Best practices for creating a digital and linear commercial in 2023.

June 27, 2023

When creating a commercial for either digital or linear platforms, there are some considerations we keep in mind to optimize its effectiveness. Here are a few key factors to consider:

Keep it Short and Direct: In today's fast-paced world, attention spans are shorter than ever. Keep your commercial short and to the point, ideally 15 to 30 seconds in length. This has long been sound advice on digital platforms but now applies to linear TV as well.  Make sure your message is clear, concise, and easily digestible.

Focus on Emotions: Emotions can greatly influence how viewers connect with and remember your message. Try to tap into your audience's emotions with your messaging, whether it be through humour, excitement, or empathy.

Personalize your Ad: Personalization is becoming increasingly important in advertising. Consider using targeted ads that speak directly to your audience's specific needs and interests. Use data and insights to tailor your messaging to specific demographics, interests, or geographic locations.

Use Engaging Visuals: Video is a powerful tool for capturing attention and making an impact. Use engaging visuals, like captivating imagery, dynamic transitions, or creative visual storytelling, to create a memorable impression.

Use Audio to Complement Your Visuals: Audio is equally important as visuals in your commercial. Choose music or sound effects that fit your brand and message and use them to complement your visuals.

Statista reports that mobile video viewer ship accounted for 58% of global online video consumption in 2020

Adapt for different devices: Statista reports that mobile video viewership accounted for 58% of global online video consumption in 2020. With this growing trend, it's crucial to optimize your commercial for various screen sizes and orientations. Ensure your messaging is legible and your video is viewable in both horizontal and vertical formats. Optimizing your commercial for each device and platform is essential to ensure a seamless viewing experience.

Include a Clear Call to Action: Make sure to include a clear and compelling call to action that prompts your audience to take action, such as visiting your website or making a purchase. The CTA should be easy to understand and accessible for the audience.

Above all it's important to maintain consistency in your brand messaging and visual identity across all channels to stay true to your brands overall strategy. By following these best practices, we can create a successful broadcast commercial that resonates with your audience and drives results. Curious about the possibilities? We offer complimentary consultations to discuss your video production needs. Contact us now to schedule yours.
Elizabeth Nielsen

Elizabeth Nielsen

VP & Executive Producer

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