Broadcast television as an advertising medium continues to be popular despite the rapid development of innovative technology. It is still one of the most widespread media, with an audience of millions of viewers.

TV is a less technologically advanced medium than targeted advertising on the Internet. However, with its help, it is possible to reach a mass audience and solve coverage problems. Of course, end-to-end analytics will not be available, but a considerable percentage of viewers will see you. There’s no denying the benefits of connected TV advertising. It allows people to interact with it through the remote in real-time. Passive viewing of TV turns into an active action – a purchase.

What is the appeal of advertising?

Promotion on TV has several advantages. Among them are:

  1. Mass coverage of the audience – television is the media that provides complete coverage of the audience. Placement of the commercial on several channels guarantees that it will be seen by most of the population who often watch TV.
  2. Visual and audio influence on the consumer – television advertising usually involves a combination of video and images along with the audio. According to marketers, this combination helps strongly influence the person on the other side of the screen to buy the product or service.
  3. The ability to create more targeted advertising – even though television advertising affects consumers en masse, ad units and the participation of a representative of the organization in thematic TV programs help target the impact, namely aimed at a specific population segment.

It is also worth noting the high degree of involvement of the viewer and the ability to adjust the duration of the advertising message.

Creating ads

A video is considered one of the most popular, albeit costly, types of advertising. It is characterized by a complex process of creation that requires the involvement of many specialists and careful planning. It is important to emphasize that the standard stages of video creation work are similar to the main stages of other types of TV advertising. 

TV commercials are created according to the following principle:

  1. Formation of strategy. It is necessary to determine the target audience, set a clear goal, and identify the main advertising objectives.
  2. Key idea. It is what leads an advertising campaign to success. It is what makes it possible to achieve goals and attract viewers.
  3. Development of the script. After defining and approving the main idea, work is done on the script. There it is essential to highlight the main points of the plot, the beginning, and the end.
  4. Writing the script and storyboards. Even if there is one central idea, writing several versions of the script is usually necessary, which often comes with storyboards. These are schematic images of frames from the key episodes of the commercial. It allows one to evaluate the advertising product and make changes if necessary.

Next comes the organization of filming, editing, and voiceover. After the final stage, the commercial must be approved by the advertiser.

Setting up ads for the viewer

Along with the demand for higher-quality television content, advertising demands are also growing. For example, a viewer who decides to watch a movie of good quality can pay for it through the Advertising Video on Demand (AVOD) model, that is, by watching an ad. If it is based on explicit targeting, it can benefit both the viewer and the business.

Volumes of supermarket purchases and digital interest data can now be matched with TV viewing to target TV ads to specific audiences. The more audience information one can match with TV viewing data, the more accurately one can target ads to a particular group of potential customers and buyers.