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We bring a personal and effective approach to every project we work on, which is why our clients love us and why they keep coming back.

TV Advertising

TV advertising is proven to be most effective way of advertising.TV advertising is 2.5 times more effective at creating sales uplift. Advertising on TV outperforms other media in generating sales, creating brand awareness and even reaching a whole new target market. There’s almost no-one you can’t reach through TV and nothing you can’t make them feel, believe or do.

Creative

We help businesses communicate more effectively with the delivery of video. When you have a product, service or event that you want people to know about, a video is the ideal way to detail your proposition. It’s essential to keep the video concise and engaging and to treat the user’s time as precious. There are many situations where the addition of video to a campaign page can increase conversion rates significantly.

Media Buying

Lets face it, with hundreds of networks and thousands of programmes to choose from. It’s not easy to assemble a portfolio of content that precisely delivers your best consumer. Eclectic Motion International has a product that filters your audience through layers of data to produce a multi-dimensional view of the best networks and programmes to reach your targets, it’s called SmartBuy.

Media Production

Once the creative concept of your TV Advert has been developed, we then make the film, commercial or viral, and we make it really rather brilliantly. Our experience producing some of the freshest and most innovative work across a broad spectrum of industries enables us to strike the perfect balance of concept, direction, quality, style and content each and every time.

Demonstrating

One of TV’s greatest strength is its ability to demonstrate. The ability to see exactly how the lawnmower cuts, the vacuum cleans, the car seats fold down etc is extremely powerful. Sometimes a viewer needs to see a product in action in order to understand fully its benefits. It is the power of the moving image accompanied by sound that makes TV advertising so powerful. Demonstration shows viewers how to consume a new product. Magners created a fashion for drinking cider over ice through the delicious and thirst-inducing images of clinking ice-cubes.

TV Planning

There has never been a more exciting time to be planning TV. The many developments that broadcast TV has seen over the last decade, in addition to the ongoing expansion of TV onto new platforms, means that there’s almost no-one you can’t reach through TV and nothing you can’t make them feel, believe or do.
You can reach a mass audience as easily and speedily as you ever could, because the daily and weekly reach of commercial TV has never been higher. We are watching more ads than ever too – 2.8 billion a day in the UK. You’ll have to buy more spots to reach the same ratings levels, coverage and frequency, but they should cost you less in real terms than 20 years ago. But, if you just want to reach a narrower niche audience, the increasing segmentation that multi-channel TV has delivered will enable you to do this more efficiently and within a more appropriate editorial context than ever before.

TV Effectiveness

You’ve probably read that commercial TV’s effectiveness (sales uplift per exposure) has remained undiminished – even through the last recession – while the cost of advertising on TV has been falling in both absolute and relative (inflation-adjusted) terms. Many brands are taking this opportunity to increase their TV spend, to return to TV advertising or to try it for the first time, and all the evidence suggests that they will emerge with an enhanced market share. But TV has always been amazing value because it delivers more profit than any other advertising investment, both in absolute terms (return minus investment) and proportionately to spend (return divided by investment). Intermediate media metrics like CPT (cost per thousand) can be misleading when you are seeking true ROI. But don’t just take our word for it. Below are links to the full major and impartial studies that will give you the hard evidence.

Our Approach

Brief

 Targets.
Questions.
Budget.

Strategy

 Audience.
Insights.
Analytics.

Creative

 Big idea.
Execution.
Quest.

Production

Design.
Media buying.
Develop.

Generating response

Everyone knows that retailers use TV to maximise the success of any promotion: seasonal sales, product offers, store openings etc. But brands can also use TV’s ability to drive people to buy directly on or off-line.
Viewers also use search engines to find brands they hear about through TV, though clearly it is better for the advertiser to encourage use of URLs. Strong brands made famous through TV are more likely to be found through natural search rather than sponsored links. However there is an art to maximising the search response to TV campaigns. People search not just for brand names but for the strap-lines, songs and actors they have seen on TV. So it’s worth making sure your website reflects these elements of the TV ad so you capture all the interest TV has generated. Now more and more online brands are investing heavily in TV. In fact, three of the top ten brands on TV are online brands.

Targeting

Television has always had the capacity to reach a large number of people in one go. For example a spot in Coronation Street could deliver 13 million or a spot in X Factor could deliver 10 million people. However, these days TV also has the ability to deliver small, niche, highly targeting audience. Twenty years ago, it would have been impossible to find a spot that delivered an index over 100 for an audience like 25-44 year old AB adults. These days, with more targeted channels and programmes that appeal specifically to this audience, there are plenty of programmes that deliver indices of over 100. It might be that you want to target a very specific audience in order to sell a particular product aimed directly at them. For example, if you were a nappy brand you might want to target housewives with kids aged 0-3. In which case, you could use programmes such as Katie and Peter Stateside (index for Housewives with Kids ), Wife Swap or Big Brother.

Campaign Shapes

Burst – this is a heavyweight of advertising over a short space of time. It is used then you want to reach a large number of people quickly.

Drip – this is a much lighter weight of advertising over a longer time frame. This type of Planning might be used when you want your campaign to have a slow burn and build cover slowly over time. It also means that you will be on air for as long a time as possible.

Pulse – People have the ability to remember television advertising pretty well. Therefore if money was limited and you wanted to be on air for as long as possible you might opt for a pulse campaign. This means advertising week on week off or weekends only.

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