What is Television Advertising?
Whenever something, be it a social message, an event, or the products or services of a brand, is advertised on the television it is called television advertising.
The advertisements containing movement and sound are broadcasted during intermissions in the tv programmes as commercials, while the text-based graphical ones are displayed alongside the tv program on the bottom or the side of the screen as overlays.
TV commercials are the most prominent kind of television advertising and are supposed to be really good for target marketing while overlays are really useful for news channels.
In spite of great competition from OTT and other digital formats, television advertising is still a dominant mode of advertising. Television advertising is a fairly flexible option for advertisers.
Based on their budget and preferences, advertisers can either provide the tv channel an advertisement or have the channel create one for them.
They can also choose between different times for the airing of the ad based on their target audience and budget. Television advertising avails quality customer engagement, a wide reach, high frequency, and a lasting impact to your advertisement
How TV Advertising Works?
Television advertising operates through a multi-faceted process involving strategy, creative development, media buying, and broadcasting. Here’s an elaboration on how it works:
1) Conceptualization and Strategy
Advertisers begin by defining their target audience. This involves understanding the demographics (age, gender, income level), psychographics (interests, lifestyle), and viewing habits of the potential viewers. For instance, a toy company would target children and their parents, likely airing ads during family-friendly programming.
The goals of the TV ad campaign are established. Objectives can range from brand awareness, promoting a new product, or driving sales. A luxury car brand, for example, might aim to showcase a new model’s features to build interest among affluent viewers.
2) Creative Development
Creative teams develop the concept and script for the TV advertisement. This process involves crafting a message that aligns with the brand’s values and appeals to the target audience. The script must balance creativity with clarity to effectively convey the intended message.
Once the script is approved, production begins. This involves filming, animation, graphics, and editing. Production quality plays a significant role in the effectiveness of the ad; high-quality visuals and sound can significantly enhance the impact of the message.
3) Media Buying
Selecting the appropriate time slot is crucial. Prime time slots are typically more expensive but offer a larger audience. Daytime slots might target stay-at-home parents or older demographics. For example, a brand promoting a retirement plan might choose daytime slots to target retirees.
Advertisers negotiate with TV networks or cable providers for ad placements. Rates vary based on the time slot, channel, and program popularity. For instance, advertising during a major sports event like the Super Bowl is highly sought after and correspondingly expensive.
4) Broadcasting and Monitoring
The ad is broadcasted as per the schedule. This could be during specific shows, time slots, or events that attract the target audience.
The effectiveness of the ad is monitored through various metrics like viewer ratings, direct consumer feedback, and any increase in website traffic or sales following the ad’s airing. This data helps advertisers understand the ad’s impact and informs future advertising strategies.
Based on the performance data, advertisers may tweak their strategy, creative content, or media buying decisions for better results in future campaigns.
5) Real-World Example
A practical example of this process in action is the “Like a Girl” campaign by Always. The brand targeted a broad demographic focusing on gender empowerment. The ad was creatively poignant, challenging gender stereotypes, and was strategically aired during events with high viewership like the Super Bowl, ensuring maximum impact.
Types of TV Advertising
On the basis of strict form, there are four main types of TV advertising:
1. Television Commercials (TVCs): These are the promotional telecasts that are aired during the commercial breaks in the tv programs and in between them.
They are generally between 15-50 seconds long and are among the most common types of tv advertising.
2. Infomercial ads: These are lengthy advertisements that are mostly used for teleshopping late at night or very early in the mornings.
They usually range between ten to thirty minutes in duration, though sometimes they can run for hours on end through the night.
As they are broadcasted at times when the viewership is the lowest, they are one of the least costly types of tv advertising.
3. Sponsorship mentions: These belong to the more subtle types of tv advertising. Whenever you see the name of a tv programme followed by stuff like ‘’brought to you by’’ or ‘’presented to you by’’, it is sponsorship advertising.
The general practice is to say the name of the brand prefixed with some phrase that conveys sponsorship every time the name of the programme is announced on the tv channel.
For instance, ‘’The Tonight Show, brought to you by Coca Cola’’. Often the tagline of the brand is also added to the mix and sometimes the sponsorship- phrase itself is written to match the brand.
