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Spotlight,
The Guardian launched its first major brand positioning TV ad for more than 25 years with an epic two minute commercial promoting the paper's concept of open journalism. Amazing creative from BBH and Rattling Stick’s Ringan Ledwidge, plus the presentation of the ad as an event in the perfect programme environment, makes this a fine example of how to launch an integrated campaign. It also shows brilliantly how a TV commercial can be used to dramatise a really complex proposition. You can watch the ad and see how it was presented in the ad break here. Lovely stuff.
In the toolbox,
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The 30 second TV spot remains the cornerstone of TV advertising (we watched a record 2.7 billion of them at normal speed in 2011) and there is no sign we are about to stop watching, talking about, and sharing them with others. Importantly, the mighty spot is at the heart of most IPA effectiveness award winning campaigns. However, there are so many different ways to use the spot together with a host of other commercial innovations on TV that work alongside them. These are offering advertisers new ways to create inventive and original campaigns. Here are a few of the ways advertisers and agencies innovated on TV in 2011. -
Brands are benefitting from getting closer to TV content - advertiser funded programming, branded content, competitions and promotions, events, licensing plus, of course, sponsorship - and there are opportunities on the horizon such as product placement and also around on-demand TV. These content-led commercial formats are well suited to addressing different objectives from spot advertising. Here you can get an overview of the content landscape and also find your way to more information on the bits of it that catch your eye. -
Television on demand (TVoD), either watched online on a PC or selected via an EPG and watched on the nice big telly in the sitting room, creates additional opportunities for advertisers as viewers seek out more of the programmes they want to watch. Here you will find everything from viewer attitudes and behaviours to planning and buying on-demand TV. -
This research, commissioned by Thinkbox and the IPA, and undertaken by independent marketing consultant Peter Field, analysed the correlation between campaigns' performance across a wide range of the worlds' most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank. Updated in 2011, the analysis now covers 435 campaigns over a sixteen year period between 1994 and 2010. It revealed a direct correlation between strong advertising creativity and business success, and that high levels of creativity make advertising campaigns some 12 times more efficient at increasing a brand’s market share. Here you can find out about the project’s background, read the management summary and download the IPA’s full report.
TV Toolbox
TV is the most effective medium by far and however brands choose to get close to TV programmes - sponsorship, advertorials, AFP, new technology platforms, or through the enduring power of the spot - there are new opportunities for advertisers and huge rewards to be gained. Here you can explore some of the great ways of using TV.
Related links
Saatchi & Saatchi's latest ad for T-Mobile saw 350 dancers perform a set of dance routines at London's Liverpool Street station. Premiered first-in-break during Celebrity Big Brother, and designed to engage consumers at an emotional level, this is the start of a 'Life's for Sharing' campaign focused on TV and internet. You can find out more and see how it looked in the ad break just here.
