Year after year, TV demonstrates that it is at the heart of advertising effectiveness: it is the driving force behind the majority of IPA effectiveness award winners. Key to most of these campaigns is the spot, a format that is becoming increasingly versatile.

Whether you’re looking for ideas for TV-only campaign, or you are using TV to dovetail with and amplify your other marketing channels, we hope there’s something inspiring or surprising here for you.

  • Innovative ad formats
    How innovative ad formats, from advertainments to blipverts are engaging with viewers and creating cut-through for brands.
  • Innovative spot planning
    Smart planning is as integral to a campaign’s success as great creative. Discover how planning and creative go hand-in-hand.
  • Spots in a nutshell
    TV advertising is primarily sold on the 'spot' system. A 'spot' can last for a few seconds or a few minutes.

Spots and spot innovation

The spot remains an immensely powerful and effective advertising vehicle. Creative excellence, imaginative planning and innovative technologies are forging a whole new landscape of spot advertising formats and ideas.

Associated Content

  • The BTA Awards 2008 Winners
    Here you will be able to see the winners of the BTA Awards 2008
  • Classic Ads
    The best creative work has always cut through and engaged the public. We’ve all got our favourites and they live long in the memory.
  • EA kicks off their marketing campaign with a four minute ad
    Taking the whole ad break can be an attractive proposition for an advertiser, particularly where there is real congruence between compelling ad and programme content. Here’s a great example from EA sports.