Hello, I'm Marianne Tenenbaum, Branding Strategist for Once
a Day Marketing™. Today we’re discussing
the essential elements of a great video advertisement.
Notice that I said video advertisement rather than
television commercial. Keep in mind that
your ad may not always run only on broadcast television or cable channels; it
will be seen via YouTube and other platforms on computers, tablets and smart
phones as well.
Key items to consider:
·
Hire a professional media producer to develop a
polished, professional video
·
Ensure the style of the video reflects the
essence of your brand
·
Create a story that is compelling &
believable and will resonate with your target customers
·
Be true to your product/set accurate
expectations
·
When text is used keep it short and in a crisp,
readable font
·
Review the creative from the customer’s point of
view
Another important aspect to take into account is sound;
advertisements typically include a combination of music, dialogue or voice
over. Music should align with the tone
and subject of the ad, such as surf music or gently lapping waves for a beach
resort commercial. Enhance your story
with well-crafted dialogue and or voice that relates to the video images.
Recently I saw a commercial on broadcast television which
was only visual images with no accompanying music or voice. From a customer perspective this seems to
miss the mark. If your audience is not
facing the screen and watching the images a precious opportunity to make an
impression on them is lost.
Evaluate your video advertisement against these criteria
and determine if you can create more effective ads.
Once a Day Marketing™ positions brands to become #1 in the minds of target
customers. Visit our website at www.onceadaymarketing.com. Contact Marianne
Tenenbaum at (505) 699-7849 or email mten@onceadaymarketing.com. Listen to James
Glover, That Branding Guy, on Ask Those
Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com
KVSF 101.5 FM.
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