Reversioning TV ads will save on costs

What Is Advert Versioning?

Let’s say If you have say a 30 second TV advert that needs multiple cutdown versions creating, either for a new TV advert or for other platforms including Online, social etc. Space City are able to take your pre-existing TV production assets and re-edit them to make multiple brand new 10 second and 20 second versions. This process is known as versioning, for more information about versioning, visit this page.

What Is Advert Reversioning?

Similar to Versioning, Reversioning TV content is when we (Space City) use our in-house resources and equipment to edit existing footage and re-edit your TV content to change its intention. For example, you may want cutdowns of your commercial, or you might have a new sale that you want to promote, or you may want to re-order the scenes in the advert as you think it will increase its performance. There are so many reasons to reversion TV content.

Why Reversion TV Content?

Advert reversioning can be an extremely cost efficient way of updating your TV campaign without having to shell out for a whole new advert, which would often requires a cast, crew, location etc. All of which of course increase costs and scheduling time for the production.

Cost & Timeline

If you consider all of the stages involved in producing an advert from scratch, you’ll soon realise how much faster reversioning your tv advert is than shooting a whole new creative, as well as how much you could save on advertising costs. Of course the success of Reversioning an ad is dependant on your intentions for the project, for instance are you reversioning your tv content in order to appeal to a new demographic, or is it because the advert will now be seen on a different platform, or perhaps a graphic needs updating. Whatever the reason it can save time and money.

Covid and Reversioning

Reusing the footage you already have reduces or even entirely removes the need for a new shoot. This can be seen as a positive considering Covid introduced a whole new array of restrictions on set, for example cast and crew had to wear masks, the proximity of artists in frame had to be increased, a new cost for supplying tests was introduced, the social distancing conditions for the hair and makeup team changed etc. In conclusion, reversioning TV content could mean not having to compromise on factors which you would have otherwise had to do if you were shooting new content in the midst of Covid-19.

How Much Does ReVersioning Cost?

A full reversioning of an existing stock footage advert for example, would cost under £4000, a far cry from the starting costs of TV commercial shoots that start from £10,000. Saving you advertising costs.

Therefore to create a system whereby whichever marketing direction you deem is cost-effective for your particular niche is relevant, reversioning existing content to suit fresh promotions or product launches is far more cost efficient.

What Adverts Get Reversioned?

Of course any advert can get reversioned, although Insurance commercials are a great example of ads that get versioned and reversioned regularly. This is mainly because of the amount of graphics that require updating, and also because they have multiple phone numbers that they use in order to track where the customers have seen the ad. They then use that data to either play out more or less of their commercials on that channel in order to gain more business.

How to reversion your TV Advert?

There are a number of ways advert reversioning can help save on costs. So how do you reversion TV content? The following is achievable at Space City thanks to our in-house facilities and resources, including:

• End Frames / Pack Shots 

  Updates to an end-board/pack shot product or packaging visual can really enhance an otherwise outdated video. There is also the option of updating an existing advert with the clients latest branded packaging change. With access to your assets we can modify and create your packshot to suit your brand and brief.

• Creating Cutdowns

  These tend to be in addition to producing a standard 30″ ad or to edit from a previous TVC, whether you’re needing a 10-second, 15-second or 20-second version we can create these with ease. Creating different versions of an advert can reflect a different purpose for each of the edits which can really aid using the same content on different platforms.

• Captions, Legal & Graphics

  Adding these can be a quick and cost-effective way to update an advert. Of course any new claims are subject to Clearcast approval, and will need to be amended in accordance to the playout countries standards.

• Voiceovers
  

  If you’re advert reversioning with different VO’s or foreign language VO’s, this often always isn’t as straight forward as swapping one language VO with another. Different languages have differing durations of speech, so this often requires further planning and amends which of course we can cater to.

• Re-Clocking
  

  To find out more about clocking click here. Re-clocking is only required for TV broadcasting. this is in order to keep track of content going out for broadcast, this particularly comes in handy when versioning various telephone numbers on the same creative, British Seniors example below. At Space City we are experts in clocking delivery in order to ensure your ads get sent to the correct stations on time, (this is known as Transmission) saving you time and providing you peace of mind that all versions are accounted for.

• Clearcast

• Clearcast are the governing body for all TV Commercial clearance for UK broadcasting. All of our producers are Clearcast trained, therefore all of our re-versioned scripts and creatives will never risk not being approved.  Space City take care of all Clearcast clearance on your behalf, ensuring that your advert meets the legal requirements for broadcast.

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Firstly, What Is DRTV?

