Why choose TV Commercials Services in Vietnam?

Television commercial (TVC) advertising has long provided businesses with numerous benefits, and its reign persists in the digital age.

With unparalleled reach and scale, TV commercial ads present your brand to various user segments in different potential locations, not only your target audience.

Combined with proper digital techniques and strategic plans, your TVC would continue to bring about great marketing and sales impact, paving the way for your brand to claim their deserving position in the market.

What makes On Digitals a different TV Advertising Agency?

TVC production plays an important role in any forward-looking company with an adequate marketing plan. Done right from the first step, TVC will definitely imbue your brand image with creativity and a positive long-lasting impression.

An effective TV commercial production process takes more than just pre-defined steps and checklists. It requires thorough research, dedicated analysis and relevant expertise.

On Digitals prides to accompany you on the way to make your TV commercials outstanding and rewarding.

What solutions do our TVC Production Package offer?

With higher expectations and requirements, television commercial production isn’t a playground for laymen.

To get the most from your investment in television adverts, entrust the important task of production and booking TVC to the hands of expert TV ad agency.

Hesitate no more with the all-in-one TVC production service from your trusted provider – On Digitals.

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What is TVC?

In a nutshell, television commercial or TVC ads mean advertisements for a certain brand, products or services on TV channels. Just as other types of advertising, TV ads promote a message to boost brand awareness, trust and confidence in a brand, and ultimately increase sales.

However, compared to other media, TV advertising is unmatched in scale and reach as it is one established media with long-standing trust and is here to stay. Widespread impact is an undisputed power of TVC.

Many may mistake video marketing with TV commercials as the latter are made in video format too. However, video marketing is a part of a bigger digital marketing plan which posts video on online platforms to boost digital results, while TVC releases its powers through various channels on television.

You must have watched a lifetime of TV commercials and built your own system to categorize them. But in the end, TVC ads are either created in a “true” or “ live” point of view to create a sense of closeness/empathy or humor.

The most commonly seen TVC formats are as follow.

Presents quick highlights about a product/service. The main purpose is to stimulate the curiosity of viewers and urge them to try.
Presents not only images about a product/service, but also other qualities such as customer services, CSR activities, company culture… to etch a positive brand image and association in viewers’ minds.
Creates a feeling of uniqueness or difference to set a brand apart from their competitors. This type of TV ads may focus on a unique selling point for highlights, such as processes or products (e.g. its design, name or inventor).
Arguably the most often created TVC, it presents a common problem and shows how a product/service can solve it.
Convinces viewers by presenting either relevant performance data/certificates or before-after images. Both are to promote trust in a certain brand in solving a certain problem.
This type of TVC leverages on real persons speaking favorably about a certain brand, product or service. It may be a celebrity, a key opinion influencer (KOL), or an ordinary person whose traits match with the buyer persona to create positive association with viewers.
This name is taken from the phrase “get on the bandwagon”. So this TVC ad convinces viewers to try a product because it is trendy and many people are using it. This type can be combined with testimonials from a celebrity or KOL to add in the impact.

There are more than one way to combine different formats and build your original TV commercials. But remember that compared to other advertising media, television ads must follow stricter requirements so unlimited creativity may not always be the choice.

What are the steps of a comprehensive TV commercial production service?

A TVC production process may vary depending on specific requests and requirements of each company as well as other factors. Let’s take a look at a comprehensive process with 4 big stages and 9 smaller steps.


  1. Creative Brief
    Based on discussion between the customer and TV advertising agency, the brief will be designed as the foundation for the whole TVC ad production process. It details the following information:
    • Goals: Common examples are new product launch, brand promotion, brand awareness enhancement or sales improvement.
    • Message: This message will be key in the final TV commercial, so it is the base for the agency to build advertising content and the compass for the whole production.
    • Target audience: Who are the targeted viewers in this TV advertising campaign?
  2. Creative Concept
    Based on the agreed creative brief, the TVC production company will start generating advertising content with several concept ideas to reach pre-established goals.
    Different concepts will vary in their way of expression yet follow the same message above.
    These concepts help the customer understand how they can communicate their message to the target audience for highest impact. The most suitable concept will be chosen based on their potential of meeting the brand’s goals and expectations.


