Television advertisements are no longer a guaranteed way to reach an audience. With DVRs that can pause and fast-forward, skipping ads on the television is easier than ever. Advertisements are also one of the biggest reasons that streaming services like Netflix have become so popular. People, in general, don’t like ads, which is why you need to be smarter and more creative. An effective TV advertisement can go viral. People actively search for and anticipate the Christmas special ads that top brands send out. When you make an effective TV advertisement, you’re connecting with people.
So, how do you create an effective TV advertisement?
Create a Story
TV advertisements are very short, yes, but that is no excuse to creating a poor ad. Getting your company’s name out there and adding a call to action at the end isn’t going to help your company stand out or be remembered. Instead, you need to create a story. This story needs to resonate with people, because only then will they attentively listen. You want your audience to be as captured with your ad as they are with the show they’re watching. To do this, you need to put a lot of effort into your script.
Create Compelling Visuals
When you have a very short period of time, you want to create as effective of a piece as you can. On top of a great script that impacts your audience, you need to have great visuals. Having great visuals are what will help keep your audience’s attention on the screen. Be careful though, as you need to make sure that these visuals fit with your brand image and product, otherwise it’s a cheap marketing trick.
Have a Narrative
You must understand that as soon as advertisements come on people either leave the room or turn to their phones. That is why it can be very effective to have compelling visuals that attract your audience’s attention, but just as importantly, you need to have narrative. It’s safe to assume that your audience isn’t going to be looking at your advert from the start, which is why you need a male voice over to get their attention, so click here to find out more. The narrative should work with your piece as well, so that once your audience looks up, everything flows into a single, memorable piece.
Create a Legacy
If you want your company to be instantly recognised, you need to have a legacy. GEICO is infamous for its green gecko character, for instance. As soon as you see him on the screen, you know the company and the brand. This is a great way to advertise because it allows you to spend more time on addressing what your products and services are, rather than waste it by explaining what and who you are. As a bonus, you can even create a series of advertisements that tell an overarching story.
There are many ways to create an effective TV advertisement, and most of them involve putting effort and detail into your piece. Don’t create an ad just for the sake of selling something, create an ad to evoke emotion, imagination, and intrigue.