Direct Response TV commercials, or DRTV commercials as the term is more commonly known, are typically produced in order to promote services, sell products, and generate leads. DRTV commercials encourage consumers to actively respond to an offer, proposition or product. This customer response is often achieved through a call to action throughout the commercial, via:

• The company logo displayed throughout the commercial (often seen in one of the four corners of the screen)
• The Voiceover or to-camera speech
• A Lower third telephone number/website (commonly known as the ‘strap’)
• A temporary offer graphic (‘get a free £100 gift card when you sign up’)
• A graphic promoting the businesses trustworthiness (i.e. Feefo Rating/Trustpilot logo)
• An end-board displaying the website/telephone number/offer/rating in larger text.

Some excellent examples of DRTV adverts that utilise all of these means are the British Seniors campaigns.

DRTV is an excellent advertising style that can produce new business leads almost instantly.

How do we know what we’re talking about?

We have over 30 years of experience specialising in DRTV and BRTV commercials and versioning. Backed up by multiple relevant award wins, including ‘Best Creative Business’, and ‘Best TV Commercial Production Company UK’ , in addition to regular mentions and features in online articles and interviews: Including: Tech Times, Machine Labs, Deccan Chronicle, Business Reporter and many more.

13 reasons why you should consider DRTV advertising

DRTV is something that is vital as you look to keep sales consistently flowing — supporting wider economic stability. So why 13 Reasons for utilising DRTV? Well, there are many more, but to take the heat off your marketing team, here are the basics to help your next ad production.

Whether you are an experienced advertising entity, or new to the juggernaut of TV, the need to stimulate a consistent stream of sales is key as you look to justify further marketing investment and appease stakeholders.

Further to the generic need to keep your business in the black, ensuring that promotions are maximised and seasonal products sold, DRTV is needed to provide such instant, measurable responses to keep overall business confidence high.

Reason 1 of 13

Response as a whole.

In the short-term, a business cannot be more financially supported than through utilising direct response advertising.

When seeking to elicit instant sales across wide and niche consumer segments, DRTV can be easily measured and altered to ensure of efficient and prolonged responses.

Through Space City’s ads and the wider national picture, DRTV is universally successful in providing the short to medium-term boosts in sales, which serve to compliment your overall sales figures derived from brand awareness TV, online and other forms of advertising.

Reason 2 of 13

Quality data.

The buzzword of the last few years, data continues to dominate the KPIs of marketing directors across the world, but DRTV provides your business with the best opportunity to gather valuable, actionable data that can be used to improve all future advertising campaigns.

While brand awareness advertising production provides your business with the most long-term efficiency besides sponsorship, DRTV offers the data you need to establish what, how and why certain creative and media buying directions worked for your business, according to Ebiquity research.

This excels online due to the fact you know what content someone was enjoying at that moment; when exactly it was and whether the ad was actually consumed – online has distractions and consumption issues that can confuse statistics.

Reason 3 of 13

It increases ROI.

Further to the recent report released by Ebiquity, your business is stronger when using TV instead of online display to boost instant results.

While using online targeting and retargeting may seem relevant, the success of your business in this instance rewards proactivity and the power of your SEO, not reactivity.

Conversely, DRTV delivered programmatically or in addressable fashion can work around the consumer – delivering ads to them relevantly and lucratively to eliminate waste.

Reason 4 of 13

You can showcase your products and services.

One element of advertising as a whole that carries the most leverage with consumers is advertising tact.

If you look to sell to the consumer, you will ultimately endure sales inefficiency, compared to showcasing your proposition, which could improve efficiency by more than 15%.

Reason 5 of 13

Your ads can foster memorability.

Similarly in the case of showcasing your commercials, when you are looking to make an ad more memorable, you can utilise the usage of video to convey the emotion, which will serve to boost the resonance enjoyed with your ads.

The emotions that are conveyed through your actors can be reflected on your consumers.

This neural coupling can ensure of increased memorability and ensure of a clear brand context to use in your overall marketing output.

Reason 6 of 13

It lowers costs.

PPC can be effective to a degree and offer you insights that would not have been conceivable on TV a few years ago, but it is inefficient compared to the traditional giant.

By adopting advertising principles that increase the usage of DRTV at the expense of online PPC, global advertising profit could increase by as much as $45 billion.

Reason 7 of 13

You can maximise the call-to-action.

The final instruction of an ad is what will ultimately induce sales, but only through DRTV do you have the premise to ensure of maximum concentration.

With online video you have myriad distractions that will increase CPA rates, while the quality of video and seamless delivery through TV ensures of improved consumer moods.

Reason 8 of 13

A call-to-action can be mobilised with emotion.

One of the key factors in persuading a consumer to purchase is emotion, thus appealing to a consumer through tone as a well as words themselves is something that can be achieved through DRTV and not PPC.

Reason 9 of 13

DRTV can help you alleviate short-term sales concerns.

If you are struggling for sales due to either a lack of awareness or promotion, by promoting a product or service through a DRTV commercial, your business is best placed to increase short-term sales.

