New generation advertising messages on TV2

The recently established TV2 Brand Care group and the spot types developed by them were the topics of a roundtable discussion held in June. In recent years, TV2 has been focusing on developing and selling special, non-spot types of advertising. However, a recent change in strategy has resulted in a program to reform spot advertising. – Our objective is to design an advertising surface which is unique and exciting, yet easier to digest for viewers –emphasises Krisztián Kovács, sales director of TV2. Some new forms have already been tested by the Brand Care group. For example, single spot advertising was introduced last December. TNS was contracted to measure the effectiveness of the Unicredit campaign. As Csaba Atkári, head of research has told us, 16 per cent of viewers had noticed the unconventional form of advertising. It is an outstanding result that 57 per cent of viewers identified the special appearance with Unicredit. Single spot advertising has been received favourably by 55 per cent of viewers. According to Vera Szabolcsi, marketing director of Vodafone, they use single spot advertising primarily for image enhancement. In the opinion of László Palincsár, media director of Initiative, there are few spots in Hungarian advertising which focus on image rather than a product, but single spot advertising is an excellent tool for the few. The „promotional trailer” first seen in “Nagy fogyás” as a Neckermann advertisement, combined with a classic spot at the end of the program was also very successful. The creative opportunity for presenting prizes first used in “Kiválasztott” where a spot appears in the split screen has also received an enthusiastic welcome. ID spot and reminder spot are two other forms of experimental advertising currently under testing. The new types of spots are primarily intended to boost advertiser loyalty rather than revenues.