Online archives of Indian & International TVCs, Press Ads and Marketing News,Media-Monitoring Advertising Library updated daily TV advertising helps businesses grow by connecting the power of sight, sound and motion in video with your customers, wherever they may be.
– Understand unfamiliar industries, product categories or business models
– Make a new business
– Illustrate an effective presentation
– Review competitive brand communications
– View creative techniques
– Conduct consumer research
– Review advertising agencies
– Shortlist a TV production house to produce a commercial
– Judge creative work of a key Creative Director
– Create clutter reels
– Review historical and current trends in advertising
– Review award-winning advertising
– Create materials for education and training courses
Creating TV Commercials To Promote Your Small Business
So, you own a small business and you want to grow it into a big business. One possible avenue for achieving that laudable goal is television commercials. But how do you get your company on the air, and how can you ensure that your TV advertising will work?
An average of 40 TV ads are seen every day per person in the UK, which makes it a very powerful advertising medium. With the arrival of specialist terrestrial, cable and satellite channels TV advertising has become more affordable and is able to deliver niche audiences. This guide takes you through the questions you need to ask to find out if TV advertising is for you and offers advice on how to get started:
1. The pros and cons of TV advertising
2. How do I get started?
3. Getting the most from your TV advertising
1) Pros and cons Almost every home has at least one TV, and millions of people are exposed to TV ads every day – a slot in Coronation Street delivers 13 million people. TV also handily reaches viewers when they’re at their most attentive, and it can be a very effective brand building tool. However, it can be expensive – you need to factor in the cost of paying for the creation of the ad as well as paying for airtime. Also, changing details on the ad can be difficult. Make sure that your target market is big enough to warrant TV – use a metric to judge.
* Large audience who are attentive and good brand building
* But expensive to buy as well as to make or update
* Spend is justified – or not – by size of target audience
2) How do I get started? You’ll need help from an agency to place and create ads for TV. They can judge where best to place your ad and how to make it, based on the customer profile and brief you provide them with. The more detailed your brief, the better results you can expect. Cost can vary dramatically depending on the sophistication of your advert, position and the campaign length – you’re typically looking at a few thousand pounds upwards.
* Use an agency
* Provide a detailed brief
* Expect to pay a few thousand pounds upwards, depending on campaign
3) Getting the most from your advertisement
Investigate interactive TV as a way to drive engagement. If your business is local, look at targeting viewers regionally – ITV offers a service with 12 different regions. You can combine regions to create larger macro regions or you can drill down further to target micro regions. It pays to think about when you advertise – it’s more expensive in Autumn than in July and August when viewers tend to be on holiday.
* Consider interactive and regional options
* It pays to choose your timing carefully
How much should you be paying when you buy broadcast TV advertising? It depends on numerous factors including:
* How many people watch the show.
* The demographics of the show.
* Your advertising commitment to the station.
* Seasonal factors (is the holiday season coming up or a major elections.)
* AND most importantly the demand from other advertisers.
There is a limited supply of commercials. In a half hour show, there are typically four commercials breaks, each lasting about 2 minutes, for a total of sixteen 30 second commercials. The amount of advertising inventory that a TV station can sell is limited.
Televisions advertising inventory is sold to the highest bidder. You could sign a contract with a television station for a certain number of spots to be aired during a specific show at certain price, and have none of your commercials air. Contracts generally allow the stations to pre-empt your commercials if they get higher price offers. Some estimate as much as 30% of commercials that are booked don’t air. If you negotiate to good a deal with a television station, your commercials might not air.
4) Don’t Spread Your Commercials Out, You want To Concentrate Them Within Limits
* You want to first focus on one show.
* For half hour show, you ideally want to show two advertisements.
* For an hour show, you ideally want to have two or three ads.
* One way of making your TV ad dollars go farther is to use 15 second commercials instead of 30 second commercials.
You want the viewers of a show to think you’re a major advertiser and remember your ads. By delivering two ads in 30 minutes or 3 during the course of an hour, you dramatically increase the chance of viewer noticing your ad. Off course, too many ads becomes a wasteful spend.
Lets say you only have enough money to buy 5 spots per month. In this case you would want to concentrate those ads over the course of 3 days. By concentrating the ads over a shorter period of time, you will increase their impact. If the advertising works, you can expand your TV advertising out into another week of the month. When you have the month saturated, you can jump into advertising in another program on the same station.
5) Good Television Commercials Have Common Elements
We recommend that you use a local television station to help you create commercials. They should assign a producer to work with you. Your commercial should have the following elements.
* Tell them who you are – The name of your business should be very clear
* Give them an offer or reason to visit your business (ie, we have best Cannoli’s in all of (insert your city here), or mention this commercial and get your free soft drink with every sandwich)
* Let them know how to find information about your business (Give them your website address, in fact leave up your website address throughout the entire commercial.)
* If your business is about getting foot traffic, tell them where you’re located (which is not the same as telling them your address, say by the mall or around the corner from)