TRADITIONALLY, TV commercials and advertising runs in a “forced audience” environment. That simply means if you watch TV and advertising comes on, there is nothing you can do about it except wait for it to be over.
TODAY, users has more control on what he sees on his phone and they way they consume content. In addition to Digital platforms like YouTube, TikTok, Instagram, Facebook and Snapchat reward organic viewership to the content that is designed for their platforms.
This makes us rethink how TV Commercials are treated, produced and edited to deliver brand messages, satisfy users’ appetite and be rewarded by the platforms.
THINGS TO CONSIDER WHILE CREATING TV COMMERCIALS:
Include your brand message as early as possible.
This needs to be balanced properly between showing the brand message early enough while not having a negative effect on the creative direction.
Also be aware that many TVC videos and other mobile videos underperform because the message is not clear enough, the branding is not good enough, or the call-to-action is not visible so people do not know what to do next.
Branding is much, much more than just a logo. Think of what parts of your branding are unique and recognizable such as colors, fonts, shape, graphical elements, etc. Implement these aspects where you can. Use visual reinforcements to communicate information and your brand message without words only. Motion graphics, infographics, editing style etc.
Set the scene fast. A lot of commercials take too long to create a context in the beginning. This does not work well with a TVC or mobile video. You absolutely need to catch people’s attention in the first 10 seconds.
Formats: On mobile, the best performing formats are usually square and vertical video. Now we do not want to say they are the only good performing ones but they do have advantages but 4:5 ratio for Instagram and 2:3 format ratio for the Facebook feed has been proven to work better than 16:9 horizontal.
Smartphone screens are small, so if you can fill the whole screen with your video is certainly an advantage to a vertical video.
Another tactic to reap the maximum benefits of mobile video is to play with different lengths. Try shorter against longer edits of your video content and compare the results.
Always look objectively at your TV Commercial content. You can take your video assets and re-create it into something new in many different ways.
Most importantly, have fun!
We are a full-service video production company based in Dubai and Abu Dhabi.
We produce viral video, web commercials, viral web content, social media videos, TV Commercial, Internet films, corporate videos and many other forms of video content.
Our team can also be booked for your corporate events and interviews, in and outside of The Middle East.
We can create Marketing strategies to distribute your video content. Be that through influencers, video ad networks, community pages our Out Of Home Media throughout the UAE. No need to involve another marketing agency, we can do everything in one-go.