Engaging Scouting Alumni in Council Development Spark Session National Annual Meeting May 2015.
Spark Session with CHI
-
Upload
elinelereculey -
Category
Entertainment & Humor
-
view
70 -
download
0
description
Transcript of Spark Session with CHI
![Page 1: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/1.jpg)
An Introduction to TV
• TV Fundamentals
• TV Buying Process
• TV Developments and
Innovations
• A Brief Guide To Making a TV
Commercial
![Page 2: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/2.jpg)
Defining a TVRA TVR is the % of the total potential audience who viewed a particular spot
was watched by an average of 2m Ads1634
total potential audience (Universe) for Ads1634 is 14.6m
= 13.5 TVRS
![Page 3: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/3.jpg)
TV Fundamentals
![Page 4: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/4.jpg)
CPTCost per thousand impacts
CPTCost per thousand impacts
=
REVENUE
AUDIENCE
TVRS are determined by Price
![Page 5: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/5.jpg)
Demand(Revenue)
Supply(Viewing)
Price(CPT)
A Supply and Demand market
![Page 6: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/6.jpg)
Costs vary by station…
Source: DDS, Group M Estimates 2012
![Page 7: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/7.jpg)
…by target audience
£95.03
£59.37
£42.23
£37.40
£15.28
£5.31
1634 Men
1634Wmn
HW+Ch
16-34 ADS
ABC1 Ads
Ads
Average ITV CPT
Source: DDS, Group M Estimates 2012
![Page 8: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/8.jpg)
…and by month
£49.17£59.76
£71.32£71.24
£57.92£42.78
£47.92£47.59
£46.72£40.79
£35.26£34.15
DecNovOctSepAug
JulJun
MayApr
MarFebJan
Average Ads1634 CPT
Source: DDS, Group M Estimates 2012
Average price is £64.70
![Page 9: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/9.jpg)
The TV Buying Process
![Page 10: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/10.jpg)
Best blend of quality and price
Channel mix
Dayparts
DRTVPosition in break
Effective Weekly weights
Centre breakaccess
Programming
Channel mix
Dayparts
DRTV
Effective Weekly weights
Programming
Channel mix
Dayparts
Effective Weekly weights
Things to consider when planning/buying TV
![Page 11: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/11.jpg)
TV buying starts at AB…
AB DeadlineMonth
of Transmission
Money approvedto TV stations
Schedules released to
agencies
Schedulesbooked by TV
stations &optimised
Two Months
Continued airtime improvement
Programme requests sent
Negotiated airtime
improvement
Wks prior to TX: 8 7 6 5 4 3 2 1 0
All good programming booked up so approve late and quality suffers
significantly
Seasonality also affects how flexible stations can be with AB deadlines. Q4 is always very difficult due to over-demanded programming and high brand counts
![Page 12: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/12.jpg)
The TV buying process
Book in schedules
Re-rate spots Determine
what can be afforded Argue CPTs
(rev/aud)
Turn-around
campaign quality
Chase key programmesEnsure
hitting channel mix
dealsChase value
to ensure strikeweights
are met
Assess market and
report to client
![Page 13: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/13.jpg)
TV Developments and Innovation
![Page 14: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/14.jpg)
Areas of development in TV
Enhanced Viewing New Devices becoming TV devices
Connected TVs TV & Other Devices
![Page 15: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/15.jpg)
Areas of development in TV
Enhanced Viewing New Devices becoming TV
devices
Connected TVs TV & Other Devices
![Page 16: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/16.jpg)
TV Sets are getting bigger
![Page 17: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/17.jpg)
Analogue switch off is imminent
![Page 18: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/18.jpg)
You View just launched
![Page 19: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/19.jpg)
Now TV is an example of on demand TV growing
![Page 20: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/20.jpg)
First screen developments
Product Placement Brands and channels
working closer together eg. AFP
![Page 21: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/21.jpg)
Tresseme sponsorship with next top model
![Page 22: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/22.jpg)
Successful to push brand metrics
![Page 23: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/23.jpg)
Advertorial/themed breaks
![Page 24: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/24.jpg)
Areas of development in TV
Enhanced Viewing New Devices
becoming TV devices
Connected TVs TV & Other Devices
![Page 25: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/25.jpg)
Penetration on the increase
![Page 26: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/26.jpg)
Views across 2011
![Page 27: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/27.jpg)
C4 innovating with new VoD formats available to advertisers
![Page 28: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/28.jpg)
And some more formats on the horizon
![Page 29: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/29.jpg)
Areas of development in TV
Enhanced Viewing New Devices becoming TV
devices
Connected TVs TV & Other Devices
![Page 30: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/30.jpg)
Each of the big 4 have their own technology
![Page 31: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/31.jpg)
Areas of development in TV
Enhanced Viewing New Devices becoming TV
devices
Connected TVs TV & Other Devices
![Page 32: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/32.jpg)
Second screen devices are often used whilst watching TV
![Page 33: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/33.jpg)
And tech companies are taking advantage of this
![Page 34: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/34.jpg)
As well as media owners
![Page 35: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/35.jpg)
And advertisers
![Page 36: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/36.jpg)
A brief guide to making a TV commercial
![Page 37: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/37.jpg)
TalkTalk: Homes Within Homes 60”
![Page 38: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/38.jpg)
The TVC Process
![Page 39: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/39.jpg)
Script
We would take the camera inside ‘homes’ that are situated in people’s real life homes. We’d film the characters as they come to life, watching enviously out of their windows at the real people in the real homes using Talk Talk (skyping, surfing YouTube, calling friends and so on). Each so called home would come to life true to the style that it’s rendered in. So an oil painting of a house that hangs on a wall would come to life, with the characters within it moving in their fluid, oil painted state. Inside a cuckoo’s home, we’d observe a wooden cuckoo moving around it’s house in a very rigid, comedic way (think Professor Yaffle from Bagpuss). The house on the front cover of a DVD would be shot live action, replicating the real life look as intended on the cover. Or a plastic scale model railway signal man comes to life, and we see inside his plastic world as he moves over to the signal hut window to observe the outside world of the real home using TalkTalk. All of the scenarios above are just starters for ten – we’re sure there’s lots more interesting ‘homes’ that can be found and brought to life in an entertaining way. After visiting five or six homes within homes, we would then revisit them towards the end of the commercial. All the envious characters are envious no more, as they now have Talk Talk installed and are enjoying the benefits for themselves.
