How TV advertising can inspire creativity across other media channels
TV advertising creates the perfect climate for creativity across other channels.
Lindsey Clay, CEO at Thinkbox has recently pointed out that the power of TV to generate short-term sales as well as long-term brand building creates multiple opportunities to integrate campaigns with other media; particularly media such as direct mail.
“Knowing an emotional brand campaign has launched on TV and that the nation will know about it and be talking about it means the climate is perfect for a well-timed piece of Direct Mail to arrive and carry the story on,” says Clay.
Meanwhile, the Cisco Visual Networking Index predicts that consumer VoD traffic is expected to double by 2019, resulting in brands making more use of YouTube to convey their messaging as an extension of traditional TV airtime.
With virtual reality tipped to break through into the mainstream in 2016 there are also even more opportunities for rich, immersive, high quality content as an extension to more traditional TV spots.
The challenge for any brand is still to retain the high quality standards set by a TV commercial however, and not just create commoditised communications for the sake of feeding new channels.
The IAB’s Real Living study revealed that multi screen devices are competing equally with television for attention in the home. Only 50% of UK online adults say the TV set is the focal point of their living room, with 70% ordinarily using a connected device whilst watching TV. This rises to a massive 87% for 16-34 year olds.
The Digital Out of Home market is also utilizing tricks from TV, the use of high quality production values and screens boost storytelling and engagement. Great creative will always cut through – whether the OOH format is classic or digital. Digital does however, allow advertisers to produce ads which can be targeted, with copy being instantly changed in real time through video or animation.
Television has enormous scale and reach, but its ability to produce entertaining and informative commercials and content is something advertisers investing in other media can, and should recreate as part of a fully integrated campaign.
Our team are here to help you benefit from the power of advertising across multiple platforms. Get in touch with us on 02921 320 200 or email [email protected] for award winning media planning and buying advice.
We’ve made the finals for a CIM Canmol Marketing Award
We are so thrilled by the news that we have been shortlisted for a 2015 CIM Canmol Marketing Award for our work with children’s hospice charity Tŷ Hafan! The Chartered Institute of Marketing hosts Canmol every year; dedicated to celebrating excellence in Welsh Marketing.
The business and marketing experts on the panel at Canmol felt our work with Tŷ Hafan; helping them raise crucial awareness of the amazing work they undertake for children with life limiting illnesses was worthy of an award nomination.
Tŷ Hafan offers comfort, care and support to life-limited children, young people and their families in the hospice, in the community and in their home so they can make the most of the time they have left together.
Tŷ Hafan established an Individual Giving team in 2012 to generate sustainable income from individuals. Legacies has become a key income stream for Tŷ Hafan, generating around 70% of annual Individual giving income over the past few years. We have been working with the charity since 2014 to help devise, buy and implement their media plans across all projects, including the Legacy promotion.
The campaign focused on how Tŷ Hafan helps life-limited children to leave their priceless mark on the world, and encouraged people to leave their own mark on the world too through leaving a gift in their Will. ‘Leave your Mark’ was the key message to promote this campaign.
We are extremely proud of the fantastic results the campaign achieved from using a simple mix of new digital media in the form of VOD with ITV Player and more traditional, methods such as print, magazines and direct mail. The campaign proved that by using the right mix of new and traditional media, amazing results can be delivered within an affordable cost.
We found this project extremely rewarding, as its outcome has made a real difference to life-limited children and their families in Wales. The campaign contributed to increasing the number of donations the charity needs to be able to continue with their outstanding work. The campaign delivered an overwhelming 300% more than the proposed target, generating on average £360,000 which will go a long way in helping Tŷ Hafan continue to do the brilliant work that they do.
We’d love to send our huge congratulations to all of the finalists, especially to clients Swansea University and Swansea Bay!
We’re also proud to be sponsoring the drinks reception at this year’s Canmol Awards on 6th November for a second year. We are very much looking forward to welcoming all guests with a glass of bubbly to start the evening off to what we are sure will be a great event!