IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Madagascar Email Lists  Up to 70% scholarship · Job and internship exchange If any viewer is asked to try to recall the latest commercials they have seen on television, they may end up having to think hard and reflect heavily on what has been occupying their screens. You may only be able to remember very few brands and end up mixing ads and claims from different companies. Television commercials have a problem, and it’s not just that viewers are increasingly migrating to video on demand. Television advertising has become boring, excessive, and unremarkable, the direction in which commercials have worked in recent decades.

The excess of publicity has helped, but also that the advertisers weren’t fine-tuning their strategy as much as they should. Thus, as an expert at an Institute of Practitioners in Advertising (IPA) event has just pointed out and as Warc collects , despite the fact that there are certain practices that help improve results and certain storytelling actions that allow us to reach a much more direct and efficient to consumers, advertisers are failing to use them. The best practices, they remember, allow to obtain better data of attention and obtain a more emotional response from the spectators. However, many advertisements ignore these points and do not work with those criteria.

The ads that should be used the most Basically what works the best and what are advertisers actually employing? Studies have shown that ads that appeal to the right side of the brain, employing well-defined protagonists, creating storytelling with a clear sense of time and place, and showing meaningful relationships are the ones that present the best data on attention and emotional response. Therefore, and if those are the ads that work best, brands should focus their strategy on them and design their television advertising in that direction. They are not doing it. In recent years, television commercials that appeal to the left side of the brain have become increasingly common.

They are, they point out, those that use abstract concepts linked to the capabilities of the product, that fill the screen with letters that cover each other, that make close-ups of details, that use voice over and that transmit repetitive instructions or songs. They’re bold ads, they concede, but they don’t help build a brand image in the long run. Its emotional impact is much lower and the connection with the consumer much less solid. Therefore, advertisers on television are making a serious mistake. Its ads, which are already burdened by declining audiences and ones that are increasingly reluctant to this type of content, are not the ones that could provide the best data and the ones that best appeal to the minds of consumers. They are not the ones that could work best. Adjusting the activity is not that complicated. Brands only need to think about their creatives better when they launch into television advertising.

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