Television advertising as a lever of commerce
The role of television advertising in marketing strategy
Television advertising plays a key role in the marketing strategy of many companies. By being able to reach a wide audience, brands can effectively build recognition and increase sales. A properly constructed TV commercial has the potential to go viral, further increasing its reach. An example of this is the campaign of one popular fizzy drink, which became a topic of conversation on social media. As a result, the ad not only attracted the attention of viewers, but also gained additional promotion on the Internet.
It is also worth noting that television advertising is an effective tool not only in the context of product promotion, but also in terms of branding. Many companies use television to communicate their values, mission and vision. Ads can range from emotional storytelling to humorous skits, making them appealing to different audiences. An example of such a campaign is a series of adverts that focus on brand authenticity and transparency, which attracts more conscious consumers for whom values are as important as the products themselves.
What types of television commercials are there?
Examples of effective advertising campaigns
Let's take a look at some examples of advertising campaigns that have been successful through the effective use of TV advertising. One of the best examples is the campaign of a well-known clothing brand that used celebrities in its advertisements. As a result, it not only increased sales, but also strengthened its position in the market. It is also worth mentioning campaigns promoting sports events, which combine TV commercials with interactive elements such as quizzes or voting, which further engages viewers.
- Commercials aired during programme breaks: This is the most popular type of television advertising. They are aired in between programmes and focus on promoting products or services.
- Infomercials: Infomercials are longer commercials that take the form of a television programme. They typically last from a few minutes to an hour and include detailed information about a product or service, often with demonstration elements.
- Programme sponsorship: Sponsorship ads appear during the programme and are usually thematically related to the programme content. Sponsorship companies may be mentioned in the programme credits, displayed on screen or presented as sponsors.
What are the advantages of television advertising?
The challenges of television advertising
Television advertising, despite its obvious benefits, poses many challenges for creatives and marketers. In an era of increasing popularity of streaming platforms and social media, TV advertising has to adapt to changing audience habits.
Companies need to be flexible and innovative to capture the attention of viewers, who have more and more choices about what they watch and when. In addition, rising airtime prices are forcing marketers to be even more creative in developing advertising campaigns in order to use their budgets effectively.
- Large reach: Television is still one of the most popular mass media. This means that television advertising can reach a wide audience, both locally and globally.
- High credibility: TV adverts tend to build more credibility compared to online adverts. Viewers often perceive TV ads as more professional and credible.
- Effective narrative: Television offers the opportunity to use visual and audio elements to create compelling, captivating and emotional advertisements that can effectively interact with viewers.
How television advertising is developing
All the more so as the screens focus the attention of people of all ages in front of them. From the youngest children to older people. Television advertising has already become a separate field, which is researched and studied with curiosity by specialists.
By examining what airtime is most effective for airing adverts, which adverts the viewer pays the most attention to, taking into account the order in which they are aired, which elements of the adverts perform the most and which ones do not perform at all.
It is also worth noting that changes in audience behaviour have a huge impact on programming patterns and how advertising blocks are planned. The timing of a film or TV series is a great opportunity for producers and various institutions to make a name for themselves in the eyes of the viewer.
It is an opportunity to present your offer, product or service to the widest possible audience. The programmes we watch are interrupted from time to time to broadcast an appropriate advertising block, which involves ensuring that the adverts are attractive and effective.
Of course, over the years, a number of rules have emerged for the creation of television commercials. Appropriate length, appropriately conveyed content, a list of forbidden product advertisements. The rules are strictly defined, but despite making an interesting and surprising advert, it is not a problem.
Companies also need to bet on a variety of content and formats in order to effectively attract the attention of different target groups and tailor the message to their expectations.
The art of creation
The production of films such as television commercials has developed enormously. Creators are outdoing themselves with new ideas, they want to surprise the viewer, arouse curiosity, but also trust in the advertised product.
All this to ensure that the recipient benefits from the offer. Television advertising, despite being the best available way to reach the viewer, has also become very demanding and needs constant improvement. The viewer gets bored quickly and still needs new stimuli, techniques, filming and editing methods.
It is also worth noting that, in recent years, more and more manufacturers have relied on technological innovation. The introduction of new devices and software that enable better picture and sound quality greatly enriches the audience experience.
In addition, changing viewer behaviour and preferences mean that TV advertising needs to be more interactive and engaging in order to capture viewers' attention and get them to take action.
We follow very closely the progress, the evolution of television advertising and the use of production news. We always try to go a step further than current advertising productions and trends. Our company invests in research into the audience's perception of advertising in order to adapt our productions to their expectations and needs. We operate in a creative and analytical manner, which allows us to produce adverts that not only attract attention, but also effectively influence consumers' purchasing decisions.
How we do it
Shooting an advertising spot for Poland's largest chain of opticians' shops and surgeries, Dr. Marchewka, we took advantage of favourable advertising circumstances (e.g. Christmas time) and turned them into a humorous story transforming into a specific offer of the salon. This example demonstrates perfectly how important it is to use the right moments in the marketing calendar and how a clever combination of humour and brand character can produce surprising results. Because it is difficult to surprise the viewer and arouse positive emotions, the script plays a key role in television advertising. Further elements such as lighting, sound or editing are also very important and weigh on the success of the commercial. However, it is from the script that all the fun and production begins. It is therefore worth devoting more time to it, putting it in the hands of creative professionals and polishing it up to the last second, because we only have 30 of them. Examples of successful commercials show that quality and ingenuity are key to attracting the attention of viewers and building a positive brand image.
