TV Advertising and Media Buying: On the Air with The Bank

With ever-increasing competition from subscription-based VoD platforms such as Netflix, Prime Video, and Disney+, you could be forgiven for assuming that traditional TV is a media format headed for the scrapheap.

Whilst it’s certainly true that habits are changing, the latest insights into viewership habits are encouraging. The average viewer in England and Great Britain watches 3 hours and 42 minutes of TV each day, with only 1 hour and 11 minutes coming from SVoDs. What’s more, with only 95.2% of households (26.4 million) owning at least one TV set, it’s clear that there remain significant opportunities for marketing through TV advertising.

However, for the small- to mid-sized company who wishes to enter this market, the process of designing a TV advertising campaign and buying advertorial space can be complex, daunting, and expensive—this is where a media buying agency like The Bank can help.

At The Bank, we specialise in helping brands get the right message in front of the right audience at the right time. Our team of expert media buyers will work with you to develop a bespoke TV advertising strategy that meets your specific objectives, regardless of ad budget. We have access to preferential rates across all major UK broadcasters, allowing us to secure airtime for our clients at a fraction of the cost they would pay by going direct.

If you’re considering using this powerful medium to promote your business, contact our marketing team for independent advice and guidance. In the meantime, take a look below for our guide to TV advertising and marketing.

The Benefits of TV Advertising

Even in today’s digital world, there are plenty of compelling reasons to consider running a TV advert:

  • Trust: We’ve all heard the term “as seen on TV”—even if the medium’s best days are in the past, there’s a certain level of trust which comes from seeing a product advertised on TV. Perhaps down to a broad awareness of the high costs and convoluted processes associated with buying advert space, research has shown that 70% of people trust TV advertising, making it one of the most credible forms of marketing available.
  • Efficiency: Despite a broad range of stiff competition, a TV advert is still the most effective kind of advertising, with 59% of people saying they’re more likely to buy a product after seeing it advertised on TV. From sales to lead generation, TV advertising is highly effective at achieving KPIs.
  • Branding: Though digital marketers may insist that TV ads can’t compete with the reach and data insight offered by the web, there’s a reason major online brands still fall back on the humble TV advert when they need to boost brand awareness. TV advertising is 6.5 times more likely to increase brand associations than any other form of marketing, with a well-placed advert raising awareness amongst a vast range of people across the country.
  • Creative: Let’s be honest—we’ve all got a favourite TV advert. A TV advert provides the perfect canvas for a business to show off its creative flair and USP, and engage with viewers on an emotional level. A memorable and professionally-created commercial will not only reap tangible financial benefits, but will often remain in the minds of your audience for the rest of their lives (whether that’s a good thing or a bad thing, we’ll leave you to decide…)
  • Second Screen: With many audiences watching TV with a second screen in hand, there are plenty of opportunities for businesses to capitalise on this new form of viewing. A second screen strategy opens the door to delivering a powerful call-to-action, and one upon which audiences can act by simply grabbing their phone from the coffee table.

The Types of TV Advert

There is a range of TV advertising formats, each with its own distinct advantages and disadvantages. Here’s a quick run-down of the main options:

Television Commercials (TVCs)

When you think of TV advertising, this is most likely what you think.

Commonly between 15 and 45 seconds in length, TVC adverts are served to customers during scheduled commercial breaks. They are usually professionally created, with significant costs both pre- and post-production.

Product Placement

A more subtle form of TV advertising, product placement—or embedded marketing—is the process of featuring your product or brand within a TV show.

Through seamless product placement, your products can be contextually positioned in a way that alerts audiences to the details and specific utility of your product, but without the annoyance factor of in-show ad breaks.

Sponsorship

TV sponsorship is the act of paying to have your brand associated with a specific TV programme, event, or channel.

Often taking the form of title sponsorship (Cadbury’s sponsorship of ‘Coronation Street’ on ITV, for example), television sponsorships can be a great way to increase brand awareness and drive positive associations.

Infomercials

An infomercial is a specifically-designed advertorial, usually running for around 30 minutes, which aims to promote a product or service.

Informercials are notable for their direct, ‘hard sell’ approach and frequent call-to-actions.

A Strategic Approach to TV Adverts

When it comes to TV advertising, it’s vital to consider which approach will best suit your product, service, and target audience.

Take a look below for some of the key approaches to TV advertising:

Direct Response (DRTV)

DRTV is an approach to TV advertising which aims to encourage a direct response from viewers, usually in the form of a contact number or website visit. Commonly this is achieved through a focused call-to-action.

