Hello ladies and gents. It's Jonathan Rolley from APAC's leading performance advertising agency, Direct Response Media. I'm just here to share a couple of quick insights we've discovered over our journey and from other people that are far greater than myself in terms of 'how do you actually build a better ad'. There's a way and means of doing this and there's a very clear structure, but I just wanted to share some of our thoughts and feelings and hopefully I'll provide some thoughts and consideration for yourself.
The first point I'd like to raise is something I like to call, 'listen first, look second'. This is all about Direct Response TV advertising and how to get a greater response. The thing you need to know about TV advertising is that it's primarily an auditory medium, which means that the majority of the impact is actually through sound. So your scripting needs to be incredible to articulate what you're actually trying to achieve. So what this really means is you're sitting on the couch and you may be on your phone and you're Googling something, the TV is on in the background, especially low involvement programming, which is actually where you want to be advertising and trying to get a response running an e-commerce site, absolutely where you want to be. But if you're sitting there, you might be watching a rerun of "I Dream of Jeannie" or "Ice Road Truckers" or whatever the program might be, but you might be on Facebook, Instagram or you might be on Twitter and you're still hearing everything that's going on, but you may not actively be participating, especially during commercial breaks. You hear something that's solving a problem for that consumer sitting on the couch and you'll look out and pay attention. So this disconnect with TV becomes involvement. It's absolutely amazing for TV advertisers, but you want to be very clear on how to actually elicit a response from this medium, it's about 70% auditory and the visuals will back up what you're trying to say.
So, point here is listen first, look second. Make sure your script is clear and articulate and all your key selling propositions, make sure that is a hero. Your visuals back up, but look first. So the summary of this is listen first, look second.
Thank you and have a great day. Hopefully that helps someone out there.
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