Commercial and advertising tips: best practise

20th June 2018

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

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

The problems your business faces in commercial production

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

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

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

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

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

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

Patience in Greater Anglia TV commercial
Commercial productions need to focus on emotion to encourage conversation and advocation.

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

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

What your company can implement to improve its advertising

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

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

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

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

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

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

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

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

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

What should your KPIs be?

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

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

In situ shot from Space City's Greater Anglia TV commercial
There is no longer a need to use TV for just brand commercial production. You can eliminate wastage on TV.

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

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

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

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

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

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

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

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

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