Television advertising

Spot advertising

Classic spot advertising remains the most common form of TV advertising, accounting for around £2.8 billion of expenditure in the UK in 2009. It’s still the best way to hit large amounts of viewers, at a time when they are generally relaxed, receptive and watching their favourite content – a pretty powerful combination.

Of course, planning and buying skills really come to the fore here, to make sure the campaign connects with the right consumers at the right time. Traditional negotiation around dayparts, position in break and channel mix are all very important, not to mention a good creative fit between editorial and advertising content.

For more information please contact

Dan Tyers
0207 693 8676
daniel_tyers@idigitalsales.co.uk

Branded Content (AFP)

Branded Content has really found its place in recent years. Also known as Advertiser Funded Programming, it allows advertisers to build a much deeper relationship with consumers, whether through a programme series, a one-off event, or short-form programming. And it’s not just restricted to linear broadcast, but lends itself well to other touchpoints such as online, Video On Demand, publications and events.

Both Virgin Media Television and UKTV have dedicated teams working with advertisers to create content that matches both the brand and channel objectives. In our experience, the best results occur when a channel and advertiser work closely together to develop an idea, which is then brought to air by a production company. You can find out about a couple of examples here.

Top tips for success

  1. Focus on the programme. This has to be the guiding principle when developing the creative idea. The creative translation of an advertiser’s programming ambition into a compelling TV programme will dictate the overall success of AFP: not who writes the cheques.
  2. Know the constraints. Ofcom regulations state that the broadcaster must retain editorial control of the programmes, so the advertiser is excluded from the production process. Ofcom also outlaws product placement within the programme, allowing no reference to the advertiser’s product or service within the content. It’s important to be aware of these fundamental issues right from the beginning.
  3. Think laterally. Experience tells us that a successful creative answer rarely comes directly from the advertiser’s commercial message – it’s often about finding a related theme.
  4. Secure broadcaster support. Just because a series has external funding doesn’t necessarily make it more attractive to a broadcaster. Only the editorial merit can do that. A lot of good will, hard work and patience can fall at the last hurdle if there is no centralised support within the broadcaster for the project.
  5. One final mantra that should underpin all AFP deals: the advertiser is best served by delivering an audience, and an audience is best served by delivering a great programme.

For more information, contact:

Sally Quick
Head of Commercial Partnerships UKTV
020 7299 6236
Sally.Quick@uktv.co.uk

David Cuff
Commercial Director VMTV
020 7299 5452
David.Cuff@virginmediatv.co.uk

EPK

EPKs or Electronic Promotional Kits are a particularly compelling way for brands to get their message across – especially when it comes to movies and gaming. They give advertisers the chance to showcase their product in more depth than a traditional 30-second spot can offer. They can also be strategically scheduled around the launch date, and often work best when previously unseen footage is involved (such as the making of the film or game). EPKs can vary in length, depending on the amount of footage available. We can also create them in-house, using existing assets than you provide. Scheduling these EPKs in a highly targeted environment (think Bourne Ultimatum on Bravo) only adds to their effectiveness

For more information please contact

Trevor Poulsum
020 7693 8625
trevor_poulsum@idigitalsales.co.uk

New to TV? Watch this film for a fun look at how our industry works.