  1. Script Design
    After one creative concept is selected, the TVC production company will begin designing the script and detailing advertising content in each scene.
    This detailed script will then be converted into a storyboard for the customer and TV commercial production team to visualize different scenes with ease.
  2. Other Preparations
    Along with the script and storyboard, both customer and TV ad agency need to reach an agreement on several factors, including but not limited to:
    • Casting and hiring actors/actresses
    • Different settings
    • Costume, props, etc.
    Then, the agency will plan for logistics and supporting equipment/props for each scene.


  1. Draft Version
    After the script is finalized and approved, the TV commercial agency will start filming a draft version while assessing some factors.
    • Sound: Utilize sound to improve the impact of the ad and create a favorable impression for the brand.
    • Placement: Where to put the product in the ad for highest effect and where to put the ad to best match with the brand’s business.
    • Consistency: Ensure the actors’ or actresses’ images are aligned with the established or desirable brand image.
    The draft version will be sent to the customer for consideration and comments.
  2. Final Version
    Based on comments from the customer, the TVC provider will edit each filmed scene until perfection.


  1. Footage Refinement
    With each scene refined thoroughly, the agency will kick-off the final step in television commercial production, including:
    • Editing: Combine single scenes to create the final seamless advertisement.
    • Color: Based on specific requirements from the customers, different attributes such as contrast, hue, saturation, and highlight will be adjusted.
    • Sound: Ensure all audio elements work seamlessly and in sync with the images.
  2. TV Channels Selection and TVC Booking
    The TV commercial agency will help the customer select popular television channels, shows/programs and time to broadcast (day-part).
    Depending on the target audience, the agency will advise on the most suitable time and frequency to broadcast the TV commercial.
  3. TVC Broadcasting
    After booking, the final TVC will be adjusted to meet the required settings from selected TV stations before broadcasting.

What benefits does TV commercial advertisement provide?

Though being considered a “traditional” advertising media, TV commercials maintain attractive benefits from the past and provide additional compelling values in the present digital age.

Let’s take a look at several statistics from the 2021 Global TV Deck research of The Global TV Group:

TV commercials provide the highest sales in all media.
TV commercials bring about great ROI. It can result in sales uplifts for brands even when their investment remains lower.
No other media can beat TVC in reach. Advertising on television helps your company reach various audience groups with different demographics. Insights from reach data can help you analyze new potential segments and locations.
TVC advertising helps boost all other marketing levers by its strong synergies with other media. It results in increased digital advertising ROI by 19% thanks to the halo effect and increased all media ROI by 15-40%.
TVC is considered to have high resilience in times of economic recovery. Even with the appearance of new entertainment media like Netflix or YouTube, television doesn’t lose its popularity.
Being the most trusted form of advertising, TVC instills trust by conferring legitimacy and prestige. All the more, advertised businesses must provide relevant documents/surveys to be allowed to broadcast. Therefore, brands able to broadcast television adverts seem to appear more credible and resourceful than the rest.
TV ads are generally consumed in a less distracted and less noisy environment, so the viewers are more likely to remember the ads.
TV commercials can evoke more positive and longer-lasting emotions.
In contrary to common beliefs, TVC can be applied for even B2B brands, digital-native companies and e-commerce businesses. There are certain television channels for specific fields which call for B2B advertising.

What makes a TV commercial effective?


Just as any other content for marketing, a great TV commercial must provide unique, memorable content.

Here the effect of either Heart or Humor will help increase brand recall after watching the ad. The right sound and visual combination will enhance the effect further.

Also, length is another factor to take into account, as a too short or too long advertisement will reduce the overall impact.

Timing & spacing

It means when to broadcast your TV commercials, for how long and how often.

One common technique in spacing is to combine with social media. For example, before the launch of a TVC campaign, your company can post a “teaser” on social media to stimulate curiosity, then re-post the broadcasted ad (in a different and more suitable format) after the campaign ends.