Key Benefits:

  • Targeted: Advertorial space can be strategically selected, with the opportunity for businesses to anticipate growth and respond to it (call centre capacity, web traffic expectations, etc.)
  • Measurable: DRTV provides immediate data as to the success of a TV advert from the point of launch.
  • Flexible: Want to advertise your new products or services? Need promote temporary sales or special offers? DTV offers incredible flexibility, allowing brands to reach customers quickly.
  • Responsive: As mentioned, with most modern audiences clutching a second screen, it’s much easier to encourage customers to make that direct response.

Brand Response (BRTV)

Unlike direct response ads, which aim to generate an immediate response, brand response ads are designed to gently build brand and product awareness over time.

As an example, think about the ‘Adam and Jane’ campaign by BT. For the most part, these ads were used less to promote specific BT products, and more to build general brand awareness among the British people.

While the ultimate aim remains the same, brands will often choose to run a BRTV campaign if they want to deliver their message more subtly.

Key Benefits:

  • Awareness: When asked which advertising media make UK brands most famous, 66% of UK respondents said TV advertising. For those brands who want to advertise their message over their products, BRTV is difficult to beat.
  • Halo: TV advertising benefits from a halo effect, with more than a quarter of all marketing efforts felt brand-wide. As a result, if you opt to create an advert with a brand rather than a sales focus, your products should still see a boost.
  • Creative: By delivering ad content that seeks to advertise brands rather than products, BRTV offers significant opportunities for businesses who want to show the creativity of their company whilst generating buzz amongst those watching.
  • Costs: BRTV advertising is typically discounted by about 40 to 60% from general advertising rate cards. As a result, brands can reduce the costs associated with their campaign by 50%, while retaining the same amount of content.

Broadcaster Video On Demand (BVoD)

BVoD is an online video service that is provided by a TV broadcaster. It allows users to watch TV programmes and movies on demand (either live or through catch-up services), while granting advertisers entry to an increased number of data-driven ad platforms.

Some of the most popular BVoD services in the UK include Sky Go, Sky On Demand, BBC iPlayer, ITV Hub, All 4 (née 4oD), and My5.

Key Benefits:

  • Choice: Through BVoD, viewers can access their shows at any time of day. This increased choice is also extended to advertisers, who can place their adverts on specific programmes or channels which they know their target audience will be watching.
  • Flexibility: As well as being able to target ads more accurately, BVoD also offers businesses increased flexibility when it comes to ad placement. Adverts can be placed before, during, or after the programme, as well as in the form of banner ads and pre-rolls.
  • Stats: BVoD provides advertisers with the latest insights into viewer behaviour, including advert viewing figures, the length of viewing time, the watch device, the points at which the viewer skipped, the points at which they paused, and more. This data can be used to inform future campaigns and ensure that ad spend is being deployed efficiently.
  • Conversion: BVoD ads on mobile platforms benefit from active links. When you choose to advertise on these platforms, your audience can choose to launch your website immediately.

Buying Ad Space with The Bank

When it comes to working with a TV advertising agency, The Bank is all you need.

Campaign Strategy

At The Bank, we take the time to get to know our clients’ brands, their strengths, and their objectives. As our client, we’ll develop a bespoke strategy that is designed solely for you.

We’ll examine your budget, target audience, the products you’re promoting, and the key messages you want to communicate. We’ll also consider costs, risks, the timing of your campaign, and any other factors which might impact its success.

Creative

At The Bank, we believe a good TV advertising agency is also a good creative agency.

Our in-house creatives and network of talented video professionals will help develop an advert that will resonate with your target audience and show your brand in the best possible light.

Media Purchase

Working directly with our industry contacts at ITV, Channel 4, Channel 5, and Sky, The Bank can secure the best rates for your campaign. We have a team of experienced negotiators who will work tirelessly on your behalf to get you the best possible price.

Depending on your budget and objectives, we’ll recommend the best channels and programmes for your adverts. We’ll also provide you with a detailed media schedule that will outline when and where your ad can be seen.

Performance Tracking & Reporting

Once your campaign is live, we’ll track its performance and provide you with regular data reports. These reports will include key metrics such as reach, frequency, gross rating points (GRP), and cost per point (CPP).

We’ll also track any online activity that is generated as a result of your TV campaign and report back on the number of website visits, social media interactions, and online sales that can be attributed to your advert.

The Bank: Your New TV Advertising Agency

If you’re looking for a fresh, creative approach to your TV advertising, then look no further than The Bank.

Give us a call today to get started!

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