Video Production Basics for Broadcast Advertising Guide

Understanding the fundamental techniques for producing a video that engages and entices the audience. Here are some of the basics for producing a video for broadcast advertising:

  1. Define the objective of the advertisement and identify the target audience.
  2. Develop the concept, write the script, and storyboard the idea.
  3. Choose the right equipment, such as a camera, lighting, and sound.
  4. Film the video, ensuring appropriate lighting and sound conditions.
  5. Edit the video, including cutting, adding effects, post-production sound, and color correction.
  6. Ensure that the final cut meets the broadcast’s technical requirements.

Following these production basics can help create a compelling commercial that resonates with the target audience and elevates the brand image.


Pre-production is a critical stage of the video production process. It involves planning, designing, and preparing all aspects of the video project. Pre-production is essential for a successful video project and can save time, money, and headaches.

Here, we’ll be looking at the basics of pre-production for video production for broadcast advertising.

Defining the project brief and goals

Defining the project brief and goals is one of the critical steps in pre-production when it comes to Video Production Basics for Broadcast Advertising Guide.

A project brief is a detailed document outlining the project’s objectives, scope, and requirements. In contrast, project goals are specific, measurable, and realistic targets the creative team and client set to achieve successful project completion.

A well-defined project brief and goals help ensure everyone is on the same page, from the initial planning stages to the final product. They also provide a clear direction and focus for the project, making managing timelines, budgets, and resources easier throughout the production process.

When creating a project brief and goals, it’s essential to consider factors such as target audience, brand personality, message, positioning, and distribution method.

Pro tip: Be clear and concise when defining the project brief and goals to avoid confusion and misunderstandings among the team and the client.

Concept development and scripting

Concept development and scripting are important phases in the pre-production process of creating a broadcast advertising video. It involves turning creative ideas into a script that can be used to guide the production of the video.

  1. Pitch concept ideas to the client and select the most viable one.
  2. Determine the target audience and message you want to convey.
  3. Develop a script that outlines the video’s dialogue, visuals, and sound effects.
  4. Create a storyboard to represent the scenes in the script visually.
  5. Revise the script and storyboard until perfect.
  6. Finalize the script and storyboard before moving on to the next production phase.

Following these steps, you can develop a compelling broadcast advertising video that meets your client’s needs and resonates with the target audience.

Casting and location scouting

Casting and location scouting are crucial aspects of pre-production in video production for broadcast advertising.

Casting involves selecting the right actors or models to appear in the commercial. It’s important to choose people who fit the target audience and can convey the desired message effectively.

Location scouting is finding the perfect location to shoot the commercial. This involves identifying the right setting, background, lighting, and acoustics to ensure the commercial stands out and resonates with the target audience.

Casting and location scouting is time-consuming, requiring attention to detail and the ability to work within the project’s constraints.

Understanding the commercial’s creative concept and target audience is helpful before starting casting and location scouting to simplify the process. This can help guide decision-making and streamline the process.

Pro tip: Don’t be afraid to experiment with different casting options and locations to find the perfect fit for your commercial.


Production is the process of creating a commercial from start to finish. It involves pre-production, production, and post-production.

Pre-production involves scripting, storyboarding, budgeting, casting, and schedulingIn addition, production can involve filming, sound recording, and lightingPost-production involves editing, motion graphics, color correction, and sound design.

In this guide, we’ll cover each step of production.

Camera and lighting setup

A proper camera and lighting setup is crucial to producing high-quality video content for broadcast advertising. Here are some tips to ensure your video production is visually appealing and professional-looking:

Camera Setup Tips:

  1. Choose a camera that fits your production needs and budget.
  2. Use a tripod to keep the camera steady and stable.
  3. Optimize camera settings like white balance and exposure for your filming scene.
  4. Check your framing and composition before shooting to ensure the shot is visually appealing.
  5. Record in the highest quality format possible for editing flexibility.