Channel & show

Going for the most popular television channel and show is not always the go-to option, as the costs may outweigh the benefits.

Therefore, unless you want to run a mass TV commercial advertisement campaign, select wisely TV channels and programs where your target audience fancies.

On a side note

To measure true effectiveness of a TV commercial, you need to look at real data after the launch, for example changes in brand awareness or sales. No matter how artful or creative your TV ad looks, if it doesn’t bring visible, long-term results in alignment with your pre-set goals and expectations, it is still considered an ineffective investment.

What’s the best time to show a TVC?

Your common sense may answer that it’s when the number of TV viewers peaks, which means the traditional prime time from 8 to 11pm on weekdays. This may vary with locations and cultures.

However, when working remotely across borders becomes more popular and there are more diverse lifestyles blooming, TV prime time isn’t fixed on evenings anymore.

Therefore, trying to squeeze your TV ads in the traditional prime time of 8-11pm will surely increase the cost, but not a guarantee for increased results.

It’s best to choose the time to broadcast your TV commercial based on your target audience’s habits and preferences. Also, remember each TV channel and program has their own main audience with specific traits.

How long should a TV advertisement be?

In the past, TV commercials had a length standard of 60 seconds. As time passes, it reduces to 30 and now to 15 seconds. In fact, there is no real limits so you can create a TVC that lasts for 10 seconds or more than 60 seconds, but remember that TV stations and shows do have their own requirements.

To decide on the best length for your TV advertisement, ask yourself 3 questions.

How long do you need?

The more complex your message is, the longer the ad takes. Also, some certain TVC formats will take more time to realize its full effect.

Is your brand new or established?

Think about your brand’s current awareness level, not how long you have been in business.
If it’s low, you may need a longer time for the audience to get used to hearing your brand name.

How about your budget?

Consider your budget together with what you expect to get in the end. Try to think long-term and in a holistic view, for example the whole marketing plan rather than just a campaign.

A note of caution if you decide to create short TV commercials: it may negatively impact your brand recall – one of the metrics to measure advertising effectiveness. Stronger brands may resort to this solution to engrave deeper their existing impression in the audience’s minds.

In summary, some research advocates 15 seconds as the ideal length for TV commercials these days. Take it as a reference point and adjust to your specific situation.

How to measure your TVC campaign’s effectiveness?

There are many different ways to measure results of a TVC advertising campaign. One of those is following the formula of Nielsen: Reach, Resonance and Reaction.

Reach – The extent of exposure.

Generally, the reach of a TV commercial is measured by the average number of viewers that watch the show with the advert.

Resonance – The influence of the ad.

These metrics can be measured by digital results such as site traffic, search count (when you embed a link or keyword in the ad), and social mentions (when you create a hashtag or specific name for the campaign).

After the campaign ends, remember to upload the TV ad on YouTube or other channels (in the most suitable format) to encourage sharing and keep the impact going.

Another way to measure resonance is by running surveys or customer service calls. This method is more active and you will gather more specific TV advertising data from targeted groups, but it also consumes more resources.

Reaction – Real actions resulted from watching the ad, focused on purchase decisions.

This can be measured by the number of calls (when you leave a phone number on the ad), or sales of the advertised products.

What might stand in the way of a successful TV commercial campaign?

TV commercials are indeed powerful, but they're not omnipotent. So to ensure it works, pay more attention to the following factors.

Prior research must be conducted to learn how often your target audience watches TV, or if they prefer alternative entertainment media such as YouTube.
With more and more advertising and distraction, people’s attention span shortens and they are harder to please. For your TV commercials to attract viewers’ attention, unique and memorable content must be key.
Watching too many ads makes people tired and emotionally numb. To overcome this negative reaction, make your TVC stand out by presenting creatively your uniqueness such as unique selling points or product features.
Many advertisers frown over the lack of ability of a TV commercial to target specific groups. But this shortcoming is compensated by the widest reach that no other media can compare.
To take advantage of this, do proper research on your targeted groups to know when they watch TV the most and build your advertising plan accordingly.
If you need to change something after the TVC is broadcasted, either it costs much more than you wish (let alone the extra time consumed) or you can only cut it all off the schedule. To reduce this risk, plan carefully and think long-term before producing your television advertisement.

