The truth hurts: create entertaining ads

3rd April 2017

ENTERTAINING Your audience has never been more imperative to steering your business through the uncertain fiscal times of a post-Brexit Britain.

Amid the relentless sophistication and appraisal of ad regulation on TV, the core focus of ads being credible and truthful has been underpinned by the vessel of advertising itself.

Therefore the need to produce ads that attempt to cajole consumers into entertaining the merits of using your brand is now redundant.

The most successful ads online that have obtained viral acclaim focus on emotively connecting with their prospective consumers, not boring them.

Ultimately given the levels of choice amidst the prolific retargeting that exists online with PPC ads, your TV campaigns are imperative in sueding your audience and resonating with them.

Within such a cache of similarly informative ads, the key in persuading consumers that your own business offers the competence necessary in particularly spend averse times is creativity.

Moreover the crux of this creative stance should be to astonish and beguile your potential consumers emotively, ensuring you are ultimately entertaining them.

Emotion is a powerful decision making force, often eliciting decisions from consumers that are often irrational and not based on critical thought.

Ads which incorporate emotion yield more than 50% greater optimal business effects, including sales and ROI.

Entertaining your consumers ensures that connotations of your company will be positive.
Entertaining your consumers ensures that connotations of your company will be positive.

Therefore the context and delivery of your creative choices are integral, given the mono-patterns that exist within many DRTV ads and PPC campaigns online.

Of course you can make a DRTV ad entertaining, but to elicit the instant business effects that are desired from such a method of advertising, information and resonation are key to forging sales success.

As a result an amalgamation of both direct response and branded content would appear to be the most effective means of evoking the emotions necessary to increasing sales, but also entertaining your audience enough to create long-term memorability and admiration.

Ads whether DRTV or not that focus purely on informing and persuading consumers to buy their products, only exist in the short-term memory in 5-7 cases.

Thus amidst a creative climate that has grown phobic of entertaining their consumers, your chances of eliciting sales for a prolonged period are enhanced with TV and brand response.

Ultimately TV provides a steadfast conduit for credibility that does not need to be subjectively reiterated through banal content that will render your competitiveness redundant.

Content that appears within your TV advertising should also be allied to the knowledge garnered from any CRM system you have in place, if you do not Google supply realtime altruism for free.

For instance if you are looking to appeal to a certain type of consumer, utilising vocabulary that resonated with the majority of people will trigger both the vital stimulants in the brain: the frontal lobe and the limbic system.

The frontal lobe dictates and administrates the logical decision one makes, the ability to reason, however with the limbic system affecting such parameters as emotion, conscience and crucially intuition.

How your audience interprets your content will be organically interpolated by infusing your ads with the terminology that they would associate your product with.

By viewing such terms on Google and the levels of activity via social media, you can systematically discern data organically, which will effect not only your creative strategy, but your media buying as well.

This is vital to context: you are not just entertaining your viewers through your own channel, you are attempting to calibrate the psyche of your consumers in relation to your own brand.

Therefore at a time where DRTV is increasing in its relevance to myriad businesses experienced and new to TV, brand response ads can continue to utilise both linear TV more successfully.

The reason being the fact the cognitive behaviour and ability to entertain does not need to be as demographic specific or targeted.

Entertaining advertising does not have to be as targeted as DRTV, ensuring you can maximise branding.

Of course utilising the data you garnered from your own research will assist with your retargeting and corresponding PPC campaigns, ensuring you not only increase sales and KPI achievement, but you could even potentially monetise your content.

Tortured proverbs rear manifest significance in this context: fortune does ultimately favour the brave, risk averse content will ultimately pale into insignificance.

Space City’s own adverts have been formed on a complimentary blend of direct and brand response, ensuring both longevity and instant sales can be elicited.

Animation, jingles, animals and the abstract have all delivered rave results that have delivered up to 600% ROI for our clients, which include GoCompare, MoneySupermarket, Moonpig and Envirofone.

Overall though, focusing on being truthful is a prerequisite to your brand, it should not need to be reiterated throughout an ad, particularly on TV.

In order to evoke the ultimate stimulus for your consumers to interact with your business, use TV and brand response content that emotionally resonates.

Space City has been producing such ads for 25 years, as they deliver sales 70% more often than that of non-emotive ads.

Contact the team now and see how easy it can be to deliver successful, attributable and cost-effective advertising campaigns.




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