Archive for August, 2013

In all fairness, the role of a TV advert is to attempt to change the way viewers feel, think or act by capturing the audience’s undivided attention. Moreover, its purpose is to leave a mark in the viewer’s mind and not to be erased by the next TV ad that pops on the screen. Even though people watch TV on a daily basis and hence, see hundreds of adverts, the truth is that most don’t remember much about them.

However, every now and then, television is “blessed” with one commercial that is able to achieve its goals and even more so, it later on becomes part of the social landscape. Let’s find out how TV ads can break through the clutter to become a phenomenon.

  1.  It provides the solution to a common problem

In order to provide a solution to a problem in a manner that will appeal to your audience, first you need to understand the difference between a feature and a benefit. While the feature refers to something palpable, describing the characteristics of the product, the benefit is associated with the item’s value and the way it can improve the viewers’ lives. This is why it’s important to focus on the product’s benefits and use its features to support your claims.

  1. It prompts the audience to act

In spite of the fact that you caught and maintained the attention of the audience, you still have to determine them to take action as otherwise it will negatively reflect on your sales numbers. Irrespective of whether you provide them with your phone number, invite them to your store or direct them to your website, make sure to let your viewers know what they should do next.

  1. It is unique and original

If you want people to remember your company and your product, then you need to stay away from those old and boring clichés. Frankly, everyone is tired of the ads featuring the latest brand of automobiles driven at high speeds up a lush green hill or over the winding road. Differentiate yourself from your competition by stating what sets you apart from them and highlighting these aspects.

  1. It targets the right audience

Even though your goal is to get your advert exposure and to make it seen by as many viewers as possible, buying airtime during the busiest hours of the day is not always the best approach. In fact, all you’ll manage to achieve is spend a lot of your hard-earned cash. In turn, you’ll receive suboptimal sales. Consequentially, you should map your target audience and identify the best media source to reach viewers who are actually interested in what you have to offer.

  1. It produces an element of trust

As any marketing professional knows, any type of publicity – positive or negative – is still publicity. Once the people catch a glimpse of a product, they involuntarily want to take a closer look. If a person is exposed to a commercial regularly, then they will be able to recognize the product easier, while the manufacturer becomes more familiar to them. Both recognition and familiarity breed trust. Consequentially, it boosts sales too if you have managed the trust factor to perfection!

If you are regularly watching videos on YouTube, then chances are that by now you’ve come across at least ten clips with one million views or more. These films are viral videos and represent the Holy Grail of marketing, regardless of brand and line of business. Unfortunately, for most companies, simply uploading a clip on YouTube that they consider amazing doesn’t automatically imply that it will draw the public’s attention.  Let’s find out the crucial elements that come together to create a viral video.

  1. Come up with an amazing title

In order to convince viewers to share your video with their family and friends, you don’t only need to come up with an amazing title, but also to make it relevant to the content they are about to see. In order to achieve this goal, you need to browse YouTube and create a list of phrases – leaked video, exclusive, behind the scenes – included in the most watched videos. On a side note, it would be a good idea to optimize the thumbnails and description as well.

  1. Pair entertainment with your message

It is important to note that the ability of generating strong emotions is directly proportional with the video’s chances of becoming viral. Regardless of how much useful information you are offering your viewers, the truth is that nothing is going to happen until you draw their attention. Besides tweaking the title and thumbnails, it is equally important to determine a positive emotional response in your users. The best approach in this case implies making people laugh and only afterwards delivering your message. No matter how you look at it, a message is always best received when it’s presented in a humorous and playful manner.

  1. Keep it short

Since people nowadays are quite busy and can’t afford to waste time, you should make sure your clip doesn’t exceed two minutes tops. While you do want to transmit a message to your viewers, do not forget that most people are looking for something light and funny they want to share with their colleagues during a busy workday. In spite of the fact that ideally your video should not last more than two minutes, it is necessary to mention that the length usually varies from case to case (think big brand viral videos).

  1. Get the video on “most viewed” pages

Viewers can’t share a video they don’t know exists or can’t find. This is why it is highly recommended that you upload the clip on as many popular websites as possible. To put it simply, besides YouTube consider sharing your video on Facebook, Twitter, MySpace, forums, blogs and friends’ pages.

  1. Understand what drives people to share a video

More often than not, people choose to share a clip because they find the information valuable, its content has the potential to spark a discussion and because the video reflects their identity and/or the way they want to be perceived by others. In the event that you’re unsure about the success of your video, then think about whether you have any doubts about sharing it. If you do, then you probably didn’t do a good job putting it together.

It is said that you can’t escape the things you fear the most and marketing industry is living proof of that. In fact, it’s no secret to anyone that after being constantly bombarded with hundreds of commercials on a daily basis, the average American viewer has become an advert savvy.

A recent survey carried by the reputable InsightsOne has established that more than half the viewers watching TV regularly perceive the commercials the most offensive aired programs. Interestingly enough, people aren’t actually fed up with the advertisements themselves, but rather with the fact that the commercials they watch are not relevant to them, as individuals.

PRNewsFoto/InsightsOne

Credit: PRNewsFoto/InsightsOne

The immediate solution

Considering that viewers don’t mind hearing about new products and services and prefer knowing why and how those products will benefit them, correcting this issue doesn’t seem too difficult at first. To put it simply, marketing professionals can help ads rise up to the viewers’ reasonable expectations by:

  • Coming up with commercials that are able to resonate with various different groups.
  • Re-targeting the old adverts to different groups and measuring the impact.

But, there’s always a “but”…

In spite of the fact that nowadays marketers can address commercial skipping relatively quickly, it is important to note that the aforementioned solutions will not work if you got your main audience demos wrong from the start. What makes matters worse is that various reports indicate that the viewers’ demographics are changing rather rapidly, thanks to the advancements in the digital industry. Because most people in the US own a HDTV, it is only natural that they seek out information that is both culturally and digitally relevant to them.

Culturally: It’s time to rethink the program grid

The United States long-term demographic trends and particularly the fact that multicultural segments of the population will see a significant growth in the next decade is a well-known aspect for any respectable TV station. Therefore, if they want to keep the pace with their viewers’ preferences, the stations have to re-evaluate their current programs and make the necessary changes towards becoming appealing to a multicultural audience.

Granted, adapting and even changing your entire program grid so that it can span across a broad spectrum of audiences is not easy. However, it also not impossible either, especially if TV stations work with reputable video production houses and start building suitable promotions and ads at local level.

Digitally: Reaching out to viewers via the right media channel

Not surprising at all, the cinematic-like TV displays and the tablet/smartphone screens are the top two favorite media channels among American viewers. Innovative, versatile and keeping up with the latest media technologies, the modern HDTV is predicted to be a stable and dominant presence in the home of the average viewer, as long as they receive content that is up to the date with the tech (the 1.4 HDMI interface).

As far as the tablet and smartphone screens are concerned, experts claim they are trickier and are going to present more challenges, especially for TV stations that will need to figure out a new way to package their data so it can reach the desired audience.