• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door Advertising and Opportunity | All Response Media
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / If you don’t have a voiceover in your TV ad, look away now!

If you don’t have a voiceover in your TV ad, look away now!

1st January 2018 by ARM Author

As with most advertisers with All Response Media, the response is the main measure of the success of our TV campaigns and other media channels. Maintaining response as a measure of success while moving towards a brand TV creative is certainly a challenge, but the two are certainly not mutually exclusive. It is vital to find a middle ground between the two, and that middle ground can be through really small and simple inclusions, such as a voice-over.

We have the numbers to prove just how important it is to have voice-overs and calls to action on TV creatives to improve response rates (RRs) and drive the ultimate goal of customer acquisition. Below, you can see the improvements on a retail advertiser’s TV cost per web visit (CPV) – as reported by RAPS within an attribution window – after moving from a brand-led, musical creative with no voice-over or proper focus on product, versus the exact same ad but with a voice-over. 

Source: ARMalytics® RAPS function

The same is also illustrated below, with another retail advertiser that took a brand-led creative approach for their launch onto TV. On this creative, the product focus was taken away by music, no voice-over or call to action throughout the advert and following low RRs (as reported by RAPS within an attribution window), All Response Media advised the client to add a voice-over and calls to action for the second campaign a month later. The improvement was immediately evident:

Source: ARMalytics® RAPS function

All Response Media Viewpoint

It is important to separate and understand the difference between the purpose of a brand ad and a direct response (DR) ad. Brand ads can significantly boost brand metrics which can provide long-term benefits, such as being front of mind, which in turn develops a consumer’s consideration and purchase intent. These softer metrics can often take a bit of time to develop, and some brands see this as a core measure of success. However, the purpose of a DR ad is to drive immediate action and customer acquisition: building the business first. The latter doesn’t mean that a brand can’t be built and the creatives have to be 90” long, with lengthy product descriptions, six calls to action and a heavily incentivised response (these are still important for driving response nonetheless). However, there is always a balance to be found.

During ad breaks, people may become distracted, so catching their attention within the first few seconds of a creative is fundamental. Therefore ensuring the viewing audience knows what the product is within those first few seconds is also vital. This can be delivered in really simple ways, such as having the logo on screen throughout the entire ad, or clear representations of products from the start. Ensuring that there are verbalised product descriptions, even if they are simpler in support of the visuals, and adding a call to action towards the end for example, with the inclusion of “today” or “now” can massively bolster the responsiveness of a creative, as seen above from the two retail advertisers.

Thus, brand and response are not entirely separate entities. Inclusions of really simple response attributes to quirkier visuals can boost a creative’s strength and allow you to find a balance between the essentials of building a business, and developing long-term brand equity

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy