Much has been made of the rise of digital advertising and how it is the first thing brands will see should they look into the crystal ball of their future marketing plans. But with gritty dramas, reality shows and Scandanavian imports positively seeping out of your Radio Times TV Listings Supplement, and the viewing figures they attract, the TV antennas are still twitching.
We are all accustomed to the high-budget TV ad campaigns we see from leading brands, especially over Christmas. The first screening of the John Lewis Christmas ad has become the calendar event of the year for some; an occasion other juggernauts such as Sainsbury’s and M&S inevitably compete for. But this isn’t to say huge wads of cash have to be thrown at TV ads for them to achieve the brand’s objectives.
For a company like John Lewis, the objective of their extravagant annual Christmas ad is more to remind consumers that John Lewis is a British institution and should be at the forefront of consumers’ minds when thinking retail. Although the ad may feature products sold in stores or online, they are generally quite non-specific. But for other brands, specificity may be what’s required. TV can be used as a platform to promote a range of products, a new single product or even a seasonal offer.
TV advertising is also made more accessible to various brands with the different platforms now available. SWC Partnership recently created a TV ad for Mr Clutch Autocentres. Rather than using ITV or Channel 4, arguably the two primary advertising channels on TV, Mr Clutch advertised through Sky AdSmart; a system that combines both digital and TV, making it ideal for the digital era we find ourselves in. SkyAdsmart was also successfully implemented when the agency created a TV ad for Mountain Warehouse.
Within most industries there are certain icons or messiah-like figures, often referenced by managers in motivational speeches, or whose first published books are handed to the new intern as homework to learn the industry. In advertising and marketing, one such figure is David Ogilvy. Admired by so many in the business, Ogilvy’s ideas and principles are still adhered to today. But with TV advertising having been a constant for so many years, and its impact never seeming to falter, isn’t it time we began worshipping John Logie Baird, the inventor of the first television, for whom without there would be no platform?
For industry insights or to find out how SWC Partnership could help you, contact us here.