Lighting Setup Tips:

  • Use a 3-point lighting setup (key light, fill light, and backlight) to add depth and dimension to your shots.
  • Use diffusers or reflectors to soften harsh lighting or fill in shadows.
  • Avoid mixed lighting sources that can create odd color casts or unbalanced lighting.
  • Test and adjust lighting before shooting to achieve the desired effect.

Pro Tip: Be consistent with your camera and lighting setup across all shots to maintain a cohesive visual style for your production.

Audio recording

Audio recording is a crucial aspect of video production, ensuring a high-quality final product that engages and pleases viewers. Here are some tips to help you master audio recording for your video:

  1. Use a quality microphone: A professional-grade microphone will capture clear, clean, and crisp sound, elevating the quality of your video.
  2. Proper microphone placement: Expert microphone placement can make all the difference in capturing the right sound. For example, lapel mics are best for interviews, while directional mics work great for action scenes.
  3. Monitor your sound levels: Use headphones to monitor input levels to ensure your recording is neither loud nor soft. This ensures a balanced and effective sound mix for your video.
  4. Record room tone: Capturing the silence in the room for around 10 seconds will allow you to remove background noise during the editing process.

By following these crucial tips, you will enhance the video viewing experience for your audience while making your work stand out from the competition.

Filming techniques and composition

Good filming techniques and composition are crucial in creating an engaging and high-quality video production for broadcast advertising. Here are some techniques and tips to keep in mind:

  1. Rule of Thirds: Divide your frame into nine equal quadrants using two horizontal and two vertical lines. Place your subject or points of interest at the intersections of these lines or along the lines themselves.
  2. Framing: Use objects or elements within the scene to frame the subject, drawing the viewer’s attention to the center of the frame.
  3. Leading Lines: Use lines in the scene to draw the viewer’s eye to the subject, creating a visual pathway.
  4. Depth of Field: Adjust the focus on the camera lens to control the depth of field, blurring the background and keeping the subject in focus.
  5. Movement: Use movement to create engagement and interest, such as panning or zooming in/out.
  6. Lighting: Use natural or artificial lighting to set the scene’s mood and highlight the subject.

By implementing these filming techniques and compositional tips, you can enhance the visual appeal of your video production and capture your audience’s attention.


Post-production is one of the most important steps in the video production process and typically includes editing, sound mixing, color correction, motion graphics, and visual effects.

This section will cover post-production basics and explain the tools and techniques used to create broadcast advertising.

Importing and organizing footage

Importing and organizing footage is a crucial step in post-production, ensuring that you have all the necessary assets for your video project and that they are organized clearly and easily. Here are some tips on how to import and organize your footage:

  1. Create a folder on your hard drive for the project and name it accordingly.
  2. Create sub-folders within the project folder based on categories such as raw footage, audio, graphics, and project files.
  3. Use a consistent naming convention for your files to make it easy to identify individual files and versions.
  4. As you import footage into your editing software, note any important information, such as file type, resolution, and frame rate. This will help you ensure that your project settings match your footage settings and prevent issues during editing and exporting.

By properly organizing your footage, you can save time and avoid confusion during the post-production process.

Video editing basics

Video editing is an essential part of post-production in video production for broadcast advertising. Here are some basic steps to help you get started with video editing:

  1. Choose the right software: select a video editing software that suits your needs and budget.
  2. Organize your footage: import it to your editing software and organize it by bin or folder.
  3. Create a rough cut: assemble your footage into a rough sequence, removing unwanted or unusable clips and choosing the best takes.
  4. Add music and sound effects: select appropriate music and sound effects that complement the mood and tone of your video.
  5. Fine-tune your edits: refine your video by adjusting cuts, transitions, color grading, and other small tweaks.
  6. Export your video: choose the appropriate export settings and output format for your video and export it for your desired platform.

Becoming a skilled video editor takes time and practice, but mastering these basics will help you take your first steps toward producing quality video content.

Adding visual effects and sound design

Adding visual effects and sound design is a crucial step in post-production that can elevate the quality of your video content and make it stand out in a crowded advertising space.

