Everyone is familiar with TV ads.
However, only some people know how to make TV ads or the unique benefits of this medium. While most people don’t need to know these things, it’s essential for a company thinking about advertising on TV to inform themselves. This information will help them prepare for the process. It will also help them know what sort of results to expect.
Read on to learn more about TV commercials.
How Advertisers Create TV Ads
The advertiser can create TV ads. However, it is only possible for a company to create a professional-quality video ad themselves if they have employees with expertise in this area. Some companies try making their own TV ads, but they find the result needs to be more professional.
It is common for companies to hire a film production company to shoot a commercial. While the result should be a high-quality commercial, this can be extremely expensive. Therefore, it’s best for companies who want a TV ad to hire an advertising agency.
An advertising agency will have experience creating commercials. They may be able to develop the commercial in-house, or they may work with a production company. However, they can offer a broader range of services than simply filming the commercial.
How Commercials Make It Onto the Air
After filming the commercial, it’s up to the agency’s media planning and media buying teams to get it onto the air. The media planning team will find the right channel, come up with the best times to air, and select the programs into which to air the TV ads. The media planning team also must create key performance indicators (KPIs), which are target numbers for ad performance. For example, the media planning team may make a KPI for the number of viewers that the ad reaches.
Once the media planning team has created the media plan, it’s time for the media buyers to go to work. The media buyers must negotiate with the network and find slots that meet the media plan while staying within the client’s budget. They must also purchase the air time and ensure that the network honors their purchases.
Types of TV Ads
While commercials are the most common type of TV ad, several other varieties exist. In addition to commercials, TV ads include overlays, product placement, and infomercials. Companies that want to advertise on TV should consider all these types, though their ad agency can help them find a suitable kind of TV ad.
Commercials are video ads that usually run for between 15 and 60 seconds. However, it is possible to purchase longer ads on some networks. These ads air during designated commercial breaks.
Product placement is often associated with big-budget films and TV shows. However, product placement may be accessible to companies with relatively small budgets through arrangements with local networks. For example, it may be affordable to have a product featured during a segment of a local news show.
Infomercials usually run during the middle of the night when the airtime is cheaper. They often last between 30 and 60 minutes. Infomercials are generally best for national companies selling products online or through the mail. They aren’t a good choice for local businesses because most of their intended audience will never see these ads.
Overlay ads usually appear during live broadcasts. These ads typically run for 10 seconds. Overlays often advertise upcoming TV programs, but companies can use them to promote third-party products and services.
Benefits of TV Ads
There are numerous benefits associated with TV ads. The most significant benefit is the ability to reach a large audience simultaneously. TV ads are an excellent choice for new companies who want to establish themselves in a particular geographic area.
TV ads capture viewers’ attention far better than billboards or other ads because TV ads use both audio and video to connect with the audience, which makes creating an emotional connection between the viewer and the brand more accessible.
TV ads can also increase the level of trust that consumers have in a specific brand. In contrast, online ads may reflect negatively on a company because of the number of shady companies that advertise this way. Radio ads can have the same effect but may make a company seem old-fashioned.
The Future of TV Ads
Despite what some people may say, TV ads still have a strong future because most Americans still watch TV regularly. Fewer people are indeed watching scripted programs on TV. However, viewership for live programs like news and sports remains strong, and connected TV viewership is rising.
TV Ad Creative is More Flexible Than You Might Think
In the past, commercials created for TV couldn’t be re-purposed for any other medium, but this is no longer the case. Many companies are now taking TV commercials and turning them into online video ads. These ads may run on YouTube, Facebook, or other social media platforms. Also, quite a few companies, especially larger companies, are simply posting their commercials on their YouTube pages. These ads can receive millions of views if they’re funny or entertaining, which becomes free advertising. Many companies that do this will premier the ad first on TV before posting it on YouTube or turning it into a video ad. Companies that advertise during high-profile events use this strategy often.
Of course, some changes will happen when turning a TV ad into an online video ad, such as adding an interactive element like a button at the bottom that takes viewers to the company’s website or social page. Making such changes should be relatively inexpensive and take very little time. The advertiser’s ad agency should be able to do this if the advertiser requests this service.