Making an ad takes time, money and a bit of nerve. So once it's done, it should work as hard as it possibly can, and in a lot more places than one TV break.
Most people think of a commercial as a TV thing. But the same ad, with a little planning, can run on your local station, on streaming services like 7plus, on Facebook and Instagram, on YouTube and on a screen in your shop window. Each one reaches people at a different moment of their day, and seeing the same message in a few places is what makes it stick.
The trick is planning for it from the start. If we know an ad is going to live in a few places, we film and edit with that in mind.
Start with length. A 30sec ad gives you room to tell a little story. Cut it down and you get a 15sec version for TV and streaming, and a punchy 6sec version that works as a YouTube bumper or a quick social post. People scroll fast, so the short version often does the heavy lifting online.
Then think about shape. TV is wide, phones are tall and Instagram likes things square. If the ad is filmed with a bit of room around the action, we can reframe it for each screen without chopping off your product or your face.
Sound matters more than you'd think. Plenty of people watch social video with the sound off, so captions and clear words on screen help the message land in silence. On TV and radio the voice does the work, so it pays to have a good one.
The end card is where you save money over time. That's the last few seconds with your offer, your logo and where to find you. If the ad is built with the end card as its own piece, you can drop in next month's sale, a new phone number or a Christmas message without starting from scratch.
And don't forget the screen at your counter. Shoppers standing in line are already interested, so a loop of your ad in store is cheap, easy and reminds them what else you sell.
A few habits make all of this easier. Keep the same voice, music and look across every version, so people recognise you wherever they see you. Get your name and logo in early, not just at the end. Stick to one clear offer per ad rather than trying to say everything. And keep a folder of every version, so your next campaign starts with something already made.
This is how our Box Packages are put together. Medium and Large Box give you extra time on location or in the edit, which is what makes those extra versions possible. If you'd like fresh content all year round, our Memberships give you new ads every month, ready for every screen you use.
Adbox has been making ads for regional businesses for nearly 20 years, led by our Managing Director and Creative Lead, Aaron Petersen, who has spent more than 30 years in regional advertising. Have a look at our packages or give us a shout and we'll work out where your ad should live.