7 checkpoints to consider before making a TV spot

Here at Synetiq we are passionate about successful ads and we love to share our experiences with you. In our previous article we started to list the checkpoints that are worth considering before creating a new ad. We discussed: 

1. Why and how to grab viewers’ attention with the kick-off?

2. Why is it important to target well?

3. Why is it essential to find their key-drivers?

4. Why is it worth considering what ad type to choose?

 Now we continue with: 

1. Why is it important to communicate one message only?

2. How to integrate call-to-actions?

3. Why is it necessary to highlight your brand?

5. Less is more - communicate one message only!

Due to the expensive TV commercial budgets many advertisers feel under pressure to smuggle as many messages into a TV ad as possible. Have you ever experienced a similar situation? When too many messages “compete” for the audience’s attention, instead of saving money and being effective, you make them confused and your brand less memorable.

Based on our emotional measurements, viewers get frustrated and lose their attention when they hear too many promises in an ad. Not to mention that a lot of brands communicate the same messages (like: “our products are cheap but have perfect qualities”, “always fresh”, “always great deals”, “always the best” etc.), so after watching 20 ads, it’s almost impossible to remember which promise belongs to which advertiser. So, what is the solution? You should focus on the strategically most important message. Don’t regret taking the time to find the catchiest message that triggers your target audience to purchase - and to find the most important one, focus on consumer insights and your USPs.

Keep in mind: 

1. There is only a certain amount of information that the human brain can process.

2. When the audience experiences an information overload, purchasing decisions become harder.

3. Overload of information makes it harder (or even boring) for your audience to focus on your content.

6. Use call-to-action!

If your ad’s purpose is to generate sales (and in most cases it is), use call-to-action! That’s going to motivate your audience to take real steps toward becoming a customer. Think about what you want from them and don’t forget to tell them (“don’t miss out”, “learn more”, “visit our website” etc.) Based on our research it’s better to place your call-to-action at the end of your spot (and not in the middle) as usually viewers pay less attention after this part. Also, if your audience's engagement shows a growing tendency before the call-to-action part, there is a bigger chance that they will purchase. Still be careful, after a very emotional story a too strong CTA (as a sales tone of voice) can be strongly rejected. 

7. Create strong branding!

Perfect targeting, well-found insights, engaging storyline, strong message, activating call-to-action and a brand packshot at the end of your spot = recipe of a great TV ad. Few days after watching your commercial, your target group will have the desire (evoked by your ad) to come together with their friends for a beer. They meet, order their drinks and have fun, exactly as your ad showed them earlier. But wait! They aren’t drinking your beer, they purchased another brand.

In this case, what happened is that you spent a lot of money on a great advertisement to promote the whole beer market instead of building your brand. Yes, there are strong brands where even a slight reference is enough for the viewers to link the film to the brand (e.g. Coca-Cola), but this is the result of a very long and very conscious branding strategy (first ad of Coca-Cola appeared in 1886 and they haven’t stopped advertising since then!). It takes time to get there. In your case strong branding doesn’t mean to use only an oversized logo at the beginning and at the end of your film, but to have a “weapon store” of brand elements that represents your brand. Think outside of the logo and use consistent brand colours, jingle or music, a well-known narrator and a considered, long-term slogan. Show consistency and reliability in your branding, so your brand becomes a good acquaintance of your target audience. 

written by Kriszti Polgar-Szabo

If you want to learn more about how to build up your ads on a conscious way, check out our products here.