Four TV ad trends brands can’t afford to miss
Which of TV’s latest ad formats should brands be most excited about? TVSquared’s Marlene Grimm looks at the options
From the birth of TV advertising to the first major format shift — the original full colour ad from Birds Eye — there was a 20-year gap. And audiences had to wait another two decades for Mazda to next push the boundaries with its rewind-and-play interactive ad.
Things are moving much faster these days. In just a few years, we’ve seen the introduction of data-driven TV ad buying and targeting, and ads users can instantly engage with via smart TVs.
So, as brands aim to create impactful and innovative 2018 campaigns — which of TV’s latest formats should they be using?
Here’s a quick look at the top four trends they can’t afford to miss.
1. The six-second ad
Also known as the mini-ad, this format debuted on TV screens in the US when Fox tested it during the ‘Teen Choice Awards’ and is effectively the broadcast version of YouTube’s bite-sized ads. The main benefit is that they are just the right length to convey key messages without causing irritation, especially if viewers are watching live sports. The very nature of six-second ads means they not only reduce disruption, but also enhance advertising impact: reaching highly engaged viewers before they switch channels or rooms. Plus, there is greater potential for cross-channel usage, with shorter ads translating more efficiently to digital.
Of course, they have limitations: able to drive long-term brand awareness but unlikely to fuel real-time responses. Nevertheless, the fact that they can move within scheduling unobtrusively and increase inventory availability means their popularity is set to grow this year.
2. Reinventing classics
Longer ads — particularly the 30-second spot — have always been a staple of TV advertising. But a recent shift in deployment is giving old favourites a fresh take, as brands raise the stakes in creativity and data usage. For example, in late 2017 Samsung broadcast a three-minute ad solely featuring a washing machine cycle. Inspired by research that found the average Brit spends 1,481 hours watching washing spin; it captured attention by making viewers stop and reflect. Soon after, Spotify offered its own data-fuelled take on the 30-second slot with an ad that highlighted Ed Sheeran as its most streamed artist.
Taking cues from digital giants such as Netflix — and its user activity-based tweets — brands are discovering audience insight can give classic ad formats renewed relevance, as long as they tread the line between smart tailoring and over-personalisation carefully.
3. A sponsorship revival
Sponsorships have experienced a renaissance in the last 12 months, with conventional packages being reworked. For example, when Channel 4 purchased The Great British Bake Off it also launched super-spots — a sponsor-like option that gives brands the assurance their ads will always be served in the centre break of an episode whenever it airs. But the resurgence is also owing to the value of sponsorships.
As well as creating positive brand associations, sponsorships can vastly increase long-term awareness through regular exposure. In fact, studies have shown that viewers of sponsored shows are twice as likely to recommend featured brands as non-viewers, and just last year Love Island sponsor Superdrug saw a 900% rise in searches as a result of its connection to the show. In short, sponsorship still has power — for those who can afford it — and the investment could be more than worthwhile.
4. Talking the live plunge
To welcome 2018, US network CNN opted to air its first live TV ad: a two-and-a half-minute slot from MassMutual featuring the National Children’s Chorus. But it wasn’t the only brand to do so in recent months. During Super Bowl 2017, Snickers became the first brand to serve a live ad during the game — and celebrated its historic moment with 36 hours of live streaming before the spot. And to mark the Christmas season Fox also delivered a live ad for its musical film ‘The Greatest Showman’ where the cast performed a song from the show.
While at first, this surge seems surprising; it makes sense when we consider the current media landscape. As connectivity has enabled consumers to access content whenever and wherever, the volume of media they are exposed to has spiralled. So, if ads are to capture audience interest they must offer a unique experience, such as a one-off broadcast. So it’s probable more brands seeking differentiation will go live this year.
Where next for TV?
We may only just have started 2018, but it’s already looking like a good year for TV. Less than a week in, we saw yet more proof that digital media is not due to replace traditional TV ads via a blog from Facebook. Essentially, the post acknowledged that the most effective format on its platform is the one that resembles TV slots — unskippable ads served before long-form video. In other words, it came close to admitting that TV might have been taking the right approach all along.
Continuing the long-form theme, big events such as the Super Bowl also announced it would be utilising more 30-second ad slots. Dan Lovinger, executive VP of advertising sales at NBC Universal Sports Group, stated that advertisers are keen to use major sports events to tell stories and “storytelling takes a little bit of time.” It seems both conventional and emerging TV ad formats will be in just as much demand as ever in the year ahead.
TV advertising has come a long way in the last 63 years. As well as deploying old classics, today’s brands can opt to upsize with long creative extravaganzas, go minimalist with short six-second ads, or become sponsors and live ad pioneers. Yet whichever path they choose, marketers must remember the golden rule of any campaign: always measure and optimise. To maximise budgets and results, brands need to use the latest data-driven techniques of analysing ad success — including which times, channels, and messages inspire the best responses. Only by determining whether formats work for their specific goals can brands make the most of them and ensure they don’t miss out on the best new opportunities.
Marlene Grimm, Analytics Manager, TVSquared