Case study: how to create good adverts

26th April 2018

What constitutes a good advert? We explore what your business needs to do to create lucrative adverts through a recent TV advertising case study

CASE Study observation can act as relevant means of measuring advertising success, but what do you need to analyse and extrapolate to improve your ads?

Whether you are looking to advertise using DRTV or a more long-term branded TV commercial, the key is to ensure you situate yourselves within the subconscious of your potential consumers.

With creatives that may need to change linguistically to compliment semantics, trends and market behaviour, it is imperative that when looking to take inspiration from previously created adverts that they ultimately deliver on offering a solution to a problem – or provides a thought provoking, conversation inducing narrative that can lead to further success omni-platform.

That is what your business needs above all from TV – whether you are looking at improved analysis and actionability or not – to be able to stimulate new consumers to your online channels.

At a time where ensuring that data is handled and exploited ethically, having a large pool of consumers, who you can extract large quantities of information consensually ahead of GDPR implementation, will allow your business to produce more online-driven TV campaigns that can relate more specifically to individuals: where you advertise need not change, but it is how you do it that will improve ROI.

This does not ultimately have to mean something that is contrived to be humorous or aesthetically pleasing in itself; it has to be effective, rather than just being something that is subjectively appealing.

Creating conclusively effective and problem solving adverts will mitigate any case of advertising subjectivity.
Creating conclusively effective and problem solving adverts will mitigate any case of advertising subjectivity.

When working with what may hinge on creative taste, the overall advertising tack has to embody more than that; you have to place the potential effectiveness and campaign efficiency more objectively in an increasingly segmented advertising sphere.

Although with brand-centric adverts this is not as much of a concern, taking a more scientific approach to how your advert is ultimately delivered is vital.

Looking at the individual case of an advert for Jane Plan – the providers of weight-loss plans – success was elicited, not through mere escapism, but creating realistic scenarios that provided a solution to a perennial problem.

With these issues addressed, the capacity for reciprocation in the subconscious can occur and enable more potential consumers to resonate with your brand.

Whatever means this takes – which will differ depending on your business industry – there has to be a presence of empathy, humility and preferably humour in your advertising (should the business type or sector) permit such a narrative style.

In the case of the aforementioned ad, Space City Productions was tasked with not only creating a brand niche that could work from a brand perspective, but deliver instant responses assisting with the company’s wider above and below the line marketing output.

To achieve this, the advert set design was dictated and altered to suit the brand colours, while testimonials were also embedded into the creative to assist with the adding credibility.

In order to stimulate response, the need to offer not only offers, but a chronological look at the process in order to assist with memorability and assimilation.

Ensuring that there is no ambiguity for the consumer is imperative. If there are any unanswered questions at end branding, the efficiency of your ad in both a direct and brand response context will be damaged.

Trusting advertising shot
In the case of both direct and brand response, the need to placate the consumer through knowledge and empathy is key.

With all stages of the process explained, you have a consumer that is informed at first meeting and is incentivised to respond instantly.

Given the new technological means of measuring which TV screens have actually acted upon your advert, you can programmatically remove these specific broadcasts in future, saving your business money.

With the Jane Plan advert and overall broadcast plan – even without the current innovations that have assisted with boosting ROI and lowering wastage – the returns were well above the industry average, which in itself is well above any other means of advertising (online, print or outdoor only).

Business was boosted six-fold as a result of the TV commercial – which is still broadcast today – ensuring of an unrivalled ROI for the company in this case.

When you are looking to prolong longevity though on more linear platforms like TV, though, there needs to be a semantic, offer or product-based refresh – one that maintains relevance and the need to respond.

Through these minor reedits, as appose to delivering brand new TV commercials, costs can be kept down for your business, while ROI can be optimised.

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

Contact the team now and enjoy low cost TV advertising solutions that consistently deliver for the convenience-driven consumer.

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