Types of Commercials: A Complete Guide for Businesses

It can be difficult to grow a business nowadays without advertisements. The world is now so connected that videos have become a great medium to get your business known. 

With the right type of commercial, you can develop a brand image, launch new products, and instill the value your business holds. 

Surprisingly, 84% of people expect brands to create content for their products. (Source: Twicsy)

So what are the different types of commercials you can look into? 

Each type can be used for other products or company structures. Each has benefits and is made with a certain marketing objective in mind. 

So, let’s look into all the commercials in this article today. We will cover all types that you can look into and how they can be beneficial for different types of businesses.

Highlights: Types of Commercials

• Television Commercials
• Radio Commercials
• Online Video Commercials
• Social Media Commercials
• Print Commercials
• Outdoor Commercials
• Digital Display Ads
• Influencer and Sponsorship Commercials

8 Types of Commercials

Commercials can be spread throughout different mediums each having something up its sleeve. Let’s look at some of the different types of commercials. 

1. Television Commercials

Television commercials have been used for a long time since the introduction of the TV. They are meant to be short and impactful so that they do not take up much viewer time. TV commercials usually have to follow a narrative to capture the audience’s attention and convey a message. They can be a quick 15- 60-second ads. 

Benefits

• Wide Reach: Television has a broad audience base that ranges from people of 35 years and above. Children watch TV but not as much as they used to even a decade ago. TV commercials are great for areas where people do not have internet access. 
• High Engagement: TV commercials are usually engaging and effective in leaving a lasting impression on the viewer.
• Brand Visibility and Credibility: A business can build its brand as TV commercials a often repeated within a short period. 

Best Practices

• High-Quality Production: TV commercials have to be professionally shot to make a strong impression. 
• Engaging Storylines: You need to have a narrative that the viewer can relate to make them effective. 
• Targeting Prime Time Slots: TV commercials need to be aired during prime time when viewer engagement is highest. 
• Clear and Direct Call-to-Action: Like any marketing content, TV commercials should have a clear call-to-action (CTA) that tells viewers what step to take next. 

2. Radio Commercials

Radio commercials are broadcast over radio frequencies. Since they rely on voice, sound effects, and music to communicate they are not that effective anymore. They last for anywhere between 15 to 60 seconds and are great for commuters and areas with no TV or internet. 

Benefits

• Cost-Effective: Radio advertising is cheaper to produce making it accessible for businesses with smaller budgets.
• Local Targeting: Radio commercials are great for targeting certain customers based on certain locations.
• Repeated Exposure: Radio ads can be played multiple times throughout the day allowing you to spread the message frequently. 

Best Practices

• Clear Messaging: Given the short duration and audio-only nature, make sure the message is clear and easy to understand. 
• Catchy Jingles: Jingles are a great way to bring relevance to a radio advertisement. 
• Optimal Time Slots: Try to air radio advertisements during peak times like rush hour or lunch breaks.
• Engaging Narratives: No matter how brief the ad is, keep the narrative engaging and relatable. 

3. Online Video Commercials

Online video commercials can come in various forms. They are premiered on digital platforms, such as YouTube ads, in-stream videos on social media, and video banners on websites. They can vary greatly in length. It can be anything from a short clip to longer informative videos. 

Benefits

• Targeted Reach: Online platforms can be used to target different things like demographics, interests, and behavior. It is more precise than any other format and can be better catered to business goals.
• Measurable Results: You can use analytics to track how well these videos perform. This data is great for measuring how well the ad is and ROI.
• High Engagement: These commercials are usually highly engaging and more effective than static ads. 

Best Practices

• Short and Engaging Content: The short attention span of online viewers requires the content to be short and engaging. Make sure you can hook the viewer within the first few seconds.
• Use Performance Analytics: Utilize performance analytics to assess and refine video commercials. 
• Platform-Specific Strategies: Make sure the content is in line with the norms and expectations of each platform. For example, what works on YouTube might not perform as well on Facebook.  

4. Social Media Commercials

Social media commercials are advertisements you see on Facebook, Instagram, TikTok, Twitter, and LinkedIn. These ads are static images, videos, carousels, and stories. Each platform has unique features and formats that you can use to cater to a specific audience. These platforms are usually very immersive can these ads can blend seamlessly into users’ feeds.