Reason 10 of 13

You can provide more detail than online.

Attention spans are decreasing, thus utilising a medium where concentration is heightened is imperative to your business succeeding.

Viewers are looking to experience something on TV and are not so convenience-driven.

Reason 11 of 13

You can allay any fears through TV.

By understanding your consumer, you can translate that understanding into placating consumers.

Unanswered questions can be rife without the emotional context and time you get with a TV commercial.

Reason 12 of 13

Improve your email marketing.

As appose to just having the knowledge that someone interacted with your ad, knowing what commercials someone likes and when can help you with your wider data application online.

Reason 13 

You can localise your consumer bases.

DRTV can be delivered to suit an eclectic array of consumer groups and through simple graphics changes or visuals, your ads can be used worldwide to compliment differing consumer groups.

Space City has been producing DRTV commercials for over 30 years, ensuring that businesses around the world have been able to enjoy quick sales increases.

Contact the team now and find out how much you could save and gain from a visit to your local space station.

Successful TV advertising needs to consider many creative and placement elements, but what new challenges do you face in the digital era?

TV Advertising is the most important element of any marketing strategy, but how do you ensure of avoiding key mistakes that could blight your ROI?

What should I do to protect the longevity of my creative?

Keep it generic and avoid referring to transient or niche subjects that may not carry relevance on other platforms.

In an advertising world where convergence is dominating how we advertise, focusing on context and tone is more crucial than producing creatives that look to relate to particular subject matters, places, programmes or individuals.

If you produce an ad that pays homage to a piece of current affairs, or even the channel or subject of the programming you expect your adverts to be placed alongside, your business risks reducing memorability and effectiveness if the context does not reflect what the consumer is watching.

Therefore, as you prepare the creative path for your new advert, devising a situation or means of showcasing your product of service without trying to appeal to niche consumers will be key – seemingly counterintuitive when trying to target more specifically.

Instead of appealing to consumers from within the creative, you should insert graphical changes and variations to compliment the specific viewers at any given time.

Server-side ad insertion is now possible thanks to the connected, addressable delivery of adverts contemporarily, which ensures the placement of your ads and their differing versions can be ameliorated with relevance in realtime, without the need of changing the advert itself.

TV in its linear form is still enormously successful when it comes to brand building, thus the greatest mistake you could make as a business is neglecting this means of marketing.

Linear TV, programme sponsorship and prolonged DRTV is crucial in securing the longevity of your advert and your overall advertising ROI.

If your advert does focus on utilising language and scenarios that only appeal to limited consumer groups, you will stymie your ad effectiveness and render it useless should those subject matters lose relevance in consumer thought.

Therefore, focusing on permanent factors concerning brand and its values will be key to driving traffic online and stimulating short and long-term sales.

Avoiding claims in ads that will quickly change, such as being the best in a particular field, will safeguard your business against the potential risks of having to reshoot quickly.

Overall, though, longevity is fostered through ads that look to build relationships, which have lasting relevance because of the virtues, humour and experience offered in the ad.

If sales are to be prolonged and memorability increased, you need to avoid fact-based advertising production, or those that simply look to sell certain transient products and services.

How to optimise sales increases in the short and long-term

Although repeatedly showing ads over a period of time that is at least six months benefits memorability and effectiveness, those ads — if response driven — are not repeatedly shown to consumers in the same fashion, should they purchase a product or service from you.

While there is difficulty in implementing this with linear TV advertising production, if you use cloud-based data to deliver your ads that is interconnected to your online output and wider CRM, you can alter campaigns at server-side to display more brand-centric messages, which acknowledges purchases.

Therefore, to strike the optimal balance between response, relevance and resonance, having call-to-actions that stimulate consumers based on the platforms they most frequently use is key.

Having the knowledge of how an ad is being consumed can assist with developing more bespoke call-to-actions.

Above all, though, showcasing a problem and a solution from your business will be key to ensuring of instant results.

While promotions, offers and voiceovers can be changed, having a core creative that has empathy with consumers will enable you to run a campaign for longer and link to other brand-driven adverts.

TV sponsorship is the most effective means of optimising sales in the long-term, therefore, complimenting any linear campaign like this with an addressable response advert that can provide you with initial sales uplifts, will also provide you with data offerings that can improve future linear solutions.

By knowing how, when and why someone engages with your response ads, you can target consumers cross-platform with language and semantics that induce sales and foster brand.

Not incorporating addressable, programmatic or connected advertising at all will see your efficiency and ROI fall and overall CPA increase, too.

By avoiding the technical innovations that have proliferated, your linear advertising will be less effective, while your ability to make campaigns more relevant will be inhibited.

Space City has been producing TV, online and radio advertising campaigns for over 25 years, helping businesses worldwide achieve short and long-term sales success.

