3 success factors for TV commercials

We at Lava Media regularly shoot commercials for TV. Of course, on projects of this level, there is the scrupulous work of many production departments; each specialist works with the precision of a Swiss watch; there is super-accurate planning for each frame; and dozens of specialists work on each scene.

But I would like to speculate about the key points that are not on the production plane. In order for your TV commercial to be successful, you need to consider the following marketing features:

Testing

As they wrote in one smart book, "a marketer should not judge the target audience by himself." The video can and should be tested. We test the animatics of several ideas to choose the best one, and we create a ready-made video to finally make sure that the meanings are conveyed correctly. It is better to waste tens of thousands of dollars on testing than to make a mistake and waste millions of dollars on distribution.

Idea

Often, you really want to make a video like that of competitors or as the company has already done for several years in a row. But if your media budget for video distribution implies less than 7 contacts per person, then the idea of a video is super important for you. It must meet the insights of the audience; it must be remembered by the audience after the first viewing of the video.

Distribution

Before writing a script, you should understand how you will promote your video: platform, formats, and timing. The most disastrous thing is to make a video for 15 seconds according to the script and then cut it to 5 seconds to fit the bumper ads format on YouTube. That's right—immediately write a separate script for a 5-second video.

Conclusion: The success of the video lies not only in the result of the production team; it is also necessary to approach its creation in a complex way, using the entire video marketing toolkit.