Improving advertising: what to consider

4th June 2018

Advertising is imperative to the success of competitive business sector, but how can you ensure your ads continue improving your sales success?

IMPROVING Advertising success in a cost-effective fashion is something that has become all-the-more realistic in the increasingly digital era.

There are myriad elements of the advertising process to consider for first-time advertisers, as well as those returning to advertising.

Regulations are continuously changing from a clearance perspective; transmission technology is improving, while the methods of embedding your adverts into a variety of platforms are proliferating.

With such a constant evolutionary process, looking at things too insularly can be costly to your advertising efficiency and be inhibit you alongside your industry competition.

Therefore, as you look to remain at the forefront of your sector, improving the advertising production process will be imperative to delivering adverts that compliment consumer desires, while offering affirmation and contextual relevance.

Clearance: future-proofing your advertising

A particular creative concept you may have decided upon or taken an interest in may in fact be contentious, if not in breach of advertising regulation.

If something is controversial, but not banned, erring on the side of caution is to be advised.

Patience in Greater Anglia TV commercial
Advertising productions may need improving should they cause contention at clearance stage.

Being more transparent, ethical and diverse improves your advertising success conclusively; there are no adverse effects on business success as a result.

Conversely if a means of conciliating the consumer is chosen that is contentious, or perhaps is not looked on favourably by wider society or the press, you will be diluting the organic uplifts in awareness and coverage of your business.

Financial incentives, both in the production cycle and after it, all serve to help your business – from a cash flow and ROI perspective.

Should an advert be compliant at one moment, but ultimately fail to comply as a result of a change to advertising codes of conduct, your ad could be retrospectively banned, rendering your previous creative redundant – depending on whether you used sync-sound or not.

If you are looking at producing a DRTV commercial, but worried that your script could potentially be contentious, or even your business usp could change, then choosing either to shift creative tack or style will be necessary.

With clearance as a whole, you need to have scripts, creative concepts and executions cleared before any final advertising shoots are sanctioned.

By safeguarding your business in this sense, you will not be wasting money on ads that are inherently non-compliant, but also protecting your business from having ads that are not ready in time for pre-paid broadcast slots.

Clearance from the industry provider, Clearcast is arbitrary and cannot be helped conclusively by substantiation, but having an advertising production company that knows what normally gets cleared by them, is key.

Should you produce your campaigns, in their entirety, in-house, you may lack the knowledge of what it would take to get certain creative style cleared – however legally compliant or ethically produced they may be.

Thus utilising these experiences is vital to expediting the clearance process, while ensuring that you do not place any potentially problematic creatives across TV, online or radio.

Transmission, analytics and media buying

When looking at optimising a creative, it is crucial that your workflow does not prioritise choosing any particular airtime before you begin the production of your adverts.

While tailoring your advertising to compliment the platforms and channels it is likely to reach is recommended, you should ultimately look at the channels and contextual situations that will compliment your final advertising creative.

The transmission process does not need to be convoluted, too. When sending your adverts to stations, sending the versions you want broadcast from the software that developed it will help improve quality and finish, while ensuring of consistent quality control checks can save valuable time, also.

All files that are sent to TV need to be exported differently to those exclusively appearing online, therefore, having the versions produced quickly and consistently can ensure you run the campaigns concurrently.

Tv advertising production from Space City for Crystale
Improving advertising quality can be easy through fewer file imports, ingests and exports.

The transmission process itself has been sped up, too, with companies like Honeycomb and Adstream offering cheaper solutions for those advertising via addressable and targeted means.

Analysing your linear advertising, as well as your collective online output, is now possible.
Whether you are choosing to gather more insights via connected TV advertising spots, OTT advertising or linear, you can look at realtime clicks and uplifts of those viewing your ads device-by-device, ensuring your adverts can be increasing tailored to compliment desired consumer gratification.

Choosing these integrated campaigns will help with both response and brand – if you are broadcasting with TV-derived content.

Improving your overall advertising beyond this requires creative bravery and an ability to convey emotive consistency throughout your ads.

If your ads are confused in their tone and composition, your potential consumers will be too.

Space City has been improving TV, online and radio advertising for over 25 years, providing sales increases of more than 600% with some ads.

Contact the team now and ensure you increase ROI with your one-stop advertising shop.

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