Contact the team now and lower your advertising costs with the UK’s most cost-effective TV advertising production company.

Advertising is only getting easier for small and medium-sized enterprises. Space City explores the ways in which you can grow cost-effectively through video

SMALL Businesses no longer need to feel deterred by the supposed costs associated with TV and other forms of video advertising; find out why below.

With consumer groups becoming increasingly segmented, you can launch advertising campaigns across TV, online and radio cost-effectively, while also increasing data streams.

The key to any successful segmented campaign is to have the ability to learn more about consumer behaviours – not just the fact they viewed an ad or even purchased something from your business as a result.

Knowing where someone viewed your ad; when and through which piece of programming or content, all contribute to more bespoke data offerings that will help your business transform the way it advertises cross-platform.

What style of advert should I choose for my first advertising production?

Your company will need to justify the initial investment in TV, radio, or online video advertising, therefore injecting a degree of response will be imperative.

Brand building will also be necessary, too, so utilising the power and versatility of brand response will help your ads in terms of memorability and long-term success.

Even though these ads — particularly when selling a product or service that is continuously changing — may have transient relevance, it is crucial that you facilitate long-term usability.

If your overall ad’s creative revolves around subjects that will repeatedly change, you will ensure that your overall investment in advertising and marketing increases; it can be stemmed by having a basic commercial that can be adapted to reflect certain promotions.

TV should be the prerequisite for any successful advertising campaign; with the stimulus of TV propelling your business to unrivalled acclaim, you can harness the demand through campaigns online that reflect the semantics and context of your TV or radio advertising.

Although TV is the advisable starting point for any lucrative marketing venture, radio is the second most effective, alongside out of home advertising, which is also the most effective generator of trust in social media content.

How should I execute the best initial video advertising campaign?

Through planning an advert without sync sound, you will be able to instil the flexibility you need to take your initial campaign to various other platforms, without having the costly inconvenience of having to produce multiple campaigns.

Adverts with spoken dialogue on-screen are invariably more successful, but if budgets cannot afford the luxury of taking a more long-term approach to advertising, taking this tack will save on advertising costs and ensure that you can adapt your campaign more easily to use in more specific consumer segments.

Small or medium sized enterprises may not have the capital to plunge into multiple campaigns initially, therefore preempting the versions you may need to broadcast throughout the year early is key.

If you can create all the versions you believe you’ll need to market to your product or services, you can save on editing and voiceover recording time.

Moreover as you plan your initial campaign, negotiating lifetime buyouts can ensure you save on artist fees if your advertising campaign runs for a long period, which is beneficial to overall advertising ROI.

Planning your ideas and seeing whether they are credible is key. Communicating your script ideas to Clearcast and/or Radio Centre before any filming or recording takes place is imperative.

This should precede any production commencing, otherwise any contentious concepts, statements, or executions could be deemed in breach of advertising codes of conduct.

After achieving clearance, the next step should be to ensure that you have locations, insurance and backup drives sorted to protect your IP – which could potentially be crippling for any small business entity.

With licences artists secured, filming of your commercial (if applicable) can take place, with editing following this process.

After editing in low-resolution first, you can export your versions. Doing so from the same edit suite will be crucial to maintain quality and consistency as you transmit to TV, online, or radio.

What more can I do creatively with video? 

As you look to boost response initially, a humorous or experiential creative is the most lucrative means of stimulating instant results, but also improving memorability.

Including an original jingle or other musical score will boost memorability and effectiveness at end branding, while focusing on emotion will be vital.

If you have actors, or just a voiceover in the case of radio, you will need convey the emotions you want your consumers to feel during the ad.

Imbuing brand at this early stage will be key, therefore having business colours prevalent throughout the ad, or even company specific language, which can drive search and your wider online output is key.

Space City is the UK’s most cost-effective TV advertising production company, delivering adverts for small, medium-sized and major corporations for over 25 years.

Contact the team now and find out how much your business could gain from a TV, online or radio advert from the award-winning production company – regardless of size.

Advertising and marketing success is best served when focusing on longstanding campaigns; new conclusions have been drawn that support changes

LONGSTANDING advertising campaigns are imperative as all businesses look to increase ROI and ensure of improved brand resonance, but why is this crucial?

When planning your advertising for the months and years ahead, a combination of DRTV and brand awareness is necessary, with the former often conflated as being a source of short-term sales generation.

However, given the fact that the most successful advertising campaigns remain on air for up to three years, ensuring that you simply adapt existing commercial productions is key for continuity and fostering trust with your consumer groups.

If campaigns change tack too quickly, or on longer showcase similar products or services, trust and sales will gradually be haemorrhaged away, rendering your marketing as a whole weaker.

Why are long-term advertising campaigns more successful?

