7 checkpoints to consider before making a TV spot
TV advertising is one of the most expensive advertising activities, so it is very important to get the most out of it. Based on our experience in neuromarketing research we would like to share with you some generic “rules” from the best practices of thousands of ads we’ve analyzed so far.
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How to create a successful TV spot?
Grab attention with your kick-off
Target well
Find the key drivers of your target audience
Use the right ad type
Communicate one message only
Use call-to-action
Create strong branding
1. Grab attention with your kick-off
Creating and broadcasting a TV spot can be extremely expensive, so it is important to not waste a single second and to keep eyes glued to the screen. As people have the opportunity to change TV channels or skip the ad blocks, you have to come up with something that catches attention early on and makes viewers curious enough to pay attention until the end. A well-chosen beat or tune, a strange sound effect, a relevant question or a statement that really hits your target group’s heart may deliver you those first moments of attention.
2. Target well
With a TV commercial, you can reach a wide range of people, but many of them will never be your customer - and it is okay! As soon as you decide to advertise to everyone you advertise to no one. A 18 years old guy, a 35 years old mom or a still-active person in his 60s requires different tone-of-voice and probably insights, too. So, decide who is your products’ or services’ main target group for the next round: it will help you to address them perfectly.
3. Find the key drivers of your target audience
Once you define your target audience, dedicate time to get to know them better. Figure out what problems they face, what - even untold - desires they have, what grabs their interests NOW. The more you learn about them, the more chance you have to tap into the right consumer insights to build your video on. Without a good insight it is almost impossible to engage viewers or become memorable, thus - successful!
4. Use the right ad type
Once you know what are the key drivers of your target audience, it’s easier to find the type of ad that best suits them. Testimonial, demonstration, heart-warming or humorous? Pick the one which can deliver the strongest emotional impact on your target audience. While younger audiences mostly appreciate “big emotions” and quick, action-rich spots, people in their 30s are much more deal-oriented and would judge an ad less by its story. Be aware of which ad type can best serve your audiences’ need and choose it accordingly.
written by Kriszti Polgar-Szabo
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