Posts categorised: TV Advertising

Featured, TV Advertising /

The Advantages of TV Advertising

Updated January 2020

What are the advantages of TV advertising?

The advantages are that it builds trust, grows sales and educates consumers about new products. TV advertising is effective because research shows it reaches viewers when they’re at their most attentive.

One of the main advantages of TV advertising is having one brand message at a time, unlike the blizzard of banners, ads, pre-rolls, and click-bait articles that clamour for your attention online.

The TV advertising medium places full-screen adverts in an advertising break between quality programming. Advertising on television is a great way to show your brand near blockbuster reality shows like ITV’s Love Island. Or if you’re looking for a family audience, shows like Dancing on Ice provide compelling viewing. The advantage of placing your brand alongside the polished specimens on Love Island is distinct.

The growing number of terrestrial, cable and satellite channels have made TV advertising much more affordable for brands. Crucially this proliferation of channels means you can promote your offer to ever more relevant audiences.

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Featured, TV Advertising /

Adverts, an in-depth look at what makes an advert?

When an advert shows up on TV, it’s often the culmination of months of work. Few people know the effort or regulation that lies behind each epic. The UK’s TV advertising market is highly regulated and designed to avoid false statements, claims or misleading adverts.

What’s in an advert?

On this page, we’ll look into the anatomy of a TV advert. We explore the specific rules that govern what’s allowed on-air and some of the technical hurdles encountered by advertisers looking to show their wears on television.

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Featured, TV Advertising /

Addressable TV & Advanced TV in the UK

The Americans are coming

Sometimes a new platform or craze lands and everyone scrambles around for information on how to monetize it or just how to jump on the band-wagon. It happened a few years ago with AR & VR, London was a buzz with startups looking to exploit the new tech. Now it’s happening again with advanced TV.

One of the first stages in a new phenomenon are the calls from our American cousins looking to partner with local London businesses to get their feet under the table early. At Toast, we’ve now had two such calls, from American startups looking to expand into the UK market with platforms that are already up and running in the US. We’ve been doing our research into addressable TV in the UK, read on to see what we’ve found.

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Featured, TV Advertising /

Advertising Rules and Regulations

A big part of our job in TV advertising is clearing adverts to go on air. Mostly this is a straight-forward process of proving legal claims and making sure adverts are appropriate for the viewing public. Advertising rules and regulations in the UK are run by an organisation called Clearcast.

Clearing an ad full of orgasms

Sometimes things are a little more tricky. Below is the response we received to a rough-cut submitted to Clearcast -the UK TV Advertising clearing organisation. The advert was to be shown once on late night Channel 4 and was used to promote the Aids awareness charity – Frontline Aids (Formerly – International HIV/AIDS Alliance)

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Featured, News, TV Advertising /

Amazon has the power to dominate Addressable TV

We look to the future of Addressable TV and ask the question. “Are all the cards falling into place for Amazon?”

Back in the summer, TechCrunch ran an article about an Amazon job posting which was initially titled: “Head of Free to Air TV & Advertising.” After a bit of tweaking by Amazon, the job listing became: “Head of Prime Video Channels Free To Air TV & Advertising TV Partner Channels.” This job title clearly wasn’t going to fit on a business card so was changed to: “Head of Prime Video Partner Channels”.

Notice the omission of “free to air” in the final title? Are Amazon planning to launch a free ad funded version of Prime Video?

Addressable TV, the new Amazon store front?

Running ads on a free streaming version of Prime Video and knowing who is viewing the adverts. Plus having access to years of their most intimate buying habits, could be Amazon’s winning hand.

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Clutch Identifies Toast as a Leading Advertising & Video Production Agency in the UK

Toast is a talented team of video production and advertising specialists, dedicated to helping your business creatively stand out from your competitors. We specialise in branded content, television commercial production, television media buying, and motion graphics. We know what works to elevate your brand, and we’re not afraid to scare you a little if it will help your business succeed.

These are the reasons we decided to join Clutch, an online platform whose mission is to identify the best B2B agencies and help them to be seen by buyers who need their services. Clutch publishes validated reviews from clients who have worked with the agencies listed on their site. The reviews, along with an internal evaluation of each company’s market presence, are what form their rankings and enable some companies to be listed above others.

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Featured, News, TV Advertising /

GDPR and Digital Advertising

GDPR and Digital Advertising, is GDPR the big shakeup that will change the world of targeted advertising?

A recent survey by W8 concluded that GDPR will make 75% of UK marketing data obsolete.

“Data” is a dirty word. We have all been probably, shocked and surprised by just how many companies have our information on their databases, as the flurry of “Don’t Leave Us” emails hit our inboxes. Many customers have a nagging feeling that there is something sinister about all this data mining that routinely takes place when we shop online. Companies have shared and made money from our data for years. GDPR if anything has forced business to look at the key relationship factor with their customers – TRUST.

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Brand Safety – Is your brand safe?

The Brand Safety issue is a big subject in the media right now and doesn’t look like it’s going away soon. For brands and organisations, it’s a reputational nightmare. You make some entertaining and informative video content and suddenly you get calls asking why your video is linked to or surrounded by other content that is extremist, offensive, pornographic, or at its simplest just contrary to your own brand’s ethics and values. For example, you are a family brand selling healthy cereal and you find yourself linked with a very explicit lyrics and imagery from the band Cradle Of Filth, famous for their songs that are violent, sexist, and overtly sexual. That’s a PR disaster that is none of your doing but the problem is you are now in damage limitation mode.

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Is it good advertising practice to bring talent in-house?

The dangers of bringing your agencies in-house.

I suppose there was a sense of schadenfreude amongst a lot of agencies when they watched the PR car car-crash that piled up around the Pepsi Kendall Jenner ad campaign. It was supposed to be an example of good advertising crafted by an in-house creative powerhouse.

In the driving seat that fateful day was Kristin Patrick, senior VP-global brand development. Mr Jakeman, President of PepsiCo Global Beverage Group had praised the ad on Twitter on Tuesday morning shortly after it was released, saying he was “super proud of the @PepsiCo #CreatorsLeague for producing this,” but the tweet has since been deleted. Another danger of deleting your soon-regretted statements of support is that news of your deletion also goes viral! Only adding to the sense of incompetence.

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