The truth about TV advertising [BT broadband office]

The truth about TV advertising

Posted 3 August 2007 at 8:42AM by Simon Dickson in Website development

Television advertising is beyond the reach of most small businesses: too expensive to produce, too expensive to broadcast, too unfocused in terms of audience. But with the possibilities of free online video streaming, as shown by our friend with the blender, it might be something you're considering.

If so, take a few minutes to watch this short video from the Washington Post's Slate magazine. It looks back to a study done in the 1970s, which concluded that there were only 12 'master formats' of TV ad: the demonstration, the parody, the testimonial, and so on. Thirty years on, and nothing much has changed, as Slate's Seth Stevenson demonstrates using modern-day (US) examples.

The moral of the story? Don't be shy of using video to promote your business. Sure, your home-made video won't have the production values of a big-budget campaign: but advertising isn't the magical art it might seem from the outside. Try recording your own brief product demonstration - all it takes is a camcorder, and some basic editing software. If it's a bit rough round the edges, don't worry: this might even add to its authenticity. Compare this great video clip by some Google backroom boys to the over-the-top super-slick advertising you usually see from IT firms.

And don't forget, if you're a member of BT Tradespace, you can add video clips to your site: you're limited to two with a free Tradespace site, but there's no limit on the premium service. Videos can be hosted on YouTube, or several other providers.

Tags: blendtec, bt tradespace, gmail, google, slate, tv advertising, youtube

New feature: Rate this post!

Currently 1/5
1
2
3
4
5

Average rating: 1/5

Comments

1. At August 3, 2007 11:56 AM, Pam wrote:

I'm of the opinion that unless you feel you can really make an impact with a video, it's something that should be avoided - I've seen amateur videos done by medium sized businesses which have just been awful, and a complete joke. Personally, I would avoid them ... perhaps I just lack the confidence though?

2. At August 3, 2007 12:01 PM, Robert Currie wrote:

I know it's a good example of advertising gone right, but I think this is the umpteenth time you've mentioned BlendTec in the blog recently Simon!

As for using video for advertising, it can't hurt! The ability's there, and it's free. As long as you are happy your company's going to be better off for it, then go for it!

3. At August 3, 2007 2:31 PM, Simon wrote:

Be fair Robert, I didn't actually name BlendTec this time! :)

I know I keep coming back to it, but it's such a first-class example of a small/medium business delivering remarkable results using widely available technology. They don't do anything that you or I couldn't do with a £150 camcorder and some free video editing software.

4. At August 3, 2007 3:44 PM, Adam Hobson wrote:

Simon, your blogs make my my chocolate socks rock. I'm always logging on first thing in the morning to see what you've written!

I agree completely, I love trawling YouTube for these kinds of videos! Robert, there's nothing wrong with mentioning it as much!

5. At August 3, 2007 8:10 PM, Niamh wrote:

I think we have to take some risks and there seems to be an entry level opportunity with this technology. It is amazing the publicity that geriatric1927 is getting. I have helped a VAT Consultant to put up a little film. It is called In the Vat and he is BarryVat on You Tube.

6. At August 6, 2007 3:38 PM, Anjanesh wrote:

Referring to comment of Robert on slot 2 , I would tend to agree with him - no point flogging a topic again by tagging it. We all agree that it is a fantastic PR. Agreed hands down, now that you have brandished it several times over, no sense in repeating it over and over again in different forms isn't it ? It makes one look self centred and pompous. No offence meant ; but this is becoming more apparent across your blogs. Low budget TV advertising is the way ahead - that's true .

7. At August 8, 2007 7:14 AM, Patrick Coach wrote:

Do you remember those old Irn Bru adverts? They were great! There was one that had this girl running through a trainstation waving goodbye to her boyfriend on a train and she keeps banging into these big steel pillars and knocking them over - amazing! its a direct rip from Airplane, the old comedy, but that just makes it better! That's what makes these adverts good - comedy - something that can be remembered! i mean, you always remember TV commercials if they are funny, or are SOOOOOOOOOOOOOO bad that they become funny! (Cillit Bang...and Rangers TV etc.) To conclude, Ben & Jerry's Ice cream should be more widely available and that's all i'd like to say on that matter!

8. At August 8, 2007 4:19 PM, Mike Nelson wrote:

I wish i had thought of filming stuff being put in the blender and made an advert out of it :(
Now i just have destroyed things.
Advertising only works when its effective or innovative.
Remember crazy frog? Annoying as hell but you remember him.

9. At August 10, 2007 12:22 PM, Ivona Tinkle wrote:

Wheres crazy frog gone now tho... maybe those "google backroom boys" hav got him.... they sound a little sus to me!?!

10. At August 10, 2007 12:34 PM, Calcium Kid wrote:

The Crazy Frog was no only annoying, but VERY Annoying!!! How that got to number 1, i will never know... Poor Cliff Richard getting beat by that. I think thats why Sir Cliff hasnt released a XMAS song ever since, the guy is heart broken from that stupid thing!

BT broadband office