What makes a great advert?

16th August 2018

Whether advertising on TV, online, radio, or out of home, there are several key factors to consider when a business makes a new advert

ADVERT Production is vital for any business as it looks to ensure of consistent sales growth and increase reach, but what makes a good advert and why?

TV remains the most lucrative means of advertise in the UK and across the world, with millennials continuing to consumer it more than other medium, ensuring it is a vital component as you make an advertising campaign.

According the ThinkBox research, TV is consumed for a total of 3 hours and 23 minutes per day, with an additional 15 minutes derived from additional TV set viewing spanning other devices.

Moreover, TV accounts for 95% of total ad viewing time, which is broadly unchanged from a decade ago, underscoring the role TV plays when a business makes an advert.

As a result, any company, charity or entity looking to make the most-effective advert will need to consider TV, but strive to make it original amidst a saturated market.

Make your advert clear and concise

Whether an advert is made to compliment outdoor, radio, or video, messaging needs to be clear and not confuse the consumer.

Businesses like Barclays have been guilty of producing adverts in the past that have led to negative reactions from some consumers.

Space City Low Cost Production for Titan Travel
What makes advertising successful is a clear pathway for consumers to follow

The shift in messaging during the ad haemorrhaged trust away from the creative and resulted in a mixed reaction to what was a brand campaign.

Even if something similar was executed on radio or billboard, for instance, changing messaging or tack midway through an ad will lead to limited success.

The best ads — whether brand-driven or direct response — have clear call-to-actions and messages for consumers and are formulated to offer a solution to a problem in the guise of a showcase.

Do not make an ad that sells to the consumer

This may seem counterintuitive, but according to Neuro-Insight research, a business is four times less likely to enjoy peak response at end branding in a TV, online or radio ad, for instance, if it focuses on price or too many hard facts.

Advertising potency will be garnered through humour — if possible — and utilising real people during advertising creatives.

The same can be said for outdoor advertising, too. If an ad uses the aforementioned metrics and also appeals to the surreal, to a degree, adverts will enjoy optimised effectiveness.

Ultimately, the key to an ad succeeding in any guise is to focus on eliciting an emotional response, which, in turn, will make it memorable and likely to incite response.

Ads that look to only sell — even if they are direct response ads — will not be memorable in a brand context and not serve a business beyond where it was originally advertised.

What makes an advert perform in the digital world, is a references to the platforms a business wants a consumer to visit post-ad.

Make the advert versatile and adaptable omniplatform

The best adverts and campaigns are ultimately recyclable and usable across all print and interactive media.

Currently, adverts produced for TV enjoy weaker than average engagement levels on social media, but with increased onus on the consumer journey and engaging with the brand on other platforms, consumers are more likely to reciprocate with the advert.

Therefore, it is key that conversation is facilitated in adverts – especially with branded ads.

Radio is the most effective means of advertising aside from TV and the focus on communication is manifest with the inability for visuals to influence a consumer.

The words themselves in a script are not as pivotal as the manner in which they are spoken –  the advert has to be delivered in the emotional context  a business would want consumers to feel as they consume it.

TV advertising production company, Space City's low cost TV commercial which makes commercial sense for 63336
Reflecting the emotion the consumer should feel makes an advert more successful.

If an ad doesn’t have any dialogue, it will be impossible to take it onto radio, or even outdoor for that matter.

Having physical characters and brand-associated words or phrases, will help a business become thought leaders and assist with search – outdoor is the most effective in boosting instant search.

Take consumers on a journey and be creative

Being creative makes an advert more effective, but how what are best ways to be creative?

Adding breaks and pauses aids memorability, so this is vital as businesses underscore their brand identity, while music is a highly efficacious tool for driving your call-to-action.

Humour changes with time, but by referring to times past, your business can aid memorability and response at end branding – this goes for using older music to improve adverts, too.

By taking a consumer on a journey, a business can entertain and inform in equal measure, in a similar way to how a PR or outbound marketing campaign would operate.

Weaving these creative elements into a journey will provide the escapism on TV that is needed to cater for the desires of consumers within that medium.

Similarly, offering instant solutions relating to convenience is crucial to online campaigning.

Space City is the UK’s most cost-effective TV advertising production company, successfully producing ads spanning all the aforementioned mediums for over 25 years.

Find out more by navigating around the website and deliver an advert that makes the greatest impact with award-winners.

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