How to choose a TV Advertising Agency

Social Share Toolbar
Editing Morphy Richards TV Commercials at Concept TV.

Editing Morphy Richards TV Commercials at Concept TV’s Post-Production Broadcast Suite.

What makes a great TV Advertising Agency?

Television Advertising Agencies take on massive responsibilities on behalf of their clientèle.  When a business launches their first venture into the powerful world of TV Advertising, they need to be able to trust that their advertising agency has their best interests at heart.  As we discuss in this article, the business of TV Advertising is far more than post board rooms, expensive pitch boards with heavily detailed drawings and outlandish TV Commercial concepts…

Understanding the TV Agency’s proposals…

It’s far too easy for an agency to produce some ‘razzle-dazzle’ artwork and talk in big numbers squeezed between industry jargon to get your signature on an annual contract.  But do these big agencies really care whether their client understands the difference between a TVR, Universe and Clock Number?  And are these TV Agencies simply allocating media to meet their annual buying agreements with specific broadcasters?

When reviewing TV Advertising Agencies, you should ensure that you have a clear understanding of the work that the agency is going to do for you.  How much do they really value your business?

At Concept TV, we’re currently speaking with a wide range of clientèle, from start-ups and growing SMEs to big names and blue-chip companies.  The one thing they all have in common is that they have all spoken with other agencies before choosing us.  Why?  Because we want each and every campaign that we work on to be a success.  Our bread and butter is your business.  And that means not only getting you on side, it means keeping you on side.

As an example, a big company recently selected us as their TV Media Buyer for a £3 million campaign in Summer 2016 because of the extensive and detailed work we had done on a £5k campaign.  They explained why they chose us:

“We chose Concept TV as our annual TV Media partner because we had confidence that they actually understood the TV market in depth, and could explain and demonstrate the theories behind their recommendations.”.

They even went on to suggest that some of the proposals they had received from other agencies had simply been re-sent from the broadcasters themselves.  This implied that these other agencies were simply allocating budget rather than carefully selecting media based on campaign objectives (like we do!).

What makes Concept TV the TV Advertising Agency that you should choose?

At Concept TV, we define our role as an Independent Full Service TV Advertising Agency.  It might sound like a bit of a mouthful, but it means that we provide a complete service that will take you from an initial phone-call to a growing campaign.  In summary, this work includes:

  • Initial Campaign Concepts – understanding your business and designing creative and media buying concepts to meet your goals.
  • Creative Script Development – bringing your proposition to life in 30 seconds.
  • TV Commercial Filming with the very latest UltraHD 4k kit and very passionate, highly skilled film-makers.
  • Clearcast Broadcast Advertising Compliance.
  • TV Media Buying – we’re an Independent Certified Agency, so don’t need to palm-off TV media deals to meet the requirements of purchasing contracts.
  • Broadcast Services – Mastering and transfer for Broadcast, including the new EBU R128 Loudness Sound Compliance.
  • Campaign Performance Analytics and Reporting – measuring campaigns on the one thing that truely matters – results!

We offer all, part or single aspects of our TV Advertising Agency Service

In some cases we are contracted to provide TV Creative / TV Commercials.  In other cases, companies choose us to buy their media.  Whether you need a complete TV Advertising service, or specific aspects, we can help! (Call 0203 002 92 42 to discuss your requirements!)

Cutting out through the industry Jargon.

It is important that our staff are able to explain any aspect of our industry, in plain English.  That’s why we produced our TV Advertising Industry Jargon Busting Guide – http://www.conceptstudios.co.uk/about-television-advertising/tv-advertising-jargon.php – we don’t hide behind the complex calculations we need to use to deliver a powerful, engaging campaign.

(Amusingly, we’ve found a number of the bigger agencies using our reference guide… which makes you wonder how well they know their industry when spending your money!)

Choose the agency… chosen by other agencies!

And it may surprise you to find out that Concept TV have been contracted by other Advertising Agencies and even some TV Broadcasters to provide various aspects of our TV advertising service.

…Now that’s an endorsement!