Benefits

• Targeted Advertising: Social media platforms have sophisticated targeting tools that you can use to make your business known. This ensures that you can deliver ads to the relevant audiences.
• High Engagement: Ads on these platforms can engage users through likes, comments, and shares. 
• Viral Potential: If your commercial is well made then your videos will be shared fast. These types of commercials have the chance to get spread beyond the original target audience.

Best Practices

• Understanding Platform Algorithms: Each social media platform uses unique algorithms that dictate how content is displayed.  to users. Advertisers should stay informed about these algorithms to optimize their ad strategies, ensuring maximum visibility and engagement.
• Leveraging User-Generated Content: Using content created by users can add authenticity and relatability. This strategy often leads to higher trust and engagement rates.
• Continuous Testing and Optimization: You need to experiment with different ad formats and targeting settings. 
• Mobile Optimization: Since most of these videos will be viewed on mobile devices, make sure to optimize them for different types of devices. 

5. Print Commercials

Print commercials are published in newspapers, magazines, brochures, flyers, and posters. The design and content of print ads are crafted with striking imagery and bold headlines. Although they were very relevant decades ago, they are still used by some businesses. 

Benefits

• Tangibility: Print ads can be touched and felt whenever a reader picks up the publication.
• High Credibility: Print media is still considered more credible and trustworthy. 
• Targeted Audience: Print media often caters to specific demographics or interest groups. For instance, fashion brands might advertise in magazines. Similarly, government tenders might target readers of general newspapers. 

Best Practices

• High-Quality Graphics: Professional and high-quality images are required to appeal target audience. 
• Compelling Copy: The text in print commercials should be engaging with a clear message, a compelling headline, and informative body text.  
• Strategic Placement: How an ad is placed within a publication can affect its visibility and impact. For example, ads placed on the back and inside front covers can increase engagement rates.

6. Outdoor Commercials

Outdoor commercials, also known as out-of-home (OOH) advertising, include billboards, transit ads, and posters. They are strategically placed in high-traffic public areas such as highways, bus stops, subways, and city centers. These ads are designed to catch the eye of passersby, commuters, and other outdoor audiences. 

Benefits

• High Visibility: being placed in prominent locations means they are more likely to be seen on a daily
• Broad Reach: Outdoor advertising can help reach a wide audience, including daily commuters, and pedestrians.
• Location Targeting: You can strategically place these ads for local businesses or events.

Best Practices

• Bold and Simple Design: Outdoor ads should be visually striking with bold and clear designs. They should be visible from a distance. 
• Strategic Locations: The right location can maximize the impact of an outdoor ad. 
• Clear Messaging: The message you want to convey must be concise and to the point. 
• Durable Materials: Outdoor commercials should be made from materials that can withstand weather conditions. 

7. Digital Display Ads

Digital display ads are a form of online advertising that includes banner ads, pop-ups, and ads served through display networks across various websites. These ads can be static or animated and are shown on web pages. These can be placed on the top, sides, or within the content itself. They aim to attract the user’s attention and drive traffic to a website or landing page.

Benefits

• Wide Reach: Display ads can be given on websites worldwide, reaching a broad audience. 
• Retargeting Capabilities: Digital display advertising is great in retargeting which involves showing ads to users based on their search trends. 
• Detailed Analytics: Advertisers can track the performance of display ads in real-time with metrics such as impressions, clicks, and conversions. 

Best Practices

• Eye-Catching Designs: These need to be visually appealing to attract attention. 
• Clear Calls to Action (CTAs): Each ad should have a clear CTA that encourages viewers to engage further by clicking the ad. 
• Appropriate Targeting: Utilize targeting options to make sure your ads pop up to your relevant audience. 

8. Influencer and Sponsorship Commercials

Influencer and sponsorship commercials are the new trends in advertising. These are collaborations between brands and influential individuals. These influencers need to have a following on social media or other platforms. Influencers can be celebrities, industry experts, or content creators who have built credibility and a loyal audience in specific niches. 

