How to build a modern TV ad | Mumbrella360 video

"If TV is dead, why are we here today?" That's the question posed by Indeed's Paul D'Arcy in this Mumbrella360 international keynote, in which he delves into the contentious and often-derided world of TV advertising.

In a world where “TV is dead” is shouted from the rooftops on a daily basis, does TV advertising have any hope of surviving? Paul D’Arcy certainly thinks so. In this session from June’s Mumbrella360 conference, Paul D’Arcy, global senior VP of marketing for Indeed discusses what goes into an effective modern-day TV ad.

So why are advertisers so dependent on TV in the first place? D’Arcy points out that TV has “the potential for passively consumed emotional advertising”.

He adds: “Increasingly, buying decisions are emotional and not rational… emotional advertising can be incredibly effective.”

Rational ads had on average a 16% impact on the profitability of the organisations who ran those ads, and ads that combined rational and emotional techniques were 63% more effective at driving financial returns, the session reveals.

D’Arcy explains how even if the product you’re selling is utterly devoid of emotion, a TV ad allows the creative space to manufacture that emotion in a way that other forms of advertising can’t. He uses the example of Ikea’s famous lamp ad, which provides both sadness and humour in the space of one minute. To sell a lamp.

He goes on to point out how YouTube pre-roll ads get in the way of a user’s experience, compared to TV, where: “If I’m in the flow of information watching TV and letting it pass through me as often people do, the way that ads are consumed is very different.”

So what’s the key to success within TV advertising? As D’Arcy tells the audience: “Engaging ads require this unbelievably difficult combination of science and creativity.”


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