What Makes a TV Ad Memorable?

Over the last decade the internet has grown massively, but stats show that TV ads are still very powerful in brand creation and growth. If you are making a TV ad, the goal is to make something that impacts your audience. It should resonate with their views and compel them to take the desired action. A memorable and effective TV ad is one where the audience not only remembers the ad, but also ‘feels’ brand and message behind the ad.

So, what is the key to creating high performing TV ads?

1. Create a compelling story line –

One of the secrets of successful TV ads is the story you are able to bring alive in the minds of your audience. The fact remains that successful advertisements don’t actually sell products and services, they sell stories, therefore to get into the minds of the people that matter to your business, it is vital that you are able to create a compelling story that they can relate to and connect with. Our brains are designed to experience, and stories are aligned to the way our brains process information.

2. Represent your brand properly –

Even though the idea is to create a story that resonates with your audience, it is important that you are able to convey the identity of your brand from the very beginning of your video. Using both audio and visual clues, properly project your brand identity including your brand name, brand colours and logo and even the product or service you are selling throughout the duration of the advertisement. Most people believe it is a good idea to wait till the end of the of the ad before showing the face of their brand, but if you do this, you could lose out on the opportunity to showcase your brand should your viewer change the TV channel.

3. The first few seconds matter –

The attention span of the average human being has gotten shorter than that of a goldfish. This means that there is a huge possibility that your viewers will not be attentive enough to watch your TV ad till the end. For this reason, it is vital that you catch the attention of your audience immediately and work at keeping it for the remainder of the message. In fact, it has been suggested that the first 3 seconds are key if you want to engage the attention of your target audience. Don’t be tempted to keep the meat of your message till the middle or the end, start your pitch from the very beginning and engage your audience from the get go.

4. Take advantage of influencers –

In creating a TV ad that is effective and memorable, it is not out of place to borrow a leaf from social media. These days, advertisements on social media is all about using social media influencers – reality stars, sports stars and even politicians. Partner with an influencer for the industry you are advertising in so as to establish an unforgettable visual for the message you are trying to pass. Influencers serve a form of endorsement for your brand and helps build your credibility.

5. Be specific in your content –

Television marketing is like every other form of marketing. Keeping your content to the barest minimum is the fastest way to enhance engagement and stay ahead of the competition.

And unlike with digital platforms where users can navigate from page to page, and where you can capture the essence of your brand in more than one spot. TV ads are more effective when your message is targeted at specific product, service or set of audience. Don’t fall into the temptation of trying to over communicate by expressing many concepts in one TV spot. Customers, regardless of platform have only enough room for one message at a time, they are not interested in any other thing you have to say or show.

6. Connect to social media –

For your TV ad to be successful, you have to take your message to where your target audience are, social media.

Social media is a very effective marketing tool that can greatly complement your TV marketing. The key is to tie your TV spot to an existing social media campaign for cross-marketing purposes. Customers look for information on multiple platforms and doing this gives you the advantage of engaging them on all fronts.

Wrapping up

TV marketing is both unique and similar with other marketing campaigns. It requires a solid strategy to succeed. Before creating your TV advert, ensure that you have a clear idea of your message, target audience and your expected result, this should serve as the foundation of your entire TV advertisement. 

If you need a hand with your TV advert, feel free to get in touch with us here at www.hightower.video :)