I guess the headline grabbed your attention, or you wouldn’t be reading this sentence. Regardless, we hear the same thing every new year: TV advertising and commercials are dead mediums. They cite everything from declining network ratings to cord-cutting Millennials, and these so-called authorities have turned to lament the state of TV into an annual obsession. However, contrary to the belief of some marketing pundits, it is highly likely that TV will continue to be a significant piece of an effective brand and marketing strategy. This is because TV is one of the most efficient ways to create widespread audience awareness. Depending on the audience’s vertical and exposure time, TV can still drive a significant number of conversions.
Cue The QR Code
The challenge with TV ads is that marketers have difficulty getting actionable metrics and insights, such as attribution data. However, there is a solution that we all will begin to see more of, the QR Code. Innovative marketers can convert offline engagements to online conversions using QR codes on TV ads. QR codes are 2D barcodes that contain information (URL, video, social media, digital business card, etc.) The data embedded in a QR code is generated using a QR code generator online. It can lead viewers to online information of any kind once they scan the QR code using a smartphone device.
Brands can use QR codes from plain and static viewer TV engagement to leverage consumers' interaction with their brand. We just witnessed it when Coinbase had a bouncing QR code 60-second commercial in Super Bowl LVI. The spot for the campaign was so successful that it temporarily knocked out its app following the ad airing during the broadcast.
The full 60-second ad almost entirely consisted of a colorful bouncing QR code reminiscent of the iconic bouncing DVD logo meme. When scanned, the code brought viewers to Coinbase's promotional website, offering a limited-time promotion of $15 worth of free Bitcoin to new sign-ups, along with a $3 million giveaway that customers could enter.
Effective TV Ads
The most effective TV commercials are created so that the audience remembers not only the ad but also the brand and the message behind the ad. A TV commercial must spark a connection with your brand and your audience. Without that connection, your brand likely won't be remembered, even if people recognize the commercial itself. A memorable commercial doesn't equal an effective commercial.
How do you create a TV commercial that is both memorable and effective? First, think of a TV commercial you remember. A few examples of effective commercials include:
The Progressive "On-call with Dr. Rick"
Amazon Alexa "Mind Reader"
Uber Eats "Uber Don't Eats"
Crypto "Don't Miss Out On Crypto: Larry David FTX"
So what is it about these ads that grab our attention?
As you read the tips below, keep these memorable commercials in mind.
Tips For Creating An Effective TV Campaign
Represent the brand clearly
Using verbal and visual cues, your brand's name, logo, and perhaps even what the product does or the product itself should be conveyed throughout the commercial's storyline.
Create a storyline and a great script
The best commercials don't just sell a product or service; they tell a story. Whether it is a heartfelt story or a dose of humor or satire, create a storyline your audience can relate to and connect. It can tickle the funny bone make you laugh out loud, so much so that you call a person in the other room to see this commercial. On the flip side, it could pull at the heartstrings or even at times rips the heart right out of your chest with power, energy, or fear, causing you to pause and think. It makes you say, "wow!" Unfortunately, they only come along so often. A product is not always the most memorable part of a commercial. Think of how many times you've said, "I saw this great commercial and I don't remember what it was for."
Develop a Signature Character or Theme
Although only the "Dr. Rick" example listed above is part of a campaign and not a one-off Super Bowl ad, creating a series of ads that carry the same theme or characters throughout will fortify the audience's connection with your brand. The use of an iconic-type character or characters can be an integral part of making a commercial stand out from the pack
Keep it Simple
You only have 15, 30, and 60 seconds to get your message across and form a connection with your audience. Keep the overall concept and storyline of your commercial simple.
Don’t Cut Corners
Quality is an essential element of an effective TV ad. Quality doesn't necessarily mean you have to empty your pockets on the production of one ad. But do utilize a professional film production team to ensure the quality of your commercial.
As with any marketing campaign, you must begin with a solid strategy. If you don't have a clear picture of your brand's messaging strategy, you are not ready to create a TV commercial. Instead, spend time developing a clear strategy that can be the foundation of your entire marketing campaign, including TV ads. Advertising, especially TV commercials can get customers attention. After that, it's up to the brand to build trust and loyalty.