How to Ensure Your Ad Creative Connects and Engages with Potential Customers

Crissie Bown

Crissie Bown About The Author

December 4, 2019 at 8:30 AM

How to Ensure Your Ad Creative Connects and Engages with Potential Customers

It’s said that you only get one chance to make a good first impression, but the rules are a little different when creative TV ads are concerned. In this case, a good ad can potentially make a great impression every time someone watches it, starting with the very first viewing.

Good ads can appeal to viewers emotionally as well as accomplish whatever goal your business has, whether the goal is driving people to purchase or basic brand awareness. 

The challenge is making sure your ad creative connects with your potential customers. These days, this connection must be done almost immediately, pretty much in the first three seconds.

Continue reading for useful strategies to make your ads memorable!

Keep your ad creative simple.

Advertisers may have a lot to say about a product or service but must resist the urge to try and say it all in one shot--or have too many calls to action. A smart approach is to have the creative for each ad focus on a different element that makes you stand out from the crowd. Things such as your prices, your service, your location, and your attitude can make customers want to pay attention to you. 

Hook viewers off the top.

You only have a short time to get people to notice your ad. Then, continue using every tool you can, not relying solely on words. This can include strong visuals and sound effects that will further enhance the mood you want potential customers to have. Think of memorable commercials – peppy music, fast motion and smiling faces for a product like a theme park. However, on the other end, you might expect somber music and sad images for animal shelter commercials. One advantage TV has over other media is the ability to incorporate audio and video to improve your creative ad message.

Your ad creative must tell them what to do.

Your call-to-action needs to be a vital part of any ad message. The last thing you want is for a viewer to say “now what?” and then be permanently distracted by the next ad that comes their way. Instead, make it clear what you want them to do besides a general “buy now.” Should they go to your site? Should they call your number? Should they sign up for any kind of seminar or special program? Should they go to a store? Ads intended to drive consumer behavior should also contain a bit of urgency, encouraging them to move soon or miss out forever on whatever amazing product or service you have to offer.

Make an impact.

Trying to rush your message is one easy way to make your commercial loses its impact, especially for repeat viewing. You need to always keep everything organized and paced well, with a focus on quality. If you’re new to TV  advertising, ask for help! Partner with a reputable media partner who is experienced at following the mechanics of modern TV commercial production. 

Overall, it’s easy to get too focused on the technical aspects of creating a commercial. While the ultimate goal is to grasp the viewer’s attention and encourage them to take the desired next steps, it’s important to also prioritize the advertisement as a whole. Even if the viewer doesn’t act on the call to action, you still want to leave a positive impression of the brand. By making creativity a priority, your ad will shine and earn the attention of consumers.  

You might get caught up in getting the attention of viewers and getting them motivated enough to consider doing what you’re asking them to do, all while trying to stand out from your competition. By making creativity a priority, your ad will shine and earn the attention of consumers. 

Checklist for Effective Advertising Creative No Matter The Medium