Find a TV Advertising Agency?

Look no further.  Call Concept TV on 0203 002 92 42.  Or request a quotation on-line at http://www.conceptstudios.co.uk

An Exciting New Year At Concept TV… Welcome to 2016 and a range of new services!

Social Share Toolbar

New TV Advertising and Professional Video Services From Concept TV

As the Christmas trees come down and the decorations are packed into the loft for another year, we wanted to share Concept TV’s new services launching in 2016.

2016 is the year your company should advertise on TV.

Throughout the last year, we’ve taken a very close look at the industry, new technology and new opportunities.  We’ve carefully evaluated the existing and the emerging advertising platforms to find ways to push our clients materials harder.  We’ve also invested heavily in high-end camera equipment and lenses to ensure we’re delivering the best quality and the best prices.

A Complete TV Advertising Service.

TV Advertising is more than just making a TV Commercial and broadcasting it.  Advertising on TV is about creating a TV Commercial that captures the aspirations of your brand and includes a content that drives business to your shop-front (whether that be in the high street, the telephone, or on the internet or via mobile devices).

In 2016, our Platinum Complete TV Advertising Packages will include;

  • Licence to broadcast and distribute, covering:
    • Television Advertising Media.
    • YouTube or other video streaming service or Website.
    • Social Media.
    • On Point Of Sale Displays (e.g. screens in retailer display stands).
    • Outdoor Electronic Displays.
  • Filming in Ultra HD using our brand new high-end Cinema grade RAW 4k camera and lenses.
  • Specialist Director Of Photography (DOP) and Gaffer (Lighting Specialist)
  • Post Production using the very latest NLE Editing Suites.
  • High Resolution Audio Mastering to the latest EBU R128 Broadcast Standards.
  • Competitor Analysis, including script breakdowns and media placement research.
  • Full Clearcast Submission service – including substantial research, testing (where required) and reporting for claim substantiation.  Ongoing mitigation where required.
  • High resolution supply to broadcasters.
  • A friendly, straight forward service!

Our Silver and Gold TV Advertising Packages have also been upgraded.

We believe in delivering the very best that we can, at the budgets our clients have to work within.  Our Gold TV Commercial Production Package takes advantage of our high-end equipment with a great and experienced crew.  So in most cases, the primary camera will be our new high-end 4K camera!

New Local TV Advertising Services.

We’re really excited about this new service for local businesses and new-to-tv businesses.  Concept TV offer a complete Sky Adsmart TV Advertising Service.  Its a great way to reach a local audience at very affordable prices.  Likewise, it’s a great way to try TV advertising, even if you have national reach.  We can build a campaign with a 6,12 or 24 month plan that starts in one Post-Code or Town area and builds out to reach national coverage.

Furthermore, we’re able to buy your perfect audience.  We can profile viewers by their prosperity, family / household makeup, even homeowners with south facing gardens.  Call us now on 0203 002 92 42 to find out more.

We’re also introducing a host of new Professional Video Production Services.

We operate with the most impressive kit among our peers.  Following research into the needs of our current client base, we found that we could extend our services beyond traditional TV Advertising.  Here’s a summary of our new and current services:

  • TV Commercial Production.
  • Live Video Streaming – Including Multi-Camera with Sound from our studio or on location.
  • Crowd Funding Videos.
  • Communication Videos.
  • Corporate Videos.
  • Equipment and Crew Hire.

We’ve developed our services to fit a wide range of budgets, whilst always ensuring that we can deliver on our quality promise.

So make 2016 a year of growth with Concept TV.  Call Us Now on 0203 002 92 42 to find out more!

Paul Emerton – Director.

Concept Television Studios Limited.

 

 

 

It’s banned TV adverts time..! Take a look at this TOP 10 Banned TV Commercials and discover why they get banned.

Social Share Toolbar

Banned TV Adverts UK

Banned TV Commercials from the UK

As promised at one of our TV Advertising seminars, we’ve found the link to the TOP 10 most controversial UK TV Adverts YouTube video.  We’re not sure why banned TV Adverts so compelling to watch – perhaps its our way of looking at mistakes creative agencies can make.  Or perhaps its the creative industries brazen audacity?