For example, the Tonight Show, powered by Duracell batteries. This is a very ingenious type of tv advertising, because it allows you to use the very form of the advertisement itself for advertising.
4. Overlays: In all the aforementioned types of tv advertising, the ads are given airtime of their own and are shown separately from the programmes.
However, there are certain types of tv advertising which involve showing the ad simultaneously with the tv programmes.
They are very costly as they have a high visibility and are very unlikely to go unseen by the viewers.
The various types of tv advertising where the ad is displayed simultaneously with the tv programme fall under the category of overlays. These are graphical ads that are put up along the bottom of the screen or sometimes along the sides.
- Scrolls: The type of overlays that are played as continuously scrolling from one end of the screen to the other are called scrolls.
They are mostly found on news channels featuring Breaking news or news updates that the channel gets while a programme is already on.
- Aston Bands: these are the banners displayed along the bottom of the screen. They take up about 5-10 percent of the screen and are often used to promote an upcoming program on the tv channel in addition to promoting bands.
- L Band: An L band ad is placed on the left side and bottom of the screen in an L shaped pattern. These ads are costlier than commercial break ads, because again, ignoring the Ad is difficult since it occupies a major portion of the screen.
The ads are played along with the content/ TV program.
Types of TV Advertising Formats
Most tv channels can be found employing a combination of all these different types of advertising formats, though some formats are used more on certain kinds of tv channels.
For instance, news channels are the most prolific users of scroll ads. The type of tv advertising format that is used is also governed by the type of advertisement to be displayed, like Aston Bands are reserved for high budget ads.
Within commercials, there are various types of tv advertising formats based on the techniques of promotion.
Within different types of tv advertising formats there are various subcategories based on the advertising techniques used in the commercial.
Testimonial style commercials, performance proof commercials, testimonial style commercials, and comparison commercials are among the most popular ones.
Characteristics of TV Advertising
Television advertising stands out as a unique and potent medium in the world of marketing due to its distinct characteristics. Let’s delve deeper into these characteristics, highlighting how they contribute to the medium’s effectiveness and advantages:
1. Audio-Visual Experience
TV advertising uniquely combines sound and visuals, creating an immersive experience that can capture attention and evoke emotions. This audio-visual synergy makes the message more memorable and impactful.
This multi-sensory appeal leads to higher engagement and retention rates among audiences compared to other forms of advertising, like print or radio, which rely on a single sensory input.
2. Storytelling Potential
Television adverts have the ability to tell stories, creating narratives that viewers can connect with emotionally. This storytelling aspect can range from short, impactful messages to longer, narrative-driven advertisements.
Storytelling fosters an emotional connection with the audience, making the brand more relatable and memorable. This can lead to stronger brand loyalty and customer engagement.
3. Wide Reach and Demographic Targeting
TV advertising can reach a vast audience, including various demographic groups. Advertisers can select time slots and channels that align with their target audience’s viewing habits.
This broad reach, combined with the ability to target specific demographics, makes television an effective medium for both mass marketing and focused campaigns. It allows brands to communicate their message to a large audience while also targeting specific groups for more personalized messaging.
4. High Production Value
TV commercials often boast high production value, with quality visuals and sound. This can include special effects, high-quality cinematography, and professional actors.
High production value enhances the perceived quality and credibility of the advertised product or service, making it more appealing to consumers.
5. Credibility and Trust
Television, as a traditional and established medium, often carries a sense of credibility. Brands that invest in TV advertising are perceived as more legitimate and trustworthy.
This perceived credibility can significantly influence consumer trust and decision-making, particularly beneficial for new products or brands seeking to establish themselves in the market.
6. Flexibility and Creativity
TV advertising offers creative flexibility, allowing brands to use various formats, styles, and approaches to convey their message, from humor and drama to animation and documentary-style presentations.
This creative latitude enables brands to stand out and tailor their message in innovative ways, appealing to different audience segments and enhancing brand image and recognition.
7. Measurable Impact
With advancements in technology and data analytics, the impact of TV advertising can be measured more precisely, assessing factors like viewer engagement, reach, and conversion rates.
This measurability allows for more strategic planning and optimization of advertising campaigns, ensuring better ROI and effective use of marketing budgets.
