6 Appeals To Use In Linear TV Ads
Whenever someone deploys an ad, there is always a question of which appeal will they use to address the audience. In the linear TV landscape, there are specific appeals that can take advantage of the lock-in that you have on the viewer's attention. Anyone planning to create linear TV ads should consider using one of the following 6 consumer appeals.
Quality
Linear TV ads tend to be longer, and that allows you to get more granular in your conversation with the consumer. Quality-focused appeals work well in this environment because you can hit several points. For example, car companies frequently discuss things like consumer satisfaction, fuel economy, safety ratings, and awards.
New
People like novelty, and the simple newness of what you're selling can be an appeal in its own right. Introducing an audience to something new isn't always an easy task, though. However, you'll have a bit more of their time using the linear TV format. That means you can introduce a brand, product, or idea in a way that won't feel rushed.
Security
Making an appeal based on security depends more on the products and services you're advertising. Some campaigns instantly lend themselves to this appeal for obvious reasons, such as selling insurance. Others have to build narratives that bring the audience to a particular conclusion.
Fun and Play
Linear TV ads have to cut through a lot of noise created by competition. One of the simplest ways to accomplish that is to lean toward an appeal based on fun and play. This can be a direct appeal based on the merits of what you're advertising, but it doesn't have to be. Many companies use characters and narratives that have little to nothing to do with their pitches. Especially for established brands, letting the public know you're fun can be a way to get past the competition and capture attention.
Peer Group
"9 out of 10 parents know that Brand X toothpaste is the best kids' toothpaste on the market." Appeals like this work because people seek approval from like-minded individuals in similar circumstances.
There are plenty of ways to make this sort of appeal, too. You can conduct surveys and present the results in the ad. It's also possible to get personal with testimonials.
Scarcity and Opportunity
Franchise burger chains know the appeal of limited-time products. Human beings seek out what is scarce, and they spring at opportunities. An appeal that plays on both impulses can create a sense that now is the time to buy your product.
For more information about creating linear tv ads, contact a local professional, like NYI - New York Interconnect.