There’s nothing quite like a great Television (TV) commercial to help introduce your business to new customers and give your demographic ideas for that next big purchase. But how do these ads work?
TV advertising is one of the most popular and effective ways to reach consumers. A survey by ExactTarget, a digital marketing software provider, found that TV spots influenced the purchase decision of 37.2 percent of adults — the highest of all media outlets. Newspaper ads were second, influencing 10.6 percent of consumers, while Internet ads ranked third, influencing 5.6 percent.1 When looking at the data, it’s not hard to see why TV advertising is number one. The work involved in creating a television ad can take time, starting with the initial concept to completion and airing of the final product. But it pays off—literally. Therefore, marketing efforts that include TV continue to provide greater levels of success with KPIs (based on new accounts and sales) than any other advertising efforts.2
TV advertising also works because it is a very visual medium. Our brains are hardwired to process visuals more effectively than words. Studies have shown that people remember 65% of the visuals they see three days later, but only 10% remember the words they hear. 3 Creating a great TV commercial requires a lot of time, effort, and money. However, it can be extremely rewarding, both financially and in terms of brand awareness. If you’re looking to create a memorable ad that will get people talking, here are a few things to keep in mind:
- Keep It Simple
The best TV commercials are often the simplest ones. A great way to capture attention is to focus on one key message and make sure it is communicated clearly. You don’t want to cram too much information into a 30-second ad—that will only confuse viewers and ultimately deter them from acting.
- Use Emotional Appeals
Research has shown that ads which evoke an emotional response are more likely to be remembered and result in increased sales. So, if you can tap into viewers’ feelings, you’re more likely to make an impact. Whether it’s making them laugh, cry, or feel inspired, find a way to connect with viewers on an emotional level. At NLA, this is one area where we really shine. We create and develop commercial concepts that will deliver your story and your message in a way that makes a direct impact on the viewer.
- Be Unique
In a world where we are bombarded with advertising messages daily, it can be hard to stand out from the crowd. But if you want your TV commercial to be remembered, it’s important to be unique. One way to do this is to tell a story that is relatable but not overly familiar. You can also use unexpected visuals or humor to grab attention. Some great examples of unique and effective commercials created by the team at NLA, can be found here.
- 4. Test, Test, Test
Before you launch your TV commercial, it’s important to test it out with a small group of people to get feedback. This will help you fine-tune the ad and make sure it is effective. Once you’ve made any necessary adjustments, you can then roll it out to a wider audience.
TV commercials use a variety of techniques to grab our attention and leave a lasting impression. From emotional appeals to humor, these ads are designed to break through the clutter and stand out from the rest. One of the most common techniques used in TV advertising is known as the “bandwagon.” This technique relies on our desire to be part of a group or trend. Ads that use this technique often include phrases like “everyone’s doing it” or “join the club.”
Another common technique is called “testimonial”. This is when a celebrity or spokesperson is used to endorse a product or service. The idea behind this technique is that if someone we admire uses or recommends something, then it must be good. Fear is also a common emotion used in TV advertising. Ads that use fear as a tactic often try to scare viewers into acting. For example, an ad for a security system might use the tagline “Don’t wait until it’s too late”.
One of the most effective ways to create an emotional response in viewers is through music. Music can evoke all sorts of emotions, from happiness and excitement to fear and sadness. Research has shown that ads with music are more likely to be remembered than those without. For example, the most searched-for ad on Google in Australia last year had music to thank for its popularity. ‘Strongbow ad’ was the most popular ad-related search in 20114 – because the Summer Blossom spot, a nonsensical messy affair in which beautiful young things frolic in a blizzard of fluffy stuff, featured the track Young Blood by Kiwi rock band The Naked and Famous. Music can also be used to target your ideal demographic, like using a classic rock song, or a song recently famous on TikTok.
The ROI that comes from advertising on television is undeniable. Not only does TV advertising offer reach and frequency, but it also delivers a message in a way that is both efficient and effective. If you’re looking for an impactful way to reach consumers and sell your product or service, TV advertising should be at the top of your list. Creating a great TV commercial takes time, effort, and money—but it can be extremely rewarding.
Utilizing NLA Media will make your advertising life easier. You’ll save time, money and energy by hiring us to produce commercials for you!