TV Broadcast vs Online Video Content, What’s the Difference?
Where should I advertise? TV or online? What’s the difference between the two?
TV broadcast advertising and uploading video content online are two very different mediums and are subject to many different rules and regulations.
Production
To get a video produced for television production you will need someone who knows the rules and regulations of broadcasting. It is not as easy as making a 15 second video on your phone and sending it to your local television station. There are broadcast standards for video and audio that need to be met otherwise it will not be allowed to be broadcast.
With online video content these rules and regulations do not apply. You can film it on your phone, a GoPro whatever you have to film with and there is no broadcast standard to adhere to so it’s quicker to deliver. But keep in mind a good-looking video, clear audio and engaging content will help keep your potential client watching.
The only rules that apply to online video content production is Copyright Infringement. That means you can’t use your favourite AC/DC track as background music!
Content
Television broadcast has many strict rules to what you can say in your advert. TV advertising is heavily regulated by Free TV Australia through their advertising regulator ClearAds. If you want to say you’re the ‘Best in Town’ you can forget it, unless you can substantiate that by fact through evidence, if not Free TV Australia will not allow it.
With Online content you are free to say what you like as there is no overall governing body to regulate content in Australia. However, this doesn’t mean that your morals go out the window as people can still report you to the ACCC for inaccurate claims or misleading content. ‘The ACCC can require companies to substantiate any claims on their social media pages, and can take court action where it identifies a breach of the law (or issue an infringement notice in certain circumstances.’ (ACCC)
You can also post more than just an advertisement online. You can produce a ‘how to’ video, mini documentaries and much more as you’re not as confined to the 15 and 30 sec time slots like TV.
Cost and Delivery
Television advertising can become expensive depending on the length of your ad and where your ad appears. Television stations do a lot of research into the demographic and viewership of a particular program and can target your ad towards your ideal audience.
However, advertising during popular programming can come with a hefty price tag. You also need to pay delivery fees to have your video delivered to the television station you want to advertise with, unless it is produced in-house, and there are also fees to have it approved and classified with ClearAds.
Online video content to deliver online is pretty much free. Of course, just posting your video online doesn’t always mean it will be seen by your potential client. Targeting your video to your specified client using the social media ads can help your potential client reach.
Creating engaging and interesting content can help your video be shared to other potential clients.
Television advertising can work very well if you have a healthy budget to produce, approve and deliver to your chosen stations and have the money to advertise in popular programming. If your advertising budget isn’t the same as McDonald’s however then online video content may be a terrific option for you.
Don’t know where to start with online video production? Have no idea how to film and edit? Then give Little Pig Consulting a call and we can help you produce your first, online video.