70 per cent of all TV advertising productions generate profit increases in the short-term, when combined with long-term campaigns, this figure increases by 12 per cent to 82 per cent.

When compared with online display, only 40 per cent of businesses enjoy success three years after a campaign has finished, compared to the 86 per cent of those that broadcast on TV.

The difference with TV is the ability for the campaigns to resonate for longer and have greater scope to be engrained in long-term memory.

 If a campaign is associated with programming and other inbound and outbound materials that reflect the context conveyed during the ads, you will increase memorability, engagement and sales.

FMCG (fast moving consumer goods) are the most lucrative providers of profit increases and this is only boosted by advertising in the long-term.

Products of this ilk are ultimately necessities and will ultimately bought come what may, therefore ensuring that your brand has the most prolonged, emotive and consistent presence is key.

Although effectiveness is not quite as strong when it comes to other industries, increases in profitability existed across every industry where ads were displayed for longer periods of time.

How to optimise long term campaigns and what you can do to change current issues

TV has been going from strength-to-strength amid the digital revolution, with improved measurability, actionability and segmentation.

As a result, you can adjust long-term campaigns programmatically to ensure that consumers are taken on more specific journeys that are relevant to their individual circumstances, without having to deviate from your core brand message or campaign, which needs to remain the same for maximum results.

Therefore, if you do venture on TV, remaining there for the long-term will ensure you maximise your ROI and boost your profits, which will in turn boost overall GDP.

Thinkbox estimates, as a result of its work with Ebiquity and Gain Theory, that businesses could enjoy a further £450 million worth of profit through optimised longstanding advertising campaigns.

Thus, when consider an advertising approach that works both in the short and long-term, ensuring that your ads are future proof is imperative, so it would be inadvisable to include transient subjects to underscore your creative.

When looking at long-term solutions, having an advertising creative that includes too much dialogue will limit your prospects of creating something that can be easily changed to accommodate new offers, products, or services.

Conversely, not having enough, or, at least, not having the physical manifestation of a conversation will damage your effectiveness from both a brand and response perspective.

 When consumers can relate to your ads, the process of neural coupling takes place and ensures they experience the emotions that are being exhibited by your actors during an ad, so having people in a longstanding advertising creative is key.

How to make ineffective sectors’ ads more effective

The industry that endures the most inconsistent of times while advertising is the financial services sector.

What is more remarkable, though, is the fact that when a company of this kind advertises for longer periods, the profitability of campaigns increase, more so than that of the retail sector, which endures the smallest overall increase in profit through long-term TV advertising campaigns.

With consistent long-term ads in the former’s sector, you can build trust, which takes time to build across all platforms, especially in the case of women.

Adverts that offer more hard hitting and changeable creatives, which often appears within an industry that can be price led, need to focus more on brand building and the emotive messaging behind the initial benefits and overall problem/solution.

Women trust ads that offer a consistent level of context and tone, therefore simply changing tack to a more consistent, helpful, humorous and showcase-driven creative will offer organic improvements to the figures that are particularly distorted with short-term advertising creatives.

Space City has been producing TV, online and radio adverts for over 25 years, being named the UK’s most cost-effective TV advertising production company in 2018.

Take advantage of the data released by Thinkbox and launch your profits to new heights with award winners.

DIRECT RESPONSE TV ADVERTISING IS ONLY BECOMING MORE EFFICIENT AND LUCRATIVE FOR MARKETERS; HERE ARE 8 REASONS WHY YOU NEED IT

8 reasons (and more besides) exist for your business to make the step into the lucrative advertising realm that is direct response advertising: here they are.

First of all, direct response TV advertising is the means of above the line advertising that seeks to stimulate a particular consumer group to respond instantly to your advert, rather than simply serving to improve brand awareness.

In order to make your DRTV and response advertising in general to work, utilise the tips on offer from the UK’s most cost-effective TV advertising production company.

1: IT GENERATES INSTANT RESULTS

When looking for a short term sales boost, DRTV advertising is the undisputed generator of commerce – it even surpasses the might of online video and radio.

Given the attention that TV inherently generates, a well produced response commercial can provide the ultimate problem/solution offering for consumers, which induces the instant, measurable response you and your entire team craves.

Thinkbox research has proven year-on-year that TV as a whole and direct response continue to deliver for all businesses – a solution to steady any shaky sales period.

2: Measurability Has Never Been Better

When advertising on TV in the past, measurability was always a concern; you had discernible uplifts in sales, but fundamentally you could not track and absolutely clarify the change was as a result of TV.

Advertising measurability has drastically changed amid the technical revolution – follow our 8 tips to maximise success.

With the surge in programmatic advertising metrics, interactive advertising campaigns and services from companies like Sky AdSmart, TV has now become the ultimate advertising medium: offering the measurability of online, with the credibility and creative potency TV has always offered.

