Television advertisements have been a staple in the world of advertising since its introduction back in the 1940s. The rise of streaming services marks a paradigm shift in the way audiences consume media, but cable TV ads still remain a powerful tool for businesses looking to reach a wide audience.
In fact, you’re watching TV ads every time you tune in to a live broadcast like the Oscars or Super Bowl. And when you head to your favorite restaurant, you’re seeing the ads on the TV screens whether you like it or not.
If you’re running cable TV ads for your business, it’s important to make sure you do it right. The upfront investment required to create and run one is nothing short of significant, so you need it to be a hit.
Let’s dive in.
1. Identify your target audience beforehand.
Identifying your target audience is a critical first step. It helps you tailor your messaging, design, and media placement to the preferences, behaviors, and needs of the group of people most likely to respond to your products or services. Since you don’t have access to the same data as streaming services, it also directly impacts the efficiency and cost-effectiveness of your advertising spend.
To identify your target audience, analyze demographic data, consumer behavior, and market trends. Consider factors like age, gender, income, interests, and viewing habits. Surveys, focus groups, and social media analytics can also provide valuable insights into your audience’s preferences and behavior.
2. Use storytelling to your advantage.
Using storytelling in your ads can significantly enhance their emotional appeal and memorability, leading to more effective engagement with your audience. Storytelling allows you to weave your brand’s message into a narrative that resonates with viewers, creating a more immersive and relatable ad experience.
To incorporate storytelling effectively:
- Create silly or relatable characters (think: the Geico gecko).
- Utilize emotional triggers within your story to create a bond between your audience and your brand.
- Focus on authentic stories that align with your brand’s values and persona.
- Instead of directly stating what your product or service does, demonstrate it within the context of your story.
And, most importantly, build a narrative arc. Structure your ad with a clear beginning, middle, and end to take viewers on a journey. This narrative arc should lead to a satisfying conclusion that also ties back to your brand or product.
3. Incorporate visual and audio elements.
Enhance your storytelling with compelling visuals and a matching soundtrack. These elements should complement the narrative and heighten its impact.
Visuals:
- Choose images or video footage that will capture viewers’ attention and align with your brand’s aesthetic.
- Don’t be afraid to use humor or shock value, but make sure it’s relevant to your message and target audience.
- Incorporate your brand colors and logo for brand recognition.
Sound:
- Select music or sound effects that fit the tone of your ad and evoke the desired emotional response.
- Consider using voiceover to further enhance your storytelling or featuring a catchy jingle for brand recall.
4. Plan for advertising costs before negotiating.
Negotiating ad rates, especially for cable TV, requires a strategic approach to ensure you get the best value for your investment. Although programmatic linear TV advertising has made it easier to target specific audiences and purchase ad space in spot-based programming, there are still a few general rules of thumb to follow.
First, cable networks often offer multiple types of ad space, ranging from brief 30-second slots to extended-duration infomercials, each priced variably based on factors like the selected network, specific airing times, and particular days. Typically, slots aired during peak viewing times command higher prices. And many networks enforce a minimum spend threshold for ad purchases.
It’s also worth mentioning cable networks usually extend discounts for bulk ad purchases. If your advertising strategy involves multiple ad placements, leveraging this opportunity to negotiate a bulk purchase rate can be advantageous.
Integrating this consideration into your financial planning is crucial to ensure that your advertising expenditures align with your budgetary constraints.
5. Optimize your ads for a frictionless viewer journey.
You need to think of your ads as one piece of a comprehensive campaign. Sure, your goal is to get someone to download your app, purchase your product, or visit your site. But how will they get to your site from viewing your ad?
It’s important to make this process as easy and seamless as possible. Consider adding a QR code or a shortened URL at the end of your ad to direct viewers to a dedicated landing page for your product or service. This landing page should continue the narrative of your ad while also providing clear and simple steps for viewers to take action.
Final thoughts
Ultimately, ads require creativity that’s impossible to put into a formula. So, don’t be afraid to experiment and think outside the box when creating your cable TV ads. By using these five best practices as a starting point, you can create ads that effectively engage and convert your target audience.