Despite the rise of social media, television still heralds the largest amounts of crowds. Sure they could be considered old and out of fashion, but TV ads are highly effective and have the potential to reach massive audiences, especially during popular shows such as Breaking Bad (R.I.P), Big Bang Theory, The Voice, and sporting events.
From the viewpoint of a broadcast station, a TV show and a TV ad are both technically considered television programming. A TV ad is a span of television programming paid for by a company/organization conveying a message about a brand, cause or product. You see them in the form of epic Superbowl breakaways, a mini Darth Vadar commanding a Volkswagen, and an elderly woman demanding more beef.
According to Donald Gunn, the Creative Director at Leo Burnett, there are 12 types of TV ads. Every television ad, broken down to its core components, fall into one of these categories. Then, by being able to see the distinctive types of TV ads, it makes it easy to see where your product or service could thrive.
The Demo – A visual demonstration of the product’s capabilities.
Show the Problem – A demonstration that there’s something missing from the consumer’s life followed by how your product fills that void.
Symbolize the Problem – Imagery is created for the problem your product solves.
Symbolize the Benefit – Symbols are used to drive the benefit from using your product.
Comparison – This type points out how your product is superior to your competitor’s product.
Exemplary Story – A narrative story around your product’s benefits is told.
Benefit Causes Story – This is the same as exemplary except the story comes from the result of the product.
Testimonial – Your consumer speaks of the wonders of your product.
Celebs/Characters – Although this can be pricey, a celebrity or character helps cement the brand’s identity into the viewer’s head using her/his star power.
Associated User Imagery – Connect to your audience by showcasing people you want to associate with your product.
Unique Personality – For this usually memorable style, you use a distinct character that makes your product stand out and speaks for your brand.
Parody – Poke fun at a popular cultural meme.
The style of video that will work best for your business depends largely on your brand, its image, your product/offering, and your competition. Regardless of what it is that you’re looking for, we can help! Give us a call for more information.