As you analyse direct response campaigns, you can track the creatives that were successful and utilise one of the many interfaces — Adalyser being one — to offer an actionable interface that can be adjusted in realtime to support your overall advertising output.

3: You Can Eliminate Ad Budget Wastage

With the ability to measure response campaigns more diligently, you can ensure that you no longer play the ad to a consumer that has already purchased your product or services.

Additionally, should a particular advertising creative be more effective compared to another the weaker advert can be switched to play out on the fewest number of occasions.

Through just linear programmatic alone you can lower costs by more than 20%, but choosing this means of advertising to improve your brand marketing and advertising will be pivotal.

4: You Can Harvest And Generate Large Data Streams

Before attempting to launch your business on any mass brand awareness campaigns, utilising addressable direct response advertising will ensure you have the awareness and qualitative data to ascertain which platforms and channels would be best to market your business on.

If you set your metrics to target the consumers you want based on your pre-defined desires, you will be able to target channels for your brand campaigns in a more efficient fashion.

5: DRTV is the Greatest Interest Generator

When looking to generate the outbound sales leads you need to hit targets, there is no better way to stimulate response.

With a memorable, humorous, emotive and call-to-action-laden creative, your business will enjoy more outbound leads than you would with any other medium of advertising.

As a result, you can harvest that demand with relevant online content, which can support your wider product and service portfolio.

By knowing what your consumers want through our 8 DRTV advertising tips, you can improve inbound material.

6: Your inbound leads will increase

With a website and social media output that compliments the advertising being released, you can satisfy consumer desires, which change when the medium shifts.

Online, the focus needs to be around convenience and providing a user experience that offers instant gratification – therefore looking at how consumers navigate around your website will be key as you look to optimise inbound leads.

7: You can eliminate the need for A/B testing

Without the knowledge of what actually works and what consumers are receptive to, testing different advertising and marketing campaigns in such a fashion is popular, but when you can ensure advertising is driven entirely by whether a consumer is interested in a product, or inclined in by another KPI, you do not need to test simultaneously.

If a campaign is ineffective, it will simply not waste your money and valuable ad budget, therefore, if an ad does not deliver, you will not endure a costly bill for creative or placement issues.

8: You will increase advertising ROI

With direct response TV advertising, you have the undivided attention of consumers, while TV is inherently a more social medium.

Online ads are generally consumed alone and with myriad distractions coming from the dynamic interface that it is, but with TV advertising, a consumer is looking to experience something and can be convinced more easily.

Contact Space City today

Space City has produced more TV commercials than any other business since 2000, on its way to becoming the UK’s most cost-effective TV advertising production company.

Contact the team now and enjoy sales increases of as much as 600% — like Jane Plan has — with award-winning DRTV advertising production.

Advertising productions are traditionally produced for native platforms, but international campaigns are key to maximising future growth

INTERNATIONAL Advertising campaigns will be crucial for companies worldwide as they look to maximise ROI and enjoy improved marketing efficiency.

When making ads for new consumer groups, never mind international markets, your business does not need to produce all new campaigns to strike relevance with consumers.

As long as an ad encompasses your brand and offers creative consistency throughout the commercial, your ads should not have geographical boundaries, given the ease in which you can get your advert in front of consumers worldwide.

In order to execute the perfect worldwide advertising campaign for your business, provisions need to be made to save unnecessary work further down the line.

What should I do creatively to help an advertising production internationally?

In order to ensure of relevance to global consumer segments, the imperative should be to avoid sync-sound.

Many brands take their ads abroad and utilise the same creative with spoken dialogue and simply dub over the existing speech with a new voiceover to compliment a new audience; this does not assist your ROI.

When looking at effectiveness as a whole, spoken words account for only 14% of what goes into persuading someone to buy a product, according to Lead Forensics research, with body language and tone more leveraging factors.

With tone and body language unnatural, the authenticity of the advertising experience you are offering will be stymied, which will reduce your effectiveness on TV at the very least.

Consumers desire nothing more than an experience when viewing TV adverts; they want to escape and be entertained, therefore looking at creative cues that will be relevant in all languages is key.

Utilising a song for instance, or particular jingle that would not make sense from one country to the next, would be detrimental to memorability and reach, therefore ensure that visual, emotional inclusions dominate how your advert is remembered and not audio.

Animations can be useful, but when looking to emotionally relate to people for the first time, having real people will be key – regardless of race, sex or creed.

What do I have to do to get a commercial ready to be broadcast internationally?

Not too much. Essentially most of the changes will be related to graphics and the timings of when they come on the screen, compared to when you had a voice over in a different language.

Clearance will be a key element, with countries around the globe having varying levels of tolerance towards certain scripts and ideas, but if an ad strays from sync-sound, you should be able to adapt depending on voiceover changes and graphics, rather having the issues of a reshoot, should something not be compliment as a consequence of any spoken creative element.

