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Cost Effective Production
Can you really make a great TV commercial production for under £10k?
One of the main barriers to
advertising on TV is the perceived cost and complexity involved in getting an ad
made. TV is on most advertiser’s wish list but is often unfairly dismissed due
to cost even before it has been properly investigated; ‘’Lights, camera action?
It must be expensive!’’
Well, the good news is that it is indeed possible
to create a quality ad for almost any budget and here’s how.
- Pick the right agency partner – by
selecting a company which is able to devise the creative concept and also
produce the commercial will save time and money (you can sometimes pay twice by
briefing a creative and production separately).
- Pick a company which is happy
dealing with tighter budgets, and is happy to work in this price bracket. We all
want to feel valued, no matter how much or little we spend. Another tip is that
companies based in the regions generally have fewer overheads.
- Set a realistic brief and remember
what the purpose of the commercial is. It’s not about winning awards or
massaging egos – it’s more commonly about generating a direct response of some
description.
- Be open minded – you may have
pre-set ideas of what an ad. should look like, but often simple is best. Many
big brands run effective but inexpensive graphics or stills-based commercials.
- Be brave - as with all advertising
creative, there should be a strong and original offer explained in a clear way.
Trust your agency partner and remember that with only 30 seconds or so, cutting
through may require pushing the boundaries of what you have done before.
With Satellite and Online TV airtime more accessible than ever, it really would
be a shame not to try this excellent medium on the basis that you can’t afford a
blockbuster ad.
Orchard Media, based in Cardiff, are DRTV specialists
and have a great many case studies of high performing ads. for under £10k. Find out
more
We spoke to production specialists to find out how brands can get the best value and content from TV ad production
 Dispelling TV
Advert Production Myths
There are some myths that need dispelling and lessons to be learnt
from TV production that can make the previously unacheivable now possible.
The Myths: Here we consider some oft heard cost issues to commercial production and a potentially
different route.
1. "It has to
be shot on 35mm film" - Not any more. These days, more and more content
is being shot on high quality, high definition digital cameras such as the
Alexa, Red and Sony F3 which are far less costly to film with and now allow the
use of ...read more
Running Bare Pictures - Simon Orpin
 Interesting
Content for Successful TV Ad Production
Media production, from TV and
print to Facebook and mobile can be simple to deliver and doesn’t need to be
expensive. By working with agencies that can develop more congruent creative for
your relevant media platform, your advertising will be more engaging for the
consumer and more effective for the business in terms of ROI.
While traditional creative agencies
“make films”, or new “social media” agencies deliver “dialogue” there are plenty
of small media production houses that are usually commissioned by these
agencies, who now offer a direct service to clients...read more
Prism Digital Solutions - Dan
Salem
The Essential
Checklist for Cost Effective Production
There are three main things that make
production cost effective...
1. How much does it cost to start with? - This is the
obvious one but the answer is a lot less than a traditional ad agency or
production company would want you to think. It is now possible to create high
quality TV Ads and editorial/advertorial HD video content with all the creative
and visual appeal associated with much bigger budgets. So pay as little as you
can without compromising the quality.
2. How hard does the content work for
you? - For each campaign try and come up with content that can be used in
many ways for NO EXTRA COST...read more
Lynx Content - Steve Leavesley
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