5 Tips for Choosing a TV Commercial Producer

Thanks for visiting the site and checking out our articles. We know there are lots of video producers out there. Before you sign up with any production company or advertising agency, be sure they can do the job right.  How can you tell if a TV producer is capable of making a quality, compelling television advertisement for your business? Here are 5 Advertising Tips.

1). Experience:  Mastery of Broadcast Television Technology

tv commercial producerThe web is littered with people who make videos, and some may even call themselves TV producers or ad agencies.  Unfortunately, most of them don't have actual TV experience, but have only made wedding video, amateur YouTube postings, or flat screen sales at Best Buy (just kidding, we love you, BB).  Anyone can claim to do TV ads, but they are inevitably missing vital components of a real TV commercial.  These missing technical components will stop your ad from being accepted by networks and getting on the air.  

Mistakes in broadcast specifications include poor signal, incorrectly formatted images, text, or audio, improper total running time, omitted broadcast ID codes, unreadable phone number or URL, and much more.  Not surprisingly, many self-proclaimed “producers” make these mistakes.

TV networks consider commercials part of their programming.  Bad ads make the network look bad - so they turn down a lot of ads.  Networks reserve the right to refuse to air an ad if it doesn’t meet technical standards, contains inappropriate images or claims, or even if it seems sloppy.   

2). Integrity:  High Standards of Conduct on Your Behalf

auidoUsing an untrained producer can get you, the advertiser, into dangerous territory when it comes to copyright and use of other people's images, video, and audio.  Many video producers, especially those doing web projects, don't know or don't care about copyright law, thinking that it all fits under "fair use" or "public domain" rules. They are more than happy to grant the advertiser official ownership of creative materials that they themselves have no legal right to use.  Ultimately, they expose you and your business to a potential lawsuit when the real owners of the images discover the impropriety.  Yikes!  A big legal bill for you.

If you Google “TV advertising” you’ll find lots of people claiming to be television producers and ad agencies.  Many are SEO marketing services offering video/TV as add-ons, and they are not even close to being skilled enough to create your ad message in a video format.  Some are just swindlers who don't pay their videographers, let alone deliver your commercial as promised.  And even if you do get it, the joke’s on you - if the videographer isn’t paid, by law she still owns the footage, even if it’s an image of your product. You need a TV ad producer who is well-versed in media law and industry practices, and holds itself and its associates to the highest standards of conduct and professionalism. And yes, we pay our vendors promptly for their work.

3). Awards:  Accolades, Respect of Peers, and Happy Customers

How often have you seen an ad, and been turned off by it? As a business, all you want is an ad that brings in the customers by presenting your business in its best light.  Less-talented producers may scoff at awards, claiming a great looking ad isn’t necessary for sucess.  But look out:  if your producer can’t create ads that are interesting to watch, then your customers will change the channel when your ad comes on.  

Sure, one or two dusty plaques on the wall may not mean everything; what counts is consistent high standards.  Look for a producer that is well recognized among its peers with international awards for their productions.

Reviews: Don't forget to check out reviews of the video producer you choose.

4). Value:  The Best Bang for Your Video Buck

Ever read the latest hot SEO tactics, only to find another article that trashes those same techniques?  Promoting your business in these rapidly changing times can be tough and confusing.  Web-based advertising can be surprisingly ineffective, dollar for dollar, and you’ve seen it yourself: the pizza parlor click-through ad next to an article about funeral parlor improprieties, or a car sales link next to an article about a car recall. Crazy.

Avoid the online SEO “mystery stew” of sneaky black-hat tactics that simply cost you money, time, and embarrassment, and at best only rank you among a long list of your competitors - and at worst, cost you customers. 

If you're spending $10K, $20K or more per month on online advertising, it's time for a change.  You could spend just a quarter of your current online budget on TV and reach thousands of local customers.  Better still, you can reach your customers with a full-screen, memorable message that presents your product or service with style and entertainment value.

5). Reliability:  Longest In Business

All those wannabe TV producers and advertising newcomers got their sales pitch from somewhere -- likely copied from established TV ad agencies.  Trouble is, they don’t really understand what is involved in making a broadcast-ready commercial and are just looking to reel in a customer for their other products.

Ask yourself:  does this producer have a track record of quality TV ad productions?  What do they know about cable TV (a red flag - maybe they’ve never produced anything that made it onto a TV screen)?  Any awards or testimonials?  Do all of their productions look the same whiteboard doodle or feature the same guy as the spokesman?  Are they leaning on the crutch of boilerplates or templates?

About the author: Cheap TV Spots™ is the originator of the international online TV ad agency model in the discount category.  With decades of award-winning work, and thousands of TV commercials produced for TV broadcast in seven languages, no other independent agency has more experience and success in this sector.  Cheap TV Spots is the affordable online agency serving local, regional, and national markets with proven reliability and quality.