Seven tips for successful TV advertising

7th February 2017

SEVEN Ways to make sure your next TV advertising campaign is successful: easy right?

It may be lucky for some, but TV will always herald strong results for you.

Tip one of seven: ensure you have entertainment in mind.

The most successful ads of 2017 thus far have had humour at their bases.

Conversely these ads were online only and never aired on TV initially, ruling a damning indictment on the success of TV ads in their ability to be re-shared.

This is not through the effectiveness dwindling in TV though, which still accounts for a colossal 87 per cent of all viewed video.

Therefore an essential priority of creative is to create a brand vision which will carry long-term brand resonance and memorability.

Rigid direct-response advertising risks being forgotten about, in the context of our minds not being able to contain more than seven items within our short-term memory.

Therefore the most proficient trait for enduring TV advertising is to create a brand response campaign, one which focuses on the brand and perception, not initial sales uptake.

Digressing onto our second point of seven, the imperative need to focus on your brand, as appose to your desire for instant sales, will yield the greatest long term gains in sales.Stick to our seven steps of success and succeed through establishing your own brand identity.

Statistically only an eighth of all sales uplifts occur in the wake of a TV ad, with the greatest ROI garnered through a three-year campaign.

By focusing in on the prolonged mastication of your consumers, embedding your brand and its purpose into the long-term memory of them, you are guaranteeing affirmation and future spend.

For choosing this path, your company will on average experience profits that are 140% higher than that of three years previously.

Unless you are looking for a short-term uplift in sales without the long-term approach in mind, brand response advertising will work more cost effectively, cognitively and efficiently in establishing your business.

Third of seven, you should look to instilling sharing call-to-actions’ within your ads.

Such stimulus will ensure that web traffic will only increase to your website, boosting conversions, sales and KPI achievement.

Currently more than a third of organic searches online originate from TV, underlining the need to prioritise TV to springboard your branding.

With the lack of video sharing of TV original content however, encompassing the TV content to your website and other advertising material is vital.

Word-of-mouth expanding the reach of your ad is unparalleled with TV, with 53 per cent of TV ads then spoken about either face-to-face or on the phone by viewers.

69 per cent of all website visits are generated by paid media advertising- of that, 47 per cent was generated by TV media buying.

Finally TV viewers spend on average 39 minutes of their time on the internet concurrently, ensuring the capacity for you to create TV derived content that your consumers will remember is facilitated.

Fourth of our seven tips is ensuring a call-to-action exists in the first place.

Some of our clients who have previously failed to elicit sales uplifts as a result of TV advertising, before they linked up with Space City, focused on purely a brand campaign.

The need for their ad to feature a semblance of what they offered and why it was useful was vital.

Furthermore, a contact us now call-to-action carries weight, but nothing compared to the power of it combined with the brand ethos.

Fifth of our seven tips would be to ensure that you are original with your ideas.

Mimicking the opposition is prudential in accruing short-term sales, however you will not have an original brand identity, one that people will come back to once your ad is off TV.

Therefore obscurity is key, some of the most successful brand campaigns have been as a result of this.

Compare The Market, GoCompare, Moonpig and Money Supermarket have been some of the most memorable brands over the last decade and Space City has been responsible for two of them.

Creating something that will be memorable is easier when it’s original, this ultimately will yield greater long-term cost-effectiveness and save on your media buying.

Sixth of our seven brings us on to the understanding of your audience.

Modern metrics of analysing how your consumers search and interact with online has assisted in how campaigns are delivered.

The ability for companies to target specific individuals, rather than demographics and devices is ensuring the industry is forever evolving towards an advertising golden age.

A reduction in wasted ad spend is inevitable, but depending on whether you want to appeal to consumers more generically will dictate the media buying, not your tone.

Looking at exploiting current trends and inverting them is integral.

Creating a culture of aspiration through our seven steps is integral.
Creating a culture of aspiration through our seven steps is integral.

Creating a tone of aspiration either in the context of the ad, or for your audience is crucial depending on whether you are buying your media by the program, network or individual.

Charity adverts for instance have suffered damning rejection in recent years as a result of taking a rather despondent tone, whereas showcasing what the work of your charity would do is more effective.

Finally exploiting the a professional production company, one who is unbiased and does not have a conflict of interest in its ad creation.

In-house productions have contemporaneously been failing- small scale and large.

Citing the recent US Presidential campaigning, Hillary Clinton sought to save on costs and produce their campaigning and analytics internally, while Donald Trump outsourced his.

By analysing only their existing audience and looking at what was already working was not aspirational.

Ultimately to utilise professionals who can exploit experiences of persuading and enchanting audiences techniques that have worked cross-genre, will liberate your brands from bias.

TV remains the most successful advertising entity in-part due to its visual quality and clarity.

Consumers trust TV ads 20 per cent more than online ads due to its visual clarity and the fact that regulation on TV is more stringent.

Space City has produced TV ads for 25 years, launching myriad businesses to sales success in that time.

Contact the team now and ensure you can experience the power of TV advertising at a reduced cost.







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