Best Practices for TV Advertising

Producing a creative, competitive ad can seem like a feat, especially when you have streaming services to consider now. With the number of TV outlets nowadays, it’s easy for viewers to simply graze right past an ad and miss all opportunities for engagement. This is why making memorable ads isn’t enough anymore; you have to make a connection with the viewer at an emotional and behavioral level. 

Before starting out with your advertisement concept, you need to decide which form of TV will work best for your brand: broadcast, cable, or streaming. While you may be eager to get into the streaming platforms with their prevalent growth, there are still some major pros to advertising on broadcast and cable television that you definitely don’t want to overlook. 

Broadcast TV Advertising Pros

  1. Provides broad reach
  2. The best way to reach a lot of people 
  3. People watch live which means they are engaged and watching commercials.
  4. Research firm, Ipsos, reported that in 1Q ’20, live and time-shifted TV made up slightly more than one third (35%) of all time spent consuming media. 

Cable TV Advertising Pros

  1. Targeted reach through more specified geographies
  2. A great way to build frequency for the advertiser’s message 

Streaming services have become one of the fastest-growing industry technology has seen in a while. As of right now, 62% of U.S. adults subscribe to a streaming service, with Netflix in the lead. Advertising on such platforms is especially good for brands that are targeting affluent households, young families, or Millennials, as these viewers tend to stream a large portion of their content. 

Whichever form of TV you decide to run advertisements on, you need to have a plan of best practices ready. 

Visually show brand often

You want viewers to have full confidence that the ad their watching is for your particular brand. Establish your brand early on, and repeatedly do so throughout with visual representation. Throughout the production process, you want to continuously ask yourself: 

Will this commercial allow viewers to remember the brand? 

Will they recall the brand enough to take action? 


Carefully craft the call-to-action 

Let the audience know exactly what you want them to do with your ad. Create the ads end tag with web conversions in mind. You want consumers to head to your website to continue learning about your brand. Use words that provoke emotion or enthusiasm, actionable words. It’s important to test out your call-to-action (CTA) to ensure it’s actually the most effective route to take. 

Focus on the first three seconds 

Nielsen’s Consumer Neuro research recently showed that consumer engagement drops after the first 5 seconds. It’s crucial to establish your brand at the beginning of the ad to avoid getting lost in the storyline. This best practice ensures a consumer connection early on and reinforces remembrance at the end of the ad.

An ad’s success is ultimately defined by its ability to efficiently reach a brand’s key consumers, break through the clutter, and easily be attributed to the brand being advertised. If you can make this happen, then you are on the path to a successful tv ad. If you are looking for an experienced media agency to help you navigate the world of advertising and decide on the right medium for your brand, then contact TriSpark Media today.