Every major study in advertising effectiveness shows that TV plays a key role in maximising effectiveness for brands providing high ROI. According to IPA Touchpoints 2020, TV accounts for 33% of the average person’s media day. Thinkbox highlights that it also accounts for 68% of the average person’s video diet and continues to deliver excellent value. Campaigns with TV advertising are the most likely to deliver payback.

And what drives that profitability? Creative execution.

In fact creative execution is the biggest factor driving advertising profitability that marketers can influence. Meaning that optimising your creative can potentially multiply your brand’s profits. It is critical therefore to achieve the best possible execution of your TV campaign... but that’s ok because there’s lots you can do to optimise the creative!

Firstly, you can buy good creative to gain competitive advantage – no point in starting on the back foot! Secondly, you can – and should – test executions and optimise them in order to maximise their effectiveness, using the latest techniques which we will illustrate in this paper.

The keys to ensuring your ads impact your bottom line

1. We pinpoint how strongly the ad communicates at an implicit as well as more rational level. This is aligned to the large amount of work done in the ad industry over the last few years looking at the nature of emotional take out from advertising. However, until now, strength of emotion has too been reliant on biometrics.

2. Identify those creative elements which do more (and less) to positively influence your brand in the short and longer term. Armed with this and content recall we help you know which bits of your ad are working well – giving you confidence to air. As well as understanding which bits don’t work their best – areas to work on to improve the ad.

3. Demonstrate and quantify the potential payback of each individual recommended improvement to your ad Because when you do optimise these, it can really pay off. We show our clients what there is to play for by making such improvements.

Optimise creative to maximise its return on objectives

We are not here to be judge, jury or executioner, we are here to help you get the most out of your ad spend to help you make a profit. So we test for and look to optimise the following:

Ability to stand out: to cut through.

Convey the desired message: strength and nature of message take-out against objectives.

Position the advertised brand as intended: at a rational level, and on an emotional level – and it’s the latter part we’re most excited about for brands.

Create empathy with the brand: so strongly as to persuade consumers to consider buying.

Be branded effectively: so that it works as hard as possible for the brand.

Savanta tested this approach with 30 advertisements from across 6 different categories to illustrate already established points but also to test and prove new ways of thinking. Download the full report here to see the results and find out how to ensure your ads impact your bottom line.

By Shaun Austin, head of media, Savanta