Video commercials are one of the most effective, memorable, and useful forms of marketing. There are two major platforms for these ads: digital video commercials and television commercials. Both these types serve the same purpose of marketing your products and services. But there are many differences between the two as well.
So, when you are developing a marketing strategy, it is important to leverage the right marketing strategy and medium. Also, you may have to be open to experiments as there is no helpline for guaranteed success like the one you get on the Optimum customer service number or your respective provider. Understanding your audience, creating engaging ads, and covering other aspects are crucial.
Television commercials have a rich history. These ads have been very effective with multiple people memorizing the jingles and tunes. One of the finest examples of the effectiveness of TV commercials is the “got milk?” campaign. Usually, television commercials are of three types based on their length. These lengths are 30 seconds, a minute, and 2 minutes. But the most popular type is the 30-second spots because they are affordable and deliver the message across. An underrated quality of these ads is that they are more interesting and engaging thanks to their shorter length.
Ads longer than this length have to be engaging enough to not annoy the audience. Instead, they should get the message across creatively and engagingly. Plus, they can be more expensive. The budgeting model for television commercials is dependent on different factors like location, network, slots, and the audience it reaches (in thousands). Ads displayed on a national level are the most expensive followed by state-level ads.
Apart from pricing, marketers should focus on the three phases of television advertisements: pre-production, production, and post-production. Every phase has its due role that you should not sleep on because it can affect your campaign’s performance. Brainstorming ideas, refining those ideas, writing ad scripts, and creating a plan of execution is crucial for the pre-production phase. Production involves shooting, voiceover, and implementation of the whole idea. Lastly, there’s post-production which includes cutting, editing, and creating a final product. One thing you should not miss out on is adding a call-to-action in your ad.
Digital Video Commercials
Digital video commercials are the successors of TV ads. As mentioned earlier, these ads essentially serve the same purpose as marketing. However, their channel is completely different and so are the dynamics these ads work on. For starters, the pricing depends on the medium. That medium can be YouTube, Mata platforms (Facebook and Instagram), Snapchat, Twitter, and others. Also, the pricing can differ from platform to platform. For example, you can pay for YouTube based on the views and clicks. These are CPV and PPC models. Similarly, other platforms can have similar and different dynamics for video advertisements.
The lengths of your digital video commercials are another aspect where the platform has a major role. For example, usually Snapchat ads are 3 to 6 seconds long. But you can also go for the full allowed length of 180 seconds (about 3 minutes). Similarly, the length of YouTube ads is generally between 15 to 20 seconds and can be 3 minutes long too. Another aspect to differentiate ad types is whether they are skippable or non-skippable. Usually, skippable ads have a longer format and non-skippable are more concise to retain attention.
Pre-production, production, and post-production phases are fundamentally the same as with TV commercials. But these ads need to be more engaging to have the customer’s attention. Because they are usually of shorter format than TV adverts, making concise videos is generally a better approach. Connecting to the audience is another aspect you should be careful of with DVC. Your ad’s content and visuals should effectively get the message across. Again, do not forget to add a clear call-to-action to get a purchase, sign up, or whatever the end goal of your ads is.
DVC and TVC
A question may arise about whether TVC is more effective than DVC. The answer is that it depends. It depends on the audience. If your ideal customers are more on cable, then TV commercials can get you a better ROI. Similarly, if your customers are on social media or YouTube, DVC may be better. Secondly, it can depend on the type of service, your budget, and your target region. For example, B2B businesses may benefit more from online advertising thanks to more advanced targeting options. In contrast, your local B2C restaurants may have better results on their menu promotion from cable.
Often both types of advertisements are a part of the marketing strategy. It depends on the preference, type of business, and budget among other things.
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