TV Advertising Tip 2: Awareness is fleeting, experience is enduring

Hello, Jonathan Rolley here from APAC's leading performance advertising agency, Direct Response Media. Just a quick tip, number two on a ten step guide to creating better ads. This is all about how awareness is fleeting, experience is enduring. So what this truly means is awareness, if you're talking branding, branding is somewhat of a real challenge now. You need massive budgets and if you don't have $10 mil plus, don't even worry about branding. You need Direct Response or DRTV. You need action and what you want from that is an experience with your brand that is somewhat memorable. So more often than not that's - you're seeing an ad, you're solving a problem and someone goes 'Wow! I need to find out a little bit more about that.' You drive them to your website. That is where you have the experience with your branding. You start solving their problem. If you try to do too much in your commercial you're not going to get any traction. So all you want to do is understand your funnel and understand how to move them along your funnel. TV ads inspire action, that action is usually to a website, a call centre or a physical retail location. Predominantly in today's society, with an instantaneous society and the abundance of mobile devices, everybody is logging in online before they venture to a retail location or even before they pick up the phone, unless you're talking a 60+ market.

The game is all about creating the experience. You want to measure that journey, so when that spot goes live, how many people are actually taking action? So awareness is fleeting, experience is enduring. Make sure your consumers are getting experience on the back of your commercials.

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