Tips for A Video Ad Campaign, Including Broadcast and Digital Scripts

by Jen Lap

Write Label’s broadcast video ad clients are increasingly looking to offer their customers a suite of solutions, covering broadcast spots of varying lengths as well as digital ads that appear on streaming platforms and social media feeds.

To support these efforts, writers may see projects requesting video scripts that are intended for specific media outlets or platforms. Because digital advertising allows for precise audience targeting, some of these projects will include enhanced audience information.

In many cases, the Write Label projects will be multi-element, including a request for a broadcast script as well as at least one digital script. It is important to consider each of the scripts as part of an overall campaign. Although the duration, organization and minor messaging may vary, each script should feel thematically and tonally the same.

Below are a few key terms and some tips on how to approach each platform and how to address the added audience info.

Broadcast: Traditional video ads that air on network and cable television. Read about crafting great TV ad scripts here (https://writelabel.com/resources/detail/At-pZANQAAI)

OTT (Over the Top): Advertisements aired through streaming services. These ads are placed during long form content and viewed on a variety of devices (TVs, laptops, phones and tablets). The main difference between broadcast commercials and OTT commercials is how you see them (satellite vs. internet, etc.). Stylistically, OTT advertising is similar to the types of ads you’ve written on Write Label for broadcasting clients, and many of the guidelines you’ve followed for broadcasting ads will remain the same.

In most cases, Write Label projects will group Broadcast and OTT together, and you will write one script to cover both.

Pre Roll: Advertisements that play before short form video content. Pre Roll videos are viewed on phones, laptops and tablets.

Social media: Advertisements presented on social media, such as Instagram or TikTok. Unlike pre-roll commercials, these videos are not attached to other types of content and stand independently. Social media ads are viewed on phones, laptops and tablets.

Here are some important elements to keep in mind when writing Pre Roll or Social Media video scripts:

• Remember the viewer experience.

The viewer experience for broadcast/OTT commercials differs from the viewer experience for social and pre-roll commercials. Watching TV can be a social activity, so people may view broadcast and OTT commercials with a group of people. Meanwhile, scrolling through social media or watching short video clips is often a solo activity, so the viewer experience for social media or pre-roll advertisements is more personal. When writing an ad for social media or pre-roll, try to make it sound as if the ad is speaking directly to that person.

• Remember, the audience is extremely targeted.

Broadcast advertisers can choose to advertise on a specific channel or during a specific program. When using social media or pre-roll, advertisers can target certain demographics based on particular metrics, such as credit score, number of children in the household, education level, etc.

• Project briefs for these projects will include specified demographics. While your broadcast/OTT ads should keep these specifications in mind, they should still appeal to a broad audience. Your pre-roll or social media ads, on the other hand, should hone in on these specific demographics. One way to do this is by making small but meaningful changes to the actors, setting or certain words or phrases used in your broadcast/OTT script.
• Don’t rely on sound

Social media and pre-roll ads automatically default to play without sound. Your ad has to be visually appealing enough to get viewers to turn on their volume. Your ad should still be effective without sound. This is what digital advertisers call “the silent movie test.” Descriptions such as “a man sitting in front of a green screen talking to the camera” will likely prove ineffective for this type of ad. The goal here is to pique the viewer’s curiosity. Here’s a good example of an ad that relies heavily on visuals in order to attract viewers even without sound: https://www.youtube.com/watch?v=keZry9ApESU

• Offer value immediately

Like any other advertisement, social media and pre-roll ads have about four to six seconds to get the viewer’s attention before the viewer scrolls past or clicks the “skip” button. The best way to ensure that a viewer watches the entire ad is by immediately offering the business or product’s value.

Example: Farmers Insurance

Below are various ads for Farmers Insurance and where they were placed.

Broadcast/OTT: https://www.ispot.tv/ad/wezG/farmers-insurance-hall-of-claims-close-claws

This is a great, funny ad but it takes a few seconds before they get to the “meat” of the commercial. Since broadcast/OTT commercials automatically play at the same volume as the show that the viewer is watching there’s no need to use strong imagery in order to encourage the viewer to turn the volume up. This ad could easily be converted into a social or pre-roll video by cutting out the first 15 seconds.

Social media/pre-roll: https://www.facebook.com/117923064901692/videos/341244517087434

This is a good example of an effective social media or pre-roll ad because it starts off with strange/funny imagery: a man drove his car into a tank at the aquarium. This will encourage the viewer to turn the volume up to learn what the ad is about. If the viewer does not turn the volume on, the subtitles and text graphics will ensure that they receive the message the advertiser wants.

https://www.facebook.com/117923064901692/videos/360108171553911

This is another good example of an effective social media or pre-roll ad. The visual of a group of clowns approaching a car is unique, unusual, and likely to pique the interest of the viewer. Remember, viewers who are watching pre-roll or social media ads are typically watching alone. The way the commercial is shot makes the viewer feel like they’re sitting in the car with the driver, providing an intimate, on-on-one feel. This ad would also tell a complete story even if it didn’t include subtitles.

While different, all three ads are clearly related and represent the same company. When creating ads for a digital ad campaign, make sure that there are similarities throughout each ad in your campaign.

We look forward to diversifying our offerings and giving you new opportunities to be creative! If you have any questions, please feel free to contact us at team@writelabel.com.