Here are some tips to consider for adding visual effects and sound design to your video:

Visual Effects:

  • Choose effects that enhance the message of your video and don’t distract from it.
  • Use effects sparingly; too many can look overwhelming and unprofessional.

Sound Design:

  • Use music and sound effects to create mood and ambiance.
  • Choose appropriate sound effects that match the visuals of your video to create a cohesive experience.
  • Mix the audio levels to make the music and dialogue clear and easy to hear.

By applying these tips, you can create a visually and sonically engaging video that effectively conveys your message to your audience.

Equipment and Tools

You must have the right tools and equipment when undertaking any video production project. Camera, lighting, audio, and visual effects will be essential to capture the best quality footage for your broadcast ad.

In this guide, we’ll discuss different types of equipment and tools you’ll need to produce broadcast-ready videos.

Cameras and lenses for video production

When it comes to video production, choosing the right cameras and lenses is crucial for capturing high-quality footage that meets your needs.

Here are some popular options for cameras and lenses in video production:


  • Sony A7 III: This camera is popular for its full-frame sensor, 4K video capabilities, and low-light performance.
  • Canon EOS C100 Mark II: This camera is ideal for documentary-style filming with its dual-pixel autofocus, face detection, and built-in ND filters.
  • Blackmagic Pocket Cinema Camera 4K: This camera is a great option for those on a budget but still looking for high-quality footage, with its RAW and ProRes recording options.


  • Canon EF 24-105mm f/4L IS II USM: This versatile lens is ideal for a range of shooting situations, with its wide-angle to telephoto zoom capabilities and image stabilization.
  • Sigma 18-35mm f/1.8 DC HSM Art: This lens is a great option for low-light filming, with its wide aperture and sharp focus.
  • Tamron 70-200 f/2.8 Di VC USD G2: This lens is ideal for sports or wildlife filming with its fast and quiet autofocus and image stabilization.

Ultimately, the best camera and lens choice will depend on your specific needs and budget.

Lighting equipment and techniques

Lighting is an essential aspect of video production that can make or break the quality of your content. Therefore, understanding the different lighting equipment and techniques available to achieve optimal results is vital.

Here are some of the most common lighting equipment and techniques:

  • Three-point lighting: This technique involves three lights – a key light, a fill light, and a backlight – placed around the subject to create an even, well-lit image.
  • Softbox lighting: This method uses a large box-shaped diffuser to soften the light and eliminate harsh shadows.
  • Ring lighting: Ring lights are continuous light that creates a circular and even light pattern, ideal for portrait shots and vlogs.
  • LED lighting: LED lights are energy-efficient, portable, and suitable for various lighting scenarios, from film sets to product photography.

Pro tip: Always test your lighting setup before filming, regardless of your equipment or technique, to ensure it achieves the desired effect.

Editing and post-production tools

Editing and post-production tools are essential for creating high-quality, professional-level videos in broadcast advertising. With the right equipment and software, you can transform raw footage into a polished production meeting industry standards.

Here are some editing and post-production tools to consider:

  • Non-Linear Editing (NLE) software is the backbone of any post-production workflow. Some popular NLE software includes Adobe PremiereFinal Cut Pro, and Avid Media Composer. These software programs offer a range of features that allow you to edit video, audio, and visual effects.
  • Color grading software: This software allows you to enhance the look of your footage by adjusting the color and tone. Examples include DaVinci Resolve and Adobe SpeedGrade.
  • Audio editing software: Good quality audio is crucial to any video production. Software such as Pro Tools and Adobe Audition are popular for editing sound.
  • Motion graphics software allows you to add animation and visual effects that take your video to the next level. Examples include Adobe After Effects and Apple Motion.

With these tools, you can create videos that captivate and engage your audience while promoting your brand in the best possible light.

Broadcast Advertising Considerations

Understanding broadcast advertising and its regulations can be a daunting task. It is important to remember that the rules and regulations for broadcast advertising differ from other mediums, such as online and print advertising.

