Effective advertising for post-GDPR times

22nd May 2018

GDPR regulation can inhibit some businesses as they look to maintain sales success and consumer relationships, but how can you produce effective TV advertising for a new era?

EFFECTIVE TV Advertising for a post-GDPR era will allow your business to be stronger, not weaker in the wake of the EU Commission’s new implementation.

The key to any campaign that seeks to engage consumers instantly is explaining everything you want to consumer to do explicitly, while also embedding certain desires into your creative – through the leveraging of musical jingles or dialogues.

How you need to advertise in a post-GDPR marketing sphere

Although other forms of outbound marketing may have been hindered by the impending regulation, through direct response TV or online advertising, your business can offset any loss of data and foster new data streams thanks to the mass awareness and relevance your TV ads can offer.

In order to stimulate these results in a cost-effective manner, though, you will need to deliver an advertising production that natural inhabits credibility and will be trusted by your new and existing consumers.

New means of broadcasting your adverts in a more specific, targeted fashion can assist your ability to promote instant sales, as well as the raw data you desire from consumers for your outbound marketing.

Dynamic ad-insertion for instant, notwithstanding addressable, interactive and VOD advertising, will all help your business in a pursuit of targeting specific consumer segments who are more likely to be receptive to your business and its advertising.

Whichever tack you choose to take, the benefits are vast with both, with mass awareness linear advertising now being augmented by analytics software that can prove of effectiveness, as well as enabling you to tailor your inbound marketing to compliment consumer desires and incentives that will stimulate them to disclose their personal data.

Framd TV Commercial from Space City
Effective advertising production is possible through TV and the usage of search data.

How to create effective TV advertising

When looking to imbue trust on your ads in both the conscious and subconscious mindsets of consumers, the key is to be conversational and deliver something that is not just memorable because it resonates or is humorous, but actually stimulates instant response, not a general fondness.

In order to optimise the former, you should follow one of the very traits of effective brand-based TV advertising; immersing your business branding throughout the ad.

The main difference between these ads and one that focuses on response, is the need to focus more on showcasing your product and services, while also offering an instant benefit – whether that be financial or intellectual.

Regardless, it is imperative that you focus on conciliating your business first from one of these metrics; this builds trust and ensures that you generate early credibility and rapport, but you can leverage this call-to-action in a variety of ways.

Differentiating from a generic direct response TV advert, something that will compliment your post-GDPR operations will include a more specific call-to-action, one that looks to add currency to the explicit disclosure of data.

Although you will need to weave in a variety of response metrics into your ad, detailing how you want the consumers to respond is most crucial.

Your narrative will need to be aspirational and provide a contrast that offers a tangible benefit to the consumer viewing: effective advertising answers every question a consumer could possibly have regarding what they need to be next.

Knowing how you want your consumers to act after viewing the ad is vital, thus you need to showcase these means of engagement within the ad – disambiguating any doubts they may have without such explanations.

TV Advertisement for Moonpig was effective through its use of the showcase
Showcasing how you want your consumers to engage with your ads is imperative as you seek to produce effective TV ads.

In order to strengthen the leverage of the overall advertising creative, while keeping the advert cost-effective, it is necessary that you keep the advertising intimate in terms of the amount of artists and locations used.

Studio and stock-footage ads can still make for successful direct response commercials, but will lack the instant receptiveness needed in this context if they are too sales heavy – the key is to showcase and explain, not sellĀ – as corroborated by Thinkbox research.

By attempting to sell and persuade to the consumer to visit your website, or call a particular number, you will detract from the very reason why they should: the incentive speaks volumes.

Utilising actors to convey the emotions you want your consumers to feel as they enjoy your ads is imperative; you will enjoy immediate resonance, memorability and trust from the subconscious mind.

Once online, you can then begin to publish gated content to elicit data from consumers, but an initial incentive should be undated to foster the initial trust that will ensure of a visit in the first place.

Concurrent sales are likely should your campaign also provide links to products, or promotes them in the initial TV ad itself, but your core aim will have been achieved.

Space City has been producing TV, online and radio adverts for over 25 years, rising a further seven places in the Campaign Magazine agency rankings in 2018.

Contact the team now and produce effective TV adverts that stimulate your consumers to provide you with the vital data needed post-GDPR implementation.

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