Creating an advertising spot without going through an agency is possible! TV advertising spot, cinema, for social networks, discover how to create a professional spot, even with limited resources.
What is an advertising spot?
An advertising spot is a video intended to promote a product, service or brand, whether on television, on social networks or YouTube. Its objective is to capture attention, convey a clear message and encourage action.
Historically broadcast on television or in the cinema, the advertising spot remains popular on these media, while gaining popularity on social networks. If you are considering a TV or cinema broadcast, knowing the costs is essential to planning your budget.
The price of a TV commercial
Historically, the commercial was broadcast on television or in the cinema. It still remains widely distributed on these communication channels today, not to mention the arrival of social networks. If you want to publish your future advertising spot on TV or in the cinema, it is important to know the indicative costs to plan your advertising budget.
What is the price of a TF1 advertising spot?
TF1 being one of the most watched channels in France, its prices are among the highest. A 20 to 30 second spot can cost several tens of thousands of euros for daytime broadcast, and up to several hundred thousand euros for prime time.
The price of a France 2 advertising spot
Prices on France 2 vary depending on schedules. For example, a 30-second spot broadcast at 7:35 p.m. is charged €28,200, while at 6:30 a.m. the rate is €1,700.
What about an advertising spot at the cinema?
Cinema advertising offers unique visibility thanks to a captive audience. Prices vary depending on the duration and type of broadcast:
- National spot (30 seconds): between €3,000 and €10,000;
- Local or regional spot: around €1,000 to €3,000.
The key steps to creating an advertising spot
It all starts with a story worth telling. As with any successful recipe, an effective advertising spot requires an essential ingredient: a captivating story. Without it, all your efforts risk going unnoticed. It's your story that will determine whether your ad grabs attention or quickly fades into obscurity.
Also read: 7 ways to advertise inexpensively
1. Know your target
If you don't know your audience, your story may lack impact. To reach your target and save time (and money), identify a “typical” viewer: their gender, their age group, their socio-professional background, as well as the daily problems you seek to solve. The success of your scenario depends above all on the person to whom it is addressed.
2. Think about the story of your commercial before writing
Now that you know who you are talking to, you need to imagine a story that will interest your target. A story has a beginning, a middle and an end: everything in your script must be worked to deliver the right message. Since an advertisement is a very short format, be ruthless and eliminate the slightest dispensable or superfluous element.
3. Write the scenario
The next step in creating a commercial is to write a clear and structured script. Focus on a story that is short, engaging, and easy to understand. Include a strong hook, key arguments and a clear call to action. Also consider using the language of your audience to create an authentic connection.
Also read: How to write a YouTube video script?
4. The storyboard stage
At this point, your advertising spot idea is already well defined. But what about the other people involved in making it happen? As in cinema, the storyboard is an essential tool: it presents your story graphically, often through sketches, so that everyone can visualize the scenario.
The storyboard allows the entire team to concretely represent your vision. Depending on the needs, it can contain very precise instructions or simply suggestions to guide the staging and animation of the spot.
5. Prepare the casting
Once the storyboard has been validated and approved, it's time to think about casting, which must be done rigorously: remember, your ad is aimed at a target client.
If there are one or more people in your story, they must be selected so as to represent both your company and the image of the product that you are promoting to the consumer. This is crucial, we all have memories of actors in commercials who became the face, voice and soul of a company.
6. Prepare and carry out the shoot
- Specific settings;
- Special effects;
- Special viewing angles.
Don't forget the technical aspects: test the lighting, check the sound and make sure your camera or smartphone is positioned correctly. Careful preparation allows you to save time, avoid unforeseen events and obtain a professional spot, even with modest means.
7. Proceed with the video editing of your advertising spot
After filming, you need to transform your rushes into a concise and impactful video. The first few seconds should capture attention, even without sound, and the spot should not be too long.
To save time and guarantee professional assembly, call on a freelance video editor or a videographer is the ideal solution: it will select the best sequences, add the necessary effects and maximize the impact of your advertising.
8. Disseminate and measure impact
Publish your spot on social networks, YouTube or your website, targeting the platforms where your audience is most present. Analyze metrics like views, watch time, clicks, and shares to gauge the effectiveness of your video.
Also collect feedback from your audience to adjust your message and improve your next spots, in order to optimize your campaigns and maximize the impact of your communication.
Is it possible to create a free advertising spot?
It is possible to create an advertising spot without a budget thanks to online tools like Canva, InVideo or Adobe Express, which offer royalty-free models, animations and music. With a good script and a little creativity, you can produce professional content for social media, especially one YouTube video.
To go further and guarantee an even more qualitative result while controlling costs, call on a freelance specialist YouTube remains an effective solution and much cheaper than an agency.