Knowing the ins and outs of the broadcast process can be the difference between having an effective or ineffective broadcast campaign. This guide will help you understand the necessary pieces of information you need to know to make sure your broadcast advertising is booming.

Understanding broadcast regulations and standards

Broadcast regulations and standards are crucial for any video production meant for broadcast advertising. These regulations and standards ensure that the content being broadcasted is safe, appropriate, and adheres to ethical and legal guidelines.

Here are a few examples of common broadcasting regulations and standards:

  • Content rating systems: Varying worldwide, rating systems help viewers understand the content’s suitability for different age groups.
  • Time of day restrictions: Certain content may be deemed inappropriate for certain times, such as adult-oriented content being restricted during daytime hours.
  • Advertising guidelines: Broadcasting stations have specific guidelines for advertising content, requiring advertisements to be distinguishable from programming content.
  • Technical standards: Broadcasting stations have specific technical standards that must be followed for the video to display correctly.

Understanding these regulations and standards is essential when producing content for broadcast advertising, ensuring that the content is appropriate, ethical, and complies with legal guidelines.

Tailoring the video for the target audience and platform

Creating a video for broadcast advertising involves tailoring the content to your target audience and the platform on which it will be broadcasted. Here are some considerations to keep in mind:

  1. Know Your Audience: Understand the demographics and preferences of your target audience, including their age, gender, interests, and habits.
  2. Platform Matters: Consider the context in which the advertisement will be displayed, such as whether it will be aired on television, online, or social media.
  3. Attention-Grabbing: Catch the viewer’s attention in the first few seconds of the video by using visually appealing graphics, catchy music, and engaging storytelling.
  4. Keep It Short: Keep the video concise, with a clear message and call-to-action.
  5. Quality Matters: Invest in high-quality video and post-production, including scripting, casting, filming, editing, and color grading.

By keeping these tips in mind, you can create a video for broadcast advertising that is strategic, effective, and engaging.

Pro Tip: Test the video with a focus group to get feedback and make necessary improvements.

Measuring the success of a broadcast ad campaign

The success of a broadcast ad campaign can be measured in various ways, depending on the campaign’s goals and objectives. However, the following metrics are commonly used to track the success of a broadcast ad campaign:

  1. Audience Reach: How many people watched the ad on TV or heard it on the radio? This metric determines the ad’s exposure and how many people were potentially impacted by it.
  2. Brand Awareness: Did the campaign increase brand awareness or recognition? Surveys and research can be conducted to determine the ad’s impact on brand recall and recognition.
  3. Sales: Did the campaign translate into increased sales or revenue? Analyzing sales data before and after the ad campaign can help determine its effectiveness.
  4. Engagement: Did the campaign generate any buzz, comments, or inquiries? Monitoring social media and website analytics can help track audience engagement.

By considering these metrics while planning and executing a broadcast ad campaign, you can measure its success effectively and make data-driven decisions for future campaigns.

Frequently Asked Questions

Q: What is video production for broadcast advertising?

A: Video production for broadcast advertising is creating a commercial video to promote a product or service on television or other broadcasting platforms.

Q: What are the basic steps in video production for broadcast advertising?

A: The basic steps include scripting, storyboarding, filming, editing, and adding special effects or sound. These steps may vary depending on the specific needs and goals of the project.

Q: What are some tips for creating a successful broadcast advertising video?

A: Some tips include creating a clear concept, engaging the audience with strong visuals and emotions, keeping the message concise, and using professional equipment and talent.

Q: What is the role of a video production team in broadcast advertising?

A: The video production team is responsible for planning, executing, and delivering a high-quality commercial video that meets the client’s objectives and resonates with the target audience.

Q: How long does it take to produce a broadcast advertising video?

A: The timeframe for video production depends on various factors, such as the complexity of the concept, the amount of footage needed, and the delivery timeline. Generally, it can take anywhere from a few weeks to several months.

Q: What is the cost of producing a broadcast advertising video?

A: The cost of video production can vary widely depending on the project’s scope, desired production quality, and the talent and equipment needed. However, it is important to find a balance between quality and affordability.

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