5 ways to make your TV campaign creative drive conversions

Our global From funnel to flexibility study found that 86% of people switch digital activities at least once an hour. And with 69% discovering brands they like when they’re not actively shopping, it’s no surprise that the path from inspiration to purchase can take as little as 10 minutes. 

We’re constantly switching between watching, browsing and buying. And as audiences engage more through their watching behaviors, TV is now a powerful performance channel and your TV creative needs to be more effective than ever before.

Read on to see 5 ways to make your ads capture attention and convert. You’re about to make your creative strategy far from average.  

From the shows we watch to the ad creative we place around them, TV is all about telling a story people remember. But advertising campaigns should also inspire people to take action - whether that’s scanning a QR code, visiting a website, downloading an app, or making a purchase.

So every creative asset should answer one simple question:

What do I want the viewer to do next?

Start by asking yourself: “How would I engage with the brand if I saw this ad?”. You don't have to sacrifice storytelling, but you do have to consider the time and place a viewer sees your creative. The strongest TV creative blends emotional brand-building with clear moments of action. The easier you make the next step for the consumer, the more likely they’re going to take it. 

There’s now no such thing as a passive state. With more than 50% of consumers watching TV with a second connected device in hand, interactive creative formats help bridge the gap between inspiration and action. So, instead of waiting for someone to remember your brand later on, you can give them a way to connect with you immediately.

Interactive ad creative that reaches your audience

• QR codes that take viewers directly to a landing page or product page
• Clickable overlays on supported streaming platforms
• Shoppable TV experiences that allow viewers to browse products without interrupting their viewing experience
• Companion experiences that seamlessly connect TV with mobile.
  
  

We’re never without our phones, so it’s no surprise that mobile is the most popular second screen at home. Instead of treating mobile and TV as separate channel strategies, design your creative to intentionally connect the two experiences.

How to connect mobile advertising with TV advertising

• Display QR codes for long enough to scan comfortably
• Use memorable URLs if viewers prefer to type
• Ensure landing pages are fast and mobile-optimized
• Keep messaging consistent between the TV ad and the destination.
  
  

• Capture attention in the first few seconds
• Use bold visuals and larger typography that remain readable from a distance
• Keep branding visible throughout the ad, not just at the end
• Design with sound on, but ensure key messages are still understood without it
• Leave enough time for interactive elements like QR codes to be noticed and used.
  
  

Effective creative produces the best results when it’s constantly reinvented and improved. 

Experiment with variables like:

• Calls-to-action
• Interactive formats
• Opening scenes
• Product imagery
• Offer messaging
• Ad length.

Small creative changes can produce meaningful improvements in engagement, website visits and conversions. 

CTA: Discover how evolving creative locked up winning results for MX Player

The opportunity for creative effectiveness to drive performance has never been bigger. Audiences are actively discovering brands while they watch, moving from inspiration to purchase in minutes, not days. So as behaviors change, your TV creative needs to meet viewers where they. 

With creative built for the big screen, interactive experiences and continuous optimization, your TV campaigns can inspire viewers to act in the moment and begin to drive measurable business outcomes. 

Ready for creative solutions that are far from average? Discover MiQ’s creative ad solutions.