Why do Television Adverts get banned?

Its often a surprise to us when a TV Commercial gets banned after it’s been transmitted.  In the UK, all TV Commercials have to be approved by an organisation called Clearcast.  To some Creative TV Agencies, this can be a problem – especially if you want to make outrageous claims that simply don’t stand up (are their clients really number 1?).  Luckily, at Concept TV, we have put Clearcast approval at the heart of our creative workflow – so we’ve currently never had a TV Commercial outright rejected – and we’ve especially never had one pulled from broadcast by the ASA.

TV Commercials have to follow the UK Code of Broadcast Advertising – administered by the ASA (Advertising Standards Authority).  This is similar to all other forms of advertising which have to follow the CAP Advertising Codes.  In the unlikely event that a TV Commercial is approved and then banned, it will most likely be because a member or members of the public have taken offence to the nature of the content, as opposed to a company not being able to deliver on a specific claim.

5 major reasons that TV Commercials are banned after being broadcast:

  1. Violence – The visual content is violent and shown before the 9:00pm watershed.  People worry that children may be watching and that it will adversely affect their character.
  2. Sex – The visual content or underlying theme is seen as being too sexy for a pre-watershed showing.  Again, people tend to feel that TV Adverts featuring too much ‘sex-appeal’ will corrupt our society.
  3. Scaremongering – Its unusual for a TV Commercial to be approved by Clearcast if it obviously contains an element of scaremongering.  As seen in the top 10 banned tv commercials video above, environmental warnings often make the statement that the world is heading for apocalypse if we keep burning super-mega-watts of electricity on that little red light on the TV…!  Needless to say, you can’t threaten people with detrimental consequences if they do not buy into your proposition!
  4. Making claims that aren’t true – Again, it’s unusual for a TV Commercial to be approved by Clearcast if the advertiser can’t back up their claims.  For instance, you can’t offer a watch for £5 if you don’t have any, or maybe only a couple in stock, when the ones really made available are £100.  At Concept TV Advertising, we work hard to make sure that advertisers can make the claims they need by looking at ways to ensure that all claims can be substantiated.  We’ll also advise on alternative claims that are broadcast compliant but also say what the advertiser wants to say.
  5. Generally offensive – The KFC TV Advert clearly shows people speaking with their mouth full, which worried the public that children would copy those actions.  At Concept TV, we also less fondly remember a TV Advert from the 90’s (we think..) when children sat at a table, banged their knife and fork and demanded “Feed me, Feed me NOW!  Yes, McCains Oven Chips certainly pushed decent society to the edge with that one – even though we don’t think it was actually ever banned!  Not all public complaints are upheld by the ASA – if they were, we wouldn’t have any TV Advertising, the industry would go bankrupt and there would be no Saturday night TV anymore (stop cheering!).  This point has been banned for scaremongering.

How can you avoid having your TV Commercial from being banned from broadcast?

Simple.  Engage Concept TV to handle script development, or at least get us to mediate with Clearcast on your behalf.  When it comes to creating a compelling TV Commercial, we know what we’re doing.  After all, we were one of the first TV Agencies to get a Mould Spray TV Commercial approved in the UK in recent times.  We go the extra mile to make your claims compliant.  Being more than just a bunch of creatives with wild ideas, we make sure that your TV Commercial has broadcast approval at script level – before we even pick up the camera.

We’ve hear of lots of cases where want-to-be TV Advertisers have paid for expensive and impressive TV Commercials that have never seen the light of day – simply because their content was not suitable for broadcast.  We regularly put in the time to refine the communication and develop complex, detailed substantiation that takes even the toughest of our advertisers claims to the screen.

Want to know more about how TV Advertising works, what we can do for you, or perhaps you want us to take a look at your case?  Call us now on 0203 002 92 42 – email sales@conceptstudios.co.uk – or visit www.ConceptStudios.co.uk