What’s the connection between TV advertisement and digital marketing?

As mentioned in the part about benefits of TV commercials, it boosts the ROI of all other media, including digital.

Consider an advertising campaign in which TVC is the main dish with digital marketing as the best supporter. Right advertising content posted on social media can help before and after the TVC official launch to increase the effect and spread the news further. Another scenario is nurturing the leads with digital marketing and closing the deal by a TV commercial campaign.

One great help that digital marketing provides TVC with is targeting. Combined with the unrivalled reach of TV commercials, brands can enjoy compound interests.

No matter how you combine TV advertisement with digital marketing, research and planning must be conducted in detail. Let’s take a look at a specific example when you combine TVC with social media.

  • There are several factors that help increase online chatting or social share related to TV advertising: program characteristics, product category, brand, TV ad characteristics (longer ads with celebrities work the best).
  • To take advantage of these, consider adding a hashtag as this enables and makes sharing easier while costing the least. Also, television shows with high social talk will help you earn social shares more easily.
  • Based on those factors, conduct your research to select the most suitable social media strategy, build all content needed with schedule, etc. before jumping at producing your TV commercials.

How long does it take to see the impact of successful TV commercials?

TV advertisement is praised for its immediate impact, specifically in brand awareness.

Compared to other types of advertising, TVC has its effect visible in a very short time: for some certain types of consumer goods, sales improvement can be observed within the first week of running television adverts.

How long will the impact of a TVC last?

According to one research about ROI of TV adverts, the effect doubles in long term. Specifically, sales improvement is still visible after 2 years of the TVC campaign. This impact varies with industry and goods. For example, confectionery enjoys a shorter period of TVC effect than cosmetics.

What should your company prepare for a successful TVC strategy?

TVC is not only for household names. Newly established companies or businesses with lower brand awareness can enjoy the benefits of TV commercials too.

In addition to following a comprehensive process and key points as listed above to produce an effective TV ad, there are some more recommendations to increase your chance of success.

  • Plan for a combination between a TVC campaign with digital marketing channels (e.g. social media, PPC, content marketing) and others (such as out of home advertising) to boost the impact.
  • Prepare a follow-up plan after running a TVC campaign to get the most from its carryover effect. Depending on your strategies and products/services, this plan may last for months or even years.
  • Run an analysis on data collected from your TV commercial campaign to produce insights about potential consumer segments and locations for your brand to expand. This can be used for next marketing campaigns, whether it’s another TVC or not.
  • In case of high investment on a TVC, consider testing it on digital channels first by using lookalike audiences and trailers or teasers.
  • Speak with an expert agency in TV commercial advertising. You can’t Google certain skills and expertise accumulated over time.

How much do TVC services generally cost?

There are two types of costs you need to consider when producing a TVC.

1TVC production costs
The components to consider here are length, number of shots, location, crew, and equipment.
The cost incurred will increase if you shoot outdoor and the weather is unfavorable, or you want to include celebrities or KOLs in your ads, for example.
All of these should be planned for and agreed on before production to avoid the unexpected.
2Broadcasting costs
These include airtime (how long your ad will be shown), day-part (the time slot to broadcast), seasonality, TV channels and shows.
TV shows allow for limited slots to advertise. The hotter the show, the more competitive those slots are.
Also, booking your TVC on a free or paid channel also affects your cost.
In sum, to avoid going over budget and other unpleasant surprises, plan thoroughly in advance and agree on key components. The best solution is to outsource the whole process to a trusted agency as they will help optimize your planning based on your specific requirements.
3 How to choose the best TV advertising agency for your company?
As TV commercial is more complex than other types of advertising, it’s best to look for a credible TV ad agency that offers full package services, a detailed, thorough process tailored to your needs, and a dedicated production team.
Also, proven ability in researching and analyzing with depth will help with building the best content, while a wide network in the field supports booking TVC with the most suitable TV stations.
Experience in video production is a plus.

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