Benefits

• Authentic Endorsements: Endorsements from influencers are trusted more than other types of endorsements. 
• Access to Niche Audiences: Influencers often cater to specific demographics that are usually niche. 
• High Engagement: Content created by influencers tends to generate higher engagement in terms of likes, comments, and shares. 

Best Practices

• Choosing the Right Influencers: You need to choose an influencer that is in line with the product you’re selling. 
• Authentic Messaging: The influencer’s content needs to seem genuine and align with their usual tone and style.

Benefits of Different Types of Commercials

Type of Commercial	Maximizing Reach	Cost-Effectiveness
Television Commercials	Broad reach across diverse demographics ideal for mass market branding.	High production and broadcasting costs; typically between $200,000 to $1.5 million for national campaigns.
Radio Commercials	Great for targeting local markets	Costs can range from $200 to $5,000 per week
Online Commercials	Highly targeted advertising using detailed user data.	Can start as low as $0.50 to $2.00 CPM (Cost Per Thousand Impressions) to $10 or more.
Social Media Commercials	Target specific demographics based on social activity.	Generally cost-effective with expenses ranging from $200 to $50,000 per campaign
Print Commercials	Target readers of specific publications. Great for the older generation	Local ads might range from $250 to $10,000
Outdoor Commercials	Great for targeting geographically. Great for reaching commuters and locals.	Billboard costs range from $750 to $14,000 per month

How to Choose the Right Type of Commercial for Your Business?

To choose the right type of commercial, make sure you do the following things for maximum exposure.

Audience Analysis

For any marketing effort, you need to know who your target audience is. Start by understanding your target audience, including their demographics, media consumption habits, and preferences. This helps determine which type of commercial you need.

Budget Considerations

Budget is another factor that you need to consider. If you have a big budget for a mass advertising campaign, you can look into TV commercials. On the other hand, if you want to reach a specific type of audience with a small budget, you can look into social media advertising. 

Business Goals

Note down what you want to achieve from your advertisement. Do you want to launch a new product or raise awareness? Each type of advertisement can be used for a certain outcome. Once you have the goals in line, you can make sure your budget is used efficiently for the best outcome.

Best Practices for Creating Effective Commercials

Follow these best practices for creating effective commercials for your business.

Engaging Content

The content you publish should have a great story that the audience can relate to. To add to this you need to add music and video that can grab the viewer’s attention in the first 10 seconds. A soundtrack from a well-known producer or an actual reputed track can speed up the engagement rate.

Clear Messaging

While keeping the content engaging, the message you portray should be simple. Try to focus on why the viewer should buy your product rather than why it is the best thing in the market. This message should carry over to any other form of advertising effort you take up.

Call to Action (CTA)

A good CTA takes your video from good to great. The CTA should be easy to access be it a number to call or a website to visit. It needs to show the viewer a level of urgency to take action right away. 

Measuring the Success of Your Commercials

Key Metrics

• Reach: Measures the number of people who have seen your commercial. For TV and radio, the reach can be measured by viewership and listenership statistics.
• Engagement: Likes, shares, comments, and watch time help assess how the viewers interact with your ad.
• Conversion Rates: This is the most important metric as this tells you how many people are buying your product through the influence of commercials. 

Tools and Techniques

• Analytics Platforms: You have Google Analytics for digital ads, and social media analytics on Facebook and Instagram. There are many specialized software for TV and radio ad tracking too.
• A/B Testing: Run different versions of your commercial to see which performs better than the other. 
• Surveys and Feedback: For further information, you can do consumer surveys and gather direct feedback from viewers. 

Continuous Improvement

• Data-Driven Decisions: With the data you gather from metrics and surveys, you can track and analyze your commercials 
• Trend Analysis: Staying up with the trends can help keep your commercials relevant to the masses 
• Iterative Process: Make sure your future commercials are successful and key in the lesson you learn from failed ones from before. 

Choose The Perfect Commercial For Your Business

So there you have it, these are the different types of commercials that you can look into when marketing your product. With how advanced we are now technologically, making commercials is very simple nowadays. When creating a commercial, follow our guide to make sure you can successfully steer millions to your business!
For high-quality commercials, contact LocalEyes.

Frequently Asked Questions (FAQs)