TVC Makeover: we transform a TV commercial live into three types of banners
Making a TV commercial takes time, budget and creativity. A shame, then, to use it in only one place. With a smart TVC Makeover you repurpose your campaign for online, without having to film again. In this blog we show you how to turn one TVC into multiple banner variants — and why it pays off.
“Making a TV commercial costs heaps of time and budget, so why would you use it only once? With a smart TVC Makeover you translate your spot into banners for every channel.”
What exactly is a TVC Makeover?
A TVC Makeover is the conversion of a TV commercial into multiple digital ads. Think static banners, HTML5 variants or short video banners.
Instead of starting from scratch every time, you reuse scenes and elements from your TVC for other channels. That delivers speed, consistency and more impact. By planning smartly from the start, one shoot gives you content for all your platforms.
For Boels we turned one TV commercial into more than 100 dynamic HTML5 banners in 7 languages. No extra shooting days, and a complete banner set for an international campaign.
Why would you reuse a TVC for digital ads?
Because one shoot can deliver far more results. And because digital ads are flexible, measurable and scalable.
A TVC often gets only limited use. By reusing the material for digital ads, you can advertise far more precisely and more broadly. You extend the lifespan of your campaign, save on production costs and ensure brand consistency on every channel.
For Marie-Stella-Maris we used footage from their TV commercial for HTML5 banners with the same atmosphere and visual power. That way all expressions felt like one story.
Which banners can you make from a TVC?
You typically create three types of banners: static, animated (HTML5) and video. Each with its own function and effect.
Static (IAB formats): For example leaderboard (728x90), medium rectangle (300x250), skyscraper (160x600) and wide skyscraper (300x600).
Mobile: Such as mobile leaderboard (300x50 or 320x50), mobile half page (320x240) and medium rectangle (300x250).
Video banners: Short clips from the TVC, often in 300x250 or 336x280 format.
HTML5 banners: For animations, interaction and dynamic variations per audience or region.
How do you approach a TVC Makeover in practice?
Start at the script stage with the digital translation in mind. Film smartly and think in formats.
Make sure you film key scenes in both landscape and portrait. Think about opening shots, shots that don’t depend on sound, and copy that works in every context. That way you can get started on reuse quickly after the shoot.
At Banny we think along from the start: which hook works in a banner? How does the message stick in 6 seconds? That is why we can deliver banners quickly after the shoot without having to re-edit.
What do you gain by doing this?
You get more out of your production, save time and have scalable output sooner. And you see that back in your performance.
By translating your TVC into banner sets, you increase your return on creativity. You keep control over your campaign story and can keep optimizing with real-time data. Less pressure on your team, more results.
After the launch of a TVC for an FMCG brand, we delivered 1200+ banners within 48 hours. Together good for 30 million impressions and a CTR of 3.6%.
