Different types of TV advertising

What is television advertising anyway?And what you need to know:

For many brands and businesses, getting an ad on TV is the dream. Here at DreamingFish, we can help to make it happen through our TV commercial production services. But what are the different types of TV advertising? What formats are there? Our creative team will work with you on your content, audience analysis; making sure we get your ad on the right channel or VOD (video on demand) that will give you the best return on your investment.

When it comes to advertising your own brand on TV, there’s a few things you should know. Television advertising is the promotion of a brand, product, or service using short visual clips that are then given specific, paid-for time slots between television programmes. You’ll spot them near enough right away on all channels apart from ones that are owned and operated by the BBC.

How long should a TV advert be?

Typically, an ad will be around 30 seconds long, though they can be anywhere between 10 seconds and two whole minutes depending on a number of different variables. Normally, these variables will include:

• How long is needed to tell any story conveyed in the ad
• How complicated the message is that you’re trying to get across
• How familiar audiences are with your brand already
• The budget you’ve got available

It’s not unusual for brands to use longer slots in order for audiences to get familiar with the brand and build up a relationship with them. Once this has been done, the company can then cut their ad down to a shortened version. This is particularly popular around Christmas time. Companies like John Lewis, M&S and Aldi tend to air a heartfelt story and premier it during prime time TV programmes like X Factor and I’m A Celebrity, Get Me Out Of Here.

What are the different types of TV advertising?

There are many different ways you can approach TV advertising depending on whether you’re looking to market a product or a service. We’ve given a few examples of the TV ad types you’re likely to see here in the UK:

1. Product advertising

This is the type of advert you’re probably most familiar with. Product advertising is all about selling the audience a particular product in a short and memorable way. Sounds easy, right? A good example of this style is the 2003 Tropical Showers ad by Herbal Essences. Over the years, Herbal Essences has built a reputation for daring ads that depict women reacting sensually while lathering up with their shampoo. Because of it’s erotic nature, the video attracted much attention; making the advert memorable and unique. Take a look at the full advert below. Do you remember seeing it televised?

2. Charity advertising

Charity adverts must be compelling to drive action. Whether they’re soliciting donations, recruiting volunteers, or teaching viewers how to spot life-saving medical signs. Think of all those animal and children’s charity ads you usually see on daytime television and you’ll have the right idea in mind. We are all aware that there are a number of endangered animals on the brink of extinction. The World Wildlife Fund (WWF) advert below, released around Christmas 2017, has a very relevant message, even 5 years on. The advert is impactful, emotive, powerful.

3. Episodic adverts

Sometimes, these ads can be as interesting as the programmes themselves. This is especially true if you decide to use an episodic format for your television advertising. It’s a fantastic way to build brand awareness and engage your audiences by creating sequential “episodes” to market your product or service. These types of ads are a great way to spark conversation and are likely to go viral if you have a strong storyline and pair it with a great online campaign. 

4. Holiday adverts

Everyone looks forward to the John Lewis Christmas ads. They’re prime examples of what we’re talking about when we mean holiday ads. These are adverts that come out around major holidays, and usually have a larger scale production value, as well as a range of products or services to sell. Audiences frequently start buzzing about the content weeks before it even debuts!

5. Endorsements

Have you seen the Head & Shoulders ads with Claudia Winkleman, or the Sofology ads with Owen Wilson? Those are both examples of celebrity endorsements. For many viewers, this celebrity endorsement is enough to spark interest—if it’s good enough for their favourite star, it’s good enough for them.

6. Direct response TV Advertising (DRTV)

DRTV ads can involve any of the ad types we’ve already mentioned. It’s the kind of ad that’s supposed to get a response from the viewer, whether that’s by calling a number displayed on the screen, sending a text or SMS message, or by visiting a website. It’s part of a whole strategy called ‘direct response marketing.’

How do different television ads get approved?

TV advertising in the UK is held to extremely high standards. Before any ad makes it onto our screens, it has to be independently checked and verified to make sure the messaging isn’t misleading, harmful, or offensive in any way. This is all done by a company called Clearcast, who check all of the content hopeful advertisers want to put on air against the UK Codes of Advertising (the BCAP and CAP Codes).

These codes set out what is and isn’t allowed, and no ad is allowed on TV without first being run past Clearcast. It may sound a little confusing but you don’t need to worry because DreamingFish will handle every part of your TV campaign to make sure it sails through the Clearcast process and gets approved. We will discuss this in more depth when you get in touch with us to plan out your own TV advertising campaigns and strategies.

Why is TV advertising so popular and effective?

While we easily skip online ads, live TV and VOD force audiences to sit through the break before their program resumes. With the correct targeting and ad placement you can reach mass audiences in your exact target market. Audiences still trust television, too, and you’re more likely to find that a viewer will think of your brand as “legitimate” if you have your own TV ad. Global studies have shown that TV still has some of the highest engagement and purchasing rates. It was found that there is a 60% likelihood of a purchaser getting a product when it’s been marketed to them on TV, compared to a 40% likelihood, if they first spotted the product online or on social media. 

With ever-evolving marketing strategies on your side, you should find that you can target the audiences you need more effectively, too. For example, if your clothing brand is aimed at  18-30 year old women, a TV advert slot during programmes like Love Island, would be ideal to reach your target audience. By doing this, you’ll be making your ad even more effective, in front of the right audience.

Does your brand need a boost with a great TV ad?

Ready to elevate your brand with a standout TV advertising strategy? DreamingFish delivers bespoke commercial production packages tailored to your brand’s identity. Having partnered with global names like IBM and Hollywood Bowl, we have the expertise to bring your vision to life. Explore our portfolio or contact us to start your next project.