When preparing the new versions, using the same core rushes that were used for the original ad will benefit quality and consistency as you transmit your commercial production to international consumer groups.

By editing already developed versions and reexporting them, you will steadily haemorrhage quality from your ads, which will disrupt your creative consistency and memorability, which is crucial to long-term success omniplatform and around the world.

What else do I do to prepare my brand for international sales growth?

The greatest task will be ensuring that your website is compatible and ranks well in search across the countries you are advertising in.

Simply buying the domains and Google Translating the pages will not be enough to convey brand and still be in keeping with your style guide – you need to comprehensively prepare your digital offerings before preparing any mass media TV advertising production work to be broadcast abroad.

Having the supply chain, too, will be crucial as you look to satisfy the demand that will be generated by the most lucrative form of marketing; TV.

Bodies such as the Department for International Trade assist UK Plc in their efforts to supply products and services abroad, thus with a knowledge of capacity, you can create the commercials and mould the consumer segments you know you can cope with.

With such a presence, your ability to adapt and thrive amid periods of economic strife in one country, can be offset by success in another, as you deliver versatile DRTV and brand campaigns.

TV is the number one interest and demand generator, therefore feeding this demand with brand-consistent content on and offline, you can ensure that your business builds a globally recognisable brand.

Space City has been producing TV, online and radio adverts for over 25 years, being named the UK’s most cost-effective TV advertising production company.

The business is a part of the Department for International Trade’s company register, which ensures that services can be exported worldwide.

The London-based advertising production company is the UK’s most productive per-head, producing more adverts and versions since 2000.

Whether advertising on TV, online, radio, or out of home, there are several key factors to consider when a business makes a new advert

ADVERT Production is vital for any business as it looks to ensure of consistent sales growth and increase reach, but what makes a good advert and why?

TV remains the most lucrative means of advertise in the UK and across the world, with millennials continuing to consumer it more than other medium, ensuring it is a vital component as you make an advertising campaign.

According the ThinkBox research, TV is consumed for a total of 3 hours and 23 minutes per day, with an additional 15 minutes derived from additional TV set viewing spanning other devices.

Moreover, TV accounts for 95% of total ad viewing time, which is broadly unchanged from a decade ago, underscoring the role TV plays when a business makes an advert.

As a result, any company, charity or entity looking to make the most-effective advert will need to consider TV, but strive to make it original amidst a saturated market.

Make your advert clear and concise

Whether an advert is made to compliment outdoor, radio, or video, messaging needs to be clear and not confuse the consumer.

Businesses like Barclays have been guilty of producing adverts in the past that have led to negative reactions from some consumers.

The shift in messaging during the ad haemorrhaged trust away from the creative and resulted in a mixed reaction to what was a brand campaign.

Even if something similar was executed on radio or billboard, for instance, changing messaging or tack midway through an ad will lead to limited success.

The best ads — whether brand-driven or direct response — have clear call-to-actions and messages for consumers and are formulated to offer a solution to a problem in the guise of a showcase.

Do not make an ad that sells to the consumer

This may seem counterintuitive, but according to Neuro-Insight research, a business is four times less likely to enjoy peak response at end branding in a TV, online or radio ad, for instance, if it focuses on price or too many hard facts.

Advertising potency will be garnered through humour — if possible — and utilising real people during advertising creatives.

The same can be said for outdoor advertising, too. If an ad uses the aforementioned metrics and also appeals to the surreal, to a degree, adverts will enjoy optimised effectiveness.

Ultimately, the key to an ad succeeding in any guise is to focus on eliciting an emotional response, which, in turn, will make it memorable and likely to incite response.

Ads that look to only sell — even if they are direct response ads — will not be memorable in a brand context and not serve a business beyond where it was originally advertised.

What makes an advert perform in the digital world, is a references to the platforms a business wants a consumer to visit post-ad.

Make the advert versatile and adaptable omniplatform

The best adverts and campaigns are ultimately recyclable and usable across all print and interactive media.

Currently, adverts produced for TV enjoy weaker than average engagement levels on social media, but with increased onus on the consumer journey and engaging with the brand on other platforms, consumers are more likely to reciprocate with the advert.

Therefore, it is key that conversation is facilitated in adverts – especially with branded ads.

Radio is the most effective means of advertising aside from TV and the focus on communication is manifest with the inability for visuals to influence a consumer.

The words themselves in a script are not as pivotal as the manner in which they are spoken –  the advert has to be delivered in the emotional context  a business would want consumers to feel as they consume it.

If an ad doesn’t have any dialogue, it will be impossible to take it onto radio, or even outdoor for that matter.

