Where DRTV is about driving an instant response, Branding is a longer term solution of raising brand awareness and long-term response. The ads are less focused on driving immediate response and as such there are fewer calls to action in the voice overs and on screen.
Brand advertisements serve the purpose of building brand awareness. Rather than promoting a specific product, they focus on getting the name of your company out in to the media and in to the minds of your intended audience. This type of TV commercial production aims to encourage viewers to find you brand online or on the supermarket shelves.
Brand response TV advertising will suit any business that is just starting out and needs to create some brand awareness quickly. You can use this type of TV advert to get your name and brand image out into the mind of the public as you look to secure your footing within the market place.
- The halo effect created by TV advertising means that over a quarter of TV marketing effects are felt across your entire brand – even products which don’t feature in the advert.
- TV advertising makes brands more famous, 66% of the UK chose TV – over five times more than the next closest media, which was social (Ipsos Connect/Thinkbox, ‘TV Nation’, 2016)