SUPER: TalkTalk logo.
SUPER: A brighter home for everyone.
TalkTalk ‘Homes Within Homes’ 60”
![Page 40: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/40.jpg)
Timings
Weeks Stage Proposed Dates
Final Script approval by Friday 24th December Christmas Break w/c Monday 27th December BANK HOLIDAY on Monday 3rd January Commence Director search w/c Tuesday 4th January Director meetings w/c Monday 10th January Develop treatments and budgeting w/c Monday 17th January Treatments and budget to agency on Friday 21st January Budgeting on Friday 21st January
1 Treatments to Creative DirectorContinue budgeting on Monday 24th January
Present recommended treatment and budgets to Talk Talk on Wednesday 26th January
Client approve recommended director and estimate by Thursday 27th January
Full go ahead to production incl. casting, location recce. Art director briefed and boards begun on Friday 28th January
1st 50% of budget invoiced to client on Friday 28th January 2 Continue pre-production w/c Monday 31st January 3 WIP meeting incl. presentation of storyboards and artists w/c Monday 7th February
Commence applications for child licences based on approved cast from Wednesday 9th February
1st 50% of Budget payment due from client by Friday 11th February
4 Final pre-production meeting incl. sign off of all elements incl. casting and location w/c Monday 14th February
Artist background checks w/c Monday 14th February Production Company 1st 50% due by Friday 18th February 5 Shoot w/c Monday 21st February 6 Commence offline editing w/c Monday 28th February First offline edits to Agency (and Clearcast) by Thursday 3rd March Offline edits to Creative Director on Friday 4th March
7 Agency amendsVO record on Monday 7th March
First offline edits to Talk Talk on Tuesday 8th March
Edit Feedback & revisions from Tuesday 8th March
Client approval of off-line edits by Friday 11th March 8 TK approved edits on Monday 14th March
Commence online post production / animation incl. SFX and sound dub from Tuesday 15th March
9 Continue online post production / animation w/c Monday 21st March
10 Continue online post production / animation w/c Monday 28th March
11 Continue online post production / animation w/c Monday 4th April
12 Continue online post production / animation w/c Monday 11th April
13 Continue online post production / animation w/c Monday 18th April
14 Continue online post production / animation w/c Monday 25th April
15 Continue online post production / animation w/c Monday 2nd May
Final film to client for approval by Thursday 5th May
16 Final films approved by Client and Clearcast by Monday 9th May
Playout to TV stations on Tuesday 10th May
On Air TV from Friday 13th May
![Page 41: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/41.jpg)
Treatments & Budgets
Adam Berg (on budget)
Brett Forakker (£100,000 over budget)
Dom&Nic (£80,000 over
budget)
![Page 42: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/42.jpg)
Storyboards
![Page 43: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/43.jpg)
Character design
![Page 44: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/44.jpg)
Character design cont...
![Page 45: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/45.jpg)
Locations
Insert information
![Page 46: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/46.jpg)
Shoot
• Live Action shoot - 3 day location shoot across 5
locations in London.
• Standard shoot day is 10 working hours
• Filming with children (reduced filming times)
• Stop Motion Animation shoot – 4 days
• It takes 1 day of shooting to obtain 6-9 seconds
of stop motion footage
• No options for alternative takes with stop motion
animation
• We shot 8am – 3am most days and had to shoot
an additional 1x day to get what we needed.
• TalkTalk Animators had just finished working on
Fantastic Mr Fox (see how similar the characters
move in the film and the TVC)
![Page 47: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/47.jpg)
Offline edit (alt. 6 character version)
![Page 48: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/48.jpg)
Music Home - Ellie Goulding Close to home - Ian Dury No place like home- Elvis Home-Iggy Pop I wanna go home - Van Morrison Home is where the heart is – Elvis Presley Mama I’m coming home – Ozzy Osbourne – tone change at 1min 30sec Home of the brave- Lou Read Goin home- Elvis Home- Edward Sharpe At home- Crystal Fighters On my way back home- Band of Horses Home- Foo Fighters Bring me home- Sade Home- LCD soundsystem Home- Glasser My home- Seasick Steve
Music option: ‘All out of love’
![Page 49: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/49.jpg)
Final film
![Page 50: Spark Session with CHI](https://reader038.fdocuments.in/reader038/viewer/2022103114/555a5ef5d8b42a47748b5211/html5/thumbnails/50.jpg)
Quiz