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Different ways to use TV

There are a number of different ways an advertiser can use TV to reach their audience, ranging from a standard 30” spot to a fully integrated sponsorship. Below is a selection of TV possibilities.

Sponsorship

TV sponsorship can range from a simple on-air association with a single programme or strand to a long-term, fully-integrated partnership including branded content, product placement, televised branded events, promos, competitions, licensing and lots more. Big or small, tactical or strategic, there are sponsorships to fit all.  For more information on the power of TV sponsorship click HERE.

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Compare the Market have sponsored Coronation Street for several years

Broadcaster Video On Demand

BVOD is an exciting and evolving landscape which offers advertisers a host of premium advertising opportunities around trusted, quality content. It’s an important part of the new TV ecosystem that is helping people to watch more of the TV they love.  There are a huge number of opportunities and benefits within the BVOD landscape both when used in isolation or as part of your TV marketing mix.  For more inspiration and information about Broadcaster Video on Demand please click HERE

Themed breaks

Sometimes one spot just isn’t enough. From movie releases to comedy galas and show launches, themed breaks have been used for all sorts of promotion in the past few years.

Themed breaks are always done in partnership with broadcasters and offer advertisers a unique opportunity to immerse an audience for an extended period. Entertaining, relevant and attention grabbing, they have proven to be a very successful tool for advertisers and to generate excellent PR for agencies and broadcasters.

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Back in 2014 Lego were one of the first brands to run a Themed ad break

Contextual Ads

Creatively aligning your TV advertising with TV programming is a great way to reinforce your connection with the audience.  Many advertisers are using Talent, ideas and themes created in TV programmes as part of their TV advertising narrative, this direct association with the show is a great way to win over viewers and fans of the programme in question.

Collaboration between broadcasters, creative agencies, brands and media agencies means that we’re seeing more contextual advertising on TV, bringing together great content within the right context to deliver ads with relevance which stand-out.

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KFC’s Game of Thrones advert feels most benefit when airing during the show

Interruptive breaks

By working with TV stations, agencies and other advertisers there is the potential to creatively interrupt the other adverts within a break, continuing or developing your ad’s narrative story arch outside your spot.

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Bam the Ram busting through a Virgin Atlantic ad as part of Volkswagen’s campaign

Advertiser Funded Programming

AFP, or ‘branded content’ as it is often referred to, describes programmes that are created with direct input of a client. The client’s contribution could be financial, creative or by allowing producers access to talent or events with which the client has an existing relationship. 

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Tour de Celeb on channel 5 was funded by Skoda

Product Placement

Integrating your brand or product into a show be it physical, virtual, seen but not used, mentioned or contextual is a great way to build to an association with a trusted and loved TV property.

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Keeping cool under pressure – The Right Guard Challenge within A League of Their Own
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Other useful training

Here you can find details of other organisations that offer credible and practical training courses

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5. Measure results and review

Once your ad has aired, find out how to evaluate the TV delivery and measure business results

1. Define your marketing objectives

This section will help you sharpen your plan of action by asking the right questions to deliver your business goals