ADVERTS Have long been the bane of any consumers media consumption, however the increasing sophistication of targeting ensures your ad campaigns can reach more specific audiences.
In the same regard emotive advertising has been continually proven to provide increases in sales and brand resonation, unequivocally concluding that ads which attempt to emotionally connect and entertain their audience are more successful.
Amid the continuing increases in programmatic, addressable and interactive advertising, businesses more than ever have the opportunity to deliver social, cultural and aspirational content that can reach far beyond the desired stimulus of increasing sales.
One of the most successful ads of 2016 was delivered by Amazon, featuring a vicar and an imam both indulging in their shared interests and ultimately finding solace and happiness with the same product.
Ultimately the principle was to create a brand identity that champions an ideology that can flourish regardless of race, religion, nationality or creed.
A similar technique was deployed within the John Lewis advert, using a British Bulldog to create symbolic relevance to dismiss any divide between other groups, regardless of any distinction they may have, ensuring anything can essentially be shared by anyone.
Of course the timing of such adverts is crucial, all of the top five most successful ads of 2016 were broadcast over the Christmas period, due to the emotional and empathetic mood that engulfs that time of year.
The challenge for businesses and advertisers though is delivering content that can resonate with some members of society left marginalised.
Adverts have consistently delivered messages that can ultimately affect popular culture in greater regard than some social movements.
For instance the Dove ‘Real Beauty’ campaign has been in continuous operation for over 10 years, inducing both direct response and brand response KPIs from their audience.
In the wake of the initial broadcast 1.5 million new visitors came to the website, while to this day the initial TV ad has accumulated over 16 million views on YouTube.
Search long-term resonation and success is poignant in the current zeitgeist, not just from a social point of view, but from an economic one.
Many businesses rely on modular campaigns to appeal to different priorities and sentiments, this will become more targeted and costly amid a consumer spending crisis, therefore prioritising a central piece of branded content that embodies your company ethos is integral.
With such rave success in this instance over multi-year period, the key in an increasingly brand centric paradigm will be to enchant and court your consumers over time, ensuring your business is associated with the connotations, shows and broadcast slots that appease them.
Therefore in the midst of a time where the rise in targeted, interactive advertising is facilitating the growth of smaller companies using TV, targeting individuals, groups and local areas that could be marginalised by more generic advertising is pivotal.
The cost of undertaking such campaigns can be ruinous if executed with poor media buying or creative context, however the potential long-term growth through such a method is irrefutable.
Brand response adverts, which can be subsequently edited to provide more modular content to suit promotions or other campaigns, will deliver on average 140% increases in profit if delivered over a three-year period.
Therefore in the wake of demographic based campaigns dwindling in their effectiveness- especially online- the core focus should be optimise the power of search and deliver campaigns that will ultimately drive more traffic to your site and empower your consumers.
For example by utilising certain figureheads, celebrities or metaphors to highlight alleged issues within society, larger audiences are captivated and compelled to participate and ultimately buy into your brand.
In a recent survey of some of the LGBT community, findings discovered that over half of those interviewed felt their community was completely ignored.
Thus in this instance it could be socially and subsequently commercially enriching to empower such communities through commercial exposure, in the form of TV adverts.
How you empower such groups, whether it be the LGBT community, or a particularly marginalised ethnic, socio-demographic group or reflecting on a timely cultural issue, you will organically drive traffic to your online output.
With a stable brand image to encompass your brand ideology, your modular campaigns can be used to maintain focus on your key topics.
This tact will not of course be for everyone, especially if your brand is already successful and associated with different connotations.
Challenger brands and SMEs could use such a means of empowering communities, groups or a particular issue in society to invigorate online traffic.
Measurability and attribution is continue to improve with both TV and online, while metrics now exist to intrinsically link the two.
As a result you can create cultural associations that will optimise your reputation well beyond the realms of your industry, given the power of search enabling you to upscale your future prospects.
Space City has been producing TV, online and radio campaigns for 25 years for myriad companies, ensuring they generate the rapport necessary to grow across all platforms.
Contact the team now and yield ROI of up to 600% from your TV campaign.
