TV Advertising That Takes Your Brand to the Next Level
How many times have you caught yourself humming a jingle or repeating a catchphrase from an ad you saw on TV? Television commercials have tremendous power to capture our attention and imagination. And, along with newspaper ads, they are viewed as the most trusted form of advertising, far outpacing their internet counterparts (Nielsen).
What does this mean? It means that, even in our fast-paced digital world, television advertising remains a uniquely effective way to build brand awareness, engagement and credibility across a large audience.
As a TV ad agency with years of experience in the field, Foundry specializes in creating video content that resonates with your audience. And because that audience is increasingly fragmented across platforms and programs, our media planning and buying team are experts at finding the right mix of linear and enhanced television advertising options to ensure that content reaches consumers where they will see it, remember it and act on it.
What to Expect When Working With Us
We always say that good people and good products are at the heart of all we do at Foundry. That is why we are proud of our long-standing partnerships with clients and our years of experience delivering results through creative, memorable and well-targeted television ad services.
With linear–or traditional–TV, the entire audience watches the same program and advertisements at the same time. Because viewers are live, there is generally a high level of engagement. Linear television ads are typically broken into two categories.
- Broadcast TV Advertising
Broadcast TV is the original form of television viewing and includes networks like ABC, CBS, NBC and FOX. In the United States, more than 96 percent of households have access to broadcast channels (Nielsen). They are generally considered “brand safe”–that is, they carry content that is considered appropriate for broad audiences–and viewership remains extremely strong for live news and sports programming. Broadcast television remains a good choice for advertising to increase brand awareness among national audiences, large geographic regions such as Designated Market Areas (DMAs) and/or older demographics.
- Cable TV Advertising
With the rise of streaming services, there has been a lot of focus on individuals “cutting the cord” from cable (or satellite) TV. Still, more than 60 percent of U.S. households subscribe to a cable service, and cable remains a good choice for advertisers who wish to reach specific interest groups–think ESPN for sports lovers or the Travel Channel for those who love to explore new destinations. Cable TV ads are also generally less expensive than broadcast TV ads and can be purchased for more targeted geographic regions.
While traditional TV remains the number one choice when it comes to reaching scale, It is a graying audience that is gradually becoming less reflective of society. Enhanced TV, sometimes called advanced or connected TV, is growing exponentially due to the increased penetration of smart TVs, over-the-top (OTT) devices and streaming services. Currently, more than 80 percent of U.S. households own an internet-connected TV device, which they use an average of 3.6 hours per day (Statista).
Through enhanced TV, we now have the ability to access highly relevant, specific audiences effectively in the same way we’ve been able to do with digital advertising services for years. It is a cost-effective way to ensure your ad is shown to consumers who meet particular geographic, demographic and/or psychographic criteria. It is also a good choice to reach younger consumers, as fewer than half of all Millenials and Gen Xers subscribe to cable services (Pew Research Center)
“I have had the pleasure of working with Foundry for over a decade now. In that time, their contract has been extended several times, never once going out to bid, for one simple reason – Foundry is more than just our agency of record. They are a true partner with Inn of the Mountain Gods, supporting us with digital, social, media, branding, public relations and more.”
Our TV Advertising Services
From outstanding content generation to professional video production to efficient, targeted placement, Foundry is a television ad agency that does it all.
- Strategy & Messaging
Our account executives and media strategists work with you to understand your brand, goals and budget. We perform research to determine the best messaging and TV platform to reach your target audience. Our creative services team delivers memorable scripts that are on-brand and provide a clear call to action. We also ensure that all content is in a 15-, 30- or 60-second format appropriate and adaptable to both traditional and enhanced TV specifications.
- Video Production
Foundry’s video production department combines technical expertise with an ability to capture unique stories and an eye for compelling visual content. Our services range from small-scale projects to large-scale, multi-day productions with a full crew. No matter the size, we work closely with our clients and other members of the Foundry team to ensure that each project is finished in a manner that meets the client’s goals and delivers great return on investment.
- Media Planning & Buying
Where traditional TV offers linear programming–delivering the same advertising content at the same time to all viewers–enhanced TV provides advertisers with the ability to segment audiences and directly address their target demographic. Foundry’s media buyers are well-versed in both and can determine the most cost-effective placement for your message.
- Reporting & Stewardship
We leverage sophisticated tools to understand what’s working and how your TV ads are influencing other marketing channels. Consistent tracking and transparent reporting means that we can adjust content, targeting or placements when needed and optimize the mix of television ads to meet your organization’s goals and budget.