The practical steps involved in advertising on TV
To help you understand the process and path from idea to screen, we've put together a 10-point plan to guide you through.
1. The brief: What do you want to achieve?
To make the most of your advertising campaign, we will need to gather as much information as possible about you and your product/service. To aid us, we'd appreciate it if you would complete the New Business form in the contact section.
2. The advert
If you don't already have one, creating an advert can be very affordable in these modern digital times. We have our own ITV department called Commercial Breaks which can help or we can put you in touch with one of the many independent agencies.
3. The campaign proposal
Once we have analysed your objectives and identified your target audience, we will produce a proposal that delivers the best response to your brief.
4. Approval
Once we have an agreement on the proposal, we will put it in writing so you can confirm your airtime booking.
5. Clearcast
All commercials need to be cleared by Clearcast before they can be broadcast. It is a free process to advertisers, but it can take up to two weeks to clear. For more information, please visit www.clearcast.co.uk
6. Method of payment
As a new advertiser with ITV, a method of payment will have to be agreed. This is most likely to be a pro-forma invoice which can take up to a week to complete with payment prior to transmission, but might also involve credit terms if suitable insurance cover can be obtained.
7. Booking and schedules
Once the booking has been made and we have time to book suitable airtime you will be provided with a schedule document; this will detail exactly where and when your spots will be played out.
8. Managing the campaign
During the course of the campaign, we will manage your airtime for you and ensure it meets the parameters of the approval.
9. Campaign delivery
Following the campaign, we will calculate the value of airtime that was delivered. In some cases there will be either an under- or over-delivery - this normally takes the form of an adjustment of airtime value if you return to air.
10. Campaign evaluation
As part of ITV’s commitment to ensuring we provide the very best service and results, we’d like to take the opportunity to discuss the effects following the campaign to establish how we may help to build your brands further in the future.