creative TV advertising productions that lead on a particular contextual setting.

Reason 4 of 10

Generating associations with programming.

With online PPC, or persuasive, sales intense adverts, your advert will not resonate with the consumer and is likely to be forgotten quickly.

Only five adverts from any commercial break will be remembered on average; without a degree of either originality or relevance to the content it has been aligned with, you will endure reduced effectiveness.

A caveat to this, though, is ensuring the emotive premise of the aforementioned programming aligns with the emotions you want your consumers to feel.

If there is a discrepancy there, such a tactic should be avoided, with creatives reviewed.

Reason 5 of 10

More data.

Besides the immediate benefits associated with TV commercial production concerning sales, you will have higher quality data to take your business to improve your SEO online and further marketing campaigns.

Knowing what creative devices your consumers are receptive to can assist with improving your overall keyword choices and contextual alignment.

The quality of data should always be valued over the quantity, but with more creative advertising production, your business can enjoy both.

Reason 6 of 10

You can become a part of culture.

While this may not be a KPI for most, by resonating with more consumers, you will initiate more conversations organically – essentially providing you with free awareness.

With price led ads that are only relevant transiently, you will not inhabit the relevance necessary to enter word-of-mouth.

Reason 7 of 10

You create an identity.

When you stimulate conversation, you will create the associations that define you as a brand – regardless of whether you use direct response or brand awareness commercials.

With people talking about you from a contextual perspective, as appose to one that is price led, you will ensure that you carry relevance beyond the usual peaks and troughs that pervade the wider economic sphere as a whole.

TV commercial production from Space City for Paradise Wildlife Park
With our 10 steps, your business will be able to amplify reach for longer – regardless of economic performance.

Reason 8 of 10

Emotional appeal.

In similar regard to the previous point raised you can ensure that consumers are still inclined to purchase from you, even through economic strife.

If something is merely led by price you will generate those associations that will only have temporal appeal.

Reason 9 of 10

Improve website performance.

With increased awareness from the perspective of the creative element of your commercial production, you will enjoy more traffic, mentions and backlinks that boost your SEO and overall performance omni-platform.

Reason 10

An improved overall marketing output.

With a greater awareness of what your brand represents in the eyes of consumers, your social media, PR opportunities and wider marketing dissemination can be more defined, knowing how your consumers respond emotionally.

Quality over quantity should always be the key: with a creative, cost-effective advertising production strategy you will thrive.

Space City has been producing TV, online and radio commercials for over 25 years, becoming the UK’s most productive advertising company.

Contact the London production experts now and find out just how much you can save through advertising creatively.

Drop us a line

020 7371 4000

0161 210 3330

0117 900 0444

"*" indicates required fields

Name*