Since the birth of streaming services, TV advertising has only become more advanced and creative. Now, with connected TV (CTV), brands have even more opportunities to engage audiences with targeted programming that is both effective and entertaining.
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But what does it take to create an effective commercial for CTV?
In this article, we’ll tell you everything you need to know about commercial video production for CTV and traditional television advertising.
What Is A Commercial Video?
Of course, commercial videos are highly nuanced and vary wildly on an individual scale. Some commercials are low-budget with minimal use of special effects (e.g., the Coinbase QR code Super Bowl ad), while others are highly produced with elaborate pieces and products.
In general, a commercial video is short-form content used to summarize a product, service, brand, or idea. Commercials are meant to inspire conversions of some kind, such as getting a viewer to buy something, visit a website, or learn more information about a program.
Commercial video production for CTV and traditional television advertising is all about understanding the target audience and crafting content to grab their attention and convince them to take action.
Why Are Commercial Videos Important?
The main reason a business would want to advertise on TV is to increase their visibility and drive sales. It’s no secret that TV ads can be expensive, but they are also one of the most effective ways to reach a large audience at once and promote your product quickly—most marketers see a 30% higher ROI from CTV advertising than other channels.
Commercials for CTV and traditional TV advertising can also be used in other ways:
- Build brand awareness by showcasing creativity and innovation
- Reinforce your brand’s message in an attractive way
- Introduce new products or services to the market
- Highlight a cause your business supports
- Spread an idea that resonates with your target audience
The benefits of running a commercial ad campaign go far beyond monetary factors. A well-crafted commercial video can do a lot to shape public opinion, attract new customers, and increase brand loyalty.
How To Produce An Effective TV Commercial
When it comes to producing effective commercials for CTV and traditional TV advertising, there are several steps you’ll need to take if you want to get the most out of your production.
1. Know your audience.
The most important aspect of commercial video production is understanding exactly who you’re targeting with your ad.
Who are they? What do they care about? What kind of language do they use? In most cases, you’ll want to skip the jargon and make sure your message is clear and concise.
Do some research and make sure the story you plan to tell aligns with the interests of your target audience.
2. Refine your message and CTA.
At the end of (or during) your commercial, you want your viewer to do something. It could be subscribing to your mailing list, visiting your website, purchasing a product, or downloading an app. Make sure it’s easy to understand, and that your call-to-action (CTA) is obvious.
3. Know what kind of video you’re creating.
Are you creating a live-action commercial video, an animation, or something else? Depending on what kind of video you plan to make, your production process will look very different.
4. Scout for the right locations.
If you’re creating your commercial based on motion graphics, you won’t need to worry about finding locations.
But if you’re filming a live-action video, it’s important to scout out the right places and angles that will best fit your story. Depending on where you are, you might need to secure a permit for filming or rent out the location for a certain amount of time.
5. Create your storyboard.
To establish trust with your audience, you need to be authentic. Incorporating storytelling and testimonials in your commercial video production all begins with the storyboarding process.
Storyboarding is a pre-production process that involves incorporating storytelling into your video project, which helps establish a stronger emotional bond with your audience.
During this phase, you and the production team will make decisions about:
- The main focus of the video
- What type of visuals and animation you’ll be using
- How the story will develop, including any transitions between scenes
- The number of total shots and their order
6. Catch your audience’s attention immediately.
You don’t have much time (5 to 8 seconds, to be exact) to grab your viewer’s attention. So, make sure you’re taking advantage of the first 5-8 seconds when creating your commercial.
You can do this by using powerful visuals, an intriguing voiceover, or an unexpected sound effect at the beginning of your video.
7. Launch your commercial and monitor its performance.
After all the hard work you’ve put into your commercial, it’s time to launch and watch it perform!
You can measure the success of your ad campaign using metrics like click-through rates, view count, and cost per view. This will give you an idea of how effective your commercial was in reaching your target audience.
Final Thoughts
Producing a commercial for CTV or traditional TV advertising can seem like a huge undertaking. But with the right strategy and the help of professionals, businesses can create an effective commercial that will help grow their brand, reach new customers, and increase loyalty. Following the steps above, you’ll be well on your way to creating a commercial you and your customers will love.
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