Advantages of Television Advertising
Television advertising, with its unique blend of audio-visual elements, offers several compelling advantages that make it a preferred medium for brands and advertisers. Let’s explore these advantages in detail, keeping in mind the inherent characteristics of TV advertising:
1. High Impact and Sensory Engagement
One of the most significant advantages of television advertising is its ability to create a high-impact experience. TV ads leverage both visual and auditory stimuli, making them more engaging and memorable than other forms of advertising. This sensory engagement helps in better recall and recognition of brands and their messages.
Consider the Super Bowl commercials. These ads are renowned for their high production value, creativity, and the ability to leave a lasting impression on millions of viewers.
2. Broad and Diverse Reach
Television’s wide reach is unparalleled. It allows brands to communicate their message to a vast and diverse audience simultaneously. This broad reach is particularly beneficial for large-scale brand awareness campaigns.
Global brands like Coca-Cola and Pepsi use TV advertising to reach audiences worldwide, reinforcing their brand presence across different demographics and cultures.
3. Emotional Connection through Storytelling
TV advertising stands out for its ability to weave narratives that connect emotionally with the audience. Through storytelling, brands can create a deeper connection with viewers, which can influence consumer behavior and brand loyalty.
4. Credibility and Trust
Television is often perceived as a more credible source of information than other advertising mediums. This perception of credibility can be transferred to the advertised products or services, thereby building consumer trust.
Pharmaceutical companies frequently use TV ads to promote new medicines, relying on the medium’s credibility to assure consumers of the product’s efficacy and safety.
5. Segmentation and Targeting
While TV advertising is known for its mass reach, it also offers opportunities for segmentation and targeting. Advertisers can choose specific time slots, channels, and programs to reach their desired audience based on demographics, interests, and viewing habits.
Luxury brands may choose to advertise during prime-time shows or special events that attract a more affluent audience, ensuring that their ads are seen by potential high-end consumers.
6. Creative Flexibility
TV advertising provides a canvas for creativity and innovation. Advertisers can experiment with different formats, from 30-second spots to longer infomercials, and use various creative elements like humor, drama, special effects, and celebrity endorsements to convey their message effectively.
Apple’s various ad campaigns over the years have showcased this creative flexibility, from the groundbreaking “1984” ad to the visually stunning “Shot on iPhone” series.
7. Multi-Channel Integration
In today’s digital age, TV advertising is often integrated with other channels, such as social media and digital platforms, creating a more cohesive and widespread marketing campaign.
Many TV ads are now designed to encourage social media interaction, extending the ad’s life beyond its TV spot and fostering greater audience engagement across platforms.
Television Advertising Examples
The internet is swarming with television advertising examples that can help you get an idea of just how much of a soft science the art of tv advertising actually is.
However, at the same time one shouldn’t get too hung up on these tv advertising campaign examples and take them as the ideal.
An advertiser should not let the tv advertising campaign examples they see on the TV educate them into conformity as there is no real standard format for these ads although it may seem like there is one.
There are no rules,there are only conventions which, again, are only so reliable. There are many television advertising examples where advertisershave gone against the grain and have been highly successful in spite of it, and arguably even because of it.
There are numerous television advertising examples out there that demonstrate the power of thinking out of the box, however, as a prudent advertiser you should take care not to confuse creativity with complexity.
It is always advisable to prioritize simplicity, and you shouldn’t be so creative in your ad that the message gets lost in the form.
There are lots of television advertising examples that bear testimony to the utility of experimenting in advertising.
The hilariously inappropriate and over the top Axe perfume ads with women being physically drawn to the man bearing the magical scent , the self- mocking animated ads of the energy drink Red Bull, the Fogg perfume ads with their ridiculously repetitive punch line, are only a few of the countless tv advertising campaign examples that have defied the norms with impunity.
Viewers usually respond well to novelty and the fact that an ad exhibits something radically different and new is enough to garner viewer’s attention which is the primary objective of ads anyway.
Here are some television advertising examples to help you get an idea of how freely you can let your creativity let loose while coming up with ideas for your own tv advertising campaign.
1) Vivoforeducation TV Ad Campaign
2) Domino’s Brand Campaign
4) Tiger TV Ad Campaign
5) McDonald’s India Ramzan TV Ad Campaign
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