Having physical characters and brand-associated words or phrases, will help a business become thought leaders and assist with search – outdoor is the most effective in boosting instant search.

Take consumers on a journey and be creative

Being creative makes an advert more effective, but how what are best ways to be creative?

Adding breaks and pauses aids memorability, so this is vital as businesses underscore their brand identity, while music is a highly efficacious tool for driving your call-to-action.

Humour changes with time, but by referring to times past, your business can aid memorability and response at end branding – this goes for using older music to improve adverts, too.

By taking a consumer on a journey, a business can entertain and inform in equal measure, in a similar way to how a PR or outbound marketing campaign would operate.

Weaving these creative elements into a journey will provide the escapism on TV that is needed to cater for the desires of consumers within that medium.

Similarly, offering instant solutions relating to convenience is crucial to online campaigning.

Space City is the UK’s most cost-effective TV advertising production company, successfully producing ads spanning all the aforementioned mediums for over 25 years.

Find out more by navigating around the website and deliver an advert that makes the greatest impact with award-winners.

Inflation figures point to better than expected economic performance; advertising productions can help stimulate immediate sales increases

INFLATION Figures released by the Office of National Statistics have revealed advertising can enjoy a better than expected pre-Christmas resurgence.

Although the ONS data has revealed a marginal increase in the cost of living for consumers, wages have risen too, with the 2.7% average increase outstripping the former’s rise of 2.5%.

While this is still a nominal gap, your business can still exploit the increases in overall spending, with actual demand for products and services increases in line with production.

Given that the Christmas advertising period is set to begin after August, producing adverts that incite consumer spending will be crucial in optimising success, but decision making should also be underscored by brand.

Direct response is a key demand generator, but as you approach key, emotionally symbolic periods, ensuring that the emotive underpinnings are prevalent to ensure of expedited resonance.

Regardless of the severity of swing in factors such as inflation or interest rates, consumers are still inclined to spend during this period, but the most successful advertising campaigns will factor in the need for savings during the new year period.

Looking at incentivising savings later on for consumers; reward schemes and cheaper services, will be key as citizens look to more austere spending plans.

Therefore, your advertising needs to be adaptable and be future-proofed from issues that will arise, as you need to focus on more brand-driven campaigns in the more subdued sales periods.

Why consumers will continue to spend if you advertise post-inflation rise

Production will inevitably increase with the rise of money in circulation, which will in turn generate the demand for services and products, which your business provide.

While not an a pivotal leveraging force, it does illustrate the scope that exists elsewhere for your sales to flourish.

This is why you can exploit the markets that have been placated by transient market news, to offer incentives and increased value for consumers who seek to purchase cheaper offerings from your business.

The ability to target consumers of all demographics omniplatform ensures you can segment your campaigns in a complimentary fashion, to extract data streams that will enable your business to deliver relevance for everyone.

Key to your success, though, in this instance, will be to ensure that you do not personalise your campaigns too much.

What you can do to deliver lucrative TV advertising productions amid the inflation rise

When segmenting audiences and editing your brand and response campaigns to appeal to customers spanning all demographics, the key for your business will be to not alter any brand messaging and its context.

While onscreen graphics can change; offers, call-to-actions for instance, your overall emotive context needs to remain the same across all your ads to ensure your business is trusted across all advertising mediums.

This manner of advertising ensures that your chances of enjoying brand advocacy are increased, which is key as you look to foster engagement online, as well as off it.

The wider online success rate is determined by numerous factors, but TV is one that is consistently neglected, amongst other inbound related elements.

Therefore, to make your campaigns lucrative, having subtle and subliminal references to social media; people accessing your product or service online, or even including it in your script, will assist with maximising this underexploited means of engagement.

TV is successful because it stimulates conversations like no other; it ensures people discuss your business, but online advert conversation can be improved: this is what you need to focus on.

Why online conversation is important and how you can leverage it

The news regarding the changes to inflation will stimulate conversations on and offline like  other topics that actively affect day-to-day life.

In order for your business to succeed in this fashion, facilitating versions of your ad that compliment the cross-platform world we live in.

When you know someone has viewed your TV ad — through an addressable advertising campaign for instance — you can ensure that your products and services appear potently in search and retargeting campaigns.

As a result, you can placate the need consumers have for finding products themselves online, while also boosting awareness and early levels of trust through the targeted campaign.

Once viewed, you can continue this trend of retargeting and engaging on social media to further incentivise consumers and provide them with a journey that can create lasting relationships, which can survive the test of transient economic volatility.

If your business is leading conversations online, your organic SEO will be strengthened and your content will enjoy increased leverage – supporting the generation of data you need to deliver your next TV, online, or radio advertising production.

Space City is the UK’s most cost-effective TV advertising production company. Take advantage of their unrivalled knowledge of direct response to exploit the change in interest rates.