Monday 26 February 2018

Tangerine take the shock out of TV advert pricing

EMBRACING the 'every cloud has a silver lining' philosophy, boutique post-production house Tangerine has launched a dedicated low cost offshoot to lure new brands into the newly affordable TV advertising marketing.

Dubbed "", the low-cost division has been up and running since February, offering clients TV ads for under €5,000. "It's been doing surprisingly well," says Tangerine boss Richard Callaghan.

"We have three or four direct clients now and two agencies, so we are on track with what we'd hoped for."

Callaghan says all the clients so far are "first timers" who've previously been "shocked" by the figures quoted to produce a simple ad. With Callaghan's incarnation they can get motion graphic or motion photo ads for €4,750.

Industry sources, however, point out that broadcasters, including TV3, Setanta and City Channel, have been offering low cost in-house TV ad production for years, bundling it with the cost of ads.

"You don't have the same sort of creativity at broadcasters," says Callaghan. "There's a new type of client out there now," he says, "we're working to get those clients spending on TV and keep the wheels of this industry turning."

Tangerine has a team of eight, down from a peak of 12, and Callaghan cites the fall-off in traditional TV ad business as one of the reasons